Understanding what content performs well is essential for creating posts that align with LinkedIn’s shift towards expertise and value. The strongest content strategy includes a range of content including:
Awareness content: This type of content lays the foundation of who you are and the challenges you solve. It helps to establish your position as a leader in the industry to people who are discovering your business for the first time. Awareness content should focus on starting a conversation and providing value, not selling or promoting services.
Educational content: Educational posts are highly effective because they provide immediate value to your audience. Examples of educational content are how-to guides, industry tips, lessons learned, checklists and frameworks.
Thought leadership content: Adding your perspective and experience can help to position you as an authority in your field. For example, sharing industry predictions, professional opinions, trends and engaging with other professionals.
Consideration content: This type of content helps your audience understand how your expertise, services or products can solve a specific problem they are facing. Rather than directly selling, consideration content builds trust by demonstrating knowledge and addressing challenges.
Experience-based content: LinkedIn values expertise, so sharing your own experiences, challenges, and successes creates authentic content that helps to build credibility. This includes: project and client insights, mistakes learned, milestones and behind-the-scenes content.
Conversation-driven content: Posts that encourage meaningful discussions and not one-off comments can increase visibility. Ask your audience for their perspective to create genuine interactions.
Conversion content: This type of content encourages your audience to convert, whether that means booking a meeting, requesting more information or purchasing a product or service. Unlike educational and awareness content that focuses on providing value, this content is more hard-hitting and highlights the impact of your solutions.
Tip: Content schedules should use a variety of content types. Conversion posts perform best when they are balanced with educational and thought leadership content. If every post is promotion, you lose your audience’s interest and trust. A strong strategy will focus on expertise, awareness and educational content before posting consideration and conversion content.
Create content that aligns with LinkedIn’s new algorithm
In part 1, we discussed the 5 major changes from LinkedIn’s algorithm. Here, we explain what LinkedIn is looking for from your content.
- Share your expertise: This provides you with an opportunity to share lessons learned, case studies, professional opinions and insight that demonstrates expertise and helps to establish credibility in your niche.
- Focus on your niche: Identify three areas you want to be an expert on and prioritise these topics when creating content. Over time, LinkedIn will recognise this is your area of expertise.
- Stay consistent: Regularly posting about the same core topics will help LinkedIn to understand what you are known for. The clearer your content focus is, the more likely you will reach the right audience.
- Create real conversations: Encourage discussions by asking thoughtful questions and responding to comments.
- Use supporting assets: Test infographics, carousels, documents and short videos to make your content easier to digest. These assets can also encourage users to save and share your posts.
Why are saves important?
Saves have become a valuable signal in LinkedIn’s new algorithm because it shows that your content has lasting value. When someone saves your post, it shows that the content is relevant, insightful and useful enough to revisit.
This aligns with LinkedIn’s shift away from rewarding content that simply generates instant engagement, increasingly focusing on identifying posts that help professional to learn or solve problems.
How to create save-worthy content? Content that tends to generate saves includes: step-by-step guides, checklists, templates, statistics and data, infographics, carousels, how-to tutorials and actionable tips.
Stay tuned for part 3 to discover why profile optimisation is also an important factor with LinkedIn’s new algorithm.
For more guidance on how to create a content strategy that aligns with LinkedIn’s new algorithm, contact our team today.
