LinkedIn Content Strategy Thoughts for 2024 Creators

Some thoughts on creating LinkedIn content right now.

𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀

If my only goal was to maximize reach and engagement here, I would publish very differently than I do. It seems that at the moment, 𝗰𝘂𝗿𝗮𝘁𝗶𝗼𝗻 is the optimal strategy for those two objectives.

T͟h͟e͟ ͟C͟u͟r͟a͟t͟i͟o͟n͟ ͟S͟t͟r͟a͟t͟e͟g͟y͟ (a la Kevin Jurovich or Rubén Domínguez Ibar)

• 40% memes / short vids with pithy or topical text on top. Gotta be relevant to your audience!

• 30% re-shares of graphics or images from other creators with a "why this is useful" header

• 30% personal story / your own opinions in text or graphic form

The work is honing in on the audience need, finding the right adjacent content, making it fun and funny, and then consistency. If I was just beginning to post, this is the path I'd take. To be clear - this is a great strategy and understands what we want from social media.

The other strategy that seems to work (albeit for different goals)

T͟h͟e͟ ͟S͟u͟p͟e͟r͟-͟N͟e͟r͟d͟ ͟S͟t͟r͟a͟t͟e͟g͟y͟ (a la Kevin Chiu)

• Slightly less frequent, but still consistent posting

• Super detailed view on a specific market from a real expert

• Comments on both the news of the day (in that space) plus original research

Obviously you can mix the two (and once you get some prominence, the mix might change as well).

The strategy should follow from the primary objective. Being known to the right 4,000 people may well be more impactful to your goals outside LI than being part of 100,000 scrolls daily.

𝗧𝗮𝗰𝘁𝗶𝗰𝘀

• Consistency matters more than ever - 3x a week is no longer that useful. Gotta bump that to 7-10x.

• Wait, 7-10 times per week? Doesn't that mess with the "only post once per day" rule? Yep, that's no longer hard and fast in my view.

• Add some links in the post occasionally to move folks from social to newsletters / pods / etc.

• Spend 50% more time on the first sentence than you think you should.

• You can post, watch the impressions, delete, then repost 2-3 hours later with a better hook. Don't do this often though.

• Use different formats for experiments, but have a main content type. Text + Image still seems to outperform.

• Anyone watching or using the Video beta tab? Would love to learn more about it.

• Hashtags are pretty washed. Don't tag people in the post who you aren't sure will like/comment.

• Take other people's posts & remix them, add your own insight, etc. Don't be lame and steal without credit. You WANT the original creator to appreciate your share.

• Take a vacation and zero out the numbers sometimes 🙏