The Key To Writing Good Content On LinkedIn

This one’s easy: Stop thinking of it as trying to write good content, and just write.

If you want to get noticed on LinkedIn – either as a company or as an individual – you need to write and publish. But when I tell people this I get push back, usually something like this:

Coming up with content is hard. We have no idea what to say in our our content should say, no one here has any ideas for content, and we are not sure our customers would like our content. “

So I will say, stop thinking content and start thinking stories. If they still balk, if  someone tells me they can’t write or don’t know what to write about, I ask them two questions. The first is:

“Can you tell me about that time you saved your customer?”

Because everyone has a story about the time they went above and beyond the call in order to help a customer with something difficult or to meet a ridiculous deadline. I usually get this really enthusiastic recitation of a story with a neat twist or lesson in it.

And when the other person is finished, I just ask them the second question:

“That is a great story, now can you write that down?”

So here is a story they can publish that makes the person or company look good, shows the lengths they will go to assist a customer and at the same time, doesn’t come across as advertising or a sales pitch.  What’s not to like?

And inevitably they will go, well that’s just the one story, now what do we do. So I ask them to tell me ten mistakes their customers are making, or ten misconceptions that their customers have. Good, there’s your next ten stories. Go get ‘em.

Some of my articles and posts do really well, and some not so much. And I have no idea which it will be beforehand. Last week I published an article on people using “likes” on LinkedIn. I thought it was an interesting topic, but I didn’t know if anyone else did or would. It has almost a thousand views and forty-six comments so far, so in retrospect, other people thought it was an interesting topic too.

Everyone who doesn’t write on publish on LinkedIn is preoccupied by how hard it is. All of us who do write and publish on LinkedIn just go ahead and do it.