3 Steps to create engaging content for LinkedIn
Building impactful content on LinkedIn begins with a clear understanding of your audience, showcasing your knowledge, and sharing your achievements.
Knowing Your Audience: The First Step to Relevant Content
Identifying Who You're Speaking To
Understanding your audience is the most important step. If you get this right, everything else will work in your favour (and vice versa!). Your audience might include construction professionals, architects, real estate agents, or investors. But ideally you need to be more specific than that and start peeling back the layers. Knowing this helps you create content that speaks directly to them. If you’re not sure where to start, check out my Ideal Avatar Template Creator before you keep reading!
Understanding Their Interests and Challenges
After identifying your audience, explore what they find important, what matters to them. What problems are they facing and what solution can you offer? Busy developers might be concerned about losing money and time over projects that overrun and go over budget. Corporate occupiers might need help creating office spaces that will attract employees, or they will end up overspending thousands in rent for an empty office. Create content that addresses these topics to engage your audience effectively.
Identifying Specific Groups Within Your Sector
The construction and property industry includes many different professionals, each with unique needs and challenges. It's important to target your content specifically, whether it's for fellow builders, real estate experts, investors, or a niche group. This specificity helps your messages hit the mark.
Matching Content Format to Audience Preferences
Different people like different types of content. Some might prefer detailed articles or reports, while others might like quick tips or videos. How does your ideal client like to consume content on LinkedIn? Step 1: ask them! Speak to your ideal client as much as you can. Step 2: test! Try out different content forms and see what works best by watching how people react and engage with your posts.
Using LinkedIn Analytics
Use LinkedIn's analytics to see who's interacting with your posts. This tool tells you about your audience's industries, their roles, and the types of content they prefer. This information can help you tailor your content to better suit their tastes. BUT, beware of vanity metrics. It’s no good having 100K followers if nobody is engaging with your content - or booking a meeting. Measure impressions to see how many people your content is reaching. Look at engagement to see if people are consuming it - but also look at who is consuming it. Finally, look at conversions - how many people got in touch with you after engaging with your content, and which posts worked best?
Interaction Is Key
Posting content is just the beginning. Engaging with other people is where the magic will happen. Respond to comments and join discussions, comment on other people’s posts. This is a great way to get your headline in front of lots of people, and you are also supporting others’ content at the same time. This builds a community around your professional brand and keeps the conversation going.
2. Showcasing Your Knowledge and Experience
On LinkedIn, showing your expertise involves more than just listing your qualifications. It's about engaging your audience with your in-depth knowledge and practical experience in the construction and property sectors. The best way to do this is to go back to your ideal client’s pain points. Your experience and knowledge will only be relevant to them, if you can link it to a specific problem that they are trying to solve!
Keeping Up with Changes
The construction industry is always evolving, with new trends, regulations and technologies appearing all the time. Regularly sharing your thoughts on these changes not only highlights your expertise but also keeps your audience informed and prepared for the future.
Utilising a Variety of Sources
To provide well-rounded insights, use a variety of sources like industry reports, news articles, and research studies. Where does your ideal client source news and updates? Is it specific websites, industry publications perhaps? Bring this to them! Offering your analysis or commentary on content you know is relevant to them helps establish you as a knowledgeable leader in your field - and adds value to your audience.
Practical Tips and Strategies
Your audience will value content that simplifies complex industry information into useful advice. This might include tips for dealing with regulatory changes, strategies for investing in property, or best practices for eco-friendly building. The goal is to solve common problems your audience faces.
How-to Guides and Tutorials
Step-by-step guides or tutorials based on your experiences can be very helpful. These guides enable your audience to practically apply your advice, making your content more useful and shareable.
3. Telling Engaging Stories
Personal Experiences and Lessons Learned
Talk about your own journey, including both your successes and challenges. Your mix of skills, personal experiences, knowledge is what makes you unique and sets you apart from other professionals in the same field. Make sure you bring these to the forefront.
Highlighting Success Stories
It’s important to celebrate your achievements. However, don’t make these about YOU! I know it sounds counter intuitive. But to make your successes relevant to your avatar, highlight how you’ve helped other clients with their issues. Your success was their success. Sharing stories about innovative solutions you've developed to solve a specific challenge for someone - this gives your audience a glimpse into the quality and scale of your work.
Client Testimonials and Case Studies
Use testimonials from happy clients or detailed case studies of your projects - this adds plenty of credibility to your work. These real-world examples show your expertise in action and can attract potential clients or collaborators. Ensure you talk about results, and clearly showcase how you got clients from ‘A’ to ‘B’.
Creating impactful content on LinkedIn is all about adding value to your audience, while also promoting your professional brand.
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