7 Kinds of LinkedIn Content That Currently Works

The first step most people take to improve their LinkedIn is to optimize their profile.

Maybe that was true 5 years ago.

But right now, it is no longer the first step. Except if you just won a Nobel Prize or something like that.

People know you from your content, not from your profile. The first point of interaction you would have with anyone on LinkedIn is very likely your content.

This is why I favor the approach of content-first, over profile-first.

People come to check out your profile after they relate with your content. Some even don’t. They just follow you right on their timeline. But those who check your profile are more likely to send a connection request.

And yes, there is a way to structure your profile so that the right people can send connections request. (We’ll talk about that another day).

Anyway. The point is – content is the key to networking.

Today, I want to share 7 kinds of LinkedIn content that works right now. I will be sharing actual screenshots of examples of those posts in action. Only one of those examples is from my account, by the way.

Before we go into the 7 content types, here are some LinkedIn tips that are currently working right now.

LinkedIn Hot Tips

1.

Comment a lot. React and comment on the posts of the kinds of people you are trying to reach. Always remember that LinkedIn is not social media. Don’t like a person’s post because they are friends with you.

If the post is not connected to your niche, feel no urge to engage with it. If it is connected to your niche, you must engage with it – even if it feels forced.

2.

I strongly advise you not to post multiple times per day. If you do, LinkedIn will throttle your most recent post to the detriment of your previous post. And generally, both end up performing poorly

3.

Don’t feel the urge to post a picture on a post except it is connected with the post in some way. Don’t force a picture or carousel. And if you will, a picture that you took yourself is always the better answer.

Bonus here if it is a picture you took at a famous place (that is referenced in the post)

4.

Stick to your niche. I cannot stress this enough. I have seen LinkedIn accounts with huge following complain about their reach winding down. And the reason is this one sole thing – they made a post that deviated from their niche.

I experimented with this myself. I started making posts on LinkedIn that promoted this newsletter, and I noticed that my reach dropped. I have done this experiment so you don’t have to.

5.

Do not edit your post immediately you post it. For example, you make a post and then realized you made a typo. Instead of going to edit it immediately, make a comment on the post that corrects the typo or wrong sentence.

After about 15 hours, you can go back to edit the post. But at that initial point of posting, don’t touch the post. If you do, you will hinder its traction.

There is another key LinkedIn tip shared last week. If you missed it, check it out here.

7 Kinds of LinkedIn Content That Works

1: The Listicle

The listicle style of content is working for me right now. And this is mainly because it is based on research and often very useful in the short term.

Here is an example from my own content:

And one of the big reasons it works is because it has “hook” value. Always remember that the marketing of a thing is more important than the thing.

The success of anything is not dependent on the quality of that thing (as long as the quality surpasses a certain threshold). The success of anything depends on the marketing of the thing. And “hook” is a big part of marketing.

On this post for example, when people see it on their timeline, this is what they see:

That encourages them to click “see more”. You always want people to click the “see more” on your post. You want people to click that before they react.

If you are going to be using listicles, it has to be well researched and filled with value. No fluff or bluff. And you have to always think in terms of the people you are writing to.

2: The Triggering Complaint

This one sometimes comes with a visual or picture. And sometimes, it doesn’t. But it works so well on LinkedIn because it forces people who relate with it to engage.

Here is a good example:

This is such a great post. Look at the hook (i.e. the first 2 lines) – those are very strong.

The visual is the best of all. It lines up perfectly with the complaint. The dog lying there makes it even more emotionally appealing.

Anyone logically looking at the picture may think the dog played no significant role. But if you understand the emotional side of copywriting, you know that the dog is doing some heavy lifting there.

It’s not a happy dog. It’s not an active dog. It is dog lying down out of boredom. And that portrays the message of the post perfectly.

It is not compulsory to add a picture to a triggering complaint post, but if you do, let the picture sum up the point emotionally like this example.

A triggering complaint will always get people to engage. Always remember to stick to your niche though.

3: The Aspirational Brag

The kind of bragging that works on LinkedIn is quite different from other platforms. Let me explain…

On YouTube, bragging about how much money you made (and showing how you did it or how anyone can do it) always performs very well. On LinkedIn, content like that will flop.

Why? People on LinkedIn hate that.

Or at least, people who come to LinkedIn don’t come for that. People are much more subtle with their aspirations, especially with money, on LinkedIn.

So, you have to be gentle with this content style. But if you get it right, you will go viral.

Here is a great example:

On LinkedIn, the aspiration is not merely about money. It is mostly about lifestyle. Notice her first line – aspirational, but yet down to earth.

And the second line – a gentle dig at the popular wealth culture.

You must remember that people on LinkedIn are not looking to be the next Zuckerberg or Jeff Bezos. Instead, they are the people who work in the companies these billionaires own. So, you have to speak something that gets to their hearts.

In this example, a farm in Italy is positioned to be more appealing than a private jet. Beautiful contrast. (More about contrast soon).

If you are in a position of success already and you are the kind that takes a lot of pictures, try the aspirational brag content (in your niche). It might just work magic.

4: The Borrowed Credibility

This is sometimes a big hit and sometimes a huge miss. But if you do it well, it should be a hit.

This is when you borrow a story that isn’t yours. But then you have to sprinkle your own originality to it.

Here is a good example:

The beautiful thing about this content style is that you don’t have to be an expert or a highly experienced person. If you pick the right story for your niche, you can go viral.

Some people like to pick someone or something that is already trending. For example, when the Barbie movie was trending in 2023, a lot of LinkedIn posts got created on the heels of it. But the ones that really stood out gave a unique perspective or fresh information.

Using a recognizable celebrity here is not too farfetched, in fact, it helps with the hook. In this example, people who know Elle Woods would definitely read the entire post. People who are avid fans will likely react and comment.

The powerful point here is that a person can react and comment on a post like this without caring who the author is. And it even gets more interesting…

Don’t be under the impression that you have to find a new story that people haven’t heard before. In fact, stories that we have heard again and again seem to perform very well. You just have to find a way to make it feel unique or different.

5: The Quick Fix

Quick fixes on LinkedIn are magical. They are arguably the best content form out there.

The idea here is to give people quick fix solutions to problems they don’t know they had. The whole process is fast, short, and quick.

Here is a great example:

Can you see how the fix was quick? You don’t even need to click “see more”.

The formula is to make people aware of a problem they have and fix it quick. No rambling about the problem. No analysis. No pitching. Just a simple and straightforward quick fix.

6: The Comedy Bait

LinkedIn is actually encouraging funny and comedic content. They are even choosing comedy content over disagreeable content.

Just look at the reaction options. You can like, celebrate, support, love, insightful, and laugh. There used to be a skeptical reaction (which I liked using lol), but it has since been removed.

I guess LinkedIn doesn’t want contentious debates on its platform. X (formerly Twitter) is a better place for that. But anyway…

If you can make your post relatable in a way that reveals your expertise and make people laugh, you can score big on LinkedIn. But always remember to stick with your niche – unless you are a standup comedian.

Here is a good example of a comedy bait:

Notice the positioning and the copy. It is funny but not in a way that makes her less of a professional. It makes her more of a kind of person that is fun to work with.

People want to see that. People want to see professionals who are fun to work with. But remember to never overdo it. Don’t post without thinking.

I highly recommend 1 post per weekday. And that means 5 posts per week. If you are going to make 5 posts per week, that gives you ample time to really think about what to post.

So, you have to be really strategic.

Also on comedy bait, be careful not to degrade yourself and your value unduly. Company and brand accounts can also leverage comedy baits.

7: The Industry Update

There is an account I follow on LinkedIn just for industry updates. I don’t know who she is and frankly, I don’t care (because I am not in ecomm). But I like to see what’s up with the industry and she always delivers.

Here is a snapshot of her post:

Weekly industry news is very powerful on LinkedIn. Plus, you get to borrow authority from all the brands and companies. You don’t need any experience to do this, you just need to be very serious with research.

But if you are going to do this, you have to be committed to being consistent. If you have a team helping you, that is even better.

BONUS: The Relatable Incompetence

Bonus content style, because why not? You know I am all about over-delivering.

Most people like to talk about how great they are and how competent they are. And that is a cringey thing on LinkedIn at the moment. People trying to sell their services.

Right now, if you take the opposing side of that, you can actually go viral because there are people who relate a lot to that.

When you brag about how great you are – most people think, “I’ll probably never get to that”. But when you poke fun at something you are incompetent at (THAT OTHER PEOPLE CAN RELATE TO), most people think, “OMG, that is so me!”

This comes very close to comedy bait. And it is just a thin line from self-degradation. The only reason it is not self-degradation is that other people can relate to it in a funny way.

Here is a good example:

Notice the comment I included in the screenshot. That is the kind of vibe you are aiming for.

Also, this is much easier to do when you are well-established on LinkedIn already with a well-defined niche. At the initial stages, I will advise you to stay away from it. Hence, why it is a bonus.

Summary

I hope you have learned some useful tips that you will try on your LinkedIn this week. Feel free to email me or send me a LinkedIn DM if you have any questions or difficulty.

When you make LinkedIn content, makes sure it lines up with one of these:

1. The listicle

2. The triggering complaint

3. The aspirational brag

4. The borrowed credibility

5. The quick fix

6. The comedy bait

7. The industry update

   And the bonus – the relatable incompetence

 Till next time,

Cheers!

If this has been helpful or you have a question, do drop a comment