Continuing our interview series with consultant, professional speaker, and LinkedIn guru Jennifer Darling, we asked the question: “How do you find the time to create so much LinkedIn content?”
“Sometimes, people get discouraged when they put random articles on LinkedIn, and they don’t get a lot of views,” says Jennifer. “They see a lot more views on their shared updates. So that makes them think they should just do shared updates, because they’re getting a couple hundred views on those each time.”
However, Jennifer says you shouldn’t get discouraged when your longform content doesn’t perform! Instead, you should start re-purposing your articles – breaking them out into a series of short posts, videos, memes, quotes, and anything else you can think of. Then, you should post on the same topic as many times as you can.
“One idea or piece of content can really go far,” says Jennifer. “I don’t even think of these things as articles anymore. I think of them as ideas.”
Different People Want Content in Different Forms
You might think people will get annoyed at your posts, after seeing you talk about the same thing so many times in so many different ways. But Jennifer let us in on a couple reasons why your network will love your ever-expanding universe of LinkedIn content.
“I’ve had people challenge me and ask whether people really want to see their LinkedIn content on video and in text and so on,” says Jennifer. “And yes, they do! For one thing, your network’s probably not going to get served your content in all those different ways. You’re going to reach different people with different posts. But secondly, people have different learning styles. Some people want to watch video; other people want to read articles.”
By spreading your content out across a variety of different mediums, you’ll reach people in the way they want to be reached. You won’t force a video watcher to read an article, or an article reader to watch a video. Instead, your network will be able to connect with your content in the way they prefer. And you’ll perform some easy content stacking along the way!
“Content and education is the new marketing,” says Jennifer. “That’s what working, and that’s what people are searching for. They want you to provide value in that way. So I say, give your secrets away, because that makes you look like an expert to your audience.”
For more insights from Jennifer, be sure to check out our full LinkedIn-centric interview over on the Butler Branding YouTube channel. We’ll be back with one last snippet of our conversation with Jennifer next week!