Make Your LinkedIn Content Count

LinkedIn – love it or hate it – is full of people and opportunities. If you sell direct to consumers, you might find other platforms better for marketing, but if you sell to businesses, LinkedIn is a great place to be.

And when you use it right, it’s actually a fantastic tool for lead generation.

Back in October 2020, I headed over to Warrington to share some LinkedIn content tips with the Habitz team. Check out the video to hear what I had to say about using LinkedIn and read on for additional ideas on what to post. 

5 ways to make your content count on LinkedIn

LinkedIn can generate leads in several ways, depending on the types of post you create.

As mentioned in the video, I think the best way to get results from LinkedIn is having a nice mixture of posts. In this article, I’m going into a little more detail and providing some examples to get you started…  

Informational LinkedIn Content

It’s no use just telling people you’re an expert in your field – you need to show them too. And what better way to do that than by sharing informational content.

This helps you build credibility, showcase your expertise and convince potential new customers that you know your stuff.

Plus, if you help people for free through your content, they are more likely to trust you and remember you. So when they are ready to invest in your products or services, they are more likely to come to you.

And it’s so easy to share informational content. You can create a blog post and then link to it from LinkedIn. You can create articles specifically for LinkedIn. Or you can break a subject down and share as a series of posts or tips. You can even create short videos if you’re confident in front of the camera.

Examples of informational content:

  •    Top tips for…

          …writing your CV

          …choosing your web designer

          …buying a new car

  •    How to…

          …fix a leaking tap

          …complete your tax return

          …train for a marathon

  •    Guide to…

          …buying your first house

          …starting a blog

          …planning a wedding

  •    Top 10…

          …honeymoon destinations

          …workouts for beginners

          …marketing books

  •    5 ways to…

          …reduce your calorie intake

          …get noticed online

          …increase the value of your house

  •    Things you should avoid when…
  •    Common mistakes people make when…
  •    What to look for when…

Promotional LinkedIn Content

By promotional content, I don’t just mean adverts and sales messages – although you should have some of these too. I mean content that promotes the benefits and services of what you do in a non-salesy way.

So for example, my short video animations (shown below) explain the benefits of having great copy on your website and creating content to drive traffic to your site, but they do this without talking specifically about my services. Of course, the hope is that people will watch the videos and ask for my help but I’m not just saying, ‘here’s what I sell, will you buy it?’

Promotional content doesn’t have to be video. You can create blog posts or LinkedIn articles that promote the benefits of your services.

Or you can create simple LinkedIn posts – using a statistic can be a good way to attract interest. For example, “Did you know that websites with a blog get on average 55% more traffic than their competitors that don’t have one?”


Examples of promotional content:

  • How working with a <accountant/copywriter/VA> could save you money?
  • 5 benefits of <blogging/exercising regularly/hiring a party planner>
  • On average businesses with a <website/CRM system/business coach> will <save/earn/receive/achieve> x% more
  • 10 things you can outsource (the list should include the thing you do)
  • 5 things a <VA/bookkeeper/social media consultant> can help you with

Optimised LinkedIn Content

Many people understand that you can optimise blog content for search engines by finding out what people are searching and creating an in-depth blog post on that subject.

But LinkedIn content can be optimised too. You can do this by including hashtags in your posts or tagging people and companies.

Using hashtags

Hashtags on LinkedIn work in a similar way to Instagram and Twitter in that people can search for a hashtag and will get shown posts that include that hashtag. But the main difference with LinkedIn is that you can follow hashtags.

When you follow a hashtag, posts that include that hashtag will show up in your main feed without you having to do a specific search.

This means you can follow topics that interest you such as #contentmarketing, #blogging or #LinkedInTips.

And the people you want to do business with probably follow hashtags that interest them. So if you create posts that use the hashtags your audience might be searching for or following, then you might get your content seen by more of your potential customers.

For example, if I wanted to attract more business coaches as clients, I could create a post along the lines of:

“Business coaches – did you know that having a blog could help you establish your credibility, showcase your expertise and drive more traffic to your website? As a result, you can win more of the clients you want. #businesscoaches #businesscoaching #businessmentors”

Now I’m not saying a post like that will win me an influx of new business, but it might attract a couple of profile views, maybe one or two connection requests. And that’s one or two new connections who work in the industry I want to work with who will now be seeing more of my content.

There’s another reason you should include hashtags on your post too.

When you write a post, LinkedIn gives it a URL – a unique link – so that you can share it elsewhere. When you use hashtags, the first three hashtags are used in the URL. If your post doesn’t use hashtags, LinkedIn simply pulls through words from the post itself.

Here’s and example where I’ve used the hashtags #makeyourcopycount, #contentwriting and #linkedin:

As you can see, the hashtags appear in order after my profile name and before the unique number.

And here’s one where no hashtags were used:

So by putting hashtags in your posts, you are getting keywords in your URLs, meaning people can see more easily what the post is about.

Top tips for using hashtags on LinkedIn:

  • Don’t be overzealous – while using 20 hashtags on Instagram is perfectly acceptable, it doesn’t translate well to LinkedIn. We recommend using two or three – remember only the first three pull through to your URL.
  • #Don’t #Hashtag #Every #Single #Word #In #Your #Post – just don’t do it!
  • Hashtags can be used within the post itself when relevant – LinkedIn posts have a character limit, so if your post is long, it can be beneficial to include #hashtags within the post itself. Alternatively, you can put them at the end.
  • Research hashtags – at the left-hand side of your LinkedIn feed, you’ll see a list of any hashtags you are following. Underneath this is a ‘discover more’ option. When you click on this, LinkedIn will show you people, company pages and hashtags that it thinks you will be interested in. You can use this to find new hashtags. Alternatively, have a look at what hashtags other people in your industry or people you want to connect with are using.
  • Make sure your hashtags are public – you probably want your posts to get found so make sure you’re visible. Go to your profile settings and make sure your content is visible to ‘everyone’ – that way anyone searching hashtags you use will be able to see your posts.


Tagging people or companies

To tag a person or company, simply type @ followed by the person or company name. 

When you tag someone in a post, their connections are more likely to see the post. And if you are paying them a compliment, they are likely to engage with the post. 

Just make sure you aren’t tagging lots of people just for the sake of it, and be careful about who you tag. Some people don’t like it and will disconnect if you tag them in posts that aren’t relevant. 

Ideas for tagging people:

  • Pay a compliment – if someone has delivered a great webinar, presentation or service, write a post about it and mention the person
  • Mention a post – if someone has posted some content you like, share a link and mention the person, adding your own comments on what you liked about their content
  • Announce a collaboration – if you’re going to be working with someone on a project or someone has helped you with something, give them a shout out

Engaging LinkedIn Content

As well as showing your credibility and promoting your services, you want people to engage with you and your brand. 

If people know you, like you and trust you, they are more likely to do business with you so let them get to know you, and hopefully, they’ll like you too. 

If you are your brand, then you can share personal experiences, stories and anecdotes, or talk about any hobbies and interests you might have.

  • What films do you like?
  • What music are you into?
  • What are your quirks?
  • What are your plans for the weekend?
  • Where was your favourite holiday?
  • What were you like as a kid?
  • Do you have any funny pet stories?
  • What are your good or bad habits?
  • How did you end up in the career you’re in? 
  • What was your first job?
  • Why did you start your business? 
  • What challenges or successes have you had lately?
  • What is the most exciting/scary/interesting thing that has happened to you?

Don’t worry, you don’t have to confess your innermost secrets on LinkedIn (unless you want to), but just let people get to know you as a person. Share as much as you feel comfortable with. 

Think of LinkedIn like being in the workplace – what kind of things would you talk about with colleagues other than work stuff? 

If you want people to get to know your company, you can showcase your people, values and quality of work. 

Examples of posts that help people get to know your company:

  • Case studies
  • Meet the team profiles
  • Charity initiatives
  • Testimonials
  • Events you’re attending
  • Team activities
  • Green initiatives
  • Certifications, accreditations or recommendations
  • Company history/anniversary/celebrations

Entertaining LinkedIn Content

Sometimes people just want to be entertained. Entertaining doesn’t have to mean funny, so don’t worry if you don’t know any jokes. Entertaining can be unusual, intriguing, thought-provoking, or just fun.

Think ‘weirdest requests a client ever made’ or ‘biggest design fails’. Maybe you’ve spotted a typo that changes the entire meaning of an advert. Perhaps you sent a message to the wrong person and got an interesting response. Or you could have just come across an amusing cat video that you want to share. 

You might hear people telling you to keep your content professional – well, professional doesn’t mean boring. Professional people still have a sense of humour, after all.  

Make Your Copy Count

Some people stick to one type of content – sell, sell, sell. But do your potential clients really want to be sold at all the time?

Others focus on entertaining their audience – that’s great, but do they know what you actually do? There’s no point people loving you if they don’t realise that you also run a business that relies on sales. So unless you are on LinkedIn purely to socialise, make sure you mention your products and services sometimes too. 

Personally, I think a mix of all 5 types of content works well. You get to show your expertise, promote your services, reach a wider audience, build trust and credibility, and show your personality. 

You get to build relationships. And that’s what networking is all about. 

If you’re still struggling with content ideas, why not book a consultation and let me help you Make Your Copy Count.

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Hi – I’m Lisa

If this is your first time here, thanks for reading. 

I’m Lisa – owner of Make Your Copy Count Ltd, and author of the ‘A-Z of Blogging’ and ‘The Freelance Fairytale‘. 

I help freelancers and small businesses attract more of the clients they want by providing copywriting training and marketing consultations

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