How to plan your LinkedIn content

IF YOU ARE A LINKEDIN CONTENT CREATOR, 2018 WILL BE YOUR YEAR! NOW IS THE TIME TO DOUBLE DOWN ON LINKEDIN AND TO GO ALL-IN.

LinkedIn has over 500 million members and almost 100,000 new members join the community every single day. Many people only think of LinkedIn as a database for CVs; they couldn’t be any more wrong. LinkedIn recently decided to become the #1 publishing platform for business content. It is constantly adding new and exciting features such as video and multimedia and more great things are going to come very soon!

HOW TO SUCCEED ON LINKEDIN

Since I published my first article on three and a half months ago, over 20,000 people have joined my tribe of amazing readers. Many people ask me: Tim, how do you do it??! The answer might surprise you, it’s quite simple… You need just three things:

  • Clarity on your goals. Why do you want to create content on LinkedIn?
  • A good understanding of your audience and the people you are writing for.
  • Consistently publish great content that resonates well with your audience and is in alignment with your goals. (At least 100 LinkedIn posts and 4 LinkedIn articles per year)

As simple as this may sound, in practice it can be quite challenging. If you don’t have the right processes and systems in place to streamline your writing and publishing activities you will feel overwhelmed very quickly. To avoid this from happening you need to plan out your content strategy in advance and write your content in bulk. Here is my complete LinkedIn Content Planner process in a nutshell with worksheet examples from the LinkedIn Content Planner:

1 DEFINE YOUR GOALS

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Before you start to create your LinkedIn Content Strategy you have to be clear about your goals. Why do you want to create content on LinkedIn. Once you understand your own motivation and vision it will be much easier to align goals, audience, and topics with each other. I use my LinkedIn Content Planner sheets to map out different goals and then prioritize them. Remember: You are not limited to just one goal, but you should know which goals are more important than others so you can always make quick decisions when in doubt.

2 DEFINE YOUR AUDIENCE

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Now that you have a clear understanding of your goals it becomes time to find an audience that is in alignment with your goals. We follow the same approach to creating a customer avatar and align each audience with one of your goals. Example: If your goal was to promote your fintech startup, you might go for external factors such as industry background in finance, banking or insurance. If you want to sell oil paintings, you might go for an internal factor such as “interested in art” instead. Feel free to define multiple different audiences and match them with one or more of your goals.

3 BRAINSTORM TOPICS & THEMES

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Start with a long brainstorming session and write down any and every topic that is in alignment with your goals and resonates well with one or more of your audiences. Try to aim for topics and themes that are very relevant to one or more of your audience and less relevant to anyone else. Remember: There is no such thing as a perfect match. Your content will always have some sort of overlap with people who are not part of your ideal audience. You don’t have to be perfect.

4 YOUR CORE MESSAGE

Once you have mapped out a complete list of topics and themes, sit down and select your #1 topic. This will be the most important part of your content strategy.

5 FILLER TOPICS

People easily get bored if you only talk about just one thing. In this step go through your list of topic ideas you make a selection of complementary filler topics.

6 PLAN FOR SPECIAL EVENTS

It’s a great idea to write about seasonal and current events. Make a plan of upcoming events and make them part of your content strategy. Events can be anything from going on an outdoor adventure, visiting a marketing conference, traveling or the holiday season.

7 CREATE YOUR CONTENT PLAN

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I plan out my LinkedIn Content Strategy on a per week basis. First I write down different theme and topic ideas for each week and then create temporary working titles for each day of the week. Once I have mapped out 2 to 4 weeks in advance I sit down and create as much content as possible in bulk and then just publish everything on the day itself.

THE LINKEDIN CONTENT PLANNER

I created the LinkedIn Content Planner to help you to create a killer LinkedIn Content Strategy for 2018 and map out your content for an entire year. Table of Contents

✓ Define Your LinkedIn Goals.
✓ Define Your LinkedIn Audience.
✓ Define Your LinkedIn Content Strategy.
✓ Select Your Core Message.
✓ Select Filler Topics.
✓ Plan for Important Events.
✓ Detailed Content Planner for Each Week of the Year 2018.
✓ Download and Print at Home.
✓ Free updates to the 2018 LinkedIn Content Planner.

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FINAL THOUGHTS

Success won’t just happen overnight, you have to work on every aspect of your LinkedIn strategy and continuously improve, one process at a time. Creating great content consistently by itself will already put you in the top 10% of active LinkedIn users. To get to the top 1% you have to master a few more skills such as:

✓ Developing a success mindset.
✓ Tracking everything and making data-driven decisions.
✓ Implementing more advanced processes, systems, workflows and best practices.
✓ Structuring your posts and stories for optimal readability.
✓ Maximizing engagement with your posts.
✓ Building your audience of followers and connections strategically.
✓ Optimizing your LinkedIn profile and LinkedIn pages.
✓ LinkedIn hacks and shortcuts.

Many of these topics will be taught in my upcoming LinkedIn Kickstarter webinar in January. If you are interested to learn more and want to receive a notification once all the details and the dates are finalized, fill in your details and join the waitlist. (There will be a pre-launch bonus for everyone who joins before the official announcement)

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