A common mistake on LinkedIn is to optimize for engagement.
We like getting likes, comments and reposts. It feels good.
It seems obvious that popular content = profitable content.
In fact, the opposite is true.
I got pretty good at creating LinkedIn content that made people like, comment and repost. Those posts grew my audience.
Once or twice, I went viral, and gained thousands of followers overnight.
It felt like I was succeeding. But 99% of those followers were not buyers.
And none of those posts generated leads.
Your most profitable content won’t get a lot of attention. It won’t get a lot of likes, comments and reposts.
It might even feel like it “didn’t work”.
Profitable content connects with a fraction of your audience.
It works like this:
1 - They’ve been following you for a while, so they feel like they know you.
2 - They view you as an expert, because of your authority content.
3 - They trust you, because of your personal content.
4 - Right now, at this particular moment, they happen to be in the market for what you offer.
Your post comes at just the right time. It’s the little nudge they needed.
So they book a call.
= Call Booked
In simple terms, proof that you get results (case studies and testimonials) is how you generate leads with content.
But there’s a catch:
It only works when you’ve built your personal brand.
You need to build familiarity.
You need to build authority.
You need to build trust.
And then, finally, you can leverage that familiarity, authority and trust to build your business with lead generation content.
30 Days of Content (Notion Guide)
If you haven't already, you might like to use 30 Days of Content to help you create authority, personal and lead generation content.
I get 1500-2000 new email subscribers a month with my LinkedIn content.
It costs nothing, and I don’t get penalized by the LinkedIn algorithm.
Here’s to do it:
1 - Create Your Lead Magnet
I create lead magnets in Notion. It’s free, looks great, and is a tool my audience is typically familiar with. These are guides, frameworks, videos and templates that my audience finds valuable.
My goal is to create something that my audience would be happy to pay $50 for.
I create my lead magnets in Notion, but Google Docs can work as well.
Some examples:
Supercharge Your Hooks
Positioning To Profit
2 - Create A Landing Page
Next, I create a landing page in Kit. This is simply an image of the lead magnet, plus a short description.
I don’t ask for any details other than an email address, to cut down friction.
You can view the landing page for Supercharge Your Hooks here.
I use Kit for landing pages (and my email newsletter).
3 - Create A Company Page
Next, I create a company page for each lead magnet.
All you need is:
Company page banner image - (3525px x 597px)
Profile pic - (400px x 400px)
I create a company page for every lead magnet.
View the Supercharge Your Hooks company page here.
4 - Create One Post
I create a post on my company page. This is the only time I will ever post on this page. One and done.
The post includes:
- Attractive thumbnail
- Link to the landing page
- A short description of what the lead magnet includes
Once you’ve created it, be sure to click “Edit Page” and then feature that post. This ensures it is visible forever.
I create one post with an attractive thumbnail, and a link to the lead magnet.
I feature the post, so it remains visible to company page visitors forever.
5 - Tag The Company Page
I tag the company page when I post, just like I would tag another creator.
What this means is I can promote my lead magnet every time I post, without getting penalized by the algorithm.
I tag my lead magnet when I post. I like to tag 2-3 different ones so there’s something for everyone.
6 - Rinse And Repeat
I’ve done this over and over again. Some lead magnets do ok. Others go ballistic. Through practice, I’ve become better at predicting what will perform well.
30 Days of Content's landing page has a conversion rate of 85%.
The beauty of this method is you do the work once, and benefit forever.
Use Text Blaze
Text Blaze is a Chrome extension that makes this process much easier. I use it to add a CTA to every post, along with any lead magnets I want to share.
I just type “linkdown1” and Text Blaze creates this for me. Pretty sweet.
I haven't created a guide for this, but if you'd like one, or a video, just let me know.
This is the process I follow to grow my audience, attract and convert clients, and keep content creation simple (and fun).
1 - 30 Days of Content
Each month, I map out 30 content ideas using evergreen content prompts. This takes about an hour, and it means I’m all set for the entire month.
2 - Google Docs
I move the prompt (and my response) to Google Docs. Now the hard part is over. There’s an idea to build on.
3 - Structure
Next, I map out a rough structure. I divide the post into sections. This acts as a roadmap for me as I write.
4 - Draft
I generate the raw material I might use. I write quickly and badly. This stage is about ideas, not good writing. That happens later.
5 - Edit
This is where I knock the draft into shape. I read the post from start to finish. I look for ways to improve it as I go.
I make little changes that make it feel better. When I get to the last line, I start over again. I repeat until there’s nothing left to improve.
6 - Carousel
I have a LinkedIn carousel template in Canva. I duplicate my template, and lay out the copy.
I review the carousel page by page, and look for ways to improve it.
- Is it entertaining to read?
- Does this page have too much text?
- Do I need an image to illustrate a point?
I repeat this process until every page feels good.
7 - Hook
Next, I craft a hook - a headline for the post. My goal is to create irresistible curiosity.
8 - Postscript
Once I have my hook, I drop in my Postscript. This is a signature I put at the bottom of every post. It includes a CTA, and how to work with me. You can see it at the bottom of this one.
Quick recap:
- 30 Days of Content
- Google Docs
- Structure
- Draft
- Edit
- Carousel
- Hook
- Postscript