I started posting on LinkedIn almost a year ago. It all started with unfocused posts about my views of the world where I’d share what I saw on my daily walks. Cut to now and I have a consistent posting schedule with strategic objectives.
Through my posts, I’ve converted 50+ leads and helped other writers on the platform do the same.
But what type of content attracts these leads?
To post high-converting content on LinkedIn, you need thorough planning, consistency, scheduling, and a bucket of ideas. Not only do you need to post without breaking the cycle, but you also connect with people to ensure your (lead attracting) content reaches leads.
What are the first steps to start your journey on LinkedIn?
- Optimize your profile (Be concise, use keywords, and make your headline catchy)
- Choose your content pillars (My pillars are: Writing processes, behind-the-scenes of working with clients, research report processes)
- Choose your connections wisely (Active people, prospective leads, people from the same industry with inspiring content)
- Ensure you are active — not just posting but commenting and joining communities as well
Once you move up to the rung of posting on LinkedIn, you’ll need to figure out fresh content ideas, introduce your perspectives, and give your audience a peek into your life. Remember, follow the metrics but highlight your unique experiences, perspectives, and skills.
Today I’m breaking down some of my most viral and lead-attracting content on LinkedIn.
LinkedIn content ideas (With examples)
The first step to ensure your content is generating leads is to be conversational and informative, and fearless while sharing your wins (explain the process, if possible). These three aspects are the key to conversation starters and provide prompts for leads to connect with you.
Moving on, let’s see some examples of top LinkedIn content and why they work.
1: Share Your Experience
The questions that most of your followers and connections have in mind when you start on Linkedin:
- Who are you?
- What is your occupation?
- How did you enter the industry?
- What makes you different from others in your line of profession?
These were the questions I answered through this post. You could of course address them in your bio, but in a post they are bound to attract attention.
This post works because it clearly proves my understanding of the industry and hands-on experience from building my own product.
The statement, “Did you know I’m not just a SaaS writer, but I built my own SaaS once?”
The introductory statement lends credibility to my position because a lot of writers decide to pursue SaaS as a niche but very few have relevant experience.
As a result of this post, I generated 7 leads in one day. Most asked about the process of the SaaS I built and if I would be interested in writing for their SaaS. They trusted me because I narrated my industry experience.
Reasons why it sparked more conversations in the community:
- I understand the fundamental concepts of a SaaS ( This saves my clients time and cost on training)
- Have a passion for problem-solving beyond the bare minimum requirement of the project.
- I’ve been in the same boat as them.
I often use Wordtune to make my LinkedIn content more conversational and succinct.
2: Share your journey
This post was very personal to me as I opened the doors to my work life in extensive detail. This was a big client for me, and sharing details of my nerve-wrecking yet fruitful experience was a challenge.
I got 4 leads from this post and the confidence and support from my connections were overwhelming. This post was long but easy on the eyes because I made sure to break down each segment.
Also, numbers work wonders! In this post, I mentioned I’d be sharing five lessons, which helps readers quickly scan posts and mentally organize information.
Why this works:
- I shared my journey in exclusive detail (I cried 3 times, that's worth reading!)
- I was vulnerable: Content on LinkedIn is often only about getting a new job/client or nailing an interview. But the posts about sharing personal experiences, ups and downs, and industry insights gets engagement and leads — which is what I did. (I was eager to tell the world that no one is an expert from the start. You need to have the drive to fail, learn, and grow.)
- Hyper-relevant learnings: Anyone can say, "Post content more", but those who shed light on what type of content and when to post it are the OGs. I made sure my learning could be implemented in a pragmatic sense and are not just bold statements.
- I shared my experience with a top brand: Your leads are always lurking on your profile; it's your job to build trust and convert them. This post shared my experience with a top brand which helps potential leads trust me.
Results
This content got me 170+ reactions, thousands of views, 26 comments, four reposts, and 4 direct messages from content heads at SaaS brands.
Before creating this kind of content, you need to remember not to be overzealous and proprietary client details.
For example: When I was talking about the editing standards of CXL, I ensured I didn't add any link to the company's editorial guide, which would compromise their privacy.
On a side note, ask permission if you can reveal names and post the work on your profile beforehand so there are no contract breaches with an existing client.
3: A Step-by-step guide
Readers devour a valuable step-by-step guide. This post is an example of that. This type of content is a lead generator because you’re breaking down your actual work into a guide so people can learn and follow along.
Imagine you’re a company that wants to create high-ranking pieces for your brand. Won’t this type of content intrigue you? You’ll want to hire this writer who knows the in and out of the industry, has top clients, and can beat big players with their content, too, right?
That’s the effect you create when you share your personal wins, but explain how you acquired the milestone comprehensively.
Why this works:
- I brought the receipts: People claim many things, a lot of which are untrue. To establish authority, you need to come up with proof. The context in your content is essential: Add screenshots to your wins and make your content more interactive.
- I divided it into a step-wise guide: Guides are helpful as it allows my leads to guide their writers in the same way and create high-ranking pieces for them.
- I added actionable takeaways: This is now a brag about work and an actionable content post. If you post your content in this form, the leads will realize your talent and want to connect with you for further discussions.
This type of content is a good combination of celebrating wins+guiding others that reflects on your professional take on LinkedIn (an Audience dominated by professionals across industries).
Results
This content type received 150+ reactions, 38 comments, and 4 reposts. The 3 leads from this were high-quality and high-intent too.
4: Directly sharing your work
Announcements are action triggers that prompt a response. LinkedIn has over 875 million users, and not everybody can invest the time and mind to read 200-300 word long content posts.
Some come with a clear goal in mind—to hire or get hired.
That’s what I leveraged in this post.
A simple template you can follow to create this type of content is, “ This is my work, and I’m accepting bookings for this month or year.”
Spice this up with a unique feature like, “My rates are still the same as last year.” Your leads will directly want to know your rates and compare them with the 2023 rates of others!
Why this works:
- It’s direct: If you’re looking for executive leads, they don’t have the time to scroll and read through long posts. They’re direct with communication, and this post will show consideration for their time. Also, the announcement is accompanied by proof of work which will save their time on asking for samples from you.
- I start with an exhibit of work with a big brand: If big brands want you, you’ll automatically be in demand. Leads who stumble across your profile will see your past features and testimonials to hire you. This post will fulfill their needs and directly give them a reason to message you.
- I’ve made the announcement clear: Some way to do this is by adding an emoji before the announcement, adding P.S., or adding “Important!”. This will create a flow that will start from the bottom. The reader will first see you’re taking bookings, then move to your work.
- It’s short and sweet: No extensive guide, explanations, learnings, or scores of data to add to their already overflowing repository of information. This content will get you leads for being professional and not beating around the bush.
Results
I booked 1 new client from this post and got some fantastic referrals from my connections.
5: Announcing open spots
Kickstart the quarter by announcing your availability to your clients. The best way to get leads is to tell your prospects you’re open to working with them. It’s just like an introduction to new people who joined your connection, jog the memory of existing ones, and attract more leads.
It’s free from cluttered information and wins and clear on why people should connect with you and what you do.
Why this works:
- I openly communicated my availability: At first, you’ll feel uncomfortable asking for work, but later, you’ll realize it’s the best way to get leads. Just like job boards and vacancies, you’re telling recruiters about your new client slots, so it builds a candidate list for the leads.
- Showed proof: The proof here is not just from the content but from the comments and from my trusted connection, who are supportive and hype me up. If they’re not leads, they’re ex-clients who believe in my work. If you provide unparalleled quality content from the start, your connections will come through for you.
- Helped the leads figure out if I was the best fit for them: Figuring out who to connect with is an arduous task for people on LinkedIn. Amongst so many potential candidates, why should they connect with you? To remove this barrier, mention clearly who are your potential leads like, “Connect with me if you’re looking for a UI/UX designer for lifestyle brands.” Just saying, “Hire me if you need a designer”, is not enough. You need to mention the niche and the industry too.
Results
148+ reactions, 23 comments, and two reposts. 3 leads from top SaaS brands and a confidence restock because of the supportive comments from my network.
6: Celebrating wins+process
Learning about new things is a challenge, if you triumph through it, share your process with the world. I shared my engrossing journey of writing for a new topic which I was clueless about. I didn’t let the hurdle of lack of information stop me from working with this client.
I shared the step-by-step guide on how I overcame a problem, interviewed experts, what questions I asked, and why it worked.
The key here is not just sharing my work, but making it valuable for others (save-worthy). A look into my extensive process will tell the leads that I’m dead serious about my work and when it comes to learning, I always give my time to new things and when the leads come across this content, they’ll be intrigued to know more about my process.
This is a good way to show some samples of your work and give an insight into how each featured work goes into making.
Why this works:
- Talking about the real questions I asked: Talking about your profession in detail and what goes behind the back is a real value addition to your profile. Leads will have a closer look at why you’re the best fit and be a part of the process.
- It’s a guide: If a writer sees this type of content on their profile, you’ll build authority, get reposts, and reach their 1st and 2nd connection on LinkedIn.
Results
251+ reactions, 36 comments, and 2 reposts, and messages from many seasoned writers and leads of ideal client companies.
Long-form content might look like an exhausting thing to create but the results can be amazing! They work because you can get more shares because of high-value content. You can also optimize it better for multiple keywords while extracting more comments and views on your posts. Engagement on profile drives the visibility to leads, and long-form content gets the most backlinks too!
These backlinks will be featured on blog posts, tweets, LinkedIn articles, posts, and more. Through backlinks, you’ll get external visits, and leads who’re not even on LinkedIn.
7: Tips for leads
Indirectly talking to your leads sparks conversations and gives them a chance to restructure their current work process. After working with many clients across the industry, I am aware of what obstructions can affect communication and create misunderstandings between clients and service providers.
And the way to generate leads through this type of content is to show you care. You might not convert leads, but you'll definitely forge more conversations and build relationships from this one.
Why this works:
- Show the others how to treat a client better: Leads hire you to save time, but if there are fewer conflicts of interest, the job will be more complicated than they imagined. I show the other writers a way to establish trust and ask questions without hesitating, making it easy for all clients.
- Help the clients understand their needs: When leads want more efficiency and productivity with their work, they can consult this content, which will be a resource for them. Hence, you'll indirectly be helping them in goal fulfillment. Ultimately, they'll realize they need you to be in close contact and reach out to hire you.
- Social proof: To enhance the impact of the content further, I've added a snippet of testimonials from my client, which reflects on my experience and knowledge about the topic.
Results
62+ reactions and 16 comments with multiple connection requests from B2B leads.
This content will create cold leads and reignite the interest of warm leads without the need of messaging them directly.
5 LinkedIn Content Essentials
Now that you're aware of the lead-generating content on LinkedIn and how to use it, let's move on to some quick content must-haves. Agreed that LinkedIn is a professional platform, but it's also a social platform that needs a sprinkling of riveting elements to survive.
Posting on job boards or filling out vacancy forms is not enough. You need to be present, consistent, and relevant to get good leads and boost your business by leaps and bounds.
1. Use content triggers
Triggers create the emotion of urgency, danger, elation, surprise, fear, or anticipation. These emotions will prompt readers to respond in some way to your content. This will attract and capture the audience's attention and create more oomph!! Around your content.
For example:
I use Wordtune to create headings like:
Adding exclamation words like “Attention” before these alternatives will definitely make your content more click-worthy.
The people will respond to this type of content by sending you DMs, connecting with you, tagging people they know with vacancies, and leads commenting on your profile.
2. Leverage long-form content with emojis
Emojis make content more colorful. Plain blocks of text are monotonous and after a point of time, the readers will abandon your post. To avoid this bounce rate, I ensure the content is divided well, with emojis that make the content more meaningful.
For example:
- “I was so overwhelmed”: 😫
- “I almost cried”: 😭
- “Scroll down to find the link”: 👇
- “Not a walk in the garden of roses”: 🌹
Emojis not only make your content more readable but also add visuals to the content that make your content more real.
Here, I segregated all the pointers with an emoji and made sure they don’t mesh with one another. They add nuances to emotions and give the reader better insights into what you want to say.
Readers also won’t have to read each word to figure out your message and understand the context of the emojis you use.
3. Don’t forget about basic SEO
SEO is not the prime aspect of LinkedIn’s content promotion, but it’s essential. Here are the basics to keep in mind:
- Choose a primary keyword (“SaaS writer”, “UI/UX Designer Vacancy”).
- Format content and be fluff free. You’re free to add light-hearted banter but not narrate a whole story like in a blog post.
- Share it across other content platforms (Content distribution to increase visibility is crucial as it increases the views and gets more engagement).
- Keep your profile updated (Good content can be more viral if you update the profile with your current experience, wins, and features)
For example, I’ve mentioned in my headline “Taking bookings for 2023” as well, so leads know I’m still open to more leads.
4. Repurpose content
Churning out new content ideas daily will exhaust your knowledge repository soon. The best way to create good content without hitting a mental block on your way is to repurpose your content.
A tweet can turn into a LinkedIn post if you add more content and pictures to it. You can extend an old post about a dream client by sharing your journey and testimonials from them. You can also post an Instagram reel as an educational video on LinkedIn.
5. Add a CTA
We spoke about Linkedin CTA's in our guide to writing a Linkedin company profile.
Call to action are the requisites for getting lead connects from posts. I ensure that every post I put out has a standard CTA, so the leads know what action to take. For example:
- DM if you’re looking for a B2B SaaS writer
- Booking for 2023 is open now. Email to know more
- Hire me to write high-ranking pieces for your company
- Hire me to beat your competitors for the top spot on primary keywords
You can customize the content further to suit the type of content and your profession. With a CTA, your lead will be able to understand what to do next and leave after just reading your content.
Dream clients in your inbox
Lead generation is an extensive but rewarding process. When you put your work into words, they help potential leads warm up to you and understand your systems. You just have to be authentic, create influence through your work, and be a specialist.
The content ideas we discussed today can be shaped differently to embed more context in your profile and generate desired leads. Remember, be true to your brand voice and connect with new people to have more visibility for your brand.
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