I’m not here to persuade you to get active on LinkedIn (although I defo recommend it because it’s awesome). I’m here to write content for people who want to publish regularly on LinkedIn but who, for whatever reason, can’t find the time to post consistently.

But if you’re looking for a quick recap of the benefits of showing up on the old LinkyLinky here’s a rundown:

• Make your ideal clients aware of you and what your business does.

• Encourage people to feel they know and trust you.

• Attract more business enquiries.

• Increase your conversion rate on proposals.

• Attract opportunity, community, and top talent.

If you’re a LinkedIn newbie, the best place to start is simply following people who interest you and commenting on their content. Do that for a few months to get a feel for the lay of the land. Then you’ll know whether you’re keen to go all in and start publishing yourself.

When you get good at LinkedIn, instead of you having to pluck up your courage to make those horrible cold calls, people come to you to ask for help. You diagnose their problem, propose a solution, check they can afford your rates, send a summary of your recommendations, and over 80%* of people say, great when do we start?

I haven’t made a sales call since I started my business. Everything has come in through LinkedIn and word of mouth. Of course, I’d bring in even more revenue if I did prospecting as well, but as I’m smashing my targets and my diary’s maxed out 4-6 weeks in advance, I don’t feel the need.

So, if this is the year you promised yourself you’d get active on LinkedIn, but you still haven’t scheduled (at least) two hours a week in your diary to write your posts, perhaps it’s time you got some help.

*Based on my 84% conversion rate on proposals in 2022.

Nope. And here’s why.

LinkedIn takes months to start to get traction and many months / or even a year to start to see significant revenue from the platform.

You’ll accelerate your results with me because I know how to make this platform pay, but even then, two months is the bare minimum of investment.

Many people can’t make content marketing work for them because they don’t understand it's a long game where the effort is front loaded. You build hard for your first few years, before starting to reap exponential rewards.

Content marketing works cumulatively becoming more effective over time, as you build a body of content and a community. It's wildly effective when you nail it. But it takes time, effort, consistent commitment, and strategy.

So, if you paid me to do you a handful of posts for you, you’d be wasting your money. And I don’t like wasting people’s money.

Your LinkedIn expert topics are:

• Topics related to the services you sell.

• Topics of value to your clients. Choose things they want to know about.

• Topics you have plenty to say about and enjoy talking about.

I recommend you pick 3-5 expert topics. More is overkill.

In addition to your expert topics, you have a personal content pillar.

This is where you talk about:

• Your business journey and what you’ve learned.

• Lessons from your life.

• Personal stories.

• Your wins (in moderation because nobody loves a show-off)

• Your fails.

• Your opinions (bonus points of they’re a bit controversial).

• Your values.

I can help you with this whole process.

Each download interview takes about two and a half hours.

This typically gives me enough material to write 24 posts.

We don’t usually manage to cover all your expert topics in one download interview, but that’s a good thing because it means you’ve got plenty more ammunition up your sleeve for your next batch of posts.

Interview questions fall into two main buckets.

Personal story questions

• How did you establish your business?

• What problem or challenge led to you establishing your business?

• What internal struggles did you experience?

• What external struggles did you experience?

• What was your change event?

• What was the spark?

• Who was your guide?

• What was the result?

• What have you learned on your business journey?

• What fails have you had, and what did you learn from the fails?

• What wins have you had, and what did you learn from the wins?

• What have been the hardest things?

• What have been the best fun things?

• What would you go back and tell past you?

Expert topic questions

• How did you become interested in X topic?

• What great examples of this have you seen / experienced in your life?

• What terrible examples?

• Who can you / do you help with this expertise?

• What problems are your clients having around this issue?

• How is that affecting them on a day-to-day basis?

• What barriers are stopping them overcoming this issue themselves?

• What questions do they ask you about this issue?

• What are the most common pitfalls you see businesses / teams encountering when it comes to this issue?

• How do you handle those pitfalls?

• What barriers stop people handling those pitfalls?

As we talk, I’ll keep asking you for real-life examples to illustrate the point you’re trying to make. This is because content is always more powerful illustrated with stories.

Absofeckinglutely you can.

In fact, I’d be outraged if you don’t because one of the secrets of effective content marketing is repetition, and repurposing content helps with that.

Here’s a few ways to repurpose your LinkedIn posts.

• Write a series of LinkedIn posts exploring the different angles of a single topic and put them together to make a blog or an e-book.

• Expand on a LinkedIn post and turn it into a blog or an e-newsletter.

• Link to your top performing LinkedIn posts of the week / month in your e-newsletter.

• Use your LinkedIn post as a video script and record a short video.

• Keep a note of your LinkedIn greatest hits and remix / reuse them down the line. It’s more than ok to repeat yourself.

In short, my friend, get more bang for your buck by repurposing that LinkedIn gold.

I specialise in writing content for coaches, consultants, and service professionals. I also tend to work with business owners and senior executives because they have the most gold to share and reap the biggest rewards from building their personal brand.

But I don’t work with everyone who approaches me. I have to be confident I’m going to add value to your business, and we have to enjoy each other’s company, because life’s too short to spend time with people who don’t light you up.