✍️Let Your LinkedIn Content Work

This week, I’ve collected the most helpful posts, articles, and videos on LinkedIn for you.

In today’s issue:

• Pierre Herubel: A LinkedIn Content Guide

• Justin Welsh: Find Customers and Profit on LinkedIn

• Ruben Hassid: How to repurpose content on LinkedIn

• Colin Gallagher: Create content quicker and easier

Convert Expertise into Leads: A LinkedIn Content Guide

In his video, Pierre Herubel advocates for a new approach to LinkedIn content strategy in 2024, called the Authority-First Framework.

This strategy focuses on establishing authority and expertise rather than attracting a broad, general audience.

Here’s a summary of his framework:

Key Components of the Authority-First Framework:

1. Authority Content (70%):

   • Focus on industry expertise and unique insights, with 70% of content aimed at educating and engaging other experts in your niche.

   • Share analysis, trends, “how-to” posts, and problem-solving content specific to your industry.

   • Differentiate by providing fresh perspectives drawn from personal experience or experimentation, not generic or AI-generated content.

2. Personal Content (15%):

   • Publish personal stories or experiences related to your professional journey to humanize your brand and build deeper connections.

   • Include “behind-the-scenes” posts, career journey insights, or updates on your entrepreneurial progress.

   • Sharing personal aspects fosters trust and helps potential clients connect with your brand on a personal level.

3. Conversion/Offer Content (15%):

   • Use this segment to turn your authority into business opportunities. Set clear goals, like gaining new subscribers, generating leads, or driving product sign-ups.

   • Apply the PAS framework (Problem, Agitate, Solution) to address the specific issues of your target audience and offer direct solutions.

   • Ensure a clear and compelling offer, with strong messaging and a clearly defined value proposition to boost conversion rates.

Why Pierre’s Framework is Different from Traditional TOFU-MOFU-BOFU:

• Niche Focus: Unlike the broader approach of the TOFU-MOFU-BOFU framework, which aims to attract a wide audience first, Herubel suggests focusing immediately on people in your niche who will be receptive to your expertise.

• Engagement Over Volume: This framework emphasizes building a dedicated, engaged audience rather than accumulating a high follower count. Engaging a smaller, highly relevant audience is more valuable than a large, disengaged following.

• LinkedIn Algorithm Alignment: Herubel argues that LinkedIn is currently prioritizing expert-driven content over broad personal stories, so this approach may align better with platform trends.

Key Takeaways for Using the Authority-First Framework:

1. Establish Expertise First: Prioritize content that showcases your unique industry insights.

2. Build Connection Through Personal Stories: After establishing credibility, humanize your brand with authentic personal stories.

3. Convert with Targeted Offer Content: Use offer content sparingly but effectively, with clear goals and solutions to audience pain points.

How to Find Customers and Profit on LinkedIn

Justin Welsh provides a roadmap for growing and monetizing a LinkedIn audience.

Here’s his approach:

1. Choose a Specific Sub-Niche: Focus on a narrow sub-niche that speaks to a unique audience. Be clear on who you help and how, so followers know exactly what to expect each day. Avoid trying to cover too many topics.

2. Engagement Isn’t the Goal: Building a profitable audience is about finding the right followers, not just getting likes. Use content that polarizes, teaches, or entertains to draw people who truly resonate with your brand.

3. Create with the Content Matrix: Develop different types of posts to add variety. Use Welsh’s “Trailer, Meet, Recap” framework to keep your content engaging and aligned with your audience's needs.

4. Lead and Curate for Your Audience: Position yourself as a leader by sharing your expertise. Curate insights and “secrets” for your audience, so they look to you for valuable, insider information.

5. Use Interviews to Expand Reach: Interviewing industry experts helps build credibility and attracts a larger following. Share these insights to give your audience new perspectives. Welsh points to figures like Chris Flatzuk as examples of this strategy.

6. Leverage Automated Emails and Outbound Leads: Use automated emails to maintain regular touchpoints with your audience. Set up Google alerts to reach out to potential customers consistently, keeping your growth steady.

How to Repurpose LinkedIn Content for Maximum Impact

Ruben Hassid explains in his newsletter how to get more value from LinkedIn content by repurposing it strategically. Here’s his method:

1. Choose High-Performing Content: Identify a LinkedIn post that performs well, measured by metrics like engagement, reposts, and follower growth. This is your starting point.

2. Repurpose Through Resharing: Reshare the same post with small tweaks—change the caption or title and space these reposts about 6–8 weeks apart. This brings your best content back to new eyes without much extra work.

3. Reformat for Different Styles: Use different formats to make the content feel fresh:

   • Infographics to simplify data visually.

   • Carousels to break down information into swipeable slides.

   • Quotes to highlight key messages with visually appealing backgrounds.

4. Create a Posting Schedule: Spread these variations out. For example:

   • Week 1: Post the infographic.

   • Week 5: Share a carousel version.

   • Week 10: Use the original infographic with a new caption.

   • Week 12: Post a quote.

   • Week 15: Tweak the infographic and caption for another round.

5. Avoid Over-Scheduling: Hassid advises against pre-scheduling posts, as it can affect organic engagement. Instead, plan posts strategically in a content calendar.

Formula for Easy LinkedIn Content

Colin Gallagher explains how to make LinkedIn content quicker and easier. Here’s his method to improve posts while saving time:

1. Focus on small pieces: Instead of creating long, detailed posts, share just one quick idea each day. Think of it as a "crumb" instead of a "loaf."

2. Save time: Short posts take about 20 minutes to write, not hours. This means you can post consistently without burnout.

3. Increase engagement: Smaller, focused topics invite specific comments, sparking more conversation and interaction.

4. Consistency pays off: Daily "crumbs" build up over time, helping you grow a strong presence and connect with your audience without overwhelming them.

The result? Gallagher’s client went from taking 2 hours to create a post down to 20 minutes—and saw higher engagement. This approach keeps posting stress-free while steadily building credibility.

TO GO

Nick Broekema: Create carousels that attract clients & followers

Richard van der Blom: The Art of Commenting on LinkedIn

Jasmin Alic: LinkedIn Engagement Playbook

Luke Matthews: How to use ChatGPT to find the best time to post

PODCASTS

MEMES OF THE WEEK 😂

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