How to Create a LinkedIn Content Strategy for Your Personal Brand (+ 1 template)

There are plenty of ways to build up your personal brand online, and one of the best ones is through a LinkedIn content strategy.

In today’s digital world, a personal brand can be considered a “new CV”.

This is because a good and strong personal brand can help you stand out from the crowd and get offered job and business opportunities you might not have had access to otherwise.

Through a LinkedIn content strategy, you will be able to get to know your industry, build a professional network, and create a space in which you can share your knowledge to become a thought leader.

LinkedIn is a social platform founded in 2002 that nowadays counts over 830 million users in more than 200 countries and territories worldwide.

It is a networking site directed toward professionals all around the world. It is also one of the best online places to market your brand, create a profile and connect with other people in your field.

As a professional network, it’s also important that your LinkedIn account reflects well on you as a person. After all, potential employers may see your profile before they meet you in person.

This means that your LinkedIn content marketing strategy needs to extend outside of this platform since you won’t be able to close any deals on it.

On LinkedIn, you will build relationships, network, educate and inform your audience, but it’s likely you won’t be doing any actual business.

If you want your content strategy to pay off and generate ROI (Return Of Investment), you must think about how your LinkedIn growth can fit into your customer’s journey and lead your potential clients to your products and/or services.

Remember: at the end of the day, LinkedIn (and social media in general) should be a distribution channel to support your general strategy.

Your sales, your in-depth conversations, your meetings… these are all essential items of your brand and they will take place outside these platforms.

What is a LinkedIn Content Strategy?

A LinkedIn content strategy is your plan for creating a variety of content on LinkedIn to benefit your brand and your personal and professional development.

Remember: since LinkedIn is a professional platform, your content should reflect that.

This means that you should avoid posting content that is too casual, way too personal, or unrelated to your field.

With a content strategy, you can post regularly and create a variety of different content types that will engage your followers and help you build a larger audience.

Some of the content types you can create are:

• Infographics.
• Quotes.
• Videos.
• Carousels.
• Text.

This will also help you increase your exposure and boost your brand.

Of course, besides posting content, you must also make some community management: be active on your profile, engage with other people, etc.

A LinkedIn content strategy is similar to other social media platforms’ strategies because they all require design, regular posting, copywriting, and other similar actions.

However, your audience on LinkedIn will be the most different.

On Instagram, Facebook and Twitter, you probably have your friends, family, coworkers, and acquaintances; all in the same place. On LinkedIn, you will mainly post for your coworkers, bosses, and potential clients/employers.

You should build a strategy that adapts to the platform and fulfills your follower’s interests.

Why is a LinkedIn Content Strategy Important?

A strong content strategy is essential for building your brand and increasing the number of followers that you have on LinkedIn.

People can’t be expected to find your page without a bit of help. This means that you need to draw attention to your page and encourage people to follow you.

There are several ways to do this, including posting regular content, reposting content that is popular and engaging people in the comments section of your posts.

If you’re using a content strategy to create posts regularly, you’ll have something new to post each week.

This will ensure that you don’t miss a week and that you keep your page fresh and interesting.

In order to do this, we recommend planning ahead and using scheduling tools such as Publer.

These additional platforms will allow you to relax and let your content “post itself”.

Create LinkedIn Content that Educates

A large portion of LinkedIn users is students and professionals who are trying to break into the business world for the first time.

This means that many people are looking for resources and advice that will help them to succeed in their careers.

If you are in a position to offer advice, you can post educational content that will be helpful to your followers.

This will help to build your brand as an authority in your field and encourage more people to follow you on LinkedIn.

Remember: trust yourself! To make valuable content, you don’t need to have a mandatory experience of 10+ years in your industry.

You have had particular experiences that have taught you about your field. By sharing that, you will be providing your audience with information they can use.

Some examples of great educational posts are:

• Tips for succeeding in an interview in X field.
• My top 3 tools in X expertise.
• My insights on X book.
• How to create engaging text/image.

A Great Template for LinkedIn Content Creation

As we explained earlier, there are plenty of content types you can create for your LinkedIn content strategy.

However, we strongly recommend the use of carousels, especially on this platform.

This is because it draws your audience’s attention, and when people click on it to see the whole post, it boosts your algorithm.

If you compare the different content types in your profile or other people’s, you will see that usually carousels have a higher engagement and become viral easily.

To help you make great LinkedIn content, our design team has prepared an amazing free template for LinkedIn carousels.

You will find tips on how to make a great post. All you have to do is edit the colors and fonts to make them fit your brand guidelines and organize the information you want to share!

You don’t need to be a professional graphic designer to make good content, and this template will help you achieve that.

Enhance Your LinkedIn Profile

One of the many unique characteristics LinkedIn has is all the sections you can customize on your profile.

Everyone uses the description, experience, education, and skills sections.

However, you can also add:

• Resources.
• Volunteering.
• Licenses and certifications.
• Courses.
• Recommendations.
• Publications.
• Awards.
• And many more!

By choosing the sections that are the most relevant to your strategy, you will create a more professional profile that people can dive into.

This will also help LinkedIn’s algorithm know you better, give you more specific recommendations and show your profile to your ideal target.

Pro tip: your headline follows you everywhere on LinkedIn. Make sure you use it to share your personal branding statement instead of just having your job title.

Create LinkedIn Content that Engages and Builds Relationships

Valuable content that engages with your followers and encourages debate can help build relationships and strengthen your brand.

For example, you could host a series of polls where you ask your followers questions about their careers or their experience in the business world.

It will encourage conversation and help to strengthen the relationships between you and your followers.

This is the perfect time to get creative! Even though there are many tips and tricks to build a content strategy, rules are made to be broken sometimes.

For example, our video editing team has made some amazing promo videos that look and feel like a commercial for your mindset and values.

This type of content hooks the audience and makes them interested in what you have to say and share.

It’s also a great way to make your audience consume more of your content and keep learning about you and your brand.

Create LinkedIn Content that Drives Traffic to Your Profile

Another great way to build your following and your brand is by driving traffic to your LinkedIn profile.

Engaging with other users by commenting on their posts can help to drive traffic to your page.

This will help you to build up your audience.

You can also drive people to your LinkedIn from other platforms, but in this article, we want to focus on everything that is platform-related.

If you make valuable and educational content, people will feel interested in more of your posts and will likely want to follow and get to know you.

Create LinkedIn Content and a Profile that Drives Traffic to your Website

When making a marketing strategy for your brand, you must always keep in mind that the ultimate goal is to drive traffic to your website.

This is because your website is the digital place in which you describe and offer your products or services.

When people dive into your website, they are even more interested in you and there’s a higher chance they will want to do business with you.

Your website should also be the most important part of your strategy since you can own your website, but you can’t fully own your profile on different platforms.

When making a LinkedIn content strategy, you should consider adding a link to your website in the comments of some of your posts.

Be careful! If you constantly link your website, LinkedIn might consider your posts spam, and you could be blocked out of the platform for some time.

For example, in September of 2021, our Founder, Alejandro Sanoja, had his LinkedIn account banned. The platform considered his activity very similar to what bots do because he was getting too many profile views and viewing too many profiles in a short period.

This “LinkedIn exile” made the team realize how relevant LinkedIn was in our strategy since Alejandros’ network allowed us to find amazing guests for our Thought Leadership podcast, drive people in the industry to our website, and much more.

Without LinkedIn, we had to find new ways to connect with people and not depend so much on it. 

We now know how to take full advantage of the tools LinkedIn has to offer, while also understanding that content must be and feel natural to be effective.

Build Your Network and Brand with A LinkedIn Content Strategy

As you can see, a strong content strategy can help you engage with your followers and build your following on LinkedIn.

By creating a variety of different types of content, you can appeal to more people and build a larger following. Make sure to leverage our template to get started sharing carousel posts.

If you’re a business owner, you may have noticed that engaging prospects and clients are essential as this establishes trust and encourages sales.

The same is true for LinkedIn as a social media platform, as you want to engage with others and build relationships with potential employers, colleagues, and clients.

By leveraging a LinkedIn content strategy with consistency, you will be able to benefit from everything this platform has to offer.