October 22, 2024 • 13 mins
James takes us through his comprehensive LinkedIn strategy. It's undeniable that a vast majority of B2B buyers are on LinkedIn. Leverage this opportunity by tailoring your content to fit the platform, learn what works and what doesn't, and kick start your content journey today!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Gary Vee's been saying it, Alex Heramosi's been saying it,
But how do you actually do LinkedIn in twenty twenty
four when you're not already famous like those guys. Here
are the four things you'll learn if you stick around
to the end of this video. First, we're going to
talk about how to get really clear on your who
and your why. Next, we're going to talk about how
(00:20):
to come up with an endless number of topics that
you can talk about on LinkedIn. After that, we're going
to do a breakdown of some of the best LinkedIn
posts from twenty twenty three and why they worked. And
after that, we're going to talk about how to turn
your LinkedIn audience into an engaged community of super fans.
(00:45):
I'm James Carberry. I'm the founder of Sweetfish, a three
time Ink five thousand company, and B to B Growth,
a media brand for B to B marketers. We've helped
over two hundred B to B companies build and execute
content strategies. We want you and your company to become
your market's favorite follow and this video should help you
do exactly that on LinkedIn. All right, First, we're going
(01:07):
to talk about how to get really clear on your
who and your why. Before you start optimizing your profile
and posting on LinkedIn, you want to do some deep
strategic work to get really clear on your audience and
your goals. I know that's not novel, but I've got
to talk about this stuff. This type of work will
help you create really targeted and effective messaging. It'll help
(01:30):
you differentiate your content and allow you to more accurately
measure your success on the platform. I spent months racking
my brain trying to figure out how I was going
to differentiate my content from the sea of other marketing
agency owners on LinkedIn. I finally landed on a tagline
that's simple, direct, and different from any of my competitors.
(01:50):
It's this I help B to B content marketers think
like creators. The creative restraint of having this tagline is
super helpful for me because every time I post now
I run it through this tagline. Is this post going
to help a B to B content marketer think like
a creator? So that's what I've done to get clarity
on my who. But if you want to get even
(02:12):
more clarity on who you're trying to reach on LinkedIn,
here are some more questions. You can ask yourself for
other people on your team, who should we be talking to?
Whoever you're asking this, have them get really specific. What
topics are most interesting to them right now? What are
their pain points, what channels do they use most, What
(02:32):
creators are they paying attention to right now? What other
goals are you hoping this content will help you achieve.
Most of this work is strategy development. We dive deeper
into these questions in our twenty twenty four content strategy video.
It's linked somewhere up here in that video. We have
a template you can access in the description to help
you create a content strategy on your own. All right,
(02:53):
now that we've talked about the who that you're going
to be talking to, now I want to talk about topics.
We got to talk about how to consistently come up
with topics that you can talk about on LinkedIn. I
struggled with this for years On LinkedIn. I would only
post when a new idea hit me or I felt
like I had something novel to share, and that mindset
(03:14):
kept me from consistently growing my audience on a platform
where I knew our buyers were spending a lot of time.
It was a huge mistake. There are three things you
can do to avoid the really dumb mistake that I made,
and I'll elaborate on each one in just a bit. First,
and this is the easiest, follow other creators so you
can have a constant stream of inspiration in your feed. Next,
(03:37):
use proven content frameworks that work on LinkedIn. Third, you
can use chat GPT prompts to jumpstart your brain. I'll
share more later in the video. Capitalize on the avalanche
of software at our fingertips. All right, this first one
looking at other creators. I want you to get regular
inspiration by following other people who already you have the
(04:00):
attention of your market. Comment on their posts. Turn your
comments into posts for yourself. To take this one step further,
create a comprehensive Carosel deck on the top one hundred
people influencing your buyers. When I did this, the post
got over sixty thousand views on LinkedIn and it allowed
me to deepen relationships with over one hundred people that
are movers and shakers in the content marketing industry. Okay,
(04:23):
now let's get into some proven content frameworks that tend
to work on LinkedIn. Career growth stories, building in public
counter narrative thought leadership. So not just saying the same
stuff all your competitors are saying, but actually saying something
counter to what everybody else is saying. Pain point plus solution.
How to achieve a specific outcome? What's working, what's not working?
(04:48):
Funny work content. This doesn't work for everybody, but if
you're funny, definitely try to do funny work content because
it blows up on LinkedIn. An opinion about your industry,
a case study. There's no need to recreate the wheel. Hear.
These types of posts just work on LinkedIn. I've seen
it over and over and over again. All right, now
that we've went over some frameworks, I want to share
some chat GBT prompts that you can use. Now. I
(05:10):
want to be super clear here. None of these suggestions
should be used to create content verbatim. You should just
use what chat GBT spits out as a starting point
and then expand from there so your own original voice
and point of view is clear. Here's a prompt that
I learned from my friend Blake Amal. Here's what you
type into chat GPT. I want you to do customer
(05:32):
research for me. Tell me ten frustrations, ten dreams, ten
wants and ten fears that my audience experiences related to
whatever topic you care about. Format the ten frustrations, ten dreams,
ten wants, and ten fears in a structured table. The
X axis should be numbered one to ten, and the
(05:54):
why access should include frustration, dream, want, and fear. Now
you have forty content ideas that are all entirely based
on human emotion. Luke Matthews shared another chat GPD prompt
that I really liked here. It is, please analyze the
following information and finish writing the posts that I gave
(06:15):
you based on the information provided. Please make sure the
ideas are written in the tone of insert creator, with
the thought leadership of insert creator. But first, here's more
context for you, and then you put in information about
your brand or the brand that you're writing for. Here's
the information and the topic to write the LinkedIn post
(06:35):
on insert info here. It can be an article, blog posts,
or old posts from you or any creator. Here's one
last chat GPD prompt from Florian to Clute. I might
be butchering his name, so sorry, Florian if I watched
that last name. You're the founder of a company that
provides insert your solution. You have decided to start posting
content daily on LinkedIn. In order to insert your goals,
(06:59):
you want to talk a specific audience to stand out
more easily. Can you recommend ten potential audience avatars I
could target with my content, bearing in mind your average
deal size is whatever your average seal size is. All Right, Now,
I'm officially in the cool kids club because I mentioned
AI in a YouTube video. Mission accomplished. Now, I'm going
(07:20):
to share a few other tools that can help you
execute your LinkedIn content strategy. The first tool I want
to mention is called post strips. Post Trips allows you
to plan, create, schedule, and optimize your LinkedIn content with AI.
They even have a free tool that generates the best
chat GPT prompts that you can use, So definitely check
that one out, all right. The next tool that I
(07:41):
want to talk about is Taplo. Similar to post Strips,
Taplio helps you'll leverage AI to build your LinkedIn following,
but a little bit different. They have a tool that
actually helps you identify LinkedIn trends specific to your audience
and the top LinkedIn influencers in your industry. The last
tool to mention here is called content drips. This tool
(08:03):
allows you to create LinkedIn carousels like the one I
mentioned earlier with really good templates. The plans are anywhere
from free to seventeen bucks a month, so it's not
a big commitment. So we've covered chagpt prompts, We've covered
some software you need to check out. In this part
of the video, I want to break down some of
the best LinkedIn posts from twenty twenty three and why
they worked. This first post that we're going to look
(08:24):
at is from Jess Cook. This is a great example
of a career growth post. It talks about Jess's fast
career progression and a soft skill that letter there. It's
really easy to read, has fun formatting, and the concept
is quick to grasp and implement. This post got three
hundred and twenty six reactions and fifty nine comments, so
(08:46):
I'd say it did pretty well. This next post is
from Chris Walker. Now, this is a great example of
counter narrative thought leadership. Chris does counter narrative thought leadership
better than anyone in the game. This works because he
talks about one of the biggest challenges that marketers, which
is attribution. But he also talks about why attribution is
broken and what we're doing wrong to expedite the problem.
(09:08):
This post got six hundred and eighty nine reactions and
one hundred and forty eight comments. This next post is
from April Dunford, the expert on positioning. This is a
near perfect example of cross promotion for her newsletter. It
works because she starts with the mistake that most marketers
make when thinking through their options and a B to
B buying process. It then helps the reader look at
(09:28):
the bigger picture in a much more simplistic way. It's
easy to read, it's bulleted, and easy to understand why
reading more in April's newsletter is the right next step.
This post got five hundred and thirty seven reactions, fifty
seven comments, and it probably drove a ton of subscribers
to her newsletter. All right. This next post is from
Brendan Hufford. This is a templated asset that Brendan made
(09:51):
that he knew was beneficial to a large group of people.
It's about LinkedIn content that can create demand. Brendan teases
the content and showcases its actual effectiveness Right at the
top of the post. It says five LinkedIn post templates
battle tested over five years plus one million dollars a
year in added pipeline. The post then encourages people to
(10:12):
drop a comment to increase reach. Then he promises to
DM every single person that comments and send them the framework.
This post got three hundred and forty two reactions and
seventeen hundred and ninety two comments. That is a lot
of comments, folks. All right, this last one we're going
to cover as a post from me. LinkedIn loves content
that keeps people's attention for a long period of time.
(10:35):
They call it dwell time. The longer you can keep
someone on a post, the more it triggers the algorithm
to put that post into more feeds. So carousels are
a great way to keep your audience engaged. And this
carousel that I developed I talked about earlier in the
post had a boatload of slide So we took the
data that we needed to build for our own content strategy,
(10:57):
which is all the people currently influencing our buyer, and
we just turned it into a well designed carousel. You
should absolutely do this. This post got five hundred and
twenty five likes, one hundred and ninety eight comments, And
because I wrote the post, I know that it got
over sixty thousand views on the platform. So the last
thing I'm going to share in this video is something
I recently stumbled into. I figured out how to turn
(11:19):
my LinkedIn audience into an actual community a few months ago.
I needed to get a post out for the day,
and so I threw something out that I honestly thought
wouldn't perform that well at all. It was a simple
post asking if anyone would be interested in jumping on
a monthly zoom call to jam on B to B content.
I called it Content Crew, because why not name it.
(11:40):
I was thinking that maybe five or six people would
be into it, and I was way wrong. We had
the first call a few weeks after that initial post
and had over forty people show up to the call.
We have about seventy five people currently on the recurring
monthly calendar invite, and the feedback we got after the
call was mind blowing. Texts LinkedIn DMS emails all telling
(12:03):
me how valuable the call was and saying they can't
wait for our next one. The structure of the call
was pretty simple too. We opened the first ten minutes
by hearing an expert in our space, my friend Dan Sanchez,
talk about a specific strategy that he developed. Then we
broke into small zoom rooms for about fifteen minutes with
three to five people in each room to talk about
(12:24):
what the expert shared and to get to know the
other people in your room. People seemed to really really
like this part of the call. After the breakout rooms,
we brought everyone back into the main call and talked
through questions and topics that the attendees sent in through
a Google form that I'd sent out a few days earlier.
This was probably my favorite part of the call. We
scheduled this call for forty five minutes, but we ended
(12:46):
up going for an hour because folks were so engaged
on this thing. I was honestly, really really shocked. I
promoted the call a couple more times after my initial post,
but nothing beyond that three LinkedIn posts allowed us to
start this group or this community with forty plus people
that are really excited for next month's call. If you
(13:07):
want an invite to content crue, just shoot me a
DM or a personalized connection request if we're not already
connected on LinkedIn with your email and I'll send over
the calendar. Butte all right, you made it to the end.
If you have any questions again, hit me up on LinkedIn.
I'm out. You think people will make it to the end,
Gary Vee's been saying it, Alex Heramosi's been saying it,
But how do you actually do LinkedIn in twenty twenty
four when you're not already famous like those guys. Here
are the four things you'll learn if you stick around
to the end of this video. First, we're going to
talk about how to get really clear on your who
and your why. Next, we're going to talk about how
(00:20):
to come up with an endless number of topics that
you can talk about on LinkedIn. After that, we're going
to do a breakdown of some of the best LinkedIn
posts from twenty twenty three and why they worked. And
after that, we're going to talk about how to turn
your LinkedIn audience into an engaged community of super fans.
(00:45):
I'm James Carberry. I'm the founder of Sweetfish, a three
time Ink five thousand company, and B to B Growth,
a media brand for B to B marketers. We've helped
over two hundred B to B companies build and execute
content strategies. We want you and your company to become
your market's favorite follow and this video should help you
do exactly that on LinkedIn. All right, First, we're going
(01:07):
to talk about how to get really clear on your
who and your why. Before you start optimizing your profile
and posting on LinkedIn, you want to do some deep
strategic work to get really clear on your audience and
your goals. I know that's not novel, but I've got
to talk about this stuff. This type of work will
help you create really targeted and effective messaging. It'll help
(01:30):
you differentiate your content and allow you to more accurately
measure your success on the platform. I spent months racking
my brain trying to figure out how I was going
to differentiate my content from the sea of other marketing
agency owners on LinkedIn. I finally landed on a tagline
that's simple, direct, and different from any of my competitors.
(01:50):
It's this I help B to B content marketers think
like creators. The creative restraint of having this tagline is
super helpful for me because every time I post now
I run it through this tagline. Is this post going
to help a B to B content marketer think like
a creator? So that's what I've done to get clarity
on my who. But if you want to get even
(02:12):
more clarity on who you're trying to reach on LinkedIn,
here are some more questions. You can ask yourself for
other people on your team, who should we be talking to?
Whoever you're asking this, have them get really specific. What
topics are most interesting to them right now? What are
their pain points, what channels do they use most, What
(02:32):
creators are they paying attention to right now? What other
goals are you hoping this content will help you achieve.
Most of this work is strategy development. We dive deeper
into these questions in our twenty twenty four content strategy video.
It's linked somewhere up here in that video. We have
a template you can access in the description to help
you create a content strategy on your own. All right,
(02:53):
now that we've talked about the who that you're going
to be talking to, now I want to talk about topics.
We got to talk about how to consistently come up
with topics that you can talk about on LinkedIn. I
struggled with this for years On LinkedIn. I would only
post when a new idea hit me or I felt
like I had something novel to share, and that mindset
(03:14):
kept me from consistently growing my audience on a platform
where I knew our buyers were spending a lot of time.
It was a huge mistake. There are three things you
can do to avoid the really dumb mistake that I made,
and I'll elaborate on each one in just a bit. First,
and this is the easiest, follow other creators so you
can have a constant stream of inspiration in your feed. Next,
(03:37):
use proven content frameworks that work on LinkedIn. Third, you
can use chat GPT prompts to jumpstart your brain. I'll
share more later in the video. Capitalize on the avalanche
of software at our fingertips. All right, this first one
looking at other creators. I want you to get regular
inspiration by following other people who already you have the
(04:00):
attention of your market. Comment on their posts. Turn your
comments into posts for yourself. To take this one step further,
create a comprehensive Carosel deck on the top one hundred
people influencing your buyers. When I did this, the post
got over sixty thousand views on LinkedIn and it allowed
me to deepen relationships with over one hundred people that
are movers and shakers in the content marketing industry. Okay,
(04:23):
now let's get into some proven content frameworks that tend
to work on LinkedIn. Career growth stories, building in public
counter narrative thought leadership. So not just saying the same
stuff all your competitors are saying, but actually saying something
counter to what everybody else is saying. Pain point plus solution.
How to achieve a specific outcome? What's working, what's not working?
(04:48):
Funny work content. This doesn't work for everybody, but if
you're funny, definitely try to do funny work content because
it blows up on LinkedIn. An opinion about your industry,
a case study. There's no need to recreate the wheel. Hear.
These types of posts just work on LinkedIn. I've seen
it over and over and over again. All right, now
that we've went over some frameworks, I want to share
some chat GBT prompts that you can use. Now. I
(05:10):
want to be super clear here. None of these suggestions
should be used to create content verbatim. You should just
use what chat GBT spits out as a starting point
and then expand from there so your own original voice
and point of view is clear. Here's a prompt that
I learned from my friend Blake Amal. Here's what you
type into chat GPT. I want you to do customer
(05:32):
research for me. Tell me ten frustrations, ten dreams, ten
wants and ten fears that my audience experiences related to
whatever topic you care about. Format the ten frustrations, ten dreams,
ten wants, and ten fears in a structured table. The
X axis should be numbered one to ten, and the
(05:54):
why access should include frustration, dream, want, and fear. Now
you have forty content ideas that are all entirely based
on human emotion. Luke Matthews shared another chat GPD prompt
that I really liked here. It is, please analyze the
following information and finish writing the posts that I gave
(06:15):
you based on the information provided. Please make sure the
ideas are written in the tone of insert creator, with
the thought leadership of insert creator. But first, here's more
context for you, and then you put in information about
your brand or the brand that you're writing for. Here's
the information and the topic to write the LinkedIn post
(06:35):
on insert info here. It can be an article, blog posts,
or old posts from you or any creator. Here's one
last chat GPD prompt from Florian to Clute. I might
be butchering his name, so sorry, Florian if I watched
that last name. You're the founder of a company that
provides insert your solution. You have decided to start posting
content daily on LinkedIn. In order to insert your goals,
(06:59):
you want to talk a specific audience to stand out
more easily. Can you recommend ten potential audience avatars I
could target with my content, bearing in mind your average
deal size is whatever your average seal size is. All Right, Now,
I'm officially in the cool kids club because I mentioned
AI in a YouTube video. Mission accomplished. Now, I'm going
(07:20):
to share a few other tools that can help you
execute your LinkedIn content strategy. The first tool I want
to mention is called post strips. Post Trips allows you
to plan, create, schedule, and optimize your LinkedIn content with AI.
They even have a free tool that generates the best
chat GPT prompts that you can use, So definitely check
that one out, all right. The next tool that I
(07:41):
want to talk about is Taplo. Similar to post Strips,
Taplio helps you'll leverage AI to build your LinkedIn following,
but a little bit different. They have a tool that
actually helps you identify LinkedIn trends specific to your audience
and the top LinkedIn influencers in your industry. The last
tool to mention here is called content drips. This tool
(08:03):
allows you to create LinkedIn carousels like the one I
mentioned earlier with really good templates. The plans are anywhere
from free to seventeen bucks a month, so it's not
a big commitment. So we've covered chagpt prompts, We've covered
some software you need to check out. In this part
of the video, I want to break down some of
the best LinkedIn posts from twenty twenty three and why
they worked. This first post that we're going to look
(08:24):
at is from Jess Cook. This is a great example
of a career growth post. It talks about Jess's fast
career progression and a soft skill that letter there. It's
really easy to read, has fun formatting, and the concept
is quick to grasp and implement. This post got three
hundred and twenty six reactions and fifty nine comments, so
(08:46):
I'd say it did pretty well. This next post is
from Chris Walker. Now, this is a great example of
counter narrative thought leadership. Chris does counter narrative thought leadership
better than anyone in the game. This works because he
talks about one of the biggest challenges that marketers, which
is attribution. But he also talks about why attribution is
broken and what we're doing wrong to expedite the problem.
(09:08):
This post got six hundred and eighty nine reactions and
one hundred and forty eight comments. This next post is
from April Dunford, the expert on positioning. This is a
near perfect example of cross promotion for her newsletter. It
works because she starts with the mistake that most marketers
make when thinking through their options and a B to
B buying process. It then helps the reader look at
(09:28):
the bigger picture in a much more simplistic way. It's
easy to read, it's bulleted, and easy to understand why
reading more in April's newsletter is the right next step.
This post got five hundred and thirty seven reactions, fifty
seven comments, and it probably drove a ton of subscribers
to her newsletter. All right. This next post is from
Brendan Hufford. This is a templated asset that Brendan made
(09:51):
that he knew was beneficial to a large group of people.
It's about LinkedIn content that can create demand. Brendan teases
the content and showcases its actual effectiveness Right at the
top of the post. It says five LinkedIn post templates
battle tested over five years plus one million dollars a
year in added pipeline. The post then encourages people to
(10:12):
drop a comment to increase reach. Then he promises to
DM every single person that comments and send them the framework.
This post got three hundred and forty two reactions and
seventeen hundred and ninety two comments. That is a lot
of comments, folks. All right, this last one we're going
to cover as a post from me. LinkedIn loves content
that keeps people's attention for a long period of time.
(10:35):
They call it dwell time. The longer you can keep
someone on a post, the more it triggers the algorithm
to put that post into more feeds. So carousels are
a great way to keep your audience engaged. And this
carousel that I developed I talked about earlier in the
post had a boatload of slide So we took the
data that we needed to build for our own content strategy,
(10:57):
which is all the people currently influencing our buyer, and
we just turned it into a well designed carousel. You
should absolutely do this. This post got five hundred and
twenty five likes, one hundred and ninety eight comments, And
because I wrote the post, I know that it got
over sixty thousand views on the platform. So the last
thing I'm going to share in this video is something
I recently stumbled into. I figured out how to turn
(11:19):
my LinkedIn audience into an actual community a few months ago.
I needed to get a post out for the day,
and so I threw something out that I honestly thought
wouldn't perform that well at all. It was a simple
post asking if anyone would be interested in jumping on
a monthly zoom call to jam on B to B content.
I called it Content Crew, because why not name it.
(11:40):
I was thinking that maybe five or six people would
be into it, and I was way wrong. We had
the first call a few weeks after that initial post
and had over forty people show up to the call.
We have about seventy five people currently on the recurring
monthly calendar invite, and the feedback we got after the
call was mind blowing. Texts LinkedIn DMS emails all telling
(12:03):
me how valuable the call was and saying they can't
wait for our next one. The structure of the call
was pretty simple too. We opened the first ten minutes
by hearing an expert in our space, my friend Dan Sanchez,
talk about a specific strategy that he developed. Then we
broke into small zoom rooms for about fifteen minutes with
three to five people in each room to talk about
(12:24):
what the expert shared and to get to know the
other people in your room. People seemed to really really
like this part of the call. After the breakout rooms,
we brought everyone back into the main call and talked
through questions and topics that the attendees sent in through
a Google form that I'd sent out a few days earlier.
This was probably my favorite part of the call. We
scheduled this call for forty five minutes, but we ended
(12:46):
up going for an hour because folks were so engaged
on this thing. I was honestly, really really shocked. I
promoted the call a couple more times after my initial post,
but nothing beyond that three LinkedIn posts allowed us to
start this group or this community with forty plus people
that are really excited for next month's call. If you
(13:07):
want an invite to content crue, just shoot me a
DM or a personalized connection request if we're not already
connected on LinkedIn with your email and I'll send over
the calendar. Butte all right, you made it to the end.
If you have any questions again, hit me up on LinkedIn.
I'm out. You think people will make it to the end,
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