June 26, 2025 • 14 mins
Are you sick of your LinkedIn content being ignored? Let's discuss the most likely cause and actionable strategies to improve your LinkedIn visibility and engagement.
Discover how cultivating a strong point of view, crafting engaging hooks, and presenting your authentic self can enhance your LinkedIn presence.
Key moments in this episode -
00:00 Playing It Safe on LinkedIn
00:36 The State of LinkedIn Content
01:45 The Problem with Most LinkedIn Content
03:50 Creating Engaging LinkedIn Content: The Hook
06:43 Be Authentic
09:10 Practical Tips to Improve Your LinkedIn Content
11:12 Stand Out by Being Contrarian
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- Book a free intro call
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- B2B Growth Co newsletter
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days.
#LinkedIn #B2BMarketing #ContentMarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Are you playing thingstoo safe on LinkedIn?
(00:02):
You know, all of your content is designedto make sure it stays within the rules.
Doesn't upset anybody, butultimately what's happening is your
content's getting passed on by.
Why is that and what can we do about it?
Let's take a look.
(00:36):
G' Day everyone it is Coach Michelle JRaymond, your trusted guide to building
your brand and your business on LinkedIn.
And I know that the most popular episodesthat I ever do on this podcast are always
related to how can you get your contentseen by more people, whether you wanna
find out for yourself, for your team, orfor your company page, everybody wants
(01:00):
more reach, more engagement, and lots ofthose cool metrics going up and up and up.
And right now on LinkedIn, as I'vesaid in multiple episodes recently,
it's certainly not the state ofthe game that LinkedIn are playing.
So they would tell you that it'sall about your content now is
more relevant to your audience.
(01:20):
IE that's code for, we're notgoing to show it to as many people.
That's called impressions.
But yet at the same time, yourengagement should still be the same.
Hopefully that's right, and theiraim to make sure that we get our
content seen by the right sets of eyesactually helps us grow the business.
The only way that you'll be able to tellis are you getting inbound leads from your
(01:43):
content, from your efforts on LinkedIn?
The answer is no.
The problem is your content isprobably just getting scrolled
by, and I see this regularlybecause people play things so safe.
They don't wanna upset anyone.
They use lots of corporate jargon.
They stay within thecompany branding guidelines.
(02:06):
There's lots of differentways that we can do this.
And one of the major ways that most peopleplay it far too safe is by not having
an opinion on anything at all, ever.
They're completely neutral, andfrom that perspective, no one
knows exactly where you stand.
When we're playing it safe with ourcontent, I understand that safe feels
(02:31):
comfortable, but comfortable gets ignored.
So after this quick word from our podcastsponsors Metricool, I am going to talk
about your invisible posts and moreimportantly, stick around to the end
'cause I'm gonna give you the solutionsin how you can fix this problem and make
sure your post gets seen on LinkedIn.
(03:50):
Let's talk about your safe but invisibleposts and what the actual problem is.
The actual problem is if peopledon't stop for your post, neither
does the LinkedIn algorithm.
So ultimately, our job is to makesure that our audience slows down
long enough, consumes our content andhopefully they like, they comment,
(04:13):
maybe they save or repost your content.
That's the ultimate goal.
But if your content is so safe andso boring that ultimately nobody
stops, then the algorithm doesn'treward that, and that is why your
post isn't being seen by people.
What does the LinkedIn algorithm reward?
(04:33):
Well, I'm glad you asked.
One of the things that the algorithmloves is you generating conversations,
and conversations normally start fromhaving a point of view on a particular
topic that's within your industry, andfrom that you can then lead conversations.
Sometimes they turn intoarguments on social.
(04:54):
I get it.
But ultimately, I like to think thatLinkedIn is a safe place with not too
many trolls, and it's a professionalenvironment, which is great for getting
some of the best minds in your industrytogether to have a conversation
around the topics that matter.
So having a strong point of view and anopinion in your content is a really great
(05:18):
place to start to get people to actuallystop for a moment and pay attention.
The way that we do this, theactual mechanism is by putting that
opinion or a strong question in theopening two lines of your posts.
We call that the hook, right?
So think about what can you use as ahook line that will stop people in their
(05:39):
tracks and want them to get involved inyour conversation that you're leading.
Now, if you are not sure what a hook is.
That's what our friend ChatGPT is therefor, or any of the other AI tools.
Ask it, How can I improvethe hook on my post?
This is a magic way that AI canhelp you and start to get people
to slow down and make sure thatyour posts are no longer invisible.
(06:03):
So if you don't put it in thathook line, maybe it's your image
that captures people's attention.
It might be a gif, it might besomething that makes people laugh.
It might be a photo of somethingthat you saw, a news article
that will spark a conversation.
There are so many creative waysthat you can hook people in so that
(06:24):
they start to pay attention to yourposts and they don't scroll past it.
So that's one of the waysthat you can do this.
What else do I think will make thebiggest difference to your content
to make sure that it's not invisible?
Uh, show up as you, talk likeyou, create your digital twin.
(06:48):
IE be the same as if Imet you face to face.
Write your posts exactly the same.
I think that's what actually stops a lotof people from creating content at all
on LinkedIn, is that they think they haveto be a LinkedIn version of themself,
you know, professional buttoned up.
But I find that the people that I stopfor their content on LinkedIn the most,
(07:10):
are the ones that just sound like someoneI would love to connect with if we met
face to face, the ones that call ithow it is, the ones that used everyday
language, the ones that are passionateabout their topic, whatever that may be.
What it really is, they use theirown words, and that's what I love.
(07:31):
I love that it may not be the mostprofessional, although it can be,
or it can be using humour, sarcasm.
It could make people angry.
It could make people sad, but atthe end of the day, I just know it's
in exactly the same words as if Iwould meet that person face to face.
So if you're not doing that, that'sprobably the most simple fix to make
(07:54):
sure that your content is being seen.
Why does this work so much?
Well, because right now LinkedInis flooded with so much AI content.
I don't need to tell you this, listeners.
You already know.
and I don't know about you, but forme, the more polished and perfection
that comes through on this contentnow, the less I'm interested.
(08:14):
Honestly, I am so bored by these perfectposts that I just keep scrolling by.
That they become invisible to me.
They don't catch me or my attentionlong enough for me to wanna find
out more, even though it might besomething that's a really great idea.
(08:35):
When it sounds like ChatGPT wroteit then I'm not on board for that.
I wanna know what you think and thechances are, so does your audience.
(09:10):
Let's talk about some of thepractical ways that you can fix this.
Now, I mentioned one earlier, we are goingto need to rewrite the hook, like the
opening sentence on your post needs to bethe strongest sentence in the whole post.
Why is that?
We want people to stop and wewant them to click on see more
to discover the rest of the post.
(09:31):
If they don't do that, then all thateffort that you put into the other
probably thousand characters goes nowhere.
So from that perspective, thatopening line has to be your best.
I also want you to think about movingaway from statements that are so
(09:51):
beige and so bland and so boring thateverybody just goes, eh, and shrugs their
shoulders and just keeps on scrolling.
It is okay to have an opinion.
I know that you're all super smartpeople that listen to this podcast.
I've connected with so many of you overon LinkedIn, so I know this to be true.
(10:11):
I want to hear more from you.
I want you to call outthings in your industry.
Be strong enough to back yourselfand your positions and your ideas and
invite people into the conversation.
This isn't about having big arguments,but this is standing for something
and having the, I guess inner strengthand courage, 'cause it does take
(10:35):
courage to back yourself, as I said,and be that leader in your industry.
This is where those people that say, Iwant to be a thought leader on LinkedIn,
or they want members of their team to bethought leaders and yet they put up so
many guardrails and so many restrictionson the types of things that people can
say then that is not thought leadership.
(10:58):
Thought leadership is not regurgitatingthings that ChatGPT could do.
It is about sharing your opinionsand leading conversations.
So that is another way.
Think about if you wereto look at the post.
Is there a way that I can tell thatit's your post and not just somebody
(11:20):
else's if I took your name off it, andthat's a pretty good check, would I be
able to tell by the words that you use,the language, the emojis that you have?
Like I know emojis and em dashesand things have copped and
absolute hiding since ChatGPTcame on and everybody's onto it.
Like I know you are using ChatGPTif you've got the rocket emoji,
(11:41):
or you know, whichever one isthe current flavour of the month.
But ultimately, you know, youprobably recognize my post because
I'm probably the person that overusesthe smiley face emoji everywhere.
Why?
Because that's just who I am.
I smile a lot.
If you meet me.
I smile a lot.
There is no difference and Iwant people to feel happier for
(12:04):
having had an interaction withme, so that's why I use it.
So emojis are great.
They can help you, really reinforceyour message without having to use
thousands of words, and they'retotally acceptable on LinkedIn.
These are some of the other waysyou can be controversial, but
don't be controversial for the sakeof it, like to be antagonistic,
(12:26):
unless that's part of your personalbrand, in that case, go for it.
But it's all about being, I think likeLinkedIn's research would say contrarian.
If everybody goes one way and you go theother way, then it's easier to stand out.
So my perfect example of this is whenI first started setting up my business.
(12:49):
I backed LinkedIn Company Pages.
Everybody else was anti LinkedInCompany Pages, so it was easy for me.
I went one way.
They all went the other.
I get to stand out and this is whatyou need to discover to help make
sure that you stand out and that yourcontent isn't invisible on LinkedIn.
(13:15):
As we wrap this one up, listeners,at the end of the day, you don't
need to be over the top outrageous.
You do need to find a wayto stand out in the feed.
Get people to understand that yourcontent is helpful, and make sure
that your content is memorable so theyknow to look out for it in the future
(13:37):
when they see your posts in the feed.
Remember, we have so manypeople creating content.
The platform's getting busier.
Find an angle that works foryou to make sure that no one
ever wants to miss your content.
At the end of the day, I wantyou to say something real.
Say it in your own way.
(13:58):
Say something that mattersand lead conversations.
And when you try this, Iguarantee you that your LinkedIn
content, your numbers will go up.
You are going to beleading the conversations.
And when this works, do me a favour,reach out to me on LinkedIn, let
me know that you gave it a try.
And more importantly, howdid that turn out for you?
(14:21):
Cheers.
Are you playing thingstoo safe on LinkedIn?
(00:02):
You know, all of your content is designedto make sure it stays within the rules.
Doesn't upset anybody, butultimately what's happening is your
content's getting passed on by.
Why is that and what can we do about it?
Let's take a look.
(00:36):
G' Day everyone it is Coach Michelle JRaymond, your trusted guide to building
your brand and your business on LinkedIn.
And I know that the most popular episodesthat I ever do on this podcast are always
related to how can you get your contentseen by more people, whether you wanna
find out for yourself, for your team, orfor your company page, everybody wants
(01:00):
more reach, more engagement, and lots ofthose cool metrics going up and up and up.
And right now on LinkedIn, as I'vesaid in multiple episodes recently,
it's certainly not the state ofthe game that LinkedIn are playing.
So they would tell you that it'sall about your content now is
more relevant to your audience.
(01:20):
IE that's code for, we're notgoing to show it to as many people.
That's called impressions.
But yet at the same time, yourengagement should still be the same.
Hopefully that's right, and theiraim to make sure that we get our
content seen by the right sets of eyesactually helps us grow the business.
The only way that you'll be able to tellis are you getting inbound leads from your
(01:43):
content, from your efforts on LinkedIn?
The answer is no.
The problem is your content isprobably just getting scrolled
by, and I see this regularlybecause people play things so safe.
They don't wanna upset anyone.
They use lots of corporate jargon.
They stay within thecompany branding guidelines.
(02:06):
There's lots of differentways that we can do this.
And one of the major ways that most peopleplay it far too safe is by not having
an opinion on anything at all, ever.
They're completely neutral, andfrom that perspective, no one
knows exactly where you stand.
When we're playing it safe with ourcontent, I understand that safe feels
(02:31):
comfortable, but comfortable gets ignored.
So after this quick word from our podcastsponsors Metricool, I am going to talk
about your invisible posts and moreimportantly, stick around to the end
'cause I'm gonna give you the solutionsin how you can fix this problem and make
sure your post gets seen on LinkedIn.
(03:50):
Let's talk about your safe but invisibleposts and what the actual problem is.
The actual problem is if peopledon't stop for your post, neither
does the LinkedIn algorithm.
So ultimately, our job is to makesure that our audience slows down
long enough, consumes our content andhopefully they like, they comment,
(04:13):
maybe they save or repost your content.
That's the ultimate goal.
But if your content is so safe andso boring that ultimately nobody
stops, then the algorithm doesn'treward that, and that is why your
post isn't being seen by people.
What does the LinkedIn algorithm reward?
(04:33):
Well, I'm glad you asked.
One of the things that the algorithmloves is you generating conversations,
and conversations normally start fromhaving a point of view on a particular
topic that's within your industry, andfrom that you can then lead conversations.
Sometimes they turn intoarguments on social.
(04:54):
I get it.
But ultimately, I like to think thatLinkedIn is a safe place with not too
many trolls, and it's a professionalenvironment, which is great for getting
some of the best minds in your industrytogether to have a conversation
around the topics that matter.
So having a strong point of view and anopinion in your content is a really great
(05:18):
place to start to get people to actuallystop for a moment and pay attention.
The way that we do this, theactual mechanism is by putting that
opinion or a strong question in theopening two lines of your posts.
We call that the hook, right?
So think about what can you use as ahook line that will stop people in their
(05:39):
tracks and want them to get involved inyour conversation that you're leading.
Now, if you are not sure what a hook is.
That's what our friend ChatGPT is therefor, or any of the other AI tools.
Ask it, How can I improvethe hook on my post?
This is a magic way that AI canhelp you and start to get people
to slow down and make sure thatyour posts are no longer invisible.
(06:03):
So if you don't put it in thathook line, maybe it's your image
that captures people's attention.
It might be a gif, it might besomething that makes people laugh.
It might be a photo of somethingthat you saw, a news article
that will spark a conversation.
There are so many creative waysthat you can hook people in so that
(06:24):
they start to pay attention to yourposts and they don't scroll past it.
So that's one of the waysthat you can do this.
What else do I think will make thebiggest difference to your content
to make sure that it's not invisible?
Uh, show up as you, talk likeyou, create your digital twin.
(06:48):
IE be the same as if Imet you face to face.
Write your posts exactly the same.
I think that's what actually stops a lotof people from creating content at all
on LinkedIn, is that they think they haveto be a LinkedIn version of themself,
you know, professional buttoned up.
But I find that the people that I stopfor their content on LinkedIn the most,
(07:10):
are the ones that just sound like someoneI would love to connect with if we met
face to face, the ones that call ithow it is, the ones that used everyday
language, the ones that are passionateabout their topic, whatever that may be.
What it really is, they use theirown words, and that's what I love.
(07:31):
I love that it may not be the mostprofessional, although it can be,
or it can be using humour, sarcasm.
It could make people angry.
It could make people sad, but atthe end of the day, I just know it's
in exactly the same words as if Iwould meet that person face to face.
So if you're not doing that, that'sprobably the most simple fix to make
(07:54):
sure that your content is being seen.
Why does this work so much?
Well, because right now LinkedInis flooded with so much AI content.
I don't need to tell you this, listeners.
You already know.
and I don't know about you, but forme, the more polished and perfection
that comes through on this contentnow, the less I'm interested.
(08:14):
Honestly, I am so bored by these perfectposts that I just keep scrolling by.
That they become invisible to me.
They don't catch me or my attentionlong enough for me to wanna find
out more, even though it might besomething that's a really great idea.
(08:35):
When it sounds like ChatGPT wroteit then I'm not on board for that.
I wanna know what you think and thechances are, so does your audience.
(09:10):
Let's talk about some of thepractical ways that you can fix this.
Now, I mentioned one earlier, we are goingto need to rewrite the hook, like the
opening sentence on your post needs to bethe strongest sentence in the whole post.
Why is that?
We want people to stop and wewant them to click on see more
to discover the rest of the post.
(09:31):
If they don't do that, then all thateffort that you put into the other
probably thousand characters goes nowhere.
So from that perspective, thatopening line has to be your best.
I also want you to think about movingaway from statements that are so
(09:51):
beige and so bland and so boring thateverybody just goes, eh, and shrugs their
shoulders and just keeps on scrolling.
It is okay to have an opinion.
I know that you're all super smartpeople that listen to this podcast.
I've connected with so many of you overon LinkedIn, so I know this to be true.
(10:11):
I want to hear more from you.
I want you to call outthings in your industry.
Be strong enough to back yourselfand your positions and your ideas and
invite people into the conversation.
This isn't about having big arguments,but this is standing for something
and having the, I guess inner strengthand courage, 'cause it does take
(10:35):
courage to back yourself, as I said,and be that leader in your industry.
This is where those people that say, Iwant to be a thought leader on LinkedIn,
or they want members of their team to bethought leaders and yet they put up so
many guardrails and so many restrictionson the types of things that people can
say then that is not thought leadership.
(10:58):
Thought leadership is not regurgitatingthings that ChatGPT could do.
It is about sharing your opinionsand leading conversations.
So that is another way.
Think about if you wereto look at the post.
Is there a way that I can tell thatit's your post and not just somebody
(11:20):
else's if I took your name off it, andthat's a pretty good check, would I be
able to tell by the words that you use,the language, the emojis that you have?
Like I know emojis and em dashesand things have copped and
absolute hiding since ChatGPTcame on and everybody's onto it.
Like I know you are using ChatGPTif you've got the rocket emoji,
(11:41):
or you know, whichever one isthe current flavour of the month.
But ultimately, you know, youprobably recognize my post because
I'm probably the person that overusesthe smiley face emoji everywhere.
Why?
Because that's just who I am.
I smile a lot.
If you meet me.
I smile a lot.
There is no difference and Iwant people to feel happier for
(12:04):
having had an interaction withme, so that's why I use it.
So emojis are great.
They can help you, really reinforceyour message without having to use
thousands of words, and they'retotally acceptable on LinkedIn.
These are some of the other waysyou can be controversial, but
don't be controversial for the sakeof it, like to be antagonistic,
(12:26):
unless that's part of your personalbrand, in that case, go for it.
But it's all about being, I think likeLinkedIn's research would say contrarian.
If everybody goes one way and you go theother way, then it's easier to stand out.
So my perfect example of this is whenI first started setting up my business.
(12:49):
I backed LinkedIn Company Pages.
Everybody else was anti LinkedInCompany Pages, so it was easy for me.
I went one way.
They all went the other.
I get to stand out and this is whatyou need to discover to help make
sure that you stand out and that yourcontent isn't invisible on LinkedIn.
(13:15):
As we wrap this one up, listeners,at the end of the day, you don't
need to be over the top outrageous.
You do need to find a wayto stand out in the feed.
Get people to understand that yourcontent is helpful, and make sure
that your content is memorable so theyknow to look out for it in the future
(13:37):
when they see your posts in the feed.
Remember, we have so manypeople creating content.
The platform's getting busier.
Find an angle that works foryou to make sure that no one
ever wants to miss your content.
At the end of the day, I wantyou to say something real.
Say it in your own way.
(13:58):
Say something that mattersand lead conversations.
And when you try this, Iguarantee you that your LinkedIn
content, your numbers will go up.
You are going to beleading the conversations.
And when this works, do me a favour,reach out to me on LinkedIn, let
me know that you gave it a try.
And more importantly, howdid that turn out for you?
(14:21):
Cheers.
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