How to create compelling content on LinkedIn

A video course breaking down my best (and worst) performing posts of 2018, back when I was still trying to figure out social selling

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Creating compelling content on LinkedIn changed the trajectory of my entire career. Not only did it enable me to generate revenue effectively, it helped me get recruited for unicorn jobs I never knew existed. Today, I have over 85,000 followers and my content is viewed millions of times every month.

But it wasn’t always like this.

In early 2018, I was a sales rep with about 1,000 followers on LinkedIn. I had no idea what I was doing so I posted sporadically, maybe once every two weeks. Somehow I was able to maintain that consistency over the next two years. By Sept. 2020, I’d grown my following 20x and had become well known within my niche, the legal technology industry.

That’s around the time I decided to create a video course to summarize all of my learnings about content creation on LinkedIn. I took ten of my posts from 2018 and broke them down in a 10-chapter, 75-minute long video course. In each chapter, I share the story behind each post, what I liked (or didn’t like) about it, and analyzed how the audience reacted. Specific topics covered in the course include:

• Why LinkedIn posts underperform the moment you mention your company name, and what to do instead (Chapter 2, 6, 10)

• How to humblebrag effectively to get more views and likes, and a breakdown of my most viewed “brag” post (Chapter 3, 9) 

• How to create content that “qualifies in” potential buyers and “qualifies out” everyone else (Chapter 8) 

• How to run content experiments to find your true voice that will make you memorable (Chapter 1, 5) 

While this course was created three years ago, back in Sept. 2020, its lessons are timeless. It’s not designed to give you a step-by-step formula, since algorithms (and popular sentiment) changes all the time. The goal is to share with you a framework for thinking about content. In fact, these were the very same principles that helped me build subsequent audiences on Tik Tok, Twitter, and Instagram.

Here’s a short clip, where I explain how to promote a corporate brand effectively, by using my own post as an example of what not to do:

You can find the course and the chapter guide here, at this link. It’s free for paid subscribers of this newsletter—discount code is below. For everyone else, the course can be accessed for $49.99.