LinkedIn Scheduling and Content Creation

LinkedIn is different to other social media platforms. As such, we’ve created this simple introduction to LinkedIn scheduling and content creation just for you.

Let’s break the view of LinkedIn as just a job hunting website. This narrow perception ignores the incredible value it can bring to you, as a professional individual, as well as your business.

It’s the perfect platform to expose you and your business to an active audience, giving you a chance to add your voice and share content into a professional sphere. The more active you are in your content niche will naturally land you as an industry specialist, connecting you with like-minded professionals, similar industries as well as clients.

To sum, LinkedIn is the ideal springboard to boost your professional reputation.

LinkedIn is a unique social platform

The most important point with LinkedIn scheduling is that it is different to Facebook, Instagram and Twitter. On these platforms memes, funny videos, and poking fun are pride of place, whereas, LinkedIn is a more professional space. That does not mean you have to be dead-pan straight-faced all the time, as it is highly valuable to come across as a friendly human. But please leave the cat videos in Facebook…

This is largely due to audience and the purpose of the platforms. For the average user, the other platforms are highly social and personal with the purpose of documenting our daily lives, connecting with friends, and sharing entertaining content. Contrarily, LinkedIn users are looking to consume content that is relevant and interesting to their working life and interests.

How can Hopper HQ help?

Hopper HQ is designed with this in mind. Each social account has a separate interface with scheduled and drafted posts, calendar and history. This makes it easy to control the content for each platform.

In addition, Hopper HQ allows you to schedule the same media across multiple platforms, with a handy feature to make platform specific edits.

  1. Simply create the post
  2. Then press ‘Create copy of this post’
  3. This will create an exact duplicate of the post, allowing you to then edit for the specific platform.

LinkedIn content is a reflection of you and your business

To build rapport, following and targeted engagement be sure to keep your content relevant to you and your business. For example, generally you are more likely to trust a restaurant’s food and heritage when they have a small menu focused on a specific cuisine. In the opposing light, extensive menus leave more room for lower quality meals. This is how you should think with your LinkedIn. Look at yourself, your business, your position in the market, clients as well as competitors, and ensure your LinkedIn content situates you as a knowledge expert in your field.

This doesn’t mean you cannot engage with other content, industries and trends, as it is advantageous to be well-informed. Rather, ask yourself, does this content make sense coming from me and my business?

Furthermore, ensure your profile is optimised, check out our top 3 LinkedIn marketing tips to take your profile to the next level!

How can Hopper HQ help?

Hopper HQ’s calendar view is the perfect place to easily visualise your content in their publishing order. Here, you are able to view your posts as a whole, so you can easily see your narrative to ensure it makes sense. See exactly how to plan your content using Calendar view.

Content types

Content creation can be tricky. You want enough post variation to keep your LinkedIn page looking fresh and relevant. ✨

Now we’ve set the scene for general LinkedIn content here are some content ideas for your LinkedIn accounts for when that inspiration is running a tad low.

  1. Content marketing 💥
  2. Industry trends 📈
  3. Predictions and Questions 🔎
  4. Teaching content 👨‍🏫
  5. Lessons learned 😌

Content marketing 💥

Whether it’s a product promotion, blog content, team achievements… LinkedIn is a great place to shout about you and your company. The platform has an ideal active audience interested in you and your business developments.

Publishing this type of content assures your followers that you and your business are worth keeping an eye on. It shows progress and growth, and for the most part, your followers will want to support this, even if they don’t go off and buy the product, sign up for the service or read the article. People will be interested in forward movement.

A word of caution here: you don’t want your LinkedIn Page or Profile to be too sales-y. This approach gives off a two dimensional view of your company and its ideals. Especially after the topsy-turvy years of 2020 & 2021, we know that consumers don’t just buy into the product or service. Consumers want to see people and companies with values and faces behind, that tell convincing and appealing stories through their brand image. In the current social media age, we’ve been awarded the perfect stage with these platforms to curate and narrate (in narrower terms: market) to our audiences, in order to gain their trust and loyalty. In a competitive economy, it is clear that you need more than a brilliant product or service to thrive.

In sum, don’t be afraid to publicise the product and/or service you offer – as people will be interested – but remember that LinkedIn is about business progression rather than advertising. This distinction can be a slight change of tone or vocabulary tailored to the LinkedIn professional audience. Perhaps the story of development, the unique selling point, or the potential larger impact of the release, over the price and exact product overview. LinkedIn isn’t where people go shopping (unlike Instagram and TikTok). Rather, it is a perfect place to earn a loyal following and network growth.

Industry trends 📈

On LinkedIn, you want to position yourself as a thought leader and innovator within your industry. This means staying on top of all relevant news, competitors, and trends. At the very least, you can simply share articles, videos or posts of interest. However, the real value comes when give your two pennies worth!

Sharing a perspective or purporting an opinion on a certain trend is good content no doubt. But to go even further, explaining how this trend has influenced your business, and, as well as your decisions creates engaging and relatable content that will resonate with your following.

Predictions and Questions 🔎

Following on from industry trend, it’s interesting and fun to make predictions and ask questions. Whether it’s the outcome of new product development, future state of affairs, worldwide news; predictions and questions are a great way to start an online discussion and hear other opinions. Don’t worry too much about being right, rather conscious that not everyone will agree.

Don’t forget to add a call-to-action for your followers to comment and get involved.

Teaching content 👨‍🏫

A reason many LinkedIn users come online is to keep informed and learn about people, companies and industries of interest. You can play your part by sharing educative content. This will spice up your content, increase engagement, and once again, position you as a knowledgable business person, who wants to help others (not just sell).

Get creative with the format (lists, best practice and how-to guides, videos, infographics…) and remember it’s the perfect opportunity to direct people to your website or blog.

Lessons learned 😌

Business is all about the ups and the downs. Rather than burying the mistakes, we can use them as a point of reflection of the, often tumultuous, road to success.

Showing vulnerability and resilience is beneficial to brand image as it proves there are real humans working hard behind the scenes, of which people will relate to and appreciate. Marketing is very much the polished final version of events, but so much has to be said for the journey.

Final words

LinkedIn is growing in popularity and it is easy to see why. The huge functionality with networking, job hunting, online courses and of course social media, LinkedIn makes presenting yourself and your business as easy and clear as possible.

Nonetheless, LinkedIn can be a tricky platform to navigate, but with these tips, content ideas and a solid social media strategy you’re well on your way to nailing LinkedIn content creation to benefit you and your business.

Take control of your LinkedIn with Hopper HQ scheduling! 🌟

Please get in contact if you have any ideas to add. We love hearing from you!

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