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The content you need to post to build your personal brand

Consistency is key, so taking the time to put together a balanced content calendar will get you a long way. There's a few elements you need to bear in mind when thinking about what to post next: type of post, the relevance of the post and its format.
Virginie Dardenne
Last Updated
October 22, 2021

You want to create content that serves your followers, educates them and increases awareness surrounding your specialty. Unlike other platforms, where you can freely share life updates and personal photos, LinkedIn is meant for informative content. LinkedIn serves as a source of information to professionals about trends in businesses and industries worldwide.

Posting content that educates people about social issues, problems in the workplace and other relevant topics increases the likelihood of people commenting on the post and tagging other people within their network. Content of this nature also increases your credibility on the platform and creates a reliable personal brand.

Consistency is key, so taking the time to put together a balanced content calendar will get you a long way. However, such a calendar will never account for 100% of your posts. Personal branding often consists of putting out spontaneous posts or contributions that are valuable or relevant at that very moment in time.

There's a few elements you need to bear in mind when thinking about what to post next: type of post, the relevance of the post and its format.

Types of Posts

Here are a few examples of what type of posts you can share on your own personal LinkedIn profile:

  • Actionable advice - tips
  • A testimonial from your professional life
  • A question, poll or request for input
  • An announcement - positive or negative
  • Hiring
  • Career change
  • Major company update
  • An endorsement of another person or business
  • A viral video, cartoon, infographic or meme, which relates to professional life
  • An opinion or take on a trending topic
  • A blog post that you wrote

What to post on LinkedIn

Relevance of the Post

Would you like to know if the content you are posting is relevant? Below are a few questions that will help you determine if your content is indeed relevant or not.

  • Does it answer questions my audience has?
  • Does it reflect my goals and values?
  • Do I have enough knowledge on the topic?
  • Is the topic interesting to a sizable portion of my target audience?
  • Am I saying something new? Is this new information to at least some of the audience?
  • What's the best way or angle to present the information?
  • Is it relatable? Do people understand what I'm saying?
  • Is it quick enough for social media?
  • Am I being repetitive in my posting?

Format of the Post

The format of the post can be segmented into two parts: the post type and the carrier.

Post type refers to the way you post certain content on social media, through a post, a story, an article or a live video.

The carrier indicated in what file type or format you're going to post. This can be a video, a text-only post, text and an image, a link post, a poll, slides or a PDF.

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