The Simplest Content Strategy
Here’s what I think is the simplest content strategy.
And this applies to freelancers, coaches, consultants, solopreneurs, first-time founders, or anyone who *just wants to get started* with creating content on LinkedIn to get customers for whatever they’re doing.
1️⃣ How often should you post?
Every day, Monday through Friday. Anytime during working hours.
2️⃣ What type of content to post?
Post a combination of video, picture, and text. If you have a strong preference for one of them, focus on that one but mix in some of the other ones from time to time.
3️⃣ What topics to talk about?
Break your content down into 3 categories:
1. Expert content
This is the thing you want to be known for as an “expert”. Maybe that thing is websites, maybe it’s life-style design, maybe it’s tax optimization, maybe it’s SaaS, maybe it’s digital adoption, whatever it is.
How do come up with ideas here? Write down every single question customers come to you for and every single question prospects ask during sales calls.
Then answer each of them in a separate piece of content. That’s your expert content.
2. Company content
Take people with your journey of building and growing your business
- the opening of a new/first office
- the lessons you are learning
- hiring of new employees
- the software you use
- new funding rounds
Just share those updates! Keep people in the loop.
3. Personal content
Give people something to relate to by sharing personal insights, interests, takeaways, lessons, and thoughts about, eg.
- your travels
- the books you're currently reading
- new skills you’re learning
But don't just post a picture of your lunch (because nobody cares).
➡️What should the breakdown be between these 3 categories?
It’s a little bit just about what feels right to you, but I like one of these proportions:
1. 75% / 12.5% / 12.5%
2. 50% / 25% / 25%
3. 33% / 33% / 33%
between expert, company, and personal content.
Especially when you're just starting your business, you might not have many customer questions that make up your expert content. In that case, it makes sense to focus more on the company and personal content.
As you go along and learn more about our prospects' interests, you can shift towards expert content.
That's the simplest way to start creating LinkedIn content if you're a coach, freelancer, one man/woman show, or established founder/CEO.