I’m going to revamp and upgrade my client’s LinkedIn.

I’m excited! 🤓

She has over 10K followers, great brand recognition, and a ton of content. But… her LinkedIn has been on autopilot for a while. Her content isn’t working as hard as it could be – it’s not being repurposed! And, there are opportunities to use third party content for strategic positioning. LinkedIn is terrific for positioning.

Since LinkedIn is one of my favorite social media networks (in addition to Twitter), I’m super excited to step it up on her profile and watch her traffic to website, engagement, and followers grow.

Step 1: What’s the goal?

My goal for this client is to earn her a spot on LinkedIn’s Top Voices list for 2019. I’ve done this before, so I know what to do to position my client for recognition on the list.

But this Big Goal is icing on the cake. The cake itself – the goals that we will achieve in pursuit of LinkedIn Top Voices – is to increase her number of followers, engagement rate, and traffic to her website.

Ancillary goals that would be nice (but they’re not the main focus) include more speaking opportunities, article features, and mentions.

Step 2: What’s the content strategy?

My client has a ton of content that I can repurpose in myriad ways. The strategy is to positions my client as a thought leader who is at the top of her game an industry in terms of insight, commentary and connections. 

The tactics are to regularly share a blend of unique and third party content that gives my client the opportunity to share insight, comment on industry topics, and reveal who she is connected with.

As I designed the strategy and tactics, I started by listing all the content options:

• client success stories, pictures of her working, podcast episodes, podcast audiograms, quote tiles from her podcast, podcasts she is featured on, blog posts, videos, third party content, #TBTs to old episodes, #TBTs to old events and famous people she’s met, articles she’s featured in, reviews of the podcast, articles about upcoming podcast guests, pictures of books she’s reading, personal content, sharing prospective guest’s posts, teasers for upcoming episodes

Step 3: Segmenting the content

Then I organized it into buckets:

• Unique Content – showing her thought leadership and insight: new podcast episodes and audiograms, quote tiles from episodes, blog posts, videos, old podcast episodes (sharing new and old episodes plus quotes is a great opportunity to tag podcast guests and encourage them to share our posts)
• Impact Content – showing the impact of her work: client success stories/congratulations, pictures of her working with clients, articles that feature her podcast or work, iTunes reviews of the podcast,
• Branding Content – showing who she knows: pictures of the client with people she knows and works with, articles about upcoming podcast guests, new episode teasers, pictures of what she’s reading or learning, personal content, prospective guest’s LinkedIn content, third party content, podcasts or other shows she is featured on

There is some content that could apply to multiple buckets, but I went with my intuition on deciding what belongs where.

Step 4: Organizing the content

I want to spread the unique, impact and branding content such that it’s balanced. So the next step is deciding which days of the week to schedule each kind of content.

Step 5: Compiling the content

Next I start gathering content so that I have a healthy cache of each kind to schedule. Then I make sure I stay ahead of the cache so that it’s always full. I plan when to research content and when to send it for review so that there’s always content in the queue.

Step 6: Measure

The final and super important step is to measure how the content is performing. I study metrics at the end of each calendar month and put it in a report which I sent my clients.

That’s when I look at traffic from LinkedIn to my client’s website, engagement rates for all content we publish on LinkedIn, and number of followers.

I LOVE this stuff. I love the Big Goal, I love the goals that underpin it, I love thinking of all the ways we can use my client’s content and the ancillary content we can use, and I love watching the metrics to see things grow.