LinkedIn Content Creation Success Tips
Published on: December 5 2022 by Social Media Examiner
LinkedIn Content Creation Success Tips
Table of Contents
LinkedIn Content Creation Success Tips
| startTime | durationTime | text |
| 00:00:00 | 00:00:02 | - If you use a ton of "I" Messages in the beginning, |
| 00:00:02 | 00:00:03 | four lines of your post, |
| 00:00:03 | 00:00:05 | there's a good chance people aren't gonna click. |
| 00:00:05 | 00:00:08 | They wanna know what's in it for them and why it matters |
| 00:00:08 | 00:00:09 | to the rest of the world. |
| 00:00:09 | 00:00:10 | You can tok about yourself, |
| 00:00:10 | 00:00:12 | but maybe save it for the next few lines. |
| 00:00:15 | 00:00:16 | - Today, I am extremely excited |
| 00:00:16 | 00:00:18 | to be joined by Daniel Kading. |
| 00:00:18 | 00:00:20 | If you don't know who Daniel is, he's a content strategist, |
| 00:00:20 | 00:00:23 | consultant and coach who helps small businesses and creators |
| 00:00:23 | 00:00:26 | craft compelling content that attracts customers. |
| 00:00:26 | 00:00:29 | He's also the author of the LinkedIn engagement playbook. |
| 00:00:29 | 00:00:30 | Daniel, welcome to the show. |
| 00:00:30 | 00:00:32 | - Thank you, I really appreciate it. |
| 00:00:32 | 00:00:33 | It's great to be here. |
| 00:00:33 | 00:00:34 | Super excited. |
| 00:00:34 | 00:00:35 | - I am as well. |
| 00:00:35 | 00:00:36 | So today, Daniel and I are gonna explore |
| 00:00:36 | 00:00:38 | how to create successful |
| 00:00:38 | 00:00:40 | content on LinkedIn. |
| 00:00:40 | 00:00:42 | Now, before we go there, Daniel, |
| 00:00:42 | 00:00:43 | I would love to hear your story. |
| 00:00:43 | 00:00:44 | How did you get into LinkedIn? |
| 00:00:44 | 00:00:45 | How'd you get into social, |
| 00:00:45 | 00:00:46 | what's your story? |
| 00:00:46 | 00:00:48 | Start wherever you wanna start. |
| 00:00:48 | 00:00:50 | - Cool, cool. I love this one. |
| 00:00:50 | 00:00:53 | So I went, started out with poetry in high school, |
| 00:00:53 | 00:00:55 | got really involved with writing |
| 00:00:56 | 00:00:57 | and I really felt like it |
| 00:00:57 | 00:00:59 | was a better version of art for me. |
| 00:00:59 | 00:01:01 | I was able to express something |
| 00:01:01 | 00:01:04 | that I was not able to through artwork. |
| 00:01:04 | 00:01:05 | It felt more vague to me, |
| 00:01:06 | 00:01:08 | less obvious what I was trying to communicate. |
| 00:01:08 | 00:01:10 | So I started writing, I picked up some Jim Morrison books. |
| 00:01:10 | 00:01:12 | I fell in love with that sort of poetry |
| 00:01:12 | 00:01:15 | and prose and sort of that dark side of it, |
| 00:01:15 | 00:01:18 | where you could really tok about the human condition |
| 00:01:18 | 00:01:21 | and all that stuff and I got really into it. |
| 00:01:21 | 00:01:25 | I eventually transcribed that into a bit of slam poetry |
| 00:01:25 | 00:01:28 | for three years and I performed |
| 00:01:28 | 00:01:30 | and did a whole bunch of stuff in front audiences. |
| 00:01:30 | 00:01:32 | - What is slam poetry for people |
| 00:01:32 | 00:01:33 | that don't have idea what that is? |
| 00:01:33 | 00:01:35 | - Performance poetry. |
| 00:01:35 | 00:01:38 | So you compete and you go back and forth round for round |
| 00:01:38 | 00:01:41 | with other performers and poets who try to win |
| 00:01:41 | 00:01:44 | over the crowd, win over the judges. |
| 00:01:44 | 00:01:45 | - Cool. |
| 00:01:45 | 00:01:48 | - Yeah, and so it's a different form of poetry |
| 00:01:49 | 00:01:51 | that really challenges you to try to find a way |
| 00:01:51 | 00:01:55 | to appeal to pure strangers and so through that |
| 00:01:55 | 00:01:57 | I really felt like I got a lot of actual copywriting |
| 00:01:57 | 00:01:59 | experience out of it. |
| 00:02:00 | 00:02:03 | And learned a lot about how to work an audience |
| 00:02:04 | 00:02:06 | and also to have that confidence to do that. |
| 00:02:06 | 00:02:07 | So when it came to actually creating content, |
| 00:02:07 | 00:02:09 | it wasn't nearly as scary for me |
| 00:02:09 | 00:02:10 | because I'd already done that. |
| 00:02:12 | 00:02:14 | So, you know, fast forward a few years. |
| 00:02:14 | 00:02:16 | I have a baby with my daughter or sorry, |
| 00:02:16 | 00:02:18 | a daughter with my wife. |
| 00:02:19 | 00:02:21 | - I get it, yeah, that would be weird |
| 00:02:21 | 00:02:21 | the other way around. |
| 00:02:21 | 00:02:22 | - Dyslexic, dyslexic, right? |
| 00:02:22 | 00:02:23 | - I am as well, so I get it. |
| 00:02:23 | 00:02:25 | - Yeah. |
| 00:02:25 | 00:02:27 | Yeah and that was a huge, |
| 00:02:27 | 00:02:29 | that was a huge turning point for me. |
| 00:02:30 | 00:02:32 | I gave up on the manufacturing job that I'd been working in. |
| 00:02:32 | 00:02:33 | I was just tired of, |
| 00:02:33 | 00:02:38 | depending on somebody else in a cubicle 4 floors up |
| 00:02:38 | 00:02:39 | to figure out whether or not |
| 00:02:39 | 00:02:41 | I was gonna get a promotion or not. |
| 00:02:41 | 00:02:42 | So I didn't like that. |
| 00:02:42 | 00:02:45 | And I left that job, got back into school, |
| 00:02:45 | 00:02:46 | finished my marketing degree. |
| 00:02:46 | 00:02:48 | But during that time, |
| 00:02:48 | 00:02:50 | I was in online school doing a lot of discussion boards |
| 00:02:50 | 00:02:52 | and toking to a lot of other people |
| 00:02:53 | 00:02:55 | and no one really seemed to be as obsessed |
| 00:02:55 | 00:02:57 | with these ideas as I was. |
| 00:02:57 | 00:03:00 | And so I started taking what I was putting in my discussion |
| 00:03:00 | 00:03:03 | board onto LinkedIn and I found a community. |
| 00:03:03 | 00:03:05 | I found a ton of people that really seemed |
| 00:03:05 | 00:03:08 | to like it, really enjoyed going back and forth. |
| 00:03:08 | 00:03:10 | I realized really quickly that there was a lot |
| 00:03:10 | 00:03:12 | of little tricks and ways that you could |
| 00:03:12 | 00:03:14 | hack the algorithm through simple |
| 00:03:14 | 00:03:18 | conversations and leading things forward |
| 00:03:18 | 00:03:20 | and creating that buzz through asking questions |
| 00:03:21 | 00:03:24 | and genuinely wanting to get people's insights. |
| 00:03:24 | 00:03:26 | So I eventually started meeting with other creators |
| 00:03:26 | 00:03:27 | and a lot of the stuff I knew |
| 00:03:27 | 00:03:30 | was really not as obvious to them as it was to me. |
| 00:03:31 | 00:03:33 | And I started freelancing, |
| 00:03:33 | 00:03:34 | selling that information to other people |
| 00:03:34 | 00:03:36 | and coaching others. |
| 00:03:36 | 00:03:37 | - Just outta curiosity. - Yeah. |
| 00:03:37 | 00:03:38 | - When was that? |
| 00:03:38 | 00:03:39 | When did you start this LinkedIn journey? |
| 00:03:39 | 00:03:41 | How many years ago was that do you think? |
| 00:03:41 | 00:03:42 | When do you think that was? |
| 00:03:42 | 00:03:44 | - I'd say I fully committed |
| 00:03:44 | 00:03:46 | at the start of the pandemic basically and then. |
| 00:03:46 | 00:03:47 | - Okay, cool. |
| 00:03:47 | 00:03:50 | - The freelancing started about halfway through that. |
| 00:03:51 | 00:03:52 | So yeah, I'd say two years now, |
| 00:03:52 | 00:03:55 | roughly maybe a little bit more so. |
| 00:03:55 | 00:03:57 | - So you're on LinkedIn and you're creating, |
| 00:03:57 | 00:03:58 | what kind of content were you creating on LinkedIn |
| 00:03:58 | 00:03:59 | just outta curiosity? |
| 00:03:59 | 00:04:00 | - In the very beginning, |
| 00:04:00 | 00:04:03 | it was all about just telling stories from the road |
| 00:04:03 | 00:04:06 | of like being in sales |
| 00:04:06 | 00:04:07 | and working in this application startup that I had, |
| 00:04:07 | 00:04:09 | I was in for a little bit, |
| 00:04:10 | 00:04:12 | and it was a restaurant app, |
| 00:04:12 | 00:04:14 | deals from discounts for college kids. |
| 00:04:14 | 00:04:15 | So it was all about the college kids. |
| 00:04:15 | 00:04:18 | And I would write about all these crazy weird stories |
| 00:04:18 | 00:04:19 | and interactions I would have |
| 00:04:19 | 00:04:21 | trying to boost this platform all over town, |
| 00:04:21 | 00:04:24 | toking to so many random people, |
| 00:04:24 | 00:04:26 | and it's amazing how hard it is to get a college kid |
| 00:04:26 | 00:04:30 | to spend five bucks on a sub subscription, on an app. |
| 00:04:30 | 00:04:32 | But anyways, that's another story for another day, |
| 00:04:32 | 00:04:34 | but you know, all these things I started learning |
| 00:04:34 | 00:04:37 | and I'd share those sales experiences |
| 00:04:37 | 00:04:38 | and tag sales people |
| 00:04:38 | 00:04:40 | and a few other tags and get other sales people |
| 00:04:40 | 00:04:41 | to share their insights. |
| 00:04:41 | 00:04:45 | And yeah, that was kind of the very beginning for me, |
| 00:04:45 | 00:04:47 | was toking about just stuff that was happening around me. |
| 00:04:47 | 00:04:50 | And I'm still doing that so. |
| 00:04:50 | 00:04:55 | - So when you started to get traction on LinkedIn, |
| 00:04:55 | 00:04:57 | you started right around the pandemic it sounds like. |
| 00:04:57 | 00:04:58 | So somewhere along the line, |
| 00:04:58 | 00:05:01 | I think you mentioned that you started doing courses, |
| 00:05:01 | 00:05:04 | or I don't know, some sort of taking on clients or whatever. |
| 00:05:04 | 00:05:06 | Tell us a little bit about that business journey |
| 00:05:06 | 00:05:08 | and maybe bring us up to the present as well. |
| 00:05:08 | 00:05:10 | - Oh, yeah, the process |
| 00:05:10 | 00:05:12 | of getting from that point to this point. |
| 00:05:12 | 00:05:14 | - Yeah, just, just a little more of that story, |
| 00:05:14 | 00:05:15 | yeah, exactly. |
| 00:05:15 | 00:05:15 | - Oh, yeah. |
| 00:05:15 | 00:05:17 | In the beginning, I was like, I'm a freelancer. |
| 00:05:17 | 00:05:19 | Yeah, I'm offering services. |
| 00:05:19 | 00:05:20 | I don't know what to charge. |
| 00:05:20 | 00:05:22 | I was like, what is this worth? |
| 00:05:22 | 00:05:24 | I didn't even know what it was worth yet. |
| 00:05:24 | 00:05:28 | In the beginning I got the idea from a friend on Twitter. |
| 00:05:28 | 00:05:30 | I basically did a Twitter thread and I was like, |
| 00:05:30 | 00:05:32 | dude, did I do okay on this? |
| 00:05:32 | 00:05:33 | Like what, what went wrong? |
| 00:05:33 | 00:05:35 | And I sent it to him and then he screenshotted it |
| 00:05:35 | 00:05:39 | and gave me some little pointers and left a comment box. |
| 00:05:39 | 00:05:41 | And I was like, whoa, I'm like, that is, |
| 00:05:43 | 00:05:44 | the lights went on and I was like, |
| 00:05:44 | 00:05:46 | I could do this for people on LinkedIn. |
| 00:05:46 | 00:05:47 | And so I was like, |
| 00:05:47 | 00:05:49 | I could check people's stuff and I could give them feedback. |
| 00:05:49 | 00:05:52 | And so it started out as like this content check |
| 00:05:52 | 00:05:53 | where I would check people's content, give them feedback, |
| 00:05:53 | 00:05:55 | help them improve what they're doing. |
| 00:05:55 | 00:05:58 | And then it really quickly it became, |
| 00:05:58 | 00:06:00 | they needed me to ghost write for them |
| 00:06:00 | 00:06:01 | and they needed me to do more for them. |
| 00:06:01 | 00:06:03 | But yeah, the first few clients |
| 00:06:03 | 00:06:04 | I had my head in the clouds, |
| 00:06:05 | 00:06:06 | I had no idea what I was doing. |
| 00:06:06 | 00:06:08 | Had no idea who to appeal to. |
| 00:06:08 | 00:06:09 | I was like, oh, you wanna work with me? |
| 00:06:09 | 00:06:10 | Let's do this |
| 00:06:12 | 00:06:14 | and very quickly I realized that I really wanted |
| 00:06:14 | 00:06:16 | to work with people that believed in LinkedIn, |
| 00:06:16 | 00:06:19 | at least to some regard to start out with. |
| 00:06:19 | 00:06:22 | People that had that already in advance, |
| 00:06:22 | 00:06:24 | had bought into the fact |
| 00:06:24 | 00:06:26 | that they could build a business by simply |
| 00:06:26 | 00:06:28 | sharing their stories in a very consistent manner |
| 00:06:29 | 00:06:31 | on LinkedIn and the yield would be higher |
| 00:06:31 | 00:06:32 | and they'd be able to do more with it. |
| 00:06:32 | 00:06:34 | And those connections would mean |
| 00:06:34 | 00:06:36 | so much more than just customers, |
| 00:06:36 | 00:06:38 | but partnerships and relationships |
| 00:06:38 | 00:06:41 | and loyal fans too, so yeah. |
| 00:06:41 | 00:06:44 | But it very quickly moved into that. |
| 00:06:44 | 00:06:47 | And I feel like I've gotten to that point |
| 00:06:47 | 00:06:48 | where I've reached that stride where I'm, |
| 00:06:48 | 00:06:50 | I feel like I'm charging the right amount |
| 00:06:50 | 00:06:53 | and I have the right kind of people coming to me |
| 00:06:53 | 00:06:54 | and that's because I've worked tirelessly |
| 00:06:54 | 00:06:56 | on my brand and trying |
| 00:06:56 | 00:06:59 | to make sure that when people come to my page, |
| 00:06:59 | 00:07:01 | they know why I'm here and what I'm here to do. |
| 00:07:01 | 00:07:03 | And hopefully they're inspired by some of what I'm saying. |
| 00:07:03 | 00:07:04 | So, yeah. |
| 00:07:04 | 00:07:05 | - Excellent. |
| 00:07:05 | 00:07:08 | So today, what are you doing? |
| 00:07:08 | 00:07:10 | What are the services that you're offering? |
| 00:07:10 | 00:07:11 | Just tell us that a little bit, |
| 00:07:11 | 00:07:15 | is it the same kind of things you were doing two years ago? |
| 00:07:15 | 00:07:16 | - So right now I'm writing |
| 00:07:16 | 00:07:18 | my biggest thing is doing ghost writing |
| 00:07:18 | 00:07:19 | for LinkedIn creators |
| 00:07:19 | 00:07:22 | and business professionals of all sorts, |
| 00:07:22 | 00:07:24 | in any kind of industry, |
| 00:07:24 | 00:07:27 | but anybody that has a compelling, just has a lot to say, |
| 00:07:27 | 00:07:29 | and they need someone to help them figure out |
| 00:07:29 | 00:07:31 | which direction to place it. |
| 00:07:31 | 00:07:32 | So, yeah, right now I'm doing that. |
| 00:07:32 | 00:07:36 | And I do 12 pieces of content for each each one. |
| 00:07:36 | 00:07:37 | That's three a week. |
| 00:07:37 | 00:07:39 | They can fill in the gaps in between if they want, |
| 00:07:39 | 00:07:40 | or three is probably a good amount |
| 00:07:41 | 00:07:44 | and will be perfectly suitable in the algorithm. |
| 00:07:44 | 00:07:45 | And yeah, so I help 'em write it. |
| 00:07:45 | 00:07:49 | I also not only develop the content for them, |
| 00:07:49 | 00:07:53 | but I also bake in all the calls to conversation |
| 00:07:53 | 00:07:54 | and calls to action |
| 00:07:54 | 00:07:57 | and all the storytelling features that you would wanna see. |
| 00:07:57 | 00:08:00 | I try to make it very approachable and dialogue-based |
| 00:08:00 | 00:08:02 | and conversational because there's too much snooty stuff |
| 00:08:02 | 00:08:04 | on LinkedIn already. |
| 00:08:04 | 00:08:05 | So I figure let's keep it casual. |
| 00:08:05 | 00:08:07 | Let's make it fun for people. |
| 00:08:08 | 00:08:10 | And it also makes it more enjoyable for everybody |
| 00:08:10 | 00:08:13 | to respond and get involved in the conversation too. |
| 00:08:13 | 00:08:14 | So, yeah. |
| 00:08:14 | 00:08:15 | - Excellent. |
| 00:08:16 | 00:08:17 | So what I love about your story |
| 00:08:17 | 00:08:19 | is you went from X to Y, right? |
| 00:08:19 | 00:08:22 | Went from working the job you really didn't enjoy doing |
| 00:08:22 | 00:08:24 | to experimenting with LinkedIn |
| 00:08:24 | 00:08:26 | and realizing you could build a business for yourself |
| 00:08:26 | 00:08:28 | on LinkedIn and then began helping |
| 00:08:28 | 00:08:29 | others do it as well. |
| 00:08:29 | 00:08:31 | So there's a lot of people listening right now |
| 00:08:31 | 00:08:33 | that might be a skeptikal a little bit about LinkedIn. |
| 00:08:33 | 00:08:36 | Maybe they're more on Twitter or Instagram or Facebook, |
| 00:08:36 | 00:08:40 | and they don't realize maybe the potential of LinkedIn. |
| 00:08:40 | 00:08:43 | So what do you wanna say to those listening right now, |
| 00:08:43 | 00:08:46 | whether they be creators or marketers or entrepreneurs. |
| 00:08:46 | 00:08:49 | What is it about LinkedIn in partikular that they ought to |
| 00:08:49 | 00:08:50 | pay attention to? |
| 00:08:50 | 00:08:51 | Why is it such a good platform? |
| 00:08:53 | 00:08:54 | - So let's tell a story, |
| 00:08:54 | 00:08:57 | 'cause that's the best way to do it. |
| 00:08:57 | 00:08:59 | And this is something that happened to me |
| 00:08:59 | 00:09:02 | kind of early on when I just got started |
| 00:09:02 | 00:09:03 | with my freelancing stuff. |
| 00:09:03 | 00:09:06 | I was literally just analyzing brands |
| 00:09:06 | 00:09:08 | I thought were doing a really cool thing with their |
| 00:09:08 | 00:09:12 | communication of how they appealed to their audience. |
| 00:09:12 | 00:09:14 | And so I took the Gong brand for instance |
| 00:09:14 | 00:09:15 | and I just am in, |
| 00:09:15 | 00:09:17 | I was in love with the way they had presented themselves. |
| 00:09:17 | 00:09:20 | And I worked in a SaaS floor or I worked on a SaaS |
| 00:09:20 | 00:09:23 | company and I was doing email and I was trying to sell, |
| 00:09:23 | 00:09:24 | sell over the phone. |
| 00:09:24 | 00:09:26 | And whenever someone hit the end of the month |
| 00:09:26 | 00:09:28 | and they got their sales quota, they hit the Gong. |
| 00:09:28 | 00:09:29 | And I was just like, |
| 00:09:29 | 00:09:31 | that's exactly the value pitch in the name. |
| 00:09:31 | 00:09:35 | And so I wrote a whole piece about how nuanced it was |
| 00:09:35 | 00:09:36 | and I thought it was super cool |
| 00:09:36 | 00:09:39 | and one of their like SDRs or something commented on it. |
| 00:09:39 | 00:09:42 | And then a few other people started commenting on it. |
| 00:09:42 | 00:09:46 | And before I know it, I have the CMO Udi Ledergor, |
| 00:09:46 | 00:09:48 | who I had literally just listened to on a podcast |
| 00:09:48 | 00:09:50 | a few weeks before that, |
| 00:09:50 | 00:09:52 | toking just amazingly smart stuff. |
| 00:09:52 | 00:09:54 | And then all of a sudden he's commenting on my post |
| 00:09:54 | 00:09:57 | and he's joining in on the conversation. |
| 00:09:57 | 00:09:59 | And the whole reason that happened is because LinkedIn |
| 00:09:59 | 00:10:00 | is set up like that. |
| 00:10:00 | 00:10:01 | They want you to, |
| 00:10:01 | 00:10:02 | they want to have you |
| 00:10:02 | 00:10:04 | on the platform for as long as possible, |
| 00:10:04 | 00:10:05 | just like any other. |
| 00:10:05 | 00:10:07 | But the way they do that is by connecting people |
| 00:10:07 | 00:10:10 | that know each other on a one-on-one basis |
| 00:10:10 | 00:10:12 | and people that may be associated. |
| 00:10:13 | 00:10:14 | And so if I had at the time, |
| 00:10:14 | 00:10:16 | if I was like ready for that, |
| 00:10:16 | 00:10:18 | ready to catch lightning like I could have, |
| 00:10:18 | 00:10:21 | I could have stayed in Udi's circle and I could have |
| 00:10:21 | 00:10:23 | continued to post content because as soon as Udi |
| 00:10:23 | 00:10:26 | had commented on my post and I responded to it, |
| 00:10:26 | 00:10:27 | the algorithm was saying, |
| 00:10:27 | 00:10:30 | we know each other and now it's gonna match up our |
| 00:10:30 | 00:10:32 | algorithms to some degree. |
| 00:10:33 | 00:10:35 | And so if I had just posted, |
| 00:10:35 | 00:10:37 | the next day and I'm toking to Udi again |
| 00:10:37 | 00:10:39 | the next day in the comments, |
| 00:10:39 | 00:10:41 | that post will show up in his feed. |
| 00:10:41 | 00:10:43 | And before, you know, it, |
| 00:10:43 | 00:10:46 | you're on the main page of a top executive |
| 00:10:46 | 00:10:47 | and a huge company |
| 00:10:48 | 00:10:51 | that you just were listening to on a podcast. |
| 00:10:51 | 00:10:54 | So I think there's a lot of power there for entrepreneurs |
| 00:10:54 | 00:10:56 | and people that wanna scale their businesses, |
| 00:10:56 | 00:10:58 | or just build a small service based |
| 00:10:59 | 00:11:03 | 10 client business that they wanna work from their laptop. |
| 00:11:03 | 00:11:05 | You can create that content. |
| 00:11:05 | 00:11:08 | You can build an incredible message and you can actually get |
| 00:11:08 | 00:11:10 | connected with big names |
| 00:11:10 | 00:11:13 | at big companies on accident, really. |
| 00:11:13 | 00:11:16 | But if you're putting a strategy behind it |
| 00:11:16 | 00:11:19 | and you're thinking ahead about what each one of those |
| 00:11:19 | 00:11:21 | touchpoint is gonna do, |
| 00:11:21 | 00:11:24 | you can send a DM at a certain point and say, |
| 00:11:24 | 00:11:26 | thank you so much for engaging with my content |
| 00:11:26 | 00:11:28 | and being in my circle. |
| 00:11:28 | 00:11:31 | And I appreciate that so much. |
| 00:11:31 | 00:11:32 | And if that person responds to you, |
| 00:11:32 | 00:11:34 | even if you're not sending them a sales DM, |
| 00:11:34 | 00:11:36 | now all of a sudden LinkedIn's paying attention to that. |
| 00:11:36 | 00:11:37 | And they're like, oh, they're toking in the DM's. |
| 00:11:37 | 00:11:39 | These guys are close. |
| 00:11:39 | 00:11:40 | And so before you know it, |
| 00:11:40 | 00:11:41 | you're seeing their content, |
| 00:11:41 | 00:11:44 | they're seeing your content and you never send a sales DM, |
| 00:11:44 | 00:11:47 | but your content can do a ton of passive selling |
| 00:11:47 | 00:11:49 | about who you are and what you do with your clients. |
| 00:11:49 | 00:11:51 | And you get to tell that story. |
| 00:11:51 | 00:11:54 | So I think it's really impactful because that content |
| 00:11:54 | 00:11:56 | becomes a part of your social selling strategy, |
| 00:11:56 | 00:11:59 | because it builds trust passively with people like Udi |
| 00:11:59 | 00:12:01 | or a whole bunch of other people. |
| 00:12:02 | 00:12:04 | And I've had so many moments like that where yeah, |
| 00:12:04 | 00:12:06 | you end up connected with people you would never expect. |
| 00:12:06 | 00:12:09 | And I think that's what's really cool about it. |
| 00:12:10 | 00:12:11 | - What I really like about what you're toking about |
| 00:12:11 | 00:12:13 | is if you think about Twitter, |
| 00:12:13 | 00:12:15 | it's really hard to say very much because you're gonna have |
| 00:12:15 | 00:12:17 | to do a tweet thread with a bunch of them, |
| 00:12:17 | 00:12:18 | a bunch of tweets. |
| 00:12:18 | 00:12:19 | - Yeah. |
| 00:12:19 | 00:12:20 | - Or if you think of Facebook, |
| 00:12:20 | 00:12:21 | Facebook is the only other real platform |
| 00:12:21 | 00:12:24 | that allows you to write really long comments. |
| 00:12:24 | 00:12:27 | But the algorithm on Facebook is different |
| 00:12:27 | 00:12:28 | than the algorithm on LinkedIn. |
| 00:12:28 | 00:12:31 | What I love about the algorithm on LinkedIn is the moment |
| 00:12:31 | 00:12:35 | someone comments on LinkedIn, their network sees it, right? |
| 00:12:35 | 00:12:35 | - Yes. |
| 00:12:35 | 00:12:36 | - That's not how it works on Facebook. |
| 00:12:36 | 00:12:39 | When you comment on Facebook, |
| 00:12:39 | 00:12:42 | only the people who are following that page |
| 00:12:42 | 00:12:44 | and happen to be in your network see it, right? |
| 00:12:44 | 00:12:46 | So it's far more granular. |
| 00:12:47 | 00:12:49 | And I love the fact that every comment |
| 00:12:49 | 00:12:52 | does open up a whole new possible exposure |
| 00:12:52 | 00:12:55 | to people to see that written word content. |
| 00:12:55 | 00:12:56 | - Absolutely. |
| 00:12:56 | 00:12:59 | - So let's tok about your strategy, like at a high level, |
| 00:12:59 | 00:13:01 | obviously we're toking about written, |
| 00:13:01 | 00:13:02 | but there's more to it. |
| 00:13:02 | 00:13:03 | We're gonna get into that little bit, |
| 00:13:03 | 00:13:05 | but what is your strategy, |
| 00:13:05 | 00:13:08 | your LinkedIn content strategy at a macro level? |
| 00:13:08 | 00:13:10 | tok to me about that. |
| 00:13:10 | 00:13:13 | - I hope I answer the question correctly, |
| 00:13:13 | 00:13:17 | minus the big terms like macro and micro so. |
| 00:13:17 | 00:13:19 | - Well, let me rephrase. |
| 00:13:19 | 00:13:21 | What is your content strategy at a high level? |
| 00:13:21 | 00:13:22 | Let's tok about that on LinkedIn. |
| 00:13:22 | 00:13:25 | - Yeah, I'll just, I'll get into the weeds with you. |
| 00:13:25 | 00:13:30 | Yeah so I post twice a day minimum to LinkedIn. |
| 00:13:30 | 00:13:33 | I try to do a contextual post every morning if I can. |
| 00:13:33 | 00:13:35 | What I mean by that is something that's more flushed out, |
| 00:13:35 | 00:13:37 | really goes in into detail |
| 00:13:38 | 00:13:40 | and gives people something to chew on for sure. |
| 00:13:40 | 00:13:43 | And then I'll post that in the morning, |
| 00:13:43 | 00:13:45 | sometime the range of 10 to 12 o'clock and then I'll do |
| 00:13:45 | 00:13:49 | another post in the afternoon, three to 6:00 p.m., whatever. |
| 00:13:49 | 00:13:51 | And it could be something really experimental, |
| 00:13:51 | 00:13:53 | whether it's a series of pictures, |
| 00:13:53 | 00:13:55 | a carousel that I've repurposed from a tweet thread |
| 00:13:56 | 00:13:58 | or a video that I've repurposed from TikTok, |
| 00:13:58 | 00:14:00 | something that maybe is repurposed and taken somewhere else. |
| 00:14:00 | 00:14:04 | And I share that process behind it. |
| 00:14:04 | 00:14:06 | But the big thing is that I try to make sure |
| 00:14:06 | 00:14:09 | that I have a very good system |
| 00:14:09 | 00:14:13 | of note taking so that I have that in place at all times. |
| 00:14:13 | 00:14:14 | And you can call them content buckets. |
| 00:14:14 | 00:14:16 | You can call them content pillars, |
| 00:14:16 | 00:14:17 | whatever you wanna call them. |
| 00:14:17 | 00:14:20 | But places where you collect your ideas |
| 00:14:20 | 00:14:22 | under a specific umbrella |
| 00:14:23 | 00:14:25 | and you come in there and you pluck them out |
| 00:14:25 | 00:14:27 | and you flush them out at a later time. |
| 00:14:27 | 00:14:29 | But you remember to keep them because I feel |
| 00:14:29 | 00:14:30 | like the biggest insights come |
| 00:14:30 | 00:14:31 | and I've toked about this before, |
| 00:14:31 | 00:14:33 | but like the biggest insights are when you don't have time |
| 00:14:33 | 00:14:34 | for those insights. |
| 00:14:34 | 00:14:36 | And so if you are able to capture those and allow those |
| 00:14:36 | 00:14:38 | interruptions into your life |
| 00:14:38 | 00:14:40 | and keep them and save them for later, |
| 00:14:40 | 00:14:43 | you can expand on them because it's that some of my greatest |
| 00:14:43 | 00:14:45 | pieces of work have started with one line |
| 00:14:45 | 00:14:48 | that just kept playing in my head until eventually I did, |
| 00:14:48 | 00:14:50 | until I eventually I did something about it. |
| 00:14:50 | 00:14:52 | So that's one aspect of it. |
| 00:14:52 | 00:14:54 | And then making sure |
| 00:14:55 | 00:14:57 | that when I'm creating the content, |
| 00:14:57 | 00:14:59 | I'm paying attention to the way the audience |
| 00:14:59 | 00:15:00 | is taking it in. |
| 00:15:00 | 00:15:03 | Are they really getting a ton of value from this? |
| 00:15:03 | 00:15:05 | Am I toking a lot about myself, |
| 00:15:05 | 00:15:06 | or am I toking more about the things |
| 00:15:06 | 00:15:09 | that would be of interest that are separate from myself? |
| 00:15:09 | 00:15:11 | If you use a ton of iMessages in the beginning, |
| 00:15:11 | 00:15:12 | four lines of your post, |
| 00:15:12 | 00:15:14 | there's a good chance people aren't gonna click. |
| 00:15:14 | 00:15:17 | They wanna know what's in it for them |
| 00:15:17 | 00:15:18 | and why it matters to the rest of the world. |
| 00:15:18 | 00:15:19 | You can tok about yourself, |
| 00:15:19 | 00:15:22 | but maybe save it for the next few lines, you know? |
| 00:15:22 | 00:15:25 | And so anyways, those things come into play and yeah, |
| 00:15:25 | 00:15:28 | but I really try to focus on that design, yeah. |
| 00:15:28 | 00:15:31 | - So a couple things that we did tok about when we were |
| 00:15:31 | 00:15:33 | prepping for this thing was this concept |
| 00:15:33 | 00:15:34 | of engagement marketing, does that? |
| 00:15:34 | 00:15:35 | - Yeah. |
| 00:15:35 | 00:15:36 | - Trigger any bells? |
| 00:15:36 | 00:15:37 | Content plus community a little bit. |
| 00:15:37 | 00:15:38 | Riff on that a little bit. |
| 00:15:38 | 00:15:41 | - Yeah so I was just about to turn towards that. |
| 00:15:41 | 00:15:42 | So yeah, like when you get ready |
| 00:15:42 | 00:15:43 | and you actually start posting |
| 00:15:43 | 00:15:47 | this content and when people are actually toking to you, |
| 00:15:47 | 00:15:50 | I see so many people that just leave the comments |
| 00:15:50 | 00:15:51 | completely left alone, |
| 00:15:51 | 00:15:54 | and they don't realize that the person that commented |
| 00:15:54 | 00:15:57 | has a huge network and you not responding, |
| 00:15:57 | 00:15:59 | basically leaves that off the table. |
| 00:15:59 | 00:16:01 | But as soon as you respond, |
| 00:16:01 | 00:16:04 | it's a conversation and LinkedIn values that |
| 00:16:04 | 00:16:06 | if it's five plus words, even better. |
| 00:16:06 | 00:16:09 | So if you do that and you respond every single time |
| 00:16:09 | 00:16:12 | to each person that drops into your comments, |
| 00:16:12 | 00:16:14 | not only with a thank you for swinging by |
| 00:16:15 | 00:16:16 | because they dropped a comment. |
| 00:16:16 | 00:16:19 | That is a literal reshare on their profile. |
| 00:16:19 | 00:16:23 | And it's also going out to a huge swath of their followers. |
| 00:16:23 | 00:16:24 | And so when they comment, |
| 00:16:24 | 00:16:26 | they're literally sharing your posts. |
| 00:16:26 | 00:16:28 | So I think there's a thanks in order, |
| 00:16:28 | 00:16:29 | especially if they're a new person |
| 00:16:29 | 00:16:30 | and you want them to come back, |
| 00:16:30 | 00:16:32 | treat it like you're a restaurant owner, |
| 00:16:32 | 00:16:34 | and they're stepping through the door |
| 00:16:34 | 00:16:35 | and you want to make them feel |
| 00:16:35 | 00:16:38 | like this is a hospitable space where they can |
| 00:16:38 | 00:16:41 | share their ideas, get some genuine feedback, whatever. |
| 00:16:41 | 00:16:42 | Think about that stuff. |
| 00:16:42 | 00:16:45 | I think that's so important and it's really left out |
| 00:16:45 | 00:16:48 | and so respond and then ask an open-ended question, |
| 00:16:48 | 00:16:49 | keep the conversation going. |
| 00:16:49 | 00:16:52 | If someone leaves out context, ask for more. |
| 00:16:52 | 00:16:55 | If someone says, this is a great idea, |
| 00:16:55 | 00:16:59 | ask why and then put a curious reaction on your response, |
| 00:16:59 | 00:17:00 | because you're curious, |
| 00:17:00 | 00:17:02 | and it's another touch point because why not? |
| 00:17:02 | 00:17:03 | LinkedIn doesn't hate on it? |
| 00:17:03 | 00:17:06 | Twitter would, but LinkedIn doesn't. |
| 00:17:07 | 00:17:09 | So yeah, all those little micro touch points |
| 00:17:09 | 00:17:10 | are so important. |
| 00:17:10 | 00:17:11 | And then beyond that, |
| 00:17:11 | 00:17:14 | like after you've gotten a conversation started |
| 00:17:14 | 00:17:16 | and a comment has officially hit that post, |
| 00:17:16 | 00:17:19 | you can now go back in and you can comment on your own |
| 00:17:19 | 00:17:21 | content and LinkedIn isn't gonna know it's you. |
| 00:17:21 | 00:17:23 | And so you can drop a comment. |
| 00:17:23 | 00:17:25 | You can ask an additional follow up question, |
| 00:17:25 | 00:17:28 | say you left some context out in the post to get people |
| 00:17:28 | 00:17:30 | thinking like, what is he toking about? |
| 00:17:30 | 00:17:32 | They wanna ask a question, |
| 00:17:32 | 00:17:33 | if you leave a few things out, |
| 00:17:33 | 00:17:34 | it's just kind of part of the strategy. |
| 00:17:34 | 00:17:36 | But at that point you could add in that context, |
| 00:17:36 | 00:17:39 | in the bottom and then when people |
| 00:17:39 | 00:17:40 | respond to a comment that's already |
| 00:17:40 | 00:17:42 | been created, that's a conversation. |
| 00:17:42 | 00:17:43 | It's not a comment. |
| 00:17:43 | 00:17:46 | It's not just a solo comment from some random person, |
| 00:17:46 | 00:17:48 | that's someone toking. |
| 00:17:49 | 00:17:51 | So that adds even more touch points on top of that. |
| 00:17:51 | 00:17:53 | And then like at the end of the day, |
| 00:17:53 | 00:17:57 | the comment section inside your content is your domain. |
| 00:17:57 | 00:17:59 | So at that point you should drop a calendar link |
| 00:17:59 | 00:18:00 | and you should say, |
| 00:18:00 | 00:18:03 | does anybody here wanna work with me for X, Y, Z? |
| 00:18:03 | 00:18:05 | At that point, this is your area. |
| 00:18:05 | 00:18:06 | This your dojo. |
| 00:18:06 | 00:18:09 | Let people know that you're here for a reason. |
| 00:18:09 | 00:18:10 | You wanna share great value, |
| 00:18:10 | 00:18:11 | but you're also here for a reason, |
| 00:18:11 | 00:18:13 | if anybody wants to work with you. |
| 00:18:13 | 00:18:16 | Feel free to click the link and that's huge. |
| 00:18:16 | 00:18:18 | And those just create more touch points. |
| 00:18:18 | 00:18:21 | It just creates more engagement on the post. |
| 00:18:23 | 00:18:24 | And there's even more. |
| 00:18:24 | 00:18:25 | You can screenshot the comments. |
| 00:18:25 | 00:18:28 | You can turn that into content in the future. |
| 00:18:28 | 00:18:30 | There's so many insights that happen. |
| 00:18:31 | 00:18:32 | And so it fuels your content machine. |
| 00:18:34 | 00:18:35 | So that's the engagement side, |
| 00:18:35 | 00:18:39 | but all of that sort of fosters a community of people |
| 00:18:39 | 00:18:40 | that legit love you. |
| 00:18:40 | 00:18:43 | Like you respond to them, you tok to them. |
| 00:18:43 | 00:18:44 | There's so many people out there |
| 00:18:44 | 00:18:48 | that just act like they're too cool for school, you know? |
| 00:18:48 | 00:18:50 | But even people like Justin Welsh who are huge names |
| 00:18:50 | 00:18:54 | on LinkedIn will respond to every single one |
| 00:18:54 | 00:18:56 | of their comments because they know how important it is. |
| 00:18:56 | 00:18:58 | So if Justin Welsh is doing it, why can't you? |
| 00:18:59 | 00:19:01 | - Well, this is fascinating. |
| 00:19:01 | 00:19:03 | We're gonna get back to your posting tikniques |
| 00:19:03 | 00:19:04 | in bit here. |
| 00:19:04 | 00:19:05 | - Yeah, yeah. |
| 00:19:05 | 00:19:06 | But I want to tok about this. |
| 00:19:06 | 00:19:08 | So what I heard you say is obviously when you create |
| 00:19:08 | 00:19:11 | your content and people go to the effort |
| 00:19:11 | 00:19:14 | of commenting and most people don't, right? |
| 00:19:14 | 00:19:17 | So those that do are doing it for a reason. |
| 00:19:17 | 00:19:18 | And if we're in intellectually honest, |
| 00:19:18 | 00:19:19 | some of those people |
| 00:19:19 | 00:19:22 | might be trying to do the same thing you're doing, right? |
| 00:19:22 | 00:19:23 | Some of them might be salespeople |
| 00:19:23 | 00:19:26 | or marketers trying to engage with you, |
| 00:19:26 | 00:19:28 | irregardless though, those that go out of their way |
| 00:19:28 | 00:19:31 | to leave a thoughtful comment, not just nice work, |
| 00:19:31 | 00:19:34 | but something perhaps more like, |
| 00:19:34 | 00:19:35 | hey, I totally agree with what you're saying. |
| 00:19:35 | 00:19:38 | I really resonate with your point on X, Y, or Z, right? |
| 00:19:38 | 00:19:42 | So many of us feel like our job is done once we do the post, |
| 00:19:42 | 00:19:45 | but we don't realize that there's so much more opportunity |
| 00:19:45 | 00:19:45 | if we engage them. |
| 00:19:45 | 00:19:47 | And this is not just on LinkedIn, |
| 00:19:47 | 00:19:49 | frankly, it's almost on all platforms, right? |
| 00:19:49 | 00:19:51 | We don't think to engage |
| 00:19:52 | 00:19:55 | and that's not scalable, but, right' |
| 00:19:55 | 00:19:57 | Some of the best clients |
| 00:19:57 | 00:19:59 | probably come through these engagements, am I close? |
| 00:19:59 | 00:20:00 | Am I right? |
| 00:20:00 | 00:20:02 | - Oh, yeah, I mean, that's the thing, |
| 00:20:03 | 00:20:05 | it's not scale or it's not like |
| 00:20:05 | 00:20:09 | you can just put a number sign right next to it. |
| 00:20:09 | 00:20:13 | But I literally landed a awesome role at a agency, |
| 00:20:13 | 00:20:14 | a TikTok agency, |
| 00:20:14 | 00:20:17 | simply because of a conversation in the comments |
| 00:20:17 | 00:20:18 | and that was on TikTok. |
| 00:20:18 | 00:20:20 | And so it does go everywhere else. |
| 00:20:20 | 00:20:22 | I do think it's all over the place |
| 00:20:22 | 00:20:25 | and we should be engaging and there's, |
| 00:20:25 | 00:20:28 | I think there's like the opportunity of it too. |
| 00:20:28 | 00:20:29 | Like there's so many people out there that aren't responding |
| 00:20:29 | 00:20:32 | with legit questions |
| 00:20:32 | 00:20:35 | and really going the extra mile to create a conversation |
| 00:20:35 | 00:20:37 | that gives you an opportunity to be that person. |
| 00:20:37 | 00:20:39 | And so when you do that stands out |
| 00:20:41 | 00:20:43 | and my biggest growth in the beginning on LinkedIn |
| 00:20:43 | 00:20:45 | was just by toking to people in the bottom of the comments. |
| 00:20:45 | 00:20:47 | I would go all the way to the bottom |
| 00:20:47 | 00:20:49 | on the biggest names, on the biggest accounts. |
| 00:20:49 | 00:20:51 | And I'd find all the comments |
| 00:20:51 | 00:20:52 | that had been completely ignored. |
| 00:20:52 | 00:20:55 | And so I'd find the people that said something awesome. |
| 00:20:55 | 00:20:57 | And I'd tell 'em it was great. |
| 00:20:57 | 00:20:59 | I'm happy you shared this. |
| 00:20:59 | 00:21:01 | I'd ask 'em a question and engage them and they'd respond |
| 00:21:01 | 00:21:05 | and be like, whoa, who's this guy, like, how'd you find me? |
| 00:21:05 | 00:21:07 | No one else saw this and then I'd go to their profile. |
| 00:21:07 | 00:21:09 | That would send another notification |
| 00:21:09 | 00:21:10 | that I viewed their page, |
| 00:21:10 | 00:21:12 | because LinkedIn is one of the first places to do that. |
| 00:21:12 | 00:21:14 | Now TikTok's doing it, but anyways |
| 00:21:15 | 00:21:16 | and so now you have that touchpoint. |
| 00:21:16 | 00:21:18 | And then if you comment on the post, |
| 00:21:18 | 00:21:21 | you also are going to send an alert to every single person |
| 00:21:21 | 00:21:23 | that also commented on that post. |
| 00:21:23 | 00:21:25 | So if you're one of the people that also enjoins |
| 00:21:25 | 00:21:28 | in that conversation, that's another notification. |
| 00:21:28 | 00:21:29 | And then you go back through |
| 00:21:29 | 00:21:30 | and you react to a few other people |
| 00:21:30 | 00:21:34 | and those little things drive people to your page. |
| 00:21:34 | 00:21:36 | And if you have an optimized profile that looks great |
| 00:21:36 | 00:21:39 | and you're sending a good vibe and you're clear |
| 00:21:39 | 00:21:41 | about why you're here people are gonna follow you |
| 00:21:41 | 00:21:43 | and they're gonna be like, |
| 00:21:43 | 00:21:44 | this guy's doing stuff. |
| 00:21:44 | 00:21:45 | like everybody else is out here |
| 00:21:45 | 00:21:48 | just updating the world on their new job, |
| 00:21:48 | 00:21:50 | this person's creating content |
| 00:21:51 | 00:21:52 | and sharing that insight. |
| 00:21:52 | 00:21:55 | So, yeah, I think, and that builds the community |
| 00:21:55 | 00:21:56 | and that community growth is what, |
| 00:21:56 | 00:21:58 | because think about this way, |
| 00:21:58 | 00:22:00 | those people that are just random accounts, |
| 00:22:00 | 00:22:01 | just barely, |
| 00:22:01 | 00:22:03 | they're commenting on stuff, but they're like, |
| 00:22:03 | 00:22:04 | not quite sure what they're doing yet, |
| 00:22:04 | 00:22:06 | they're here and they wanna do something. |
| 00:22:06 | 00:22:07 | They wanna tok to people. |
| 00:22:07 | 00:22:09 | And so if you're the person |
| 00:22:09 | 00:22:10 | ends up speaking to them, |
| 00:22:10 | 00:22:12 | all of a sudden the algorithm is gonna be putting your piece |
| 00:22:12 | 00:22:14 | of content in their feed every single day. |
| 00:22:14 | 00:22:16 | And they're gonna be reacting to it and commenting on it |
| 00:22:16 | 00:22:19 | because you went the extra mile for them. |
| 00:22:19 | 00:22:20 | And they're gonna love you from the beginning. |
| 00:22:20 | 00:22:23 | And I have so many people like a squad of people like that. |
| 00:22:23 | 00:22:24 | And I just love 'em. |
| 00:22:25 | 00:22:28 | I'll respond to any DM they send me. |
| 00:22:28 | 00:22:30 | And so that's that community side of it. |
| 00:22:31 | 00:22:33 | And those people are growing their businesses |
| 00:22:33 | 00:22:34 | at the same time. |
| 00:22:34 | 00:22:35 | They're building their networks. |
| 00:22:35 | 00:22:37 | And every single time they comment |
| 00:22:37 | 00:22:38 | and tok to you back and forth, |
| 00:22:38 | 00:22:40 | it's a cross pollinating effect |
| 00:22:40 | 00:22:42 | and you both validate each other. |
| 00:22:42 | 00:22:44 | And so a lot of the people |
| 00:22:44 | 00:22:46 | that got started when I got started are still growing, |
| 00:22:46 | 00:22:50 | because they're toking to me and I'm toking to them |
| 00:22:50 | 00:22:52 | and so LinkedIn keeps that connection going, |
| 00:22:52 | 00:22:54 | which I think is just so powerful. |
| 00:22:54 | 00:22:55 | - This is awesome. |
| 00:22:55 | 00:22:56 | - Okay, earlier you mentioned |
| 00:22:56 | 00:22:58 | that you're posting twice a day |
| 00:22:58 | 00:23:01 | and in the mornings you're doing these contextual posts. |
| 00:23:01 | 00:23:03 | And then I think you said in the afternoons, |
| 00:23:03 | 00:23:05 | you're doing experiments, right? |
| 00:23:05 | 00:23:05 | Yeah. |
| 00:23:05 | 00:23:07 | So we're gonna get into the different kinds |
| 00:23:07 | 00:23:08 | of content that you produce, |
| 00:23:08 | 00:23:11 | but I'm curious about the topics that you choose. |
| 00:23:11 | 00:23:13 | Give me an example of a contextual post |
| 00:23:13 | 00:23:15 | and gimme an example of an experiment, |
| 00:23:15 | 00:23:17 | maybe something you plan to do tomorrow |
| 00:23:17 | 00:23:18 | or something you did today, |
| 00:23:18 | 00:23:19 | just so people can have an understanding |
| 00:23:19 | 00:23:21 | of what we're toking about here. |
| 00:23:21 | 00:23:25 | - Yeah, an experiment would be me, |
| 00:23:25 | 00:23:27 | an experiment would be me doing carousels |
| 00:23:27 | 00:23:28 | or something like that, |
| 00:23:28 | 00:23:32 | which is a set of slides, like a presentation style. |
| 00:23:33 | 00:23:35 | And I've been repurposing my tweet threads |
| 00:23:35 | 00:23:37 | and turning them into really quick carousels. |
| 00:23:37 | 00:23:39 | And I love it because I don't have to do the text. |
| 00:23:39 | 00:23:41 | I don't have to do the emojis. |
| 00:23:41 | 00:23:44 | My image is in every single slide. |
| 00:23:44 | 00:23:45 | It's just really easy. |
| 00:23:46 | 00:23:49 | And I'm becoming sort of like a thin to win creator |
| 00:23:49 | 00:23:50 | when it comes to that, |
| 00:23:50 | 00:23:51 | 'cause I don't wanna put too much time into that. |
| 00:23:51 | 00:23:52 | So that's like an experiment. |
| 00:23:52 | 00:23:55 | That would be something I would run in the afternoon |
| 00:23:55 | 00:23:58 | and just throw it out there to see what people think. |
| 00:23:58 | 00:23:59 | And plus I have a global audience, |
| 00:23:59 | 00:24:00 | so I don't wanna just post in the morning. |
| 00:24:00 | 00:24:03 | I wanna post in the evening too sometimes. |
| 00:24:03 | 00:24:06 | And so I think it's good to put content out at different |
| 00:24:06 | 00:24:08 | times of the day and just have fun with it |
| 00:24:09 | 00:24:12 | because LinkedIn is all over the world at this point. |
| 00:24:12 | 00:24:14 | So, you could have people in the Philippines |
| 00:24:14 | 00:24:15 | or you could have people in India. |
| 00:24:15 | 00:24:17 | And so it doesn't really matter what time of day. |
| 00:24:20 | 00:24:22 | But in regards to, what was your original question? |
| 00:24:22 | 00:24:23 | - The context, |
| 00:24:23 | 00:24:25 | give us the contextual morning example. |
| 00:24:25 | 00:24:27 | - Oh yeah, contextual morning. |
| 00:24:27 | 00:24:28 | So I would, yeah, |
| 00:24:28 | 00:24:30 | I would do basically something that has to do with my |
| 00:24:30 | 00:24:34 | industry essentially or something that has |
| 00:24:34 | 00:24:35 | like in the mornings on Mondays, |
| 00:24:35 | 00:24:37 | a contextual post would be something |
| 00:24:37 | 00:24:38 | that has to do with storytelling. |
| 00:24:38 | 00:24:40 | I usually focus on storytelling on Monday. |
| 00:24:40 | 00:24:42 | People are coming off the weekend. |
| 00:24:42 | 00:24:44 | I probably thought of something that really inspired me |
| 00:24:44 | 00:24:46 | over the weekend about my past or something. |
| 00:24:46 | 00:24:48 | I've worked a ton of random jobs and I love bringing that |
| 00:24:48 | 00:24:50 | stuff up and bringing it into the now |
| 00:24:50 | 00:24:53 | and toking about how it has affected my current. |
| 00:24:53 | 00:24:55 | And I think people really enjoy that stuff |
| 00:24:55 | 00:24:56 | on Mondays and Tuesdays, |
| 00:24:56 | 00:24:58 | I jump into a tangible tips and tricks about LinkedIn. |
| 00:24:58 | 00:25:00 | And so I'll try to focus on something |
| 00:25:00 | 00:25:02 | that is super actionable. |
| 00:25:02 | 00:25:03 | You can do it right now. |
| 00:25:03 | 00:25:06 | It has to do with engagements, content creation, |
| 00:25:06 | 00:25:09 | things that are reachable and easy for people to grasp onto |
| 00:25:09 | 00:25:11 | and just bring up something they've never thought about. |
| 00:25:11 | 00:25:14 | And then Wednesday, I do a process based piece, |
| 00:25:14 | 00:25:17 | but frankly everything's becoming a process based piece. |
| 00:25:17 | 00:25:20 | But on Wednesday I tok about something that I discovered |
| 00:25:20 | 00:25:22 | while being a creator that other creators |
| 00:25:22 | 00:25:23 | could benefit from. |
| 00:25:23 | 00:25:24 | And so that one's for like the homies, |
| 00:25:24 | 00:25:27 | the people in my crew that I really want to help out, |
| 00:25:27 | 00:25:29 | and just keep everybody inspired. |
| 00:25:29 | 00:25:32 | And then Thursday I'll return to like some of my branding |
| 00:25:32 | 00:25:35 | pillars of branding, engagement, community, content, |
| 00:25:35 | 00:25:38 | social media, all that jazz. |
| 00:25:38 | 00:25:40 | And so I'll just kind of keep it random on Thursdays. |
| 00:25:40 | 00:25:41 | And then Fridays, |
| 00:25:41 | 00:25:43 | I used to do like a community based post |
| 00:25:43 | 00:25:45 | where I'd shout people out. |
| 00:25:45 | 00:25:46 | And then on the weekends, |
| 00:25:46 | 00:25:49 | I keep it really fresh and I just do what I can really, |
| 00:25:51 | 00:25:52 | but I do a lot of random stuff on the weekends |
| 00:25:52 | 00:25:54 | 'cause everybody's on and you know, |
| 00:25:54 | 00:25:58 | like you get a different flock of engagement. |
| 00:25:58 | 00:26:00 | So maybe you focus on something a little bit outside |
| 00:26:00 | 00:26:02 | your niche on those days, so yeah. |
| 00:26:02 | 00:26:04 | And that those execution strategies help me stay |
| 00:26:04 | 00:26:06 | sort of grounded in what I'm doing |
| 00:26:06 | 00:26:08 | and it makes it so that my content's appealing |
| 00:26:08 | 00:26:10 | to a wide reaching group of people, |
| 00:26:11 | 00:26:14 | not just one specific target audience. |
| 00:26:14 | 00:26:15 | - Okay. |
| 00:26:15 | 00:26:16 | So you mentioned earlier |
| 00:26:16 | 00:26:20 | that you're on TikTok and you also mentioned, |
| 00:26:20 | 00:26:23 | we started the interview toking about the written word. |
| 00:26:23 | 00:26:26 | I would love to explore the different content types, |
| 00:26:26 | 00:26:28 | written and video and images |
| 00:26:28 | 00:26:32 | and kind of how you use them differently |
| 00:26:32 | 00:26:33 | or what your thoughts are |
| 00:26:33 | 00:26:35 | on using each of them. |
| 00:26:35 | 00:26:37 | Feel free to start wherever you wanna start. |
| 00:26:37 | 00:26:40 | - So when it comes to all the different content forms? |
| 00:26:40 | 00:26:42 | - Well, yeah, because we've got like, what works, right? |
| 00:26:42 | 00:26:46 | Does long form text, short form text. |
| 00:26:46 | 00:26:49 | Let's tok about video, let's tok about images. |
| 00:26:49 | 00:26:51 | Let's go through the medium, if you will, |
| 00:26:51 | 00:26:53 | of communication a little bit. |
| 00:26:53 | 00:26:54 | What works for you? |
| 00:26:54 | 00:26:55 | - Yeah. Yeah. |
| 00:26:55 | 00:27:00 | On LinkedIn, yeah. the long form 700 to 1300 characters |
| 00:27:00 | 00:27:01 | has been long, |
| 00:27:01 | 00:27:03 | the standing amount |
| 00:27:04 | 00:27:07 | that the algorithm wants to see and also |
| 00:27:07 | 00:27:10 | not shared content or whatever, that means original. |
| 00:27:10 | 00:27:12 | You wrote it, you posted it content. |
| 00:27:12 | 00:27:16 | And actually LinkedIn does not enjoy shared content, |
| 00:27:16 | 00:27:17 | considers it redundant. |
| 00:27:17 | 00:27:18 | And a lot of times, |
| 00:27:18 | 00:27:19 | even if you share something, |
| 00:27:19 | 00:27:22 | it actually doesn't do anything to really boost the content, |
| 00:27:22 | 00:27:25 | especially when you consider a comment is essentially |
| 00:27:25 | 00:27:27 | a social share. |
| 00:27:27 | 00:27:28 | So yeah, those are some. |
| 00:27:28 | 00:27:29 | - Let's tok about that for a second. |
| 00:27:29 | 00:27:31 | So the written word. |
| 00:27:32 | 00:27:35 | Are you publishing this on your personal profile? |
| 00:27:35 | 00:27:35 | Are you publishing? |
| 00:27:35 | 00:27:37 | I don't know what they call it on LinkedIn. |
| 00:27:37 | 00:27:38 | Are you publishing on your page? |
| 00:27:38 | 00:27:39 | Both? |
| 00:27:39 | 00:27:41 | Like where are you publishing? |
| 00:27:41 | 00:27:42 | - My personal for sure. |
| 00:27:43 | 00:27:47 | My business page is basically just a bookmark, |
| 00:27:47 | 00:27:48 | I don't use it. |
| 00:27:48 | 00:27:50 | It's there, so there's not a blank image. |
| 00:27:50 | 00:27:52 | I guess I'm a little OCD like that and I really like. |
| 00:27:52 | 00:27:53 | - No, that's totally cool. |
| 00:27:53 | 00:27:54 | - Yeah, I really like to make it look nice. |
| 00:27:54 | 00:27:56 | - And don't they have a creator mode |
| 00:27:56 | 00:27:58 | or something like that on LinkedIn t hat you should turn on. |
| 00:27:58 | 00:27:58 | Does that sound familiar? |
| 00:27:58 | 00:28:00 | - Oh yeah, yeah. |
| 00:28:00 | 00:28:01 | Creator mode is a nice feature. |
| 00:28:01 | 00:28:04 | A lot of people have their mixed feelings about it, |
| 00:28:05 | 00:28:06 | but I think it's a, |
| 00:28:06 | 00:28:08 | in the beginning the argument was, |
| 00:28:08 | 00:28:09 | does it actually do anything to boost your content? |
| 00:28:09 | 00:28:11 | And I don't really think it does anything to boost it, |
| 00:28:11 | 00:28:15 | but it does make your profile look way better. |
| 00:28:15 | 00:28:18 | It gives you five unique hashtags that you can associate |
| 00:28:18 | 00:28:19 | with yourself and your industry. |
| 00:28:19 | 00:28:22 | So that clears up keyword room in your headline. |
| 00:28:22 | 00:28:25 | So you can focus on your message more |
| 00:28:25 | 00:28:27 | than just your keywords. |
| 00:28:27 | 00:28:28 | So a lot of people will put like, |
| 00:28:28 | 00:28:30 | content strategists and SEO |
| 00:28:30 | 00:28:32 | and all this other stuff, but you know, |
| 00:28:32 | 00:28:34 | like they don't actually speak to their audience |
| 00:28:34 | 00:28:35 | in their headline. |
| 00:28:35 | 00:28:37 | So it clears up room for that. |
| 00:28:37 | 00:28:40 | And then it also shows how many followers you have, |
| 00:28:40 | 00:28:42 | where normally it says 500 plus. |
| 00:28:42 | 00:28:43 | So that gives you a little bit of clout. |
| 00:28:43 | 00:28:45 | And when people see that they're like, |
| 00:28:45 | 00:28:47 | oh 6,000 people are following, okay. |
| 00:28:47 | 00:28:49 | I'm gonna check this person out. |
| 00:28:49 | 00:28:51 | And then it also gives you the ability |
| 00:28:51 | 00:28:54 | to upload a profile video. |
| 00:28:54 | 00:28:57 | So I'll upload any TikTok that's 30 seconds or less, |
| 00:28:57 | 00:28:59 | 'cause you can't go any further than that. |
| 00:28:59 | 00:29:01 | And I'll just swap that out |
| 00:29:01 | 00:29:03 | and give new things on there for people |
| 00:29:03 | 00:29:04 | to look at every so often. |
| 00:29:05 | 00:29:09 | And then it also moves your about section below your content |
| 00:29:09 | 00:29:13 | and it prioritizes your original content on the feed, |
| 00:29:13 | 00:29:15 | not the activity. |
| 00:29:15 | 00:29:16 | So a lot of times it's just activity. |
| 00:29:16 | 00:29:18 | So does anybody really care |
| 00:29:18 | 00:29:20 | that you commented on X, Y Z's post? |
| 00:29:20 | 00:29:21 | Not necessarily, |
| 00:29:21 | 00:29:24 | but if you have four original pieces of content, |
| 00:29:24 | 00:29:25 | you want the world to see it. |
| 00:29:25 | 00:29:27 | So it prioritizes that on your main page |
| 00:29:27 | 00:29:29 | because you're a creator. |
| 00:29:30 | 00:29:31 | So I think it's a really nice thing. |
| 00:29:31 | 00:29:33 | And then also I think the featured section is a little bit |
| 00:29:33 | 00:29:34 | more advanced too. |
| 00:29:34 | 00:29:36 | I'm not positive, but yeah, |
| 00:29:36 | 00:29:37 | it just makes things look nice honestly. |
| 00:29:37 | 00:29:39 | - And another big advantage |
| 00:29:40 | 00:29:41 | is instead of having a LinkedIn connection, |
| 00:29:41 | 00:29:43 | it turns into a follow that's like the default. |
| 00:29:43 | 00:29:45 | - That's another thing too, yes. |
| 00:29:45 | 00:29:47 | People follow you. |
| 00:29:47 | 00:29:48 | They come here. |
| 00:29:48 | 00:29:49 | Like the follow is like, |
| 00:29:49 | 00:29:52 | you're following me 'cause you wanna see their content. |
| 00:29:52 | 00:29:53 | Because when you connect |
| 00:29:53 | 00:29:55 | then it it's like you get both. |
| 00:29:55 | 00:29:56 | But a lot of people are like, |
| 00:29:56 | 00:29:57 | well I hate that 'cause |
| 00:29:57 | 00:29:59 | then they don't see my stuff or whatever. |
| 00:29:59 | 00:30:00 | And I'm like, |
| 00:30:00 | 00:30:01 | well don't you wanna engage with people |
| 00:30:01 | 00:30:04 | and their followings and get to know their communities? |
| 00:30:04 | 00:30:06 | It's not just about them seeing what you're putting out. |
| 00:30:06 | 00:30:08 | Maybe you gotta give a little to get a little, |
| 00:30:11 | 00:30:13 | so I think that's a huge plus like not having people |
| 00:30:13 | 00:30:14 | immediately be able to DM you |
| 00:30:15 | 00:30:17 | and takes that sweat off. |
| 00:30:17 | 00:30:19 | And then a lot of times people are way more comfortable |
| 00:30:19 | 00:30:20 | sending you a connection, 'cause they're like, oh cool, |
| 00:30:20 | 00:30:22 | thanks for not hitting me with a pitch slap |
| 00:30:22 | 00:30:23 | right off the bat. |
| 00:30:24 | 00:30:25 | - A hundred percent. |
| 00:30:25 | 00:30:27 | - Yeah. |
| 00:30:27 | 00:30:30 | - So back to this written 700 to 1300 characters, |
| 00:30:30 | 00:30:32 | are you composing these in LinkedIn? |
| 00:30:32 | 00:30:36 | Are you using a Google Doc or Word document? |
| 00:30:36 | 00:30:37 | Because I'm just curious, |
| 00:30:38 | 00:30:41 | sometimes it's hard to write that long inside |
| 00:30:41 | 00:30:42 | of like a mobile app or whatever. |
| 00:30:42 | 00:30:43 | How are you composing these? |
| 00:30:43 | 00:30:45 | Do you compose them somewhere else |
| 00:30:45 | 00:30:47 | and paste 'em in or what's your thoughts on that? |
| 00:30:47 | 00:30:50 | - Yeah, so notes, my notes app on my Apple. |
| 00:30:50 | 00:30:52 | It's on my MacBook too. |
| 00:30:52 | 00:30:53 | It's convenient like that. |
| 00:30:56 | 00:30:58 | I'll do anything to get that idea into my phone. |
| 00:30:58 | 00:31:01 | If I'm driving, I'll just hit the record button on my video. |
| 00:31:01 | 00:31:03 | I'll just start recording myself and I'll share, |
| 00:31:03 | 00:31:05 | and I'll save that in my notes app. |
| 00:31:05 | 00:31:06 | I don't put anything on there. |
| 00:31:06 | 00:31:08 | I just come back and I play it and I transcribe it |
| 00:31:08 | 00:31:10 | into a post, but yeah, I'll keep it in there. |
| 00:31:10 | 00:31:12 | And then I'll go into LinkedIn |
| 00:31:12 | 00:31:14 | and I'll start writing a piece of content. |
| 00:31:14 | 00:31:15 | Now a lot of people don't like doing it this way, |
| 00:31:15 | 00:31:17 | 'cause you can sometimes have issues |
| 00:31:17 | 00:31:19 | or like you accidentally refresh the page, |
| 00:31:19 | 00:31:20 | just don't refresh the page, |
| 00:31:20 | 00:31:22 | be respectful of the feed. |
| 00:31:22 | 00:31:24 | And then I'll write it out |
| 00:31:25 | 00:31:27 | because I don't want the formatting to get jacked up. |
| 00:31:27 | 00:31:30 | So if I were to write it in my notes app and paste it over, |
| 00:31:30 | 00:31:32 | you get all kinds of spacing issues. |
| 00:31:32 | 00:31:34 | So I write it inside LinkedIn. |
| 00:31:34 | 00:31:35 | And then when I get done with it, |
| 00:31:35 | 00:31:38 | I will take that rough draft and copy and paste it |
| 00:31:38 | 00:31:41 | into my Google docs and previously I would save |
| 00:31:41 | 00:31:44 | those and batch them, three or four in advance. |
| 00:31:44 | 00:31:45 | So I'd have an entire week worth |
| 00:31:45 | 00:31:48 | of content ready and good to go. |
| 00:31:48 | 00:31:50 | And so that's why I started doing it for my clients. |
| 00:31:50 | 00:31:52 | And now I just write in the moment. |
| 00:31:52 | 00:31:53 | As time went on, |
| 00:31:53 | 00:31:54 | I got better and better at it. |
| 00:31:54 | 00:31:57 | And so I keep my stuff super conversational |
| 00:31:57 | 00:31:59 | and I will just pull out an insight. |
| 00:31:59 | 00:32:01 | I'll sit down. |
| 00:32:01 | 00:32:02 | I will figure out what I feel about it. |
| 00:32:02 | 00:32:04 | I'll just start jiving with it. |
| 00:32:04 | 00:32:07 | I've been writing for half my life. |
| 00:32:07 | 00:32:07 | It happens. |
| 00:32:07 | 00:32:10 | I've been doing it a long time and it just, |
| 00:32:10 | 00:32:11 | it's a lot of fun for me. |
| 00:32:11 | 00:32:12 | So I'll just, yeah, |
| 00:32:12 | 00:32:13 | I'll write that stuff out and get it ready. |
| 00:32:13 | 00:32:14 | And then I'll post it. |
| 00:32:15 | 00:32:17 | And that's been my system for quite a while. |
| 00:32:17 | 00:32:20 | - Are you actually using scheduling tools |
| 00:32:20 | 00:32:21 | or are you manually? |
| 00:32:21 | 00:32:24 | I heard you say you start with notes because it's, |
| 00:32:24 | 00:32:26 | whenever those ideas pop in your head, |
| 00:32:26 | 00:32:28 | you put 'em in your notes and then it sounds |
| 00:32:28 | 00:32:30 | like you compose them on LinkedIn, |
| 00:32:30 | 00:32:33 | either on the desktop or on your phone |
| 00:32:33 | 00:32:36 | and then you'll refine them in Google. |
| 00:32:36 | 00:32:37 | If you wanted to, |
| 00:32:37 | 00:32:38 | you write them in Google docs and paste them in there. |
| 00:32:38 | 00:32:40 | Would that work as well or no? |
| 00:32:40 | 00:32:43 | - Yeah, once I get it from LinkedIn over to Google docs, |
| 00:32:43 | 00:32:45 | I can make changes and move things around |
| 00:32:45 | 00:32:46 | and flip things and whatever else, so. |
| 00:32:46 | 00:32:47 | - Right, right. |
| 00:32:47 | 00:32:49 | - Sorry, my dogs are losing their mind. |
| 00:32:49 | 00:32:52 | - And does LinkedIn let you, you can edit the post, right? |
| 00:32:52 | 00:32:54 | Or do you not have the option to edit the post. |
| 00:32:54 | 00:32:55 | - On LinkedIn? |
| 00:32:55 | 00:32:56 | Absolutely. |
| 00:32:56 | 00:32:58 | You still have the option to edit the post. |
| 00:32:58 | 00:32:59 | - Okay. |
| 00:32:59 | 00:33:00 | - So yeah, I oftentimes recommend |
| 00:33:00 | 00:33:02 | that people go back and make changes. |
| 00:33:02 | 00:33:04 | It's like they don't realize they have that edit button |
| 00:33:04 | 00:33:06 | and I use it quite often, |
| 00:33:06 | 00:33:08 | but if you click it within the first 15 minutes, |
| 00:33:08 | 00:33:11 | you can hurt yourself in the algorithm apparently so. |
| 00:33:11 | 00:33:12 | - Ah, okay. |
| 00:33:12 | 00:33:15 | So when you're writing 700 to 1300 characters, |
| 00:33:16 | 00:33:17 | people sometimes think of words, |
| 00:33:17 | 00:33:19 | is that like five or six paragraphs? |
| 00:33:19 | 00:33:21 | Is that kind of what that calculates out to be? |
| 00:33:21 | 00:33:22 | - Basically. |
| 00:33:22 | 00:33:23 | - Yeah. - Yeah. |
| 00:33:23 | 00:33:24 | And if you think of it this way, |
| 00:33:24 | 00:33:27 | a tweet cannot be longer than 260. |
| 00:33:27 | 00:33:29 | So it's not that many. |
| 00:33:29 | 00:33:30 | It's a pretty short piece of content. |
| 00:33:30 | 00:33:31 | It's split. |
| 00:33:31 | 00:33:34 | I never let anything go beyond two lines because |
| 00:33:34 | 00:33:37 | you want people to feel good reading it |
| 00:33:37 | 00:33:39 | and they can drift off, |
| 00:33:39 | 00:33:41 | if you have four or five plus lines clumped together. |
| 00:33:41 | 00:33:42 | People are super stubborn about this, |
| 00:33:42 | 00:33:45 | but I won't read your post if you have, |
| 00:33:46 | 00:33:47 | if you have more than two lines connected. |
| 00:33:47 | 00:33:48 | - By the way, this is a copywriting concept |
| 00:33:48 | 00:33:50 | that we should tok about |
| 00:33:50 | 00:33:52 | because my background is formally as a copywriter. |
| 00:33:52 | 00:33:54 | - Yeah, you gotta have all kinds of stuff to say. |
| 00:33:54 | 00:33:57 | - A lot of times one sentence can be a paragraph |
| 00:33:57 | 00:34:00 | because the white space around paragraphs |
| 00:34:00 | 00:34:03 | is really important because a lot of people skim, |
| 00:34:03 | 00:34:05 | but if the paragraphs are short, |
| 00:34:05 | 00:34:07 | like what you're toking about, then they'll just, |
| 00:34:07 | 00:34:08 | they there's nothing for them to skim. |
| 00:34:08 | 00:34:10 | They're just gonna go from thing to thing to thing. |
| 00:34:10 | 00:34:11 | So if you have a long sentence, |
| 00:34:11 | 00:34:13 | it probably ought to be a paragraph on its own. |
| 00:34:13 | 00:34:16 | Is that generally what you're doing is most sentences tend |
| 00:34:16 | 00:34:18 | to be a paragraph maybe if, maybe put two. |
| 00:34:18 | 00:34:19 | - Two, yes. |
| 00:34:19 | 00:34:20 | - Two sentences together. |
| 00:34:20 | 00:34:21 | - Yeah. |
| 00:34:21 | 00:34:23 | - When you craft your stories, |
| 00:34:23 | 00:34:24 | 'cause these are all stories, right? |
| 00:34:24 | 00:34:26 | Do you have a tiknique that you use like off the top |
| 00:34:26 | 00:34:29 | of your head for people that maybe don't understand |
| 00:34:29 | 00:34:30 | how to tell stories in the written word? |
| 00:34:30 | 00:34:33 | Do you always start with a question or do you always start |
| 00:34:33 | 00:34:35 | with a little bit of a challenge that happened to you? |
| 00:34:35 | 00:34:38 | How do you open these things up generally speaking? |
| 00:34:38 | 00:34:39 | - If I could quantify it, |
| 00:34:39 | 00:34:41 | I would say I take the ending |
| 00:34:41 | 00:34:43 | and I put it at the beginning a lot of the time. |
| 00:34:43 | 00:34:44 | - Oh. |
| 00:34:44 | 00:34:45 | - A lot of the time. |
| 00:34:45 | 00:34:46 | - So I was turning around the corner |
| 00:34:46 | 00:34:47 | and then all of a sudden |
| 00:34:47 | 00:34:49 | I saw this crazy ox and then you go back |
| 00:34:49 | 00:34:51 | and then you lead up to it. |
| 00:34:51 | 00:34:52 | Is that kinda how you would do it? |
| 00:34:52 | 00:34:53 | - Let me see if I can describe it. |
| 00:34:53 | 00:34:55 | A lot of times it happens with my clients |
| 00:34:55 | 00:34:57 | and they'll write out a piece of content |
| 00:34:57 | 00:34:59 | and the hook is at the very end. |
| 00:34:59 | 00:35:01 | It's like the best line of the whole entire thing |
| 00:35:01 | 00:35:03 | is at the very end, after they've summed up everything, |
| 00:35:03 | 00:35:05 | they've gone through it all in their heads. |
| 00:35:05 | 00:35:07 | They've written it down, but they're processing it. |
| 00:35:07 | 00:35:09 | And then by the end they figured out the real meat |
| 00:35:09 | 00:35:12 | and potatoes of what this is and why it matters. |
| 00:35:12 | 00:35:14 | And so I'll take that a lot of times and I'll just move it |
| 00:35:14 | 00:35:17 | to the top, give it a little nail polish or whatever, |
| 00:35:17 | 00:35:18 | and then it it's good to go. |
| 00:35:18 | 00:35:20 | But a lot of times they're the ones that figured out their |
| 00:35:20 | 00:35:22 | hook on their own, they just didn't realize it. |
| 00:35:22 | 00:35:24 | They buried it at the bottom. |
| 00:35:24 | 00:35:26 | So I think that's one of the best ways to look |
| 00:35:26 | 00:35:29 | at storytelling is, what were kind of like, |
| 00:35:29 | 00:35:31 | the final thoughts you had before you figured it out? |
| 00:35:31 | 00:35:33 | Like maybe that should be part of the hook, |
| 00:35:33 | 00:35:36 | but really yeah, the tricks I use |
| 00:35:36 | 00:35:38 | are all about speaking you statements, |
| 00:35:38 | 00:35:42 | speaking directly to an individual, not a group of people. |
| 00:35:42 | 00:35:44 | You're not doing a TED tok. |
| 00:35:44 | 00:35:47 | - So don't say you guys and you all then. |
| 00:35:47 | 00:35:48 | - Yeah, you all, you guys, |
| 00:35:48 | 00:35:50 | unless you're doing that ironically or something, |
| 00:35:50 | 00:35:52 | but yeah, unless you're trying |
| 00:35:52 | 00:35:54 | to be a smart ass or something so. |
| 00:35:54 | 00:35:56 | But yeah, I think, |
| 00:35:56 | 00:35:58 | that to me is so important. |
| 00:35:58 | 00:36:00 | Speaking directly to the audience using you statements, |
| 00:36:00 | 00:36:03 | but also giving them a reason to care. |
| 00:36:04 | 00:36:06 | A lot of times people will sum up the whole entire |
| 00:36:06 | 00:36:07 | thing in the first few lines and it's like, |
| 00:36:07 | 00:36:08 | I'm not gonna click the see more button. |
| 00:36:08 | 00:36:09 | Why would I? |
| 00:36:09 | 00:36:11 | I'm not intrigued. |
| 00:36:11 | 00:36:13 | You didn't gimme anything to think about. |
| 00:36:13 | 00:36:15 | It's like even just asking a question, |
| 00:36:15 | 00:36:17 | what do you think about X, Y, Z. |
| 00:36:17 | 00:36:19 | Someone's gotta sit there and think to themselves. |
| 00:36:19 | 00:36:21 | And then if there's nothing else they're gonna click |
| 00:36:21 | 00:36:23 | the see more button to continue to figure out |
| 00:36:23 | 00:36:26 | what their curiosity is leading them towards. |
| 00:36:27 | 00:36:28 | And people come ready to. |
| 00:36:28 | 00:36:30 | - Can you free flow? |
| 00:36:30 | 00:36:31 | Gimme an example, |
| 00:36:31 | 00:36:33 | just off the top of your head pick something that you |
| 00:36:33 | 00:36:34 | either wrote recently or that you think you would write |
| 00:36:34 | 00:36:38 | about and just speak the opening to me. |
| 00:36:39 | 00:36:40 | 'Cause I think that's the hardest part. |
| 00:36:40 | 00:36:42 | Like you said, if they don't click the see more, |
| 00:36:42 | 00:36:44 | they're never gonna, it's never gonna work.. |
| 00:36:44 | 00:36:45 | - And that's your biggest push point |
| 00:36:45 | 00:36:47 | in the very beginning for LinkedIn. |
| 00:36:47 | 00:36:49 | So that is so valuable. |
| 00:36:49 | 00:36:53 | But yeah, if I were if to ad lib or whatever. |
| 00:36:53 | 00:36:55 | - Yeah, yeah. - Yeah, yeah. |
| 00:36:55 | 00:36:56 | Like the post I did yesterday, |
| 00:36:56 | 00:37:00 | it was inspired by a TikTok that I had made a long time ago. |
| 00:37:00 | 00:37:01 | And it was, |
| 00:37:01 | 00:37:05 | it started out with TikTok is going to eat YouTube's lunch |
| 00:37:05 | 00:37:07 | and it just like starts out like that. |
| 00:37:07 | 00:37:10 | So I took that and I basically refined it. |
| 00:37:10 | 00:37:11 | And I was like, |
| 00:37:12 | 00:37:13 | I can't think of it exactly. |
| 00:37:13 | 00:37:17 | But basically I was like, right now, or in the future, |
| 00:37:18 | 00:37:20 | TikTok is going to replace YouTube |
| 00:37:20 | 00:37:24 | as the number one search for video search. |
| 00:37:24 | 00:37:27 | And it might also give Google run for its money too. |
| 00:37:27 | 00:37:30 | And then I put space and there's your headline. |
| 00:37:30 | 00:37:33 | And so that was what captured people, |
| 00:37:33 | 00:37:34 | gave them a reason to care. |
| 00:37:34 | 00:37:36 | They're like YouTube, what Google, no way. |
| 00:37:36 | 00:37:39 | That's too bonkers to even think about. |
| 00:37:39 | 00:37:41 | And then they jumped down |
| 00:37:41 | 00:37:44 | and I lay out piece by piece why I think this. |
| 00:37:44 | 00:37:47 | So I'm creating a very strong statement. |
| 00:37:47 | 00:37:49 | It's against the status quo. |
| 00:37:49 | 00:37:50 | It may or may not be true. |
| 00:37:50 | 00:37:52 | I'm speculating here. |
| 00:37:52 | 00:37:56 | And then I go into these broken apart pieces |
| 00:37:56 | 00:37:59 | of my analysis of why I think this is the case. |
| 00:37:59 | 00:38:02 | And then I wrap it up with saying, what do you think? |
| 00:38:02 | 00:38:05 | And you know, like I'm just one person and one perspective, |
| 00:38:05 | 00:38:06 | what do you think? |
| 00:38:06 | 00:38:09 | And then it invites in someone who's primed and either |
| 00:38:09 | 00:38:11 | pissed off or passionate to jump in there |
| 00:38:11 | 00:38:15 | and give them, give their spiel about it. |
| 00:38:15 | 00:38:16 | - I love this, I love this. |
| 00:38:16 | 00:38:17 | - Okay. |
| 00:38:17 | 00:38:19 | - So we've got the written thank you |
| 00:38:19 | 00:38:20 | for going deep with me on the written stuff, |
| 00:38:20 | 00:38:21 | because I think this will be really valuable. |
| 00:38:21 | 00:38:22 | - Please, yeah. |
| 00:38:22 | 00:38:23 | Whatever route you wanna go. |
| 00:38:23 | 00:38:25 | - Yeah, so let's tok about video a little bit. |
| 00:38:25 | 00:38:27 | What do you do with video? |
| 00:38:27 | 00:38:29 | 'Cause obviously that's a different animal on LinkedIn. |
| 00:38:29 | 00:38:32 | So what tips do you have and advice on that? |
| 00:38:32 | 00:38:33 | - Yeah. |
| 00:38:33 | 00:38:37 | I'd say try not to make it boring. |
| 00:38:37 | 00:38:40 | There's a lot of stuff that just. |
| 00:38:40 | 00:38:42 | - Are you using the exact same words and video |
| 00:38:42 | 00:38:43 | that you're using in the written word? |
| 00:38:43 | 00:38:44 | Is it kind of the same script? |
| 00:38:44 | 00:38:46 | Do you understand what I'm asking? |
| 00:38:46 | 00:38:48 | - No, it's condensed, much more condensed. |
| 00:38:48 | 00:38:50 | And I think with LinkedIn, |
| 00:38:50 | 00:38:51 | you get a little bit more room |
| 00:38:51 | 00:38:55 | to not be as provocative with your hook. |
| 00:38:55 | 00:38:58 | On TikTok, you're definitely shooting for provocative. |
| 00:38:58 | 00:38:59 | You gotta get people's attention |
| 00:38:59 | 00:39:01 | and the thing is, |
| 00:39:01 | 00:39:02 | is that people are on TikTok, |
| 00:39:02 | 00:39:04 | scrolling and mindlessly going |
| 00:39:04 | 00:39:05 | about their life and their day. |
| 00:39:07 | 00:39:09 | So with LinkedIn, people are coming here for a reason, |
| 00:39:09 | 00:39:12 | they have a hyper-focused awareness of why they're here. |
| 00:39:12 | 00:39:13 | They have a mission involved, |
| 00:39:13 | 00:39:15 | whether it's to grow themselves or grow their business. |
| 00:39:15 | 00:39:18 | So that alone changes the way that people interact with you. |
| 00:39:18 | 00:39:21 | And so I think that's why you can get away with |
| 00:39:21 | 00:39:23 | a hook and people will read |
| 00:39:23 | 00:39:25 | and they'll go into context |
| 00:39:25 | 00:39:26 | and people will literally basically |
| 00:39:26 | 00:39:29 | read a lifestyle blog by you every single day |
| 00:39:29 | 00:39:32 | on your LinkedIn page word for word, that's insane. |
| 00:39:32 | 00:39:34 | Try finding that kind of attention span anywhere else. |
| 00:39:34 | 00:39:36 | And so that alone makes it really, |
| 00:39:36 | 00:39:37 | really powerful in that sense. |
| 00:39:37 | 00:39:39 | So that's why TikTok pushed. |
| 00:39:39 | 00:39:42 | You have to push for that really, really sharp. |
| 00:39:42 | 00:39:44 | The guy I work with Jamie, |
| 00:39:44 | 00:39:46 | who's a huge guy on TikTok and he's grown so many big, |
| 00:39:46 | 00:39:47 | so many accounts. |
| 00:39:48 | 00:39:50 | He'll just squeeze it all together. |
| 00:39:50 | 00:39:52 | And he's like, look, think of it this way. |
| 00:39:52 | 00:39:54 | If someone has a gun to your head and you have to reduce |
| 00:39:54 | 00:39:57 | that video down to 20 seconds, it's at 45, |
| 00:39:57 | 00:39:59 | you gotta get it down to 20 seconds. |
| 00:39:59 | 00:40:02 | Find a way to do it because TikTok is short form. |
| 00:40:02 | 00:40:06 | You have to be quick, you have to have fast. |
| 00:40:06 | 00:40:07 | - So wait a minute, I'm confused. |
| 00:40:07 | 00:40:10 | So does that mean that same thing works on LinkedIn as well? |
| 00:40:10 | 00:40:11 | - Well, I think so. |
| 00:40:11 | 00:40:15 | Yeah, the same sort of attitude towards |
| 00:40:15 | 00:40:17 | trying to make your hooks really. |
| 00:40:17 | 00:40:18 | So in my process, |
| 00:40:18 | 00:40:22 | my content has changed through building my brand on TikTok. |
| 00:40:22 | 00:40:25 | I've been able to get even better at LinkedIn. |
| 00:40:25 | 00:40:28 | So yeah, I think it does affect that area. |
| 00:40:28 | 00:40:30 | And I think the world is moving more towards |
| 00:40:30 | 00:40:31 | that of like, yeah, |
| 00:40:31 | 00:40:33 | you really gotta try to get my attention |
| 00:40:33 | 00:40:35 | or I'm gonna keep scrolling or whatever. |
| 00:40:37 | 00:40:39 | So, so yeah, it does have to pack more of a punch. |
| 00:40:40 | 00:40:43 | I keep feeling like that's the way I wanna describe it. |
| 00:40:43 | 00:40:44 | - I like that. |
| 00:40:44 | 00:40:45 | When you're publishing on LinkedIn, |
| 00:40:45 | 00:40:46 | is this more like you're in selfie mode, |
| 00:40:46 | 00:40:48 | holding your camera and walking and toking |
| 00:40:48 | 00:40:51 | and looking at the camera or are you in the vertikal mode? |
| 00:40:51 | 00:40:54 | Like you would be on TikTok and is it just a casual |
| 00:40:54 | 00:40:56 | conversation between you and the other person |
| 00:40:56 | 00:40:57 | in the same way it would be |
| 00:40:57 | 00:41:00 | as if you were to write them something and make it personal? |
| 00:41:00 | 00:41:02 | - Yeah, so it would be vertikal. |
| 00:41:03 | 00:41:05 | It would be either on my stik that I have here, |
| 00:41:05 | 00:41:07 | my tripod or. |
| 00:41:07 | 00:41:08 | - So vertikal works on LinkedIn, huh? |
| 00:41:08 | 00:41:10 | - Okay, I didn't know that. |
| 00:41:10 | 00:41:11 | - Yeah, yeah. |
| 00:41:11 | 00:41:14 | You just upload it, just like anything else. |
| 00:41:14 | 00:41:15 | And yeah, right now LinkedIn |
| 00:41:15 | 00:41:17 | or in the last like six months |
| 00:41:18 | 00:41:19 | finally started to care about video. |
| 00:41:21 | 00:41:22 | And so they updated all the features. |
| 00:41:22 | 00:41:23 | I was one of the first people to get it. |
| 00:41:23 | 00:41:25 | Luckily I can't believe it. |
| 00:41:25 | 00:41:26 | That never happens. |
| 00:41:26 | 00:41:26 | So I was playing around with it |
| 00:41:26 | 00:41:29 | and geeking out and freaking out about it. |
| 00:41:29 | 00:41:32 | And so now you get impressions instead of views, |
| 00:41:32 | 00:41:35 | which is very common with the rest of the industry, |
| 00:41:35 | 00:41:37 | which is a very tall tale sign that LinkedIn |
| 00:41:37 | 00:41:39 | is getting with the times |
| 00:41:39 | 00:41:41 | and they also brought in the laughter emoji, |
| 00:41:41 | 00:41:43 | which means that we're okay with some entertainment. |
| 00:41:43 | 00:41:45 | It's okay to laugh at things now. |
| 00:41:45 | 00:41:48 | So there's a lot of signs that LinkedIn is doing |
| 00:41:48 | 00:41:49 | that lead us towards the belief. |
| 00:41:49 | 00:41:52 | And so with the videos, |
| 00:41:52 | 00:41:54 | they're prioritizing the length |
| 00:41:54 | 00:41:56 | of how long people are watching it. |
| 00:41:57 | 00:41:58 | So I did an experiment, |
| 00:41:58 | 00:42:02 | I posted a five second video just to see what would happen. |
| 00:42:02 | 00:42:03 | - Does it loop? |
| 00:42:03 | 00:42:05 | - Yeah and it loops if you don't click on it. |
| 00:42:05 | 00:42:07 | So a ton of people are just chilling, |
| 00:42:07 | 00:42:09 | looking at that video for the longest time. |
| 00:42:09 | 00:42:13 | And I took that five second video I must have gotten, |
| 00:42:13 | 00:42:14 | I don't know what it was. |
| 00:42:14 | 00:42:17 | It was like over a hundred minutes, if not longer, |
| 00:42:17 | 00:42:18 | like within one evening. |
| 00:42:18 | 00:42:19 | And I was just like, |
| 00:42:19 | 00:42:21 | how many people are seeing this? |
| 00:42:21 | 00:42:22 | And like watching it on repeat. |
| 00:42:22 | 00:42:26 | So anyways, it's being prioritized. |
| 00:42:26 | 00:42:28 | And the fact that they're looking at the same kind |
| 00:42:28 | 00:42:29 | of analytiks that TikTok does, |
| 00:42:29 | 00:42:31 | watch time and all this other stuff, |
| 00:42:31 | 00:42:34 | that to me means that they're prioritizing short form |
| 00:42:34 | 00:42:36 | content and they're valuing it. |
| 00:42:36 | 00:42:39 | I'm reading tea leaves here or whatever, but yeah. |
| 00:42:39 | 00:42:40 | And I think that's really, |
| 00:42:40 | 00:42:43 | really cool for a lot of creators and that, |
| 00:42:43 | 00:42:45 | but that also means that the longer stuff |
| 00:42:45 | 00:42:46 | is going to get |
| 00:42:47 | 00:42:50 | shot down in the algorithm because that watch time is gonna |
| 00:42:50 | 00:42:51 | be lower because it's gonna, |
| 00:42:51 | 00:42:54 | if you're posting a four plus minute video, |
| 00:42:54 | 00:42:56 | meandering on about some random insightful, |
| 00:42:56 | 00:42:58 | I'm sure insightful subject, |
| 00:42:58 | 00:43:00 | the algorithm is not going to be loving it |
| 00:43:00 | 00:43:02 | as much as it might have in the past. |
| 00:43:02 | 00:43:05 | These trends are speaking to the fact that TikTok |
| 00:43:06 | 00:43:09 | is even affecting the way that LinkedIn is looking at video. |
| 00:43:09 | 00:43:11 | And these insights are insane to me. |
| 00:43:11 | 00:43:14 | And so anybody that's producing anywhere else, IG, |
| 00:43:14 | 00:43:15 | or anywhere else, |
| 00:43:15 | 00:43:17 | like they should be re-sharing it over to LinkedIn |
| 00:43:17 | 00:43:18 | and taking full advantage |
| 00:43:18 | 00:43:20 | of that new and improved analytiks, |
| 00:43:20 | 00:43:23 | that should be very encouraging for people. |
| 00:43:23 | 00:43:27 | - Daniel Kading this has been really, really, |
| 00:43:27 | 00:43:28 | really fascinating. |
| 00:43:28 | 00:43:30 | And so many people listening to this are like, oh my gosh, |
| 00:43:30 | 00:43:31 | you're kidding me. |
| 00:43:31 | 00:43:33 | The things I'm doing over on the other social platforms |
| 00:43:33 | 00:43:35 | I can actually do on LinkedIn, you know? |
| 00:43:35 | 00:43:36 | - Yeah. |
| 00:43:36 | 00:43:37 | - And they've got a lot of people who are good |
| 00:43:37 | 00:43:39 | at writing and they're like, wow, okay. |
| 00:43:39 | 00:43:42 | I didn't even think to do some of these ideas |
| 00:43:42 | 00:43:43 | that you were toking about, |
| 00:43:43 | 00:43:46 | about just sharing stories of my experiences |
| 00:43:46 | 00:43:49 | and the struggles that I deal with and all the other things |
| 00:43:49 | 00:43:51 | that are going on in my business and my life on LinkedIn. |
| 00:43:51 | 00:43:53 | How fascinating. |
| 00:43:53 | 00:43:55 | If folks wanna find you on LinkedIn |
| 00:43:55 | 00:43:57 | or they wanna reach out to you anywhere else? |
| 00:43:57 | 00:43:59 | Where do you wanna send them? |
| 00:43:59 | 00:44:04 | - Yeah, so my website, Daniel Kading, K-A-D-I-N-G.com. |
| 00:44:05 | 00:44:08 | It's not that impressive, but it does the job. |
| 00:44:09 | 00:44:11 | And if you wanna find me on any one of the social platforms |
| 00:44:11 | 00:44:15 | that I'm on @ brandwithDan, it's all the same, |
| 00:44:15 | 00:44:16 | same orange picture. |
| 00:44:16 | 00:44:19 | So you should be able to find me. |
| 00:44:19 | 00:44:23 | And I'm very active on Twitter as well as TikTok and IG. |
| 00:44:24 | 00:44:26 | And LinkedIn is my mothership, as I like to say. |
| 00:44:26 | 00:44:29 | So if you wanna find me there, Daniel Kading, same thing, |
| 00:44:29 | 00:44:30 | same orange picture. |
| 00:44:30 | 00:44:33 | And yeah, feel free to check me out. |
| 00:44:33 | 00:44:35 | I tok about a lot of fun stuff. |
| 00:44:35 | 00:44:37 | I really try to make LinkedIn a fun community |
| 00:44:37 | 00:44:38 | and a great place for people |
| 00:44:38 | 00:44:40 | to actually share their ideas |
| 00:44:40 | 00:44:43 | and build community and yeah, just spread good vibes. |
| 00:44:43 | 00:44:45 | Hey, I'm from Colorado after all, right? |
| 00:44:45 | 00:44:48 | So yeah, we're all about it. |
| 00:44:48 | 00:44:48 | - Thank you Daniel, |
| 00:44:48 | 00:44:50 | so much for sharing your insights with us today. |
| 00:44:50 | 00:44:51 | We're better because of it. |
| 00:44:51 | 00:44:53 | - I really appreciate you having me on, thank you. |
