5 Tips on Creating Content for LinkedIn Publishing

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Tips for creating LinkedIn content your followers will actually read

Just add wine....only kidding.

It’s been over twelve months since LinkedIn first kindly opened the doors to its publishing platform, presenting anybody who wanted it with the opportunity to build their reputation as a key influencer in their industry by creating and distributing original content directly via the platform itself.

Many users - us included - seized the opportunity with both hands, and why wouldn’t we? As the largest business network in the world, a well placed article on LinkedIn can do more to help brands and professionals alike to establish their standing as industry thought-leaders and generate leads than even our websites could do on their own.

Yet what if you’re not a five-star copywriter or marketing professional? Does that mean you need miss out on all those opportunities that publishing on LinkedIn has to offer? 

Not at all. 

Whether you’re struggling to generate ideas for your next article, or looking to reap the rewards of content sharing without the need to pen Pulitzer-level prose, here’s our tips on how to create content on LinkedIn for both authors and non-authors. 

1. Be a content curator

With such an abundance of content out there, not only on LinkedIn itself, but on blogs, news sites and social media, it’s not always easy for readers to find and make sense of the most relevant information on a given subject, theme or event. Which is why more and more of us are relying on good content curators to help them out. 

And that’s where you come in. More than simply posting a list of links or another unwieldy data dump, you’ll be sifting the volumes of existing content, picking out the best of the bunch, and presenting it within a context that helps your readers make sense of any given story.

2. Provide a commentary on existing content

You may have come across articles or other content that gave you plenty of food for thought recently. Why not use them? If you’ve read something that you think you could expand on, offer a unique take on, or otherwise feel compelled to comment on, go for it. 

From creating a straightforward review of an existing article (making sure to reference it with a link) to using it as the foundation for an entirely new thought piece, you can further establish your brand as one worth paying attention to. 

3. Review a book, workshop or product

Whether it’s taking the next step in our careers or increasing our business sales, many of us are on the look out for tools, services or simply new information that can really help us achieve our goals. 

If you’ve recently read a new book, attended a course or tried out a new service that you believe could really help your connections achieve their goals, why not tell them about it. You don’t have to be the next Roger Ebert to write a review. Just be honest, share your thoughts, keep sharing them, and watch as your audience starts turning to you for recommendations on things that can help them to achieve their goals. 

4. Bring out the old content

Struck with the dreaded curse of writers’ block? Start sifting through some of your earlier posts. At best, it might spark a new idea and open the floodgates for a stream of new content. At worst, you may well find that there’s been new developments on a subject you wrote about long ago. 

You can always revamp and revitalise that old post with new information or perhaps a commentary on how things have changed since you first wrote it. 

5. Be topical

Current events can be a great source of inspiration for new content. From high profile occasions like the Oscars, Anzac Day or the Super Bowl to the economic climate or that news story that seems to have everybody talking, look at how you can join the conversation by presenting a unique angle from your industry’s point of view.


And don’t forget that you don’t have to do it alone, find yourself an awesome copywriter who gets to know you and your brand, who takes the time to understand your business and how you write and think. You can outline your thoughts and the goal of your article and have them take over and do their magic, or task them with topics, issues and guidelines and then you put your finishing touches to it when it comes back. As long as it’s YOUR thought leadership and your ideas, I think it’s fine for us all to get a helping hand. We can’t be good at everything can we !!?? 

Do you have your own suggestions for creating compelling LinkedIn content? Have you found one particular content type especially effective? We’d love to hear from you in the comments below.


Still not clear on how to use LinkedIn properly? We’re here to help. 

Ph 0421 147 620

Sonja Firth loves working with executives and key business leaders, supporting them across the complex and ever-evolving digital landscape. Using social media and online content to market brands, individuals and ideas globally. As a LinkedIn specialist, she’s used LinkedIn in her own businesses for over 5 years and as a consultant using LinkedIn for clients from a wide range of industries. Sharing her LinkedIn knowledge through in-house and public workshops and soon to be available online short courses.