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Hello friends, and welcome new subscribers; thank you for following along!

Today, I want to show you how to write engaging content on LinkedIn. If you are a person who wants to position yourself as a thought leader, this is for you!

My study on February 26 has shown that 75% of content creators have seen decreased LinkedIn engagement since the algorithm updates in 2024. Understanding the strategies and tactics working on the platform is essential for anyone who cares about sustainable results with audience development.

The key takeaways:

• Audience reach (and impressions) has decreased by up to 50% over the last 30 days
• Audience engagement (likes, clicks, comments, shares) has decreased by up to 75% over the last 30 days
• Trends are common to both micro-influencers (audiences of ~10k) and top voices (audiences over 50k) on the platform

Adapting your strategy Vs. Hacking your way to a dead-end

“Don’t Chase trends. If you can just share knowledge into the world, I guarantee you, things are going to work out,” advises Daniel Roth, Editor-in-Chief and VP at LinkedIn.

Today I want to help you understand why most people fail with LinkedIn content in 2024

3 Common Pitfalls for (Effective) LinkedIn Content

1. A person’s brand image may be unclear; there’s too much of a “cognitive lift” to get what an audience needs quickly. 99% of the time it’s because the 3 W’s aren’t clear: Who is this person? What are they knowledgeable about? Why should I care? Top tip: You must accomplish the 3 W’s with your profile in 10 seconds.
2. You are inconsistent with publishing frequency and timing, vital for retaining and expanding a loyal audience. It’s hard for people to get hooked on your content and fall into a rhythm. Think of it like “live” TV programming, you want people to tune in to your content over coffee or lunch, for example.
3. The content feels like lecturing; it’s surface-level and does not trigger authentic engagement. Without inviting people into a deeper connection with personal opinions, data, and storytelling — you miss out on triggering conversations.

For these reasons, it can be confusing and frustrating when content doesn’t get traction. LinkedIn continually updates its algorithms, and signals from yesterday are quickly out of date. A current trend is bailing on LinkedIn for another platform, like Twitter.

Today I want to help you understand best practices for effective audience development on LinkedIn in 2024. You don’t need to jump ship, like Sully.

Here’s the 5 part framework. I’ll teach it to you in 3 minutes.

1. Quality Counts — The most crucial part is the hook. To grab attention, you could share a surprising fact, trend, or a polarizing/thought-provoking question. Posts with a strong hook are quantified by clicks to “…see more” and benefit from more eyeballs (reach, impressions).

Here are successful hook examples:

Without a good hook, there will be no eyeballs on your content. So, friends, start practicing.

2. Be Consistent — People who publish daily get more reach and engagement. My study into Top Voices at the mid and high range (250k audiences and up, see chart below) shows that posting twice daily is the norm. If you are starting on your path to an audience of 10K, like I did in 2023, a simple way to think about it is to post quality content at least once a day.

Do you need to shapeshift into the content machine to be a Top Voice? Not exactly. On my journey towards an audience of 20k (60% accomplished), I’ve leaned into systems, frameworks, and technology. A pro tip is to create content in batches during weekly sessions. Then, schedule the content to be published daily.

3.Start Conversations – people often engage when you ask a thought-provoking question. One approach to boost engagement is incorporating research and insights into your question to prove an idea.

Another tactic is a call to action in the comments. Get the fire started by posting your comment with a bold point of view. Picture yourself with a friend, and be real about it.

Another tactic is to tag sources of your research (names) to encourage specific people to share their points of view with a comment.

4.Inject Personal POV – Sharing a story from your life is an evergreen strategy. Consider a belief that your life experience has shaped. Or, you may want to share your opinion on an industry trend, bust a myth, or share a harsh lesson that others could relate to. Use visual and emotional language to bring a story to life; show what it felt like, don’t tell.

5.Lead With Data – Share a research study and the takeaway for your audience. An easy way to start would be to share third-party industry reports or research studies. You can leverage Google alerts to find these on verticals your audience cares about. The next move would be to do primary research, as I do by running polls and desk research, on industry trends and opportunities.

Additional tips:

Personal Branding: Invest time in developing a brand that reflects your true personality and values. Your brand should resonate with your target audience. This involves having a consistent tone and style across your posts and interactions.

Authenticity: It’s not enough to create and post; interacting with your audience is essential. Regularly respond to comments on your posts and engage with other users’ content too. Picture yourself chatting to this person at a coffee shop, in everyday language, sharing your authentic self and real feelings. This is how to create genuine connections and build a community around you.

Use Video and Articles: Don’t limit yourself to one type of content. Diversify your profile using various content types, both videos and articles. This will help you cater to different audience tastes and ensure your profile appeals to a broader audience.

Use Relevant Hashtags – Including three hashtags in your post can help more people discover your content through search and SEO.

Incorporate Visuals – Remember that posts with original imagery, rather than stock assets, will often get much better engagement.

Add Links – Contrary to a common myth, LinkedIn’s product team states that including an off-platform link does not decrease the reach of your post.

Keys takeaways:

1. Write engaging content with a robust hook to attract more engagement.
2. Publish quality content regularly, ideally daily, to increase reach and engagement.
3. Start conversations by asking thought-provoking questions and encouraging comments.
4. Share personal stories and opinions to create authentic connections.
5. Base your content on data with citations to add credibility and value.
6. Use relevant hashtags, original visuals, and links to increase the discoverability and engagement of your posts.

That’s all for this edition.

Cheers, friends.

Noah “Do The Things You Fear Most” Koff

PS. If you found this helpful, there is more here:

1. Subscribe to my newsletter for tips on building a thriving online business you love.
2. Join our newsletter companion, the Growth Garage for $1. I made a three minute explainer video about the community, why I’m doing this and who it’s for.
3. Follow me on LinkedIn where I release new content every day.
4. Has this been helpful for you? Help a guy out by dropping a comment below, I’d love to hear what’s been good for you!

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