we are in 2024 and in my opinion the content strategy in LinkedIn needs a total revamp I'm going to explain in this video how I created a following base of other 85,000 marketers and Founders across the entire Globe if you want to build a community or an audience you need to have a specific topic and a specific strategy to talk about this topic you need to create fresh and unique content that is different from other creators and you also need a distribution strategy like what to post when to post it and how do you engage
with other on the platform overall it's a set of questions that create your distribution strategy and in this video I'm also going to explain how I created my content strategy on LinkedIn and the framework that I actually used but first I will give you a bit of context about the current content framework that most people use and that in my opinion is not pragmatic enough so as you can see on this Slide the current framework is called tofu mofu bofu it stands for top of funnel middle of funnel and bottom of funnel basically what it
say is that you should start by top of funnel content which is mainly about your stories that is about inspiration you know like things that can be relatable for anyone on the platform then you have the middle of funnel content which is content that will talk about your industry your expertise at kind of a broad level and then the last type of content is bottom of f which is basically content that is here to sell so the core principle of this framework is really simple first you attract a lot of people in your audience and
network with stories with broad content second you refine your Audience by building authority and creating more specific content related to your expertise and third you sell with precise content solving a specific pain or problem all right so that that's the current framework that most people use on every social channels including LinkedIn and I'm going to tell you why I think it's not the best one first reason if you have a B2B business that it's specific and Niche you don't need to attract broad audiences because they might be not interested by what you are selling second
reason is if you're building a following base with only people that are not really interested about your expertise when you will post specific specific and offer content the people in your network will not engage with it because they are not interested and overall the content will plunge so third reason it's related if you build a following base of people that are not interested by your expertise content you will get addicted to the broad content like the broad top of funnel content because it will be the only way for you to get likes and engagements and
fourth reason LinkedIn right now in my opinion is prioritizing expert content rather than personal stories so this was the current framework for Content creation and the four reasons why I think it's not the best one right now now I'm going to explain my framework that I've been using for the past two years and that is pretty effective in my opinion as you can see on this Slide the framework doesn't look that different but the mindset behind it is very different so it's called The Authority First framework basically we will lead our content with expertise rather
than with personal stories and top ofal content so everything starts from industry content basically 70% of what you are posting on the social channels will be about your expertise your industry and your specific skills here you have to shift your focus from growing an audience to sharing useful insights to increase your Authority in your industry so publish 70% about your expertise your opinion on the industry some analysis trends howtos or infographic that describe a specific problem in your industry here what is important is that you don't copy your competitors all the insights that you are
sharing come from your experimentation come from your experience or expertise so it's the only way to create unique and fresh content that cannot be seen on other platform or from other creators because you know what nobody wants to read content that come from generic sources like gen Ai and that is overall a commodity so that's the first part of the authority first framework publish 70% of Industry related content that will build and increase your Authority the second type of content that you need to share is personal stories that are related to your industry expertise or
your career and entrepreneur Journey here is different from the first framework because you are not leading with broad personal content you are leading with authority but then when your Authority is kind of settle and increasing you can also talk about yourself or about your company so talk about your personal brand or your brand why because at the end of the day people buy from people so if you incarnate your content it will be easier for you to sell to give you an example I started publishing personal stories to Incarnate my content after building authority and
I saw an uplift in inbound leads and closing rates thanks to this type of content so this should represent 15% of your content and you should publish about how you got where you are now with stories and opinions you can also share behind the scenes like what happened behind the screen like how you normally work what you do when you are not working so personal stories you can also do build in public so showing how you are creating your company or how you are building your career and giving updates like on a weekly or monthly
basis and you can also share personal opinions on life topics that will show that you have a strong personality and that it will be interesting to work with you the goal here is to connect with potential buyers and also with your audience showing your personality puts you by definition in a monopoly State because VAR is only one you with your personal stories your opinions and your expertise in the market all right so that's the second type of content personal content it should represent around 15% of your content that you publish on social channels I'm going
now to talk about the third type of content but first please don't forget to like the video subscribe this is the first time I do that like the video subscribe and uh you know like what the other creators said on YouTube so the third type of content we can call it conversion content or offer content here it's really simple it's the way to transform all this Authority and aess and Impressions into prospects and revenue pipeline so the goal here is to either sell your offer directly or to lead to a Content upgrades or to lead
to a call or a demo with your target audience so the very first thing obviously is that you need to set up your profile on the social Channel it needs to be really clear what you are offering so your offer needs to be clear consistent coherent easy to understand and has obviously a high perceived value when this type of profile is properly set up your offer content will have better conversion rates so the first thing you you need to do when you are creating this type of content is choosing the objective of the piece of
content do you want more newsletter subscribers do you want more product users do you want more free trials do you want more sales calls do you want more Discovery calls do you want more coaching clients you see you have to define the objective every time you do this type of content then the goal here is to be granular in the way you help your clients so what is their problem explain it agitate this problem and then give your solution this is the Pas framework problem agitate solution it's really useful for this kind of content because
your target audience will feel concerned and they will feel that you have a solution for them that they're ready to buy once again here if your offer is a commodity and you are sharing the same thing as everyone like we will boost your Revenue you will not get a lot of conversions because no one wants Commodities especially online my piece of advice if you are evolving in a red oan with a lot of competitors you should have a strong positioning in order to be different in order to have a unique and fresh Vision on the
market so if you feel that it's not the case yet before actually creating this type of offer content you should build a strong offer with a strong positioning and a strong messaging and for this type of offer content it should be around 15% of your content plan so overall if I summarize here is what you should do if you want to use the authority first framework first you should create Authority content like 70% of your content should be about your expertise industry and specific skills you can share opinions on the market your point of view
but also Trends analysis and so on the second type of content should be more personal content that will help you to Incarnate your brand or your personal brand so share personal stories behind the scenes or be in public so this should be 15% of your content plan and the third one is offer or conversion content that will help you to actually sell or to achieve other objectives such as getting more subscribers on your newsletter or getting more sales scores here you should talk about the problem of your client and offer a solution with different angles
and also don't forget to have a strong offer and a strong profile in order to increase the conversion rates of this type of content this should represent 15% of your total content plan so 70% for Authority content 15% for personal stories and 15% for offer content before this video ends let me tell you first that this is not the best framework if you want to First grow a very broad following very fast and followers count is the only thing that matters to you second you don't really want to be perceived as an expert what you
want is to have a strong broad presence on social media and third if you don't have anything to sell it might not be the best framework because all the principle of this framework is to build a revenue Channel with social media that was my authority first framework I think it's a very good strategy for you to put in place right now in order to leverage different social channels such as LinkedIn Instagram and Twitter it's also a good way to start your content strategy and if you want to go further on the content strategy you can
download my guide that will give you the four core principles of a good content strategy and then you will be able to build a strong ecosystem for your brand thank you for watching this video and I will see you in the next one
