You have been posting and engaging on LinkedIn for a while but are not seeing the results you want. Maybe all the changes and new functionality LinkedIn has put forth have left you scratching your head about what type of LinkedIn content actually works. Or perhaps you’re new on LinkedIn and want a highly engaged following. We got you.

Team AOBM did their research, worked on multiple LinkedIn accounts, and experimented with various LinkedIn content types to determine the best ones for engagement.

The 7 types of LinkedIn content that get engagement are:

#1 Text Only Listicles

They’re exactly what the header says – only text. No images, no videos, no PDFs. Nothing to spice up the post except the content you put in it. I’m not talking about the long wall of text that you see, and pass right by, when scrolling on LinkedIn. I’m talking about text that makes your readers sit up and take notice. 

And the best way to do that, use lists to switch things up. They break up the text and make it easy to read. They’re also a great way to give your readers huge value with checklists, action steps, how-tos, or simple lists. 

#2 LinkedIn Newsletters

The best way to connect and engage with your ideal audience is by inviting them to subscribe to your LinkedIn newsletter. Anyone can discover, read, and share your LinkedIn newsletter. If you’re putting out valuable content that gets more engagement, LinkedIn will push it to more people. That’s more eyes on your content, more meaningful connections, and a better chance to build your authority. All of which translates into more aligned leads.

The best part … you don’t need to reinvent the wheel.

You can simply use your existing email content and push it out to LinkedIn as a newsletter. Or you can repurpose your blog posts, articles, videos, or social media posts into an engaging newsletter people would want to open. 

Take it from someone who knows. I went from 0 to 450 subscribers in less than a month. And they’re only growing.

#3 Question Posts or LinkedIn polls

The benefits of asking questions on LinkedIn are twofold:

1. People answer those questions leading to more engagement for your LinkedIn post.
2. You get to gather information about and understand your ideal audience and your community, better.

You can ask them about their preferences, likes, dislikes, opinions, choices, pain points, challenges, and more. For example, if you’re a mindset coach you can ask them if they prefer to receive mindset tips and tools as a pdf, audio, or a short video. 

And if you use LinkedIn polls instead of writing the question directly in your post, even better! A well-structured LinkedIn poll post has the potential of getting viewed by hundreds (if not thousands) of LinkedIn users. 

“Polls help you understand trends and opinions and can be a great conversation starter” – LinkedIn

#4. Native LinkedIn videos are an important type of LinkedIn content that gets engagement

LinkedIn videos earn an average of three times the engagement of text posts. After all, nothing is more engaging than hearing someone’s voice or looking at them while they talk. Plus, not many people post video content on LinkedIn. Giving you a chance to stand out from the crowd. 

And since LinkedIn doesn’t like people going off the platform, a video made directly on LinkedIn will have a better chance of being pushed to more people, generating more engagement.

With a LinkedIn video you can:

• Offer updates
• Share brand news
• Post personal stories
• Show behind the scenes of your work
• Post explainer videos

And more… 

#5 LinkedIn Documents

LinkedIn documents are the most versatile when uploading anything on LinkedIn. You can use them to make a carousel post with multiple images by saving all the images together as a pdf file. Like this post by Gary Vaynerchuk. You can also share slide decks.

Carousel posts generate curiosity because your audience can get more information only when they scroll to the next slide in the carousel. This also makes them more engaging than static posts. 

You can also upload a single-page PDF document full of value or entertainment.  

Like this:

On top of that, you can upload articles you’ve written for print, thought leadership pieces, whitepapers, and so much more. 

#6  Engaging one-liners 

Whether you use them with images or without, as a preface to memes and gifs, or to convey a serious sentiment, simple one-line statements are here to stay. They are super easy to read and very powerful if written correctly. 

You can use one-liners:

• As a hook to entice people to read a LinkedIn document or click on a link.
• To bust a myth or spark debate.
• Share an opinion.
• Inspire, motivate, and educate.
• Reshare posts and articles with commentary.

And so much more…

#7. Personal posts

Personal posts in any format or content type show people a slice of ‘you’. And people relate to people. They love that there’s a real person with their own thoughts, ideas, and experiences behind the posts they read. So whether these posts talk about your values, personality, or favorite book, they are sure to generate more engagement. 

These posts show what makes you different from the others while at the same time creating a connection with your audience. They make you more relatable to people and are capable of turning readers into fans.

Think about this…

If someone were to choose between three different individuals with equal skills, would they choose someone they could relate to or someone who felt like a complete stranger?

However, using these LinkedIn content types won’t guarantee engagement.

To be successful on LinkedIn you also need to:

• Be aware of what your audience likes.
• Be authentic and true to yourself. 
• Mix up the post types and experiment to see what works for your audience.
• Be consistent.
• Engage back with people who engage on your posts and leave comments.

LinkedIn marketing is a deep topic. While I hope this information has been useful to you, I am sure there are a lot of other tips that can be equally useful. So if you’ve any other LinkedIn advice, please comment below. We’re all ears. 

And if you’re looking for a team of heart-centered professionals to support you with your marketing activities, please don’t hesitate to reach out to Amazing OBM.