Creating Content

Once you’ve determined your target audience, you can finally start creating your content. You will need to decide what you want to say, how you want to say it, and when you want to say it. Carefully consider what you want your readers to do with the information that you are releasing. Start by defining your topic and deciding:

Once you have answered these questions, you can set aside time to brainstorm and take the time to shape your thoughts into meaningful ideas. You are trying to decide what stories you want to tell and what information is going to achieve your objective. Then, it is all about creating an outline to tell the stories or identifying what your company is missing.

Next, you will need to narrow down your topic to fit the timing of your article. The content you are creating needs to be relevant at the time of your marketing campaign. If you skip this step, you may end up with out-of-date content or content that is based on unreleased information.

Even this LinkedIn course may already have out-of-date information based on what they create or change on the site!  Please let us know if you find something and we will update it immediately.

Your content should be original and initiate engagement and discussion. Make sure to add graphics to your articles and blogs, choose an eye-catching and effective cover image for articles, and cite your sources. Publishing the right information for the right customers will help you boost your thought leadership status in the given industry.  

Creativity Wins Bites

Be careful not to add the same, boring stock art people overuse. Be creative. Head over to CC Search – Creative Commons to find free images. If your content is about building customer loyalty, will you be better off with two business professionals shaking hands or with a happy cow in a field?

A title such as “Why You Don’t Want Your Customers to Bite” with a picture of a guard dog might be more effective and get attention. Your immediate introduction can clear the reader straight about the content and tie in your clever subject and photo. And your article may get more readers than ever. Of course, the kind bites that drive success! 

Also, you don’t need to go overboard on the word count when posting an article to LinkedIn for lead generation purposes. According to, the ideal character count of a post is 248.

This means that even short and sweet can get the job done if you provide enough value in those 40 words. Don’t forget LinkedIn is used more sparingly compared to other social media platforms, so you only have a few minutes to make the desired impact.