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 shape your thoughts into meaningful ideas. You are trying to decide what stories you want to tell and what information is going to help you achieve your objective. Then, it’s 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 If you skip this step, you may end up with outdated content or content that is based on unreleased information.

Even this LinkedIn course may already have out-of-date information based on what they create or change on the site!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 your industry.  

Creativity Wins Bites

Be careful not to add the same, boring stock art that everyone uses. Be creative! Head over to CC Search – Creative Commons to find free images. Make sure that the media you choose for the articles is as relevant as your content. Having a relevant, updated article won’t matter if you have a pointless photo.

A title such as “Why You Don’t Want Your Customers to Bite” with a picture of a guard dog might be effective and grab attention. If you use your immediate introduction to inform the reader about the content and tie in your clever subject and photo, your article could get more readers than ever!

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

This means that even short and sweet posts can get the job done if you provide enough value within 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 an impression.