2020 was the year where immigration LinkedIn content really started to blossom, in large part because of the issues around coronavirus with traveling, border closures, etc. With the pandemic still looming in 2021, this year is no different.
But because there’s a lot of immigration-related coronavirus content on LinkedIn right now – a lot of people end up posting more or less the same thing.
So here’s the big question: how do you decide what to share so that it stands out and is not just another post that gets lost in the feed? How can you create the best possible immigration LinkedIn content?
To have engaging immigration LinkedIn content, you need to deliver content that your network WANTS from you.
You might be posting a lot about topics relevant to your and career, but is your audience just as engaged?
Think about everyone you are connected to on LinkedIn. That’s your network. I think the most important thing for creating your LinkedIn content strategy is understanding your network. Understand what content they typically engage with, and who you are to them.
To help you do that, I’ve come up with some questions that will help you discover your own brand identity on LinkedIn and what exactly your network is looking for… from YOU.
Ask yourself these questions to figure out who you are to your LinkedIn network and what they want from you.
- Does your network look to you as an immigration law or updates curator? Are you the one in your network posting resources and links to news or new content that no one else is? For example, are you the lawyer who’s staying ahead of the coronavirus travel restrictions and posting links to relevant news articles or immigration policy updates to keep your network updated?
- Do they want your analysis? This can look similar to the ‘curator’ role but it’s slightly different. While you could be sharing the same resources and links, a curator often adds their opinion, like the Op-Ed section in a newspaper. Are people looking to your LinkedIn content for your “take” and your opinions on the latest news and stories and not just the links?
- Do they want practical tips from you? Do you post practical and useful tips like, “top 5 things to do for U.S. citizens looking to travel during coronavirus?” If that’s the case, people may be looking to you for your expertise on practical, actionable things.
- Do they want a distraction? Are you the one posting the viral sleeping puppy type of videos on LinkedIn? There’s nothing wrong with that! That’s an important type of content that is very popular on all social media platforms, including on LinkedIn– and especially during the challenging and stressful time that we’ve all lived through.
Now that you’ve read this list, do you know what kind of content creator you are? Some people are probably “Yes! 100%” but most people probably are not sure or see themselves in multiple categories.
If you think you fall into multiple categories, there’s one thing to do that will let you know immediately so you can start devising your LinkedIn content strategy… just start posting!
The most important part of figuring what LinkedIn content strategy is right for you: just start posting!
You have to try the content out! By that, I mean you have to start posting on LinkedIn. There’s no better way to learn about your audience than actually engaging with them. To start, think of the four different categories and try creating and posting 2 or 3 content pieces based on each type.
Once you start putting out various pieces of content in all of the four categories, you’ll be able to see how your audience responds. Did your thoughts on a news story get 10+ comments? Or did your network respond best to your picture of your puppy by work desk?
Now is the chance to really lean into the category or categories that works best for your network. And by the way, even if you lead with one type of content, you can always sprinkle in some of the other to keep your network involved and to show multiple sides of who you are.
Would you say this article was a practical tip? Or was it a welcome distraction from all of the COVID updates? See, I’m figuring it out too. Let me know what you think!