Content Marketing, Engineered by Wendy Covey “Don’t Be Boring” with John Espirian (technical copywriter and the author of Content DNA)
Episode from March 8, 2021
KEY TAKEAWAYS:
1.PERSONAL PROFILE WINS COMPANY PROFILE ON LINKEDIN
In almost every case, a personal profile will get more exposure on Linkedin than a company profile. So what smart companies (or brave companies) will do, is empower personal brands of people who work for them.
2. BUILD THE WELL BEFORE YOU’RE THIRSTY
Even if you don’t have something to promote right now, build audience, build trust. Because if you have something to promote, and you post only then, it feels salesy. But if you got a constant content flow – he is always there, he is always answering questions, and he happens to promote something right now – it’s ok, because he’s got that baseline of activity.
3. THE SECRET RECIPE FOR ENGAGING CONTENT
For content that gets the best engagement, there is an acronym CHAIR. The content must be: Challenging, Helpful, Amusing, Interesting, Relevant.
4. LINKEDIN STORIES – WHAT TO EXPECT?
A rather new feature is Linkedin stories. John said he does not get many views on his Linkedin stories, but nevertheless: it’s a good way of staying in the conversation, because your face appears on the top of someone’s home feed. Good way of reminding – he is still there! Even if people don’t watch stories, it’s just a reminder, that the person exists. So when the time comes, when they need to make a buying decision – maybe they will remember you.
5. IMAGE POSTS ARE NOT NECESSARILY THE BEST
John: “Document posts are my best performing posts and they are outperforming image posts by the factor of 4 to 1 on average. Anybody can create a PDF or PPT: It’s a relatively easy way to get a lot of views.”