In 2018, I created the most commented video on LinkedIn at that time.
The e-book attached to the post gathered 9,000+ new email subscribers for our agency, K&J Growth.
Here is how to implement this LinkedIn content strategy.
PART 1: POST FORMAT & BREAKDOWN
I’ll start by breaking down the copywriting to show you how to create a post with a big outcome and a small cost (I wrote about this on LinkedIn recently) for people to replicate your results.
Intro:
“Last week I connected with the Prime Minister of New Zealand.”
The introduction has to be a banger. Connecting with a notable human is a big asset. In this case, it was Jacinda Ardern (I’m not sure I’d use Christopher Luxon today, but you get the idea).
Second sentence:
“And only ninety days ago I had 400 connections, today I now have over 4800+ people who are a part of my community on LinkedIn.”
This is known as the hero’s journey. I started small, but in a reasonably short amount of time, I 12x’ed my audience. I started with nothing, then came out the other side with a lot.
The Middle:
“In this time, I’ve:
– I’ve connected with employees and CEO’s of New Zealand’s and Australia’s biggest companies
– Had over 500,000 views on my content
– Called and shared coffees with 77 different CEO’s, GM’s, authors, editors and entrepreneurs
– Had over 112 book suggestions from the Editor in Chief of @Entrepreneur Magazine through to New York Times Best Selling Authors
The greatest lesson I’ve learned from building this community is that regardless of who you are and what position you’re in, people always want to offer help, you just need to ask for it.”
This talks about all the benefits I’ve received since doing what I’ve done.
I won’t go into the details of how to build this offer but remember the golden rule: offering something that has a big outcome with little effort is key to creating good LinkedIn content.
The Outro:
This leads people to watch the video, but the most critical piece here is the call to action “Send it over”.
“I want to say thank you to a few people who have helped me understand what real marketing is and how to build a community -Sarah, Jonathan, and Kate
I’ve also created this video to share with everyone I’ve connected with.
I’ve written a 50-page case study outlining exactly how I did this and if you want it just leave a comment saying, “Send It Over”
PART 2: GAMING THE SYSTEM FOR ENGAGEMENT
The goal for viral uptake should be roughly 40 comments and 40 likes within the first hour of publishing and an action point to make others copy that same action.
Here is how to ensure this happens.
1. Jump on Facebook or whatever platform has your besties (you’ll need at least 60 people on this list) on it that will comment on a LinkedIn post for you
- Send a message to those people – here is an example of the one I sent
I sent a version of this message to 60 other friends and entrepreneurs to ensure that I’d get engagement on my post as soon as I published it.
- Once the post was published, I then sent this follow-up
In the first hour of publishing, my post had 52 comments, and the rest is history.
Ready to see your LinkedIn content reach 1M+ views? At K&J Growth, we’ve helped others achieve viral success, and we’d love to help you do the same. Contact us and we’ll make it happen with our LinkedIn content strategies!
Contact us here: K&J Growth
For more insights and tips, connect with us on LinkedIn: K&J Growth
Make sure to check out our Co-founder on LinkedIn too: Kale Panoho
