LinkedIn Content And Ads

🔑 What separates a good LinkedIn post from a great one? Great posts aren’t just read....... They’re shared, discussed, and remembered. Here’s the formula to elevate your content: 1️⃣ Hook Them Early ✨ Use the first 2–3 lines to grab attention. Example: “The biggest LinkedIn mistake? It’s not what you think.” 2️⃣ Deliver Value ✨ Focus on educating, inspiring, or solving a problem for your audience. Example: “After running 50 campaigns, here’s what I’ve learned about LinkedIn’s algorithm.” 3️⃣ Create Conversations ✨ End with a CTA that sparks comments. Example: “Agree or disagree with these tips? Let’s discuss below!” 4️⃣ Polish for Readability ✨ Use short paragraphs, bullet points, and white space to make your post easy to skim. Why It Works: ✅ Hooks draw readers in. ✅ Value keeps them engaged. ✅ CTAs build relationships. Final Thought 🌟 Great posts don’t just inform, they connect. They make your audience feel seen, heard, and ready to engage. What’s your formula for creating LinkedIn content that stands out? Let’s discuss it! 🚀 #LinkedInTips #ContentThatConnects #EngagementSuccess

Organic reach is down 65% on LinkedIn. And the feed gets more crowded every day. More people posting, more ads and a new algorithm. Despite the headwinds, some creators are still crushing it... because the fundamentals of good writing haven't changed. Here’s how they’re making it work: 1/ Create an “Aha” Moment An insight that makes the reader go, “I hadn’t thought of that.” 2/ Make People Feel Seen Make the readers think, “that’s so true”, or “I can’t believe she said that out loud!” 3/ Lead with Personal Experience Real experience and authority hooks earn trust right off the bat. 4/ Begin with a Negative People care more about avoiding pain than improving. 5/ Make Your Reposters Look Good People share content that makes them look smart, kind, or virtuous. 6/ Show Before–After Transformation Show where you started AND where you are now. 7/ Use More White Space Keep 2–3 lines per paragraph - and let your ideas breathe. The algorithm keeps changing but principles like being clear, speaking with authority and talking to emotions always work. Learn why your content works because when you do, you never run out of ideas. 📌 Start posting. Here is your free playbook: https://saywhat.ai/course/ ♻️ Repost to help your network win on LinkedIn. ➕ Follow me (Will McTighe) for more like this.

How I figured out exactly who I can reach on LinkedIn (and built a 2,000-person target list in 20 minutes): Last week I needed to scope a new market for notus: construction companies in DACH. I wanted clarity on who I'm trying to reach, whether they actually spend time on the platform, and how to get more touch points with them through content, ads, network expansion, and DMs So I opened LinkedIn Sales Nav and ran this process: 𝗦𝘁𝗲𝗽 𝟭: 𝗙𝗶𝗹𝘁𝗲𝗿𝗲𝗱 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗳𝗶𝗿𝘀𝘁 (𝗻𝗼𝘁 𝗽𝗲𝗼𝗽𝗹𝗲) Most people go straight to Lead Search. I did the opposite. I filtered for construction companies with €100M+ revenue in Germany, Austria, and Switzerland. LinkedIn gave me around 700 relevant companies. I saved them all to an account list. 𝗦𝘁𝗲𝗽 𝟮: 𝗟𝗮𝘆𝗲𝗿𝗲𝗱 𝗶𝗻 𝗯𝘂𝘆𝗶𝗻𝗴 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 I saved that general list first. Then created a second list filtering for companies showing buying indicators: → Department headcount = internal team composition → Growing X team (pick the function) = signal for certain offers → Job postings = active hiring (perfect if you're selling HR/recruitment) → Funding rounds = signals growth (great for selling to SaaS) 𝗦𝘁𝗲𝗽 𝟯: 𝗙𝗶𝗹𝘁𝗲𝗿𝗲𝗱 𝗳𝗼𝗿 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 I took my saved company list, went back to Lead Search, and filtered for people working at those accounts. 12,000 people appeared. I added one more filter: "Posted on LinkedIn" in the last 30 days, which put me at around ±2000 people. It's the only filter we have to get closer to active users. I'd rather have a smaller list than a bunch of inactive accounts. I can always expand from there if needed. This gives me cleaner data to work with. 𝗦𝘁𝗲𝗽 𝟰: 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝘁𝗼 𝗳𝗶𝗻𝗱 𝘄𝗵𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 ±2000 was the total. But I focused on decision-makers. So I ran more filters: → 300+ were Director level or above → 700+ sat in operations roles → 60% were based in Germany, 25% Austria, 15% Switzerland This helped me know exactly who I was writing for. 𝗦𝘁𝗲𝗽 𝟱: 𝗘𝘅𝗲𝗰𝘂𝘁𝗲𝗱 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 Now comes the actual "outreach". I can do this manually or with a tool. I ran campaigns for the decision makers in Switzerland and decision makers in Austria/Germany, which let me A/B test acceptance rates across audiences. Swiss decision makers hit 27% acceptance rate → Austria and Germany only got 10%. Clear signal that my profile resonates better with Swiss executives. As these campaigns ran and my network grew with these target personas, I sprinkled in some niche-relevant content such as a construction case study with Hubert. Still tied to my core service, but showing I’ve operated in their world. The goal was to make sure they know I exist and start building the relationship. Next up will be running targeted thought leadership ads to this audience. Let's see how it goes. P.S. Want a vid walkthrough? Comment "TAM" and we’ll DM it to you.

Yes companies are hiring, but... Competition is high. So I asked some clients who landed jobs what worked. Here are 7 ways you can stand out from the crowd (from what they shared): 1/ Make an Entrance with Video - Record a Loom video to introduce yourself and your skills; share it with hiring managers, recruiters, people you're trying to network with. - Double down by sending a personalized video as a heartfelt ‘thank you’ post-interview. 2/ Share Your Voice - Utilize LinkedIn's audio messages to add a human touch to networking (Mobile-only, connections only). - Being underutilized, this can lead to surprisingly high response rates! 3/ Map Out Your Success - Draft a 30-60-90 day plan outlining your goals and strategies for the role. - Share during interviews to exhibit proactive thinking and engage in constructive dialogue. 4/ Be a Problem-Solver Extraordinaire - Identify an issue the company is tackling and craft an insightful proposal or visual presentation. - Example: Company expanding into new markets? Share strategies for capturing market share. 5/ Pen Your Way to Success - Compose an article or blog post showcasing your expertise and share it on LinkedIn or Medium. - Not an expert? No problem. Share well-researched insights on trending topics and add your own take. 6/ Become the Host with the Most - Organize webinars or podcasts discussing industry trends or challenges. - Network by inviting industry guests - it’s a win-win for building relationships. 7/ Brand Yourself Like a Pro - Share valuable content regularly and establish your presence on LinkedIn. - Dedicate 30 minutes to an hour daily to engage with your network and connect with industry professionals. -- p.s. - like and repost if you think this could help someone in your network ♻ #jobsearch #jobinterviews #networking

How to Start Posting on LinkedIn (Even if You Feel Like You Have Nothing to Say) A lot of people tell me they want to start posting but feel nervous. They worry they only have a few ideas, or that they won’t be able to keep up a regular rhythm. They wonder if posting even matters for their career (spoiler: it definitely can). The truth is, you already have plenty to say, and LinkedIn is one of the easiest places to share it. Here are some practical ways to begin: 1. Share what you’re learning Talk about a course you’re taking, a podcast that gave you an “aha” moment, or a new tool you just tried. People like hearing about things they can use themselves. 2. Reflect on your work Did your team hit a small win? Did you face a challenge and learn from it? Even the behind-the-scenes of your day can be interesting. 3. Offer practical advice Post a tip that makes your job easier, or a mistake you made that others can avoid. Quick, actionable insights resonate. 4. Highlight people and relationships Celebrate a colleague, thank a mentor, or share wisdom you picked up from a recent conversation. Recognition posts build goodwill. 5. Comment on your industry React to a news story, event, or trend in your field. Share your perspective on why it matters. 6. Share your personal story How did you get into your career? What pivot shaped you? Lessons from your first job are often more relatable than you think. 7. Ask questions Invite discussion with prompts like: “What’s the tool you can’t live without at work?” or “What’s one piece of advice you’d give to someone starting out?” 8. Reuse and remix Turn a slide deck into a few posts, pull takeaways from a talk, or repost an old note with an update. You don’t always need something brand new. 9. Just have fun Tell a story about your kids, share a game you love, post about a hobby outside of work, or even something zany that made you smile. People connect with the human side of you just as much as the professional side. A lot of people say, “Posting on LinkedIn won’t get me a job.” I understand the skepticism, but here’s what I’ve seen: posting helps you get visible. Visibility leads to connections. Connections lead to opportunities. The majority of jobs are filled through networks, not cold applications, which are deadweight in this environment. Posting is not the only step, but it is a proven way to stay top of mind, alongside commenting, calls, events, and more. You don’t need to post daily. Even starting with once a week is enough. Collect ideas in a notes app as they come to you, then pick one to share. It doesn’t need to be perfect, it just needs to be real. It helps me to imagine every post is just for a single close friend or loved one rather than hundreds of thousands reading it. If you post weekly, that’s 52 chances a year for people to see your voice, your ideas, and your story. That is worth it. So here’s my question: What’s one idea from this list you could turn into a post this week?

5 ways LinkedIn silently kills your post. No warning. No explanation. Just... gone. Analyzed 600,000+ posts, found algorithm behaviors that LinkedIn will never publicly acknowledge. Some are brutal. Some are bizarre. All are real. 1.     The 60-Minute Cliff Your post gets 50+ engagements in the first hour. Comments flowing. Likes stacking. You're thinking "this one's going viral." Then... nothing. Complete flatline at minute 61. We've tracked posts where 50%+ of ALL lifetime engagement came from that first hour — then the algorithm just... stopped distributing. No second wave. No extended reach. Dead. Why? Our theory: LinkedIn's "quality gate" triggers at the 60-minute mark. If engagement velocity doesn't hit a specific threshold relative to your follower count, the algorithm assumes the content peaked. Distribution stops. 2.     The “See More” Shadow Ban This one's eerie. Post something critical about LinkedIn, gender issues, religion, or politics. Get decent engagement. Someone clicks "see more" to expand your post and... It vanishes. Not scrolls down. VANISHES. Gone from their feed entirely. We've replicated this dozens of times. The post still exists on your profile. But it's been quietly removed from active distribution. No notification. No policy violation. Just algorithmic erasure. 3.     The Ambassador Penalty This one breaks my heart. You have 15-20 loyal supporters. Real people. Genuine fans of your content. They comment on everything you post — manually, thoughtfully, because they actually care. And LinkedIn punishes you for it. When the same accounts engage with your content repeatedly, the algorithm flags it as "artificial engagement patterns." Your reach gets throttled. Sometimes immediately. Your biggest fans are accidentally killing your distribution. 4.     The Ghost Follower Drain You have 10,000 followers. But only 2,000 are "active" (logged in within 30 days). LinkedIn doesn't care about your total count. It calculates engagement rate against your 𝘦𝘯𝘵𝘪𝘳𝘦 follower base — including the ghosts. So your 200 likes on a post? LinkedIn sees that as 2% engagement on 10K followers. Mediocre. Distribution slows. Meanwhile, someone with 2,000 active followers gets 200 likes and LinkedIn sees 10% engagement. Exceptional. 5.     The Hashtag Trap Using hashtags should expand your reach, right? Not anymore. Posts with 3+ hashtags now consistently underperform posts with 0-2 hashtags. But here's the strange part: it's not gradual. At exactly 3 hashtags, we see a 15-20% reach drop. At 5+, it's 35%+. LinkedIn's spam detection now treats hashtag stacking as a manipulation signal. The very feature designed to help discovery is now triggering suppression. The algorithm isn't evil. It's just optimizing for metrics we can't see. Understanding these hidden rules won't guarantee virality. But ignoring them guarantees suppression. Which of these surprises you the most? Drop a number (1-5) in the comments

Struggling with what to write on LinkedIn? Here are 6 places to find inspiration: 1️⃣ Your Past Experiences: They say “Experience is the greatest teacher” but this doesn’t only apply to you. Your experience also serves as a lesson for others. Reflect on university days, internships, early career struggles, or recent work challenges. Whether the outcome was positive or negative, someone in your network could benefit from your story and it could serve as prime content to share on LinkedIn. 2️⃣ The Holy Spirit: The first person in the Bible filled with the Spirit of God wasn’t Abraham, Moses, or David—it was Bezalel, a craftsman and creative (Exodus 35:30-35). Many of my posts come from moments of prayer and worship because God, the ultimate Creator, empowers creatives with wisdom and excellence to produce content, business strategies, campaigns, designs and more. If you’ve never tried it, ask the Holy Spirit for LinkedIn post ideas—you’ll be amazed at what flows in. 3️⃣ Daily Conversations: Some of my best posts started as casual chats—whether with friends, coworkers, or managers. Pay attention to discussions that spark insights worth sharing. (Shoutout to my friends - Ntua Edia, Oluwapamilerin Ayo-Fisher, Bochola Sara A. who’ve unknowingly inspired posts! 😆) Just remember: respect confidentiality. If a conversation was private, either anonymize it or ask permission before posting. 4️⃣ Books, Podcasts & Other Media: Every book, podcast, or YouTube video you engage with is potential content fuel. Share key takeaways, how you’ve applied lessons, or why a particular idea resonated with you. Bonus: Credit the source so others can learn from it too. 5️⃣ Other Content Creators: Follow creators at different stages—established experts, peers at your level, and beginners. This mix exposes you to diverse perspectives that can spark your own ideas. When inspired by someone’s post, reference them and add your unique spin. Start with 3 creators in your niche, engage daily, and let their content ignite yours. 6️⃣ Events, Webinars & Conferences: Industry events are goldmines for content. Share keynotes that shifted your thinking, networking takeaways, or how a panel discussion changed your approach. Even if you didn’t attend live, summarizing a recorded session with your insights adds value. Your turn: Which of these will you try first? Or do you have another source of inspiration? Drop it in the comments! 👇 ———- Follow me for more personal branding tips 😉 #personalbranding #breakintotech #earlycareer #linkedincontent

Your LinkedIn headline is one of the first things a recruiter reads about you. More than that, though, it’s an important part of search results. When a company uses LinkedIn Recruiter to search for candidates, the information in your profile’s headline weighs heavily in search results. Optimizing your headline is like optimizing your entire profile for better placement results when recruiters run a search. My favorite formula for a LinkedIn profile headline is: TARGET JOB TITLE | 3 HIGH-PRIORITY SKILLS | PERSONAL BRANDING STATEMENT Let’s break down each one. First, you want to use your target job title. If I’m a recruiter running a search on LinkedIn for a client services manager, I will use this position title to pull profiles of candidates who are already in this role or have past experience in this position. Second, as a recruiter, I will include specific skills in my search that are critical to success in the role. I might use “customer relations,” “sales,” or “operations.”  This will give me a list of candidates with the relevant experience and skills required for the role. Third, the personal branding statement is your chance to convey value to the hiring manager. It’s what gets them to click on your profile and read it, versus another candidate. It’s your unique differentiation factor. On my profile, I use this personal branding statement: I help executives attract better job offers with personal-brand-focused resumes.   This branding statement communicates who I help (executives), the value I deliver (attract better job offers), and how I do it (with personal-brand-focused resumes). Those three elements combine to create a unique value proposition. When creating your personal branding statement, include who you help, how, and to what end. I used this headline formula to update my husband’s profile last year when he launched his job search. He received a message from a recruiter within 24 hours of his headline update. Melissa, one of my LinkedIn Unlocked course students, saw a 1,277% increase in profile views after updating her headline. Another student, Josh, saw a 2200% increase in profile views after updating his. #Networking #JobSearch #Careers #LinkedInTopVoices

I stopped writing on LinkedIn for two months. Not because I didn’t have ideas—I had plenty—but because I thought my posts weren’t good enough. Every time I sat down to write, the same questions haunted me: “Will this resonate with anyone?” “What if it sounds repetitive?” “Am I even creative anymore?” And so, I’d close the draft, convincing myself I needed more time to “perfect” it. The irony? That time only made it harder to start again. Overthinking doesn’t just waste time—it creates fear where none existed. And fear loves to linger, keeping us stuck in a cycle of inaction. It took me two months to gather the courage to hit “post” again. When I did, the response was nothing short of encouraging. That’s when it hit me: overthinking had stolen time I could’ve spent learning, improving, and connecting. Here’s what I’ve learned to fight the overthinking trap: ✨ Done is better than perfect. Share your thoughts. You’ll always have room to grow, but growth needs action. ✴️ Create, even when it’s messy. Some of the best ideas emerge in imperfection. *️⃣ Focus on impact, not approval. Write for the one person who might need to hear what you have to say. If you’ve been holding back—whether it’s a LinkedIn post, a project, or even a conversation—remember: the courage to start is far more valuable than the fear of not being good enough. Have you ever struggled with overthinking? How did you overcome it? Let’s learn from each other! LinkedIn LinkedIn News India LinkedIn Guide to Creating #Overthinking #CreativityUnlocked #ProgressOverPerfection

I’ve helped 100+ clients craft 1,000s of LinkedIn posts in the past 4 years and still never run out of content ideas for any profile. The solution is simple- By asking the right questions. Often, the best posts come from asking the right questions. Here are 20 questions our of the 200 that I ask myself (and you can too): - What’s one challenge I’ve faced recently, and how did I overcome it? - What’s a common misconception in my industry that I can clarify? - What’s something I wish I knew when I started my career or business? - What’s one trend I’m noticing that no one’s talking about yet? - What’s a mistake I’ve made, and what did it teach me? - What’s a question I get asked all the time, and how can I answer it better? - What’s one piece of advice I’d give to someone entering my field? - What’s something I learned from a recent failure or setback? - What’s a small win I achieved this week, and why does it matter? - What’s a habit, tool, or mindset that’s made a big difference for me? - What’s something I saw today that challenged how I think about my work? - What’s a story from my past that shaped how I approach my work today? - What’s a piece of advice I received that I didn’t follow—and why? - What’s one thing people overcomplicate that can actually be simple? - What’s something I’ve changed my mind about recently? - What’s a framework or process I use that others might find helpful? - What’s a moment that made me feel proud of the impact I’m creating? - What’s one way my industry could improve, and how I am contributing to that? - What’s a surprising insight I’ve gained from talking to my customers or team? - What’s something I’m still figuring out, and how am I approaching it? Let these be your guide the next time you’re staring at a blank screen. Pick one, dive deep, and see where it takes you. Because content creation isn’t about waiting for inspiration, it’s about knowing where to look for it. Which question will you start with today? #linkedin