Tristan Layfield takes the first step in a series of dives into creating content on LinkedIn. One of the biggest hurdles for a lot of people is developing content on the platform, let alone content that drives engagement. Listen to the full tip to learn about whitespace and what Tristan considers to be the four main categories of content creators.
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Tristan: What’s going on, Living Corporate? It’s Tristan, and I want to thank you for tapping back in with me as I provide some tips and advice for professionals. Today, I want to dive into what may be a series on creating content on LinkedIn. When I’m working with clients on LinkedIn profiles, one of the biggest hurdles for them is developing content on the platform, let alone content that drives engagement. So I figured I would start talking about content creation on LinkedIn. Now I’ll only continue this series if I hear from you all that it is helpful. So make sure to reach out and let me know what you think! Before you can get to creating content on the platform, I would advise that you take a moment to consider what’s called whitespace. If you haven’t heard the term before, considering the whitespace, in this context, essentially means identifying the opportunity to create unique content around a particular topic. You want to identify content that is both uncommon, meaning it’s not something that is all over the platform already, and engaging, meaning people can easily identify avenues to interact with it. While there’s nothing new under the sun, you can find different ways to spin topics with your unique perspective and point of view. Now once you find your lane, next, you want to consider what type of content creator you are or want to be. Generally, there are 4 main categories. First is the visionary. Visionaries are typically industry-focused. The type of content they tend to share focuses on industry trends, predictions, opinions, and commentary. Second is the evangelist. Evangelists are typically brand-focused. The type of content they tend to share focuses on company culture and values, tech trends and innovations, philanthropy. Third is the guide. Guides are typically product-focused. They are usually the face of the product, meaning they tend to share subject matter expertise, FAQs, How-to’s, and demonstrations. Fourth is the mentor. Mentors are typically people-focused. They share career advice, leadership tips, and personal growth info. Now, I don’t think anyone stays solely in one of these categories. However, by clarifying where most of your content will lie, you can curate it better to connect with your target audience by creating a predictable content pattern. Thanks for tapping in with me today! Don’t forget; I’m now taking submissions from you all on career questions, issues, concerns, or advice you think may help others! So make sure to submit yours at bit.ly/tapintristan. This tip is brought to you by Tristan of Layfield Resume Consulting. Check us out on Instagram, Twitter, and Facebook @layfieldresume or connect with me, Tristan Layfield, on LinkedIn.