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How to create and publish engaging content on LinkedIn

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LinkedIn can be an excellent tool for lawyers to establish their brand, promote their practice and engage with potential clients.

But with over 900 million users and counting, how do you stand out and make your content engaging on LinkedIn?

The key is to create content that adds value to your followers and starts conversations.

In this blog post, we will discuss six tips for creating and publishing engaging content on LinkedIn.

Always aim to add value

The first step to creating engaging LinkedIn content is adding value to your audience. 

Avoid posting generic content that offers nothing new or insightful to your followers. Instead, focus on content that educates, informs, inspires or entertains your audience.

Posting generic content might get you attention, but it won’t help you build relationships with potential clients or establish trust in your expertise. Take time to brainstorm unique topics or insights you can offer your audience.

Share relevant news, industry trends or tips and tricks to help your audience navigate legal challenges.

Ask yourself the following questions:

  • What are the topics my potential clients are interested in? 
  • What are the pain points that they are experiencing? 
  • How can I provide value to them with my LinkedIn content?

Post LinkedIn articles

Posting LinkedIn articles is another excellent way to start posting engaging content.

Choose a topic related to the practice area you specialise in and write a compelling article that educates your followers. Whether it’s intellectual property, family law or corporate law, showcase your expertise by sharing your insights and opinion on legal issues.

LinkedIn articles can be an excellent way to build credibility, establish yourself as a thought leader and attract potential clients. Ensure you include relevant keywords in your articles to make it easier for potential clients to find you.

Remember to optimise your article title and use relevant keywords to help it get found in search results.

Engage with people on your posts

Creating engaging LinkedIn content doesn’t stop at posting. 

Once you publish your content, make sure you engage with the people who comment on your posts. After all, LinkedIn is a platform for conversations.

You can answer questions, thank people for their input, or start a conversation around your topic.

This will not only create engagement but also build relationships with your followers and show your willingness to help and educate your audience.

Remember, LinkedIn is a two-way conversation platform, so keep the conversation going.

Use images on your posts

Using visual aids on your LinkedIn content can make it more attractive and engaging. Images can break up long paragraphs and help readers better understand your message.

You can use various elements to present complex data in an easy-to-digest format, such as:

  • Graphs
  • Charts
  • Infographics

Make sure you choose high-quality images that you have permission to use and which are not copyrighted.

Keep in mind that not all images are appropriate or professional. Stick to images that are relevant to your post and add value to your audience.

You can create images using free tools such as Canva or Unsplash, which have pre-designed templates and images available.

Be personal

You don’t want to be too corporate on LinkedIn. Showing your personality and connecting with people on a personal level can help you establish stronger relationships and create more engagement.

Share stories about yourself, your work or even life events relevant to the legal industry. This will give your followers an insight into who you are and what makes you unique as a lawyer.

Just be careful, though, not to share anything that could be perceived as unprofessional or inappropriate.

Post behind-the-scenes content about your life, such as photos of you at court or doing research in the library. This will humanise you and show people what your work looks like and how passionate you are about it.

Plan your content strategy

Finally, consistently create engaging LinkedIn content with a content plan and strategy.

Take time out of your week to brainstorm ideas and develop a content calendar for the month. This will help you stay organised, avoid running out of ideas, and ensure that you post fresh content regularly. It also enables you to test which posts resonate well with your audience and which do not.

It can also be helpful to look at what topics other influencers are discussing in your industry and use them as inspiration for creating new topics.

Boost your LinkedIn strategy today

People need lawyers they can trust, and LinkedIn is a great way to build credibility and establish yourself as an expert in your field.

Following these tips, you can write compelling articles that attract potential clients and engage with existing followers. Start posting engaging content on LinkedIn today and watch your network grow! 

Need help getting started? We provide personalised LinkedIn training, tailored to lawyers, on how to optimise your profile and use it effectively. We will explain everything you need to know from the basics (optimising your profile) to the different ways you can connect and engage with clients, intermediaries and prospects (how to use it effectively).

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