Content is king – wrote Bill Gates in 1996.
You as a social media manager scratches your head every day on how to generate good content.
By analyzing massive post data, we will guide you through how to generate engaging content. We have the power to harness statistics from big data after all. Some insights can be resolved only by analyzing a large number of post data.
We’ve analyzed 140,975 LinkedIn posts from November to March 2021 over 104,913 users.
What about the popular keywords being used? Here are the notable nouns from the list.
- business: 21,453
- new: 20,087
- time: 15,473
- help 12,500
- 2021: 12,021
You see the mentions of the words: new, time, and 2021. That’s the formatting of news agency. We all like lively content. It keeps our content fresh and engages with our audience.
Help is another content cheat sheet you can throw in your post. Help immediately messages you’re offering something of value to the users. The sheer fact you’re being considerate the other side, your feed’d be appreciated.
Who You Should Address Your Post
Next we will take a look at subject lines. That is how you should frame your post audience.
So which subject line should you be using?
- you: 10,2378
- I: 58,587
- we: 48,401
You must have heard the old saying of you. What’s the value in it for the audience. That old marketing wisdom is still relevant today. You want to phrase it so that your network can digest your message as smoothly as possible.
“I” sounds bad up front. But if you wrap it around right storytelling framework, it can generate powerful narrative for your audience. You believe in certain message? You had a peculiar negative experience in your management? Share that with your own twist. We love human stories after all!
Let us look into the top 1% of the posts ranked by like engagement counts.
- you: 242
- I: 157
- we: 54
While the order of popular words remain the same, the usage of “we” drops much more in the top list. The collective message appears in the context of team promotion. Maybe your company achieved something and you want to be part of it. While that is a perfect approach for cooperation, that is not what your network wants. It’d come off pitchy after all. They want to know about YOU, not your company.
If it’s part of a team project you’ve worked on, describe the part you’ve contributed. Remember “I” is more powerful than “we” in the LinkedIn context.
These are simple tips you can incorporate in your next post. Be sure to be timely with the word new and exact time. And make sure to frame your message in you term.
That is a simple tip yet so many people don’t practice because we are so busy with self-promotion. Try to mix your strategy and test the engagement rate.