How To Create Engaging Content On LinkedIn (14 Best Tips & Tools)

Creating engaging content on LinkedIn can feel like a mystery. You know it matters to your career goals, but your production isn’t hitting the mark. The likes and comments on your posts aren’t rolling in like you hoped. Instead, they’re barely crawling in. If this sounds familiar, you’re not alone. Many professionals struggle with LinkedIn content creation. The good news is that this article will help you turn things around. Keep reading to learn how to create engaging content on LinkedIn that will get you noticed for all the right reasons.

Bluecast’s AI content tool for LinkedIn can help you achieve your objectives for learning how to create engaging content on LinkedIn. It quickly generates post and article drafts that are personalized to your voice and target audience. Use these drafts as they are or customize them further to produce the kind of content that will reach your goals on LinkedIn.

7 Benefits of Using LinkedIn Content Marketing

LinkedIn is not just another social media platform; it’s the platform for professional connections and business growth. LinkedIn thrives on meaningful, business-focused interactions unlike other networks' fast-paced, meme-driven nature. Here, your audience isn’t just scrolling for entertainment; they’re looking for valuable insights, industry updates, and opportunities to engage with brands that matter to them.

With over 1 billion members spanning 200 countries, LinkedIn is the ultimate global hub for professionals, mentors, and decision-makers. It’s not just about gaining traffic; it’s about creating a community of engaged followers who view your brand as a trusted voice in your industry. When done right, LinkedIn content can amplify your reach, showcase your expertise, and open doors to partnerships and sales opportunities.

1. Gain Access to LinkedIn’s Massive User Base

LinkedIn’s user base exceeds 800 million members, with approximately 310 million monthly active. By tapping into this vast network, you can expose your brand to a broader audience and generate more high-quality leads directly from your content.

2. Get in Front of Decision-Makers

Since LinkedIn is a professional platform, large portions of the user base are decision drivers: those individuals tasked with making decisions for companies, corporations, and brands. As such, you have a higher possibility of gaining access to them.

3. Expand Your Reach

Publishing or sharing content on LinkedIn expands your reach, allowing you to connect with current or potential customers and their networks. Also, if you use hashtags in your content, you can reach others interested in your offer, helping them find you more easily.

4. Increase Networking Opportunities

The structure of LinkedIn consists of connections and followers, increasing your networking capacity. You’ll be able to cultivate relationships with your followers and continue to do so with your connections.

When you post relevant and engaging content that directly speaks to your target audience, you increase your chances of sharing what you know with those not currently in your network, enticing them to follow or connect more readily.

5. Drive More Traffic to Your Website

Traffic, especially to B2B websites, increases due to LinkedIn, so sharing content can cause users to navigate your website to learn more about you and what you offer.

6. Lead Generation

Lead capture forms are essential tools websites use to collect information from visitors. These forms help businesses gather details about potential customers, allowing them to understand their interests and needs better.

The quality of the data collected through these forms is crucial, as it directly impacts the effectiveness of your marketing efforts. High-quality data enables more targeted and personalized interactions, increasing the chances of converting leads into customers.

Quality Leads 

Through LinkedIn Advertising, LinkedIn is highly effective for generating quality leads. According to Sprout Social statistics, 62% of B2B marketers find LinkedIn a valuable source of leads, accounting for 33% of purchase intent. This means that LinkedIn not only helps in acquiring leads but also significantly influences their decision-making process.

By leveraging LinkedIn’s advanced targeting options and vast professional network, businesses can attract the right people, those who are more likely to convert. This makes LinkedIn a powerful platform for B2B marketing, connecting you directly with the business professionals who matter most to your goals.

7. Leverage LinkedIn for Recruitment

To effectively leverage LinkedIn for recruitment marketing, follow these key steps:

• Raise Awareness: Increase the visibility of your company and its job opportunities.
• Engage with Potential Candidates: Interact with candidates through relevant content and meaningful conversations.
• Tailor Your Approach: To make your outreach more effective, consider the needs and preferences of your target candidates.
• Focus on Hiring: Streamline your hiring process to convert interested candidates into employees.

9 Types of Content That Best Serve as LinkedIn Posts

1. Text-only Posts: The Underrated LinkedIn Content Type

Text-only posts are exactly what they sound like: posts where the text does all the talking. Why use them? Text posts can help drive engagement. Consider posing a question to catch your audience’s attention and encourage them to comment. Or, use a list to summarize takeaways, wins, or ways people can help.

2. Single-image Posts: The Most Basic Visual Content Type

A single-image post is a photo, screenshot, infographic, or other static visual accompanied by optional text.  Why use them? An eye-catching visual can quickly capture your audience's attention and tell a richer story than text alone. Posts with at least one image typically get two times more comments than those without.

3. Multi-image Posts: More Visuals For Better Engagement

Multi-image posts allow you to showcase multiple static images in an engaging collage that people can click and expand to view more detail.  Why use them? Using several eye-catching visuals allows you to share more context and can drive increased engagement with your post.

4. Native Videos: The Most Engaging Content Type

A native video post is video content shared with your followers on LinkedIn (note: the platform supports a range of file types).  Why use them? Video can heighten the emotion of your message and create a more personal connection between you and your audience. Unlike embedded videos, such as YouTube links, native videos autoplay on members’ LinkedIn feeds, making people more likely to pause and watch.

5. Articles: Long-Form Content for Serious Posts

Post editorial-style articles directly from your nonprofit’s LinkedIn Page on the LinkedIn platform.  Why use them? When you publish an article on LinkedIn, your followers and supporters can comment on the article directly and easily share it with their networks.

If you @mention another member or organization in the article, they’ll get a notification about the mention, making them more likely to see and engage with your content.

You might use articles to:

• Share announcements
• Details about a new campaign and thought leadership
• Insights to inform and educate your audience

6. Newsletters: Keep Your Audience Engaged Over Time

Publish a recurring series of newsletters directly on LinkedIn.  Why use them? The newsletter feature on LinkedIn allows your team to quickly create and publish professional, eye-catching newsletters from your nonprofit’s LinkedIn Page.

When you make your first newsletter, all existing followers of your Page will be notified, encouraging them to subscribe. Depending on their settings, subscribers may also receive push and/or email notifications.

7. Documents: Share Your Resources with Supporters

Upload and share PowerPoint presentations, Microsoft Word documents, and PDFs with your supporters.  Why use them? Easily share resources and information, such as annual reports and research, by uploading documents directly to LinkedIn.

8. Celebrate an Occasion: Give Kudos to Your Team

Acknowledge occasions and milestones using your images or animated assets that LinkedIn has created for you.  Why use them? Use the “Celebrate an occasion” feature to give kudos, announce project launches, mark milestones, or welcome new members to the team.

9. Polls: Generate Quick Engagement with Your Audience

Run a poll with up to four options (max. 30 characters per option) on LinkedIn. Your poll can be open for one day, three days, one week, or two weeks.  Why use them? Polls are a quick and easy way to generate engagement.

Use them to gather information about your audience (e.g., the type of content they’d like to see or their opinion on a trend). You could also consider quizzing them on fun facts about your nonprofit or cause and posting the correct answers.

Boost Your LinkedIn with AI-Powered Content Creation

Bluecast empowers B2B professionals to amplify their LinkedIn presence through AI-powered content creation and management. This helps them grow their audience and drive revenue without the typical content creation bottlenecks. Whether you're repurposing existing content from various formats or crafting original posts that match successful writing styles, Bluecast's AI content tool for LinkedIn streamlines the entire process from ideation to scheduling.

Perfect for marketers, founders, and agencies looking to maintain a consistent, engaging LinkedIn presence that delivers business results. Get started with a 7-day free trial today—no credit card is required.

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How to Create Engaging Content on LinkedIn

The first rule for crafting an effective LinkedIn post is to tailor your content to your audience. So, before putting a single word in the box, take some time to understand your audience. Who are they? What are their interests, pain points, and aspirations? To answer these questions, you need better to understand your audience’s demographic and psychographic characteristics. Are you confused by these terms?

Let’s simplify them. In demographic profiling, you gather data on your audience’s:

• Age
• Gender
• Location
• Education
• Income
• Other quantifiable characteristics

On the other hand, psychographic profiling unravels your audience’s personality, values, interests, and lifestyle and gives you a peek into their motivations, desires, and pain points. The insights from both types of profiling will empower you to make better-targeted LinkedIn posts that will strike an emotional chord with your audience and foster genuine connections.

Diversify Your Content

Long story short, online content is about emotions and personal stories, not advertising. Users don’t read but scan it, looking for something that would reflect their inner world when they scroll through a newsfeed. LinkedIn is about business, so brand storytelling is what you need to master. Tell your company’s story, chapter by chapter, for readers to dive into the highest possible reality. Stories trigger emotions and, therefore, sell. 

Consider these rules: Every story has a hero. Every story has a plot. Applying the core principles of human perception and thinking in stories, you’ll hook readers and get a positive emotional response. Reflect human values in stories, and make sure your brand’s global goal resonates with them. Stories need to be unexpected yet relevant to your brand. 

In the case of LinkedIn, tell your brand story through the following content types: 

• Blog posts: Introduce them with a personal comment to engage readers and make them crave more. 
• Case studies, research, and industry news: build awareness and trust, turning your company page into a reliable information source. 
• How-to and list-style tips: They perform best on LinkedIn and get more likes and comments than other post types. 
• Company updates: Let people know what’s in there for them and how your new features will help them succeed.

To get LinkedIn members to click on your content, make it educational, informative, and relevant to their interests. People come to this platform to grow professionally, not to waste their time.

Master the Art of Structuring LinkedIn Posts

Since reading online is 25% slower than in print, be careful when structuring your LinkedIn posts. First, focus initially and narrow your thoughts to the maximum. The golden rule here is “one post = one thesis.” Also, make the first sentence of your post-eyebrow-raising. Write something to create a wow effect and encourage readers to click “See more” for further details. 

Write a little-known fact, a behind-the-scenes experiment, a catchy quote, or an extraordinary insight. Use a conversational tone and avoid professional jargon to engage a broader audience. If you’re sharing your experiences on LinkedIn or another social platform, consider using a LinkedIn scheduler to optimize your posts for maximum visibility. Also, write short sentences and always end them on a positive note.

Craft Headlines That Hook LinkedIn Readers

As you remember, every online post is a story. So why start it with a dialogue to hook your readers? Also, the 50% rule suggested by LinkedIn’s international editor, Isabelle Roughol, should be used. Once you decide on the topic for your post, spend 50% of the time writing a perfect headline, while the other 50% will go to writing the post itself. The more effort you put into LinkedIn headlines, the better. 

Tips to consider here: 

• Most views go to headlines of 40-49 characters in length. 
• How-to and list-style headlines work best. 
• Avoid posing questions in your LinkedIn post headlines.

On LinkedIn, it’s okay to post longer status updates (up to 15 lines), but only the first three are visible. Together with a headline, they should sound like a teaser for readers to click “See more.”

Give Clear CTAs to Drive Engagement

While a captivating headline gives you a good start, an appealing call to action (CTA) will help you end your post better. CTAs are made to tell your audience what they need to do next. So, what do you want them to do next? You can spark engagement by posing questions in the comments section, leading them to your website, or kindly requesting them to share my post with their connections. 

Good engagement bears many benefits as well. The LinkedIn algorithm prioritizes posts that get good engagement in feed rankings. Your post is more likely to appear frequently in your followers’ connection feeds if they have gotten good engagement.

Declutter Your LinkedIn Post Descriptions

LinkedIn is all about professionalism and loves credible, long information. If you ignore how to format those lengthy posts, they can be a challenging read. It would be a loss to pour your heart and years of experience into a post and only watch it disappear into the LinkedIn abyss because it was just too hard to read. That’s a bummer. So remember to break those massive paragraphs into bite-sized one-liners. Small paragraphs are easy on the eyes and make the content digestible for the reader. 

Here’s another hack! Leave a little space between your catchy headline and the rest of your content, like three or four lines. LinkedIn will automatically tuck the rest of your post under a “read more” prompt, adding an element of intrigue. Additionally, you must use emojis and bullet points judiciously to make your content well-structured and a breeze to digest.

Enhance Your LinkedIn Posts with Visual Elements

Most people are visual, so they engage more when a social media post includes an image. It works with all platforms, but text-only posts perform best on LinkedIn. Yes, LinkedIn users are more readers than viewers, but it doesn’t mean you can’t grab their attention with visuals. 

Charts and diagrams are perfect for discussing case studies, trends, numbers, and updates. Given that LinkedIn users crave educational and informational content, you can pack it briefly to engage them and ask for feedback.

Harness the Power of Videos

One of the top marketers, Neil Patel, has recently nailed it on LinkedIn with video content. It got more prevalent than on Facebook or YouTube. Can you believe that? As per the numbers shared by HubSpot, among 38% of marketers using video content on LinkedIn, three-quarters of them reported it to be a successful tactic. Why do LinkedIn users love watching videos on the platform? It helps them understand a brand, product, or service better. Videos are more convincing as they embody the “Show, don’t tell” principle. 

They know that videos on LinkedIn are relevant, and they will get the information they need by all means. Try these video types to meet users’ expectations: 

• LinkedIn Relationship Building:  A video story about your business and how you started it would be helpful. 
• Product How-To's Simplified: Demonstrating its features and teaching the audience to use it. Like Uber did in their promo video, explaining a new chat feature for clients to use. 
• Product Updates & Previews: Post about your product and share previews of upcoming releases and events related to your organization or your target audience’s interests.

Engage with Expert Videos

Interview niche experts and passionate people like Allen Gannett interviewed CMI vice president Cathy McPhillips. LinkedIn is about learning and mentoring, so feel free to share lectures or business talks and opinions of leaders whose messages can resonate with your target audience. Head of Social Impact on LinkedIn, Meg Garlinghouse, often posts such video content to engage followers. 

Keep your videos short, make them look professional, and don’t forget to optimize them for mobile to boost views and shares. On top of that, video ads have come to LinkedIn, too. Why not use them to drive even deeper engagement and more sales? The data shows videos are 20 times more shareable than other content formats. By the way, we have a killer way for you to publish your LinkedIn content with minimal effort. 

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Get Started with a 7-day Free Trial Today - No Credit Card Required

Your LinkedIn profile serves as the foundation for your content creation efforts. A well-optimized profile helps you attract exemplary visitors and establish credibility. You want to make a great first impression with your profile. When someone clicks on your post, there’s a good chance they will check out your profile. A dull, generic, or incomplete profile will turn them off. 

Conversely, a polished, engaging LinkedIn profile will help you capture and hold their attention. Personalize your header to reflect your unique skills and expertise to make your profile more engaging. Write an attention-grabbing summary that tells your story and highlights your accomplishments. 

Don’t forget to include a professional-looking photo and an eye-catching cover image or graphic.

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