Introduction
LinkedIn isn’t just another professional platform; it’s a storytelling playground!
Wondering how to blend professional with personable?
In today’s episode, Mikkel Svold, founder of Montanus, breaks down the art of writing LinkedIn posts that truly resonate.
Get ready to challenge the norm! Mikkel dives into how emotion and authenticity can elevate your content.
Whether you want to shine as a thought leader or navigate the world of brand representation, Mikkel’s got the tips you need!
Join our lively chat and learn to create LinkedIn content that educates *and* engages—taking your audience from passive scrolling to exciting conversation.
Don’t miss out—hit play and revamp your LinkedIn game!
What You’ll Learn
1. How to write engaging LinkedIn posts for businesses and experts.
2. Balancing professionalism and emotion in LinkedIn content creation.
3. Strategies to provoke thought and drive engagement on LinkedIn.
4. Using AI for content drafting while retaining authenticity.
5. Importance of delivering value in every LinkedIn post.
Episode Transcript (AI Generated)
Hello and welcome to the Content Universe! Today I want to talk about how to write for Linkedin when you are a business or when you just want to be perceived as a top industry expert. Now my name is Mikkel Svold and I’m the owner and founder of Montanus which is a content production company where we do podcasts, LinkedIn posts, articles, blog posts, you name it! All that kind of stuff for knowledge driven companies probably like the one you are in yourself. Now when it comes to LinkedIn I think there is a perception that I want to address and the perception is that you need to be very professional on LinkedIn. Don’t get me wrong on this. I also kind of cringe when I meet those kinds of posts where you be that just belongs on Facebook or that just really belongs on Snapchat or wherever. All those cat posts, I kind of cringe on those too. But the fact of the matter is that those kinds of posts they also tend to perform really well on LinkedIn. And I think – I am pretty sure actually that that is due to one simple fact. The fact that the people who consume content on LinkedIn or read, view content on LinkedIn… they are also the same people who do it on Instagram, Facebook, you name it, name a platform, whatever. It’s the same people. And people are just people. So it’s not like when you put on your business suit, you then suddenly become a completely different person. Maybe when you’re at a meeting with your boss, but not when you’re alone on your way to the bathroom or when you’re just in that little break between tasks that you have. At those moments, you’re the same person. And what often happens is my argument is that once your desk scrolling on Instagram is done, Once you’ve completed Instagram, the next thing you press on will be LinkedIn. So you’re actually in the same mood. Now, that is not to say that the content that you should meet on those two platforms should be the same. I don’t think so at all. Because I think many people they also use LinkedIn as their go to medium for industry knowledge, for learning new stuff, for just being entertained, but on a professional level. So being sort of educated, I think that’s actually a word. Now, I have a few things that I want to say to you guys out there when you are producing posts for LinkedIn. And now, I need to make this clear. I am no perfect expert on LinkedIn. I don’t I haven’t AB tested like thousands of posts. I don’t have a record of just me jotting out posts every single day for like three years or five years. You can find tons and tons of those kinds of experts on LinkedIn. But the thing that I really do think about when I write for LinkedIn, but actually when I write for anything is that there is one thing you need to do and that thing is you need to move something in people. You need to have people in mind when you when you write for LinkedIn. And actually that goes for any platform you need to think about. It is human beings that you are addressing and you need to move something within them. Now some of the tips and tricks, if you look it up, you know just go google how to write a good LinkedIn post. It is really not hard. But some of the things that tend to pop up are facts that you can use or you can talk to different things within people and people react to different things. Those things are typically something that has to do with emotions. So you can make if you make a Linkedin post that is generally makes people happy. when you make people happy in a post it is a very easy thing to respond to. The perfect example of this is you know the company goes out on a whatever company tour and you have the picture of the whole company all happy faces eating a huge cake. That kind of post will perform really really well because it is just really easy to engage with. It’s really risk free to give a thumb’s up or to even say oh happy Easter or whatever you want to say to that so those kinds of posts typically perform really well. The thing about those kinds of posts is that they don’t really differentiate you from your competitors because I mean everyone goes out eating cake you know any now and then so think also about other kinds of emotions that you’ll feel comfortable with writing it can be anger but it could also be guilt it could be you know the feeling of surprise it could be the feeling or it can be in so many different feelings so of emotions that is another thing that you can choose to be the focus of your post would be if you dare so you can be a little bit provocative because when people when you provoke people they typically react and that is actually something that we do really appreciate when we are on the social media platforms because reactions means more spreading of whatever you are saying. of course this is the balance you need to keep because you can’t just provoke just to be provocative you also kind of need to provoke maybe a subtle way or at least speaking from the Danish point of view where we are kind of subtle in our humor anyway you need to be you know thoughtful careful about what you provoke and what kinds of things it’s not because I think should be afraid of you know stumbling into or you know head wind into shit storm because I don’t really believe in shit storms on a general level of course there are some shit storms that really are troublesome for some companies but most of us most of the companies out there you know they don’t really do stuff that’s shit stormy so it’s not really a thing so don’t be afraid of that. A slightly less controversial thing than saying something provocative would be to just jot out some kind of a statement and you can of course vary the harshness of that statement but if you have a stance on something specific within your own industry or maybe something that your industry really supports or maybe look at a larger you know a higher level so if you have a statement that kind of statement often often will result in people either applauding or asking why or or you know not applauding at all so statements can usually also be pretty good things to write for for LinkedIn I would say again because it moves something in people. Of course they’re also some of the more. I would say normal ones is like curiosity you can write for curiosity if you want to you know make people curious about something that’s a really good way to go as well and as very very risk free often because normally you won’t get hater comments on something that’s just you know sharing knowledge sharing cool stuff all that kind of stuff and and sparking curiosity. Now I think one thing that is really important especially if you’re a company or if you use LinkedIn professionally I think one thing that is really important to kind of establish yourself as a as an industry leader or as an as a thought leader or you know establish yourself as a brand either as you as a personal personal brand or the company establishing that brand or maybe positioning the brand higher in the market something like that I think it’s very important that you give value in every single post and really think about this why would people want to read this post why would they want to see this video what is it that is important that they take away from this post so if you don’t give value you’re basically just talking out in the air without really saying anything so give value sometimes also valuable if you show value so that could be like hey we’ve increased productivity by 25% just by doing this one thing here’s the trick that kind of thing so that’s also showing the value that you’re actually that you’re actually explaining and then of course invite the invite people into the dialogue invite for conversation this is really it’s a social media so you should really treat it also as a social place if you don’t invite people to interact with your content they probably won’t oftentimes people tend to only you know only answer when they are asked so if you don’t ask for them to comment on something if you don’t ask their opinion often times you would find that you just you just won’t get it of course there’s some people out there who just probably the first time asking bad or strange questions people hate me for that but anyway some people will you know spur whatever’s on their mind no matter if they’re asked or not that’ll be me but you know most people probably will sit back and just reading a journey instead of engaging and in this engagement that I think the real value lies so I think this really applies no matter whether you’re writing for a company page or you’re writing for your own personal profile or you’re maybe even writing for someone else’s personal profile so that can be the CEO of the company or whatever you and you need what you want to kind of keep her profiles kind of going every day and she doesn’t have the time to do it herself. So maybe you are ghostwriting for her. So I think what is really important you can use a lot of AI to do this. You can use a lot of AI to first draft a lot of these things. You know, just get into the workings of trying to use chat GPT or barter whatever. George, you know what’s they’re called Claude. That’s one of them. You can easily use that to first draft a lot of these posts but I think if you want to really add that authenticity and the human touch, I haven’t really found a good way of making AI do that by itself. I feel like there’s some mechanical thing. They might solve it in a year or two or maybe in 10 years but as of now, as of the recording which is January 2024, as of now I don’t think that you get that little human spark. It kind of just lacks that and you have to build that in. Alright, I think that’s it for this how to write for LinkedIn, at least from my point of view. I hope you enjoyed and of course, if you enjoyed this podcast, hit that Subscribe button and I really would appreciate it if you can actually engage. Well, go rate… go rate this! Is this something that’s cool? Is it just a waste of you? You know, my own and your time? Is it cool or not? So please rate it because that will give me kind of an idea whether I should carry on or whether I should just close it down. And of course, if you have any comments, just ping me. You can find my email on my website. But ping me with that and then I’ll see if I can adjust whatever whatever it takes. Alright. That’s it. That’s the content universe for today. And yeah, see you tomorrow.
