Most people overthink LinkedIn content — and that’s why they never post. They think they need a perfect strategy and viral content, but here’s the truth: you don’t need to do everything — you just need to start.
Social media guru Andy Neary breaks it down perfectly: there are three main ways people consume content — and you only need to focus on the one that feels right for you.
1. Video
Video builds connection fast because people can see you, hear you, and learn from you at the same time. Neary says, “I watch YouTube every morning. I follow people, and even though we’ve never met, I feel like I know them.”
If you’re comfortable on camera, go for it. Video creates trust faster than any other medium.
2. Written Word
Not into video? No problem. Some people prefer reading. If writing feels more natural, create LinkedIn posts or articles.
Example:
"Most business owners overlook this one detail in their property insurance — and it could cost them thousands. Here’s how to fix it."
When you provide valuable insights, people will keep coming back.
3. Audio
If talking feels easier than writing, try a podcast or audio clip. People love listening while driving or working out.
Example:
"Here’s why cyber liability is the #1 coverage gap for businesses — and how you can fix it today."
Five Types of LinkedIn Content
Once you’ve chosen your format, here’s what Neary recommends you post:
- Call to Action – Ask your audience to take action (like signing up for a webinar). But don’t overdo it — 10-15% of your content should be direct calls to action.
- Case Studies – Share how you helped a client solve a problem, the process you used, and the results you delivered.
- Credibility – Post about awards, testimonials, and wins. When people see others trust you, they’ll trust you too.
- Personal Stories – Personal stories create likability — but tie them back to a business or life lesson.
- Education – Teach something valuable. When people learn from you, they’ll trust you — and when they trust you, they’ll buy from you.
Why Personal Stories and Education Work Best
Remember:
- Personal stories create likability.
- Education creates credibility.
If you’re only likable, you’ll get stuck in the friend zone. If you’re only credible, people will see you as smart — but they won’t feel connected to you. You need both.
The Key: Pick One and Start Posting
Neary says it best: “If you’re comfortable with video, do video. If you hate video, write. If you’d rather talk than type, do audio.”
Stop overthinking it. Just pick the format that feels natural, stay consistent, and focus on the five core types of content. That’s how you build trust — and trust is what makes people buy you!