Joe Gannon x Pragya from Shield

When it comes to writing online, it’s very easy to get caught up in perfectionism. We can agonize over what words to use, our tone, and how to be clear. This ends up doing far more harm than good. It can put us off from ever hitting publish!

The best way to write LinkedIn content is to break down the process into manageable chunks. Do not expect to write the perfect LinkedIn post straight away. Nobody can do that… that would be a superpower!

Instead, follow these steps:

Capture your idea
Write your first draft
Consider your structure
Refine your message
Add your hashtags and a hook

We’d recommend starting with getting words down. Edit and refine your message later.

1. Capture your idea

The first step to write anything online is to have an idea. It’s always smart to note down ideas as they come to you. Note them on your phone, in an app or in a workspace tool. This way, you’ll always have a backlog of ideas like a flowing stream. When it comes to writing a LinkedIn post, dip into your stream and pick an idea to write about.

2. Write your first draft

Take a blank digital page and begin writing... the hardest part is always starting. Do a brain dump about your chosen topic and focus on volume. Write the way you talk. Imagine explaining your idea to a colleague or a friend and write that language. As different ideas and topics come to you, simply jot them down, giving yourself permission to forget structure and clarity of message for now.

3. Look at your structure

After your first draft, the editing process can begin. Firstly, consider the structure of your post. Simply put, what’s the main message of the content? This needs to be indicated at the start of the post to hook the reader.

Next, what’s the meat of your message? The best LinkedIn content that we see follow simple structures. If you can, write a list, bullet points or break your thought into short and punchy sentences. This is important as your content will be consumed on both desktop and mobile and needs to be easy to read.

Now for the finale.

What’s the value you want the reader to take home? How can you end this post with a mic-drop?

You’ve introduced your concept, you’ve provided value and perspective and now it’s time to be memorable. Use a thought-provoking question, ask your audience a question to spark engagement.

4. Refine your message

Your LinkedIn content is almost ready to post! It’s now time to read it through. Have you captured your message in the way that you had desired?

It’s always useful to read your posts out loud as this will help you to spot if your writing flows or stutters. It’s common to remove 20% of your post in this stage as you find ways to communicate your message in fewer words.

5. Add your hashtags and a hook

We have an ultimate guide on hashtags sharing everything you need to know about them! Place your hashtags at the end of your post, before heading to the top to consider your hook.

Don’t forget, your goal is to stop people from scrolling in the feed to read your post. This is a big ask, and can be helped by incorporating a hook in the first line of your post. Capture the essence of your message, pique their interest with an interesting angle and consider the use of emojis to encourage them to read on.

So there you have it. Capture your ideas as they come to you and break down your LinkedIn posts with the above steps. The more you write, the easier you’ll find writing concisely and the more you’ll enjoy writing content on LinkedIn!

See you in the feed!

Joe Gannon x Pragya from Shield