In Part 1, we covered why personal branding matters on LinkedIn and how to get your profile in tip top shape.
Now, let’s talk content and how to actually show up in a way that builds trust, grows visibility and works with the algorithm (not against it).
It’s all about (content) balance
The secret sauce? Mixing up your content.
Balance three types of content for maximum impact:
- Value-driven Posts: Share practical insights, how-to guides, and actionable tips that solve specific problems your audience faces
- Thought leadership: Offer unique perspectives on industry trends, personal experiences, and lessons learned from both successes and failures
- Personal moments: Include authentic glimpses into your professional journey.
Content formats that actually work
Based on the latest algorithm trends:
Document Posts (Carousels): PDF slideshows of 10-12 slides work brilliantly for educational content and generate exceptional engagement.
Short Videos: Keep under 2 minutes with compelling first 8 seconds.
Text + Images: Use authentic personal photos rather than stock images for significantly better performance.
Interactive Content: Polls drive high visibility and provide valuable audience insights.
Understanding the beast of the algorithm
In 2025, LinkedIn now favours:
- Niche Authority: Consistently posting around 3-4 core themes establishes thought leadership
- Engagement Quality: Comments carry more weight than likes – ask questions and respond quickly
- Native Content: Carousels, videos, and text posts get 25-40% more visibility than external links
- Dwell Time: Content that keeps users engaged longer gets broader distribution
Build daily habits
If you’re serious about growing, go beyond posting content and:
- Engage daily on 10-15 posts in your sector/industry/niche
- Focus on meaningfully growing your network
- Tag collaborators or team members in your content to maximise reach
Here’s what you really need to know
LinkedIn rewards those who provide genuine value within their niche.
So think of it as an easy recipe: combine thoughtful insights + regular activity + authentic engagement = real results!
Your personal brand will thank you later!
And if this still feels confusing, you know who to call (me)!
Sign up for a free express Linkedin audit below, which includes:
- A health check on your personal LinkedIn page
- Quick fix suggestions for your personal LinkedIn page
- Tangible next steps for your LinkedIn profile
