LinkedIn as blogging — Kelford Labs Daily
The content that performs.
I was talking to a sales consultant yesterday about the type of content that performs best on LinkedIn.
We were introduced to each other because we both simultaneously discovered that what works isn’t your classic “thought leadership” content.
It isn’t content that tells other people what they should do.
It’s not even content that provides helpful tips and tricks.
No, it’s first-person, journal-style commentary.
Stuff like, “Today I was...” or “I just realized that...”
On the call, I suddenly realized what we were circling around:
In essence, it’s old school business blogging.
When I started “weblogging” back in the literal 1900s, the term implied an individual’s perspective. It was the experience of a person, their day-to-day activities and thoughts about those activities, infused with their own personality.
(The idea that a blog could be written from the perspective of a faceless brand would have been considered silly and infeasible.)
That’s what kicked off and interested me in the content marketing revolution, and I think a return to that form is what’s kicking off the transformation of LinkedIn.
I wonder if this stuff appeals because everyone fled X, and many ended up on LinkedIn? Or maybe it’s because AI slop content has bland, regurgitated “thought leadership” completely covered and cornered, so nobody needs any more of it?
Whatever the cause, I think the consequence is that if you want your LinkedIn content to get any engagement, it’s worth thinking about it as a business blog.
If you were keeping a public diary or journal about what you were up to, what you were thinking about, and what you were planning for the future, what would you write?
Take a cue from the ancient world of blogging and infuse your content with your personal, individual perspective and personality.
It doesn’t seem like LinkedIn is about showing how smart you are or posting brilliant advice anymore.
It’s about sharing your world and demonstrating what you care about.
Because good content is just a container for our care.
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