| > > Doing work that matters might. > This is a pre-requisite for winning on LinkedIn. The kind of content that performs best are strong opinions informed by actual expertise. > > Go for depth over frequency. > Unfortunately that's not the way marketing works. 95% of your audience is not 'in-market' and ready to buy when they see your content. Sometime over the next 3-5 years they may move into a buying lifecycle, and they are much more likely to trust you, and therefore buy from you, if they've seen your content 1,000x vs a couple of long reads. Don't you think there's a contradiction or trade-off here? If you've written about your content 1,000x, you could have spent that time on doing more "work that matters". Perhaps the "practical impact" is something like `quality-of-work * times-you-share-it`, but let's not pretend optimizing one doesn't take time away from the other. |
If someone is a freelancer that makes websites more accessible then what qualifies as "practical impact" will change. Finding clients who need your service, sharing your work with others so they can see what you do, actually doing the work, dealing with boring but necessary business admin, etc... All of that is necessary.
And optimizing one precisely does mean avoiding taking time away from the others. If you work for yourself then you have to get clients / sell products -- there's no way around that.
Anyone who is serious about that type of marketing knows you treat it like a system.
You have evergreen content that you evaluate to see if people find it useful and engaging.
You slowly build up to having a library of that evergreen content. Maybe it's something like 30 long-form blog posts that people really love.
You then chop up those 30 blog posts into useful nuggets for posting on whatever social channels your audience is on (e.g. LI). Say you end up with 150 actually useful nuggets.
And then you rotate through those. Maybe you post three a week. It will take about a year to get through them all.
Then you rinse and repeat. That's an oversimplification, but you get the point. And this is clearly amenable to partial or full automation or delegation after you've written the original blog posts.
It works because not everyone sees your posts. If your most popular nugget is #57 and you only post it once, you can bet it will be popular again next time you post it and that new people will see it.
That's how you get your 1000x of content in a way that doesn't really take any extra time if you already were wanting to do long form writing anyway (which anyone with expertise really should do, if they enjoy writing).