How can you improve your reach and engagement on LinkedIn? It all starts with your content. John Espirian, Technical Copywriter and author of Content DNA thinks that boring is the new risky. He's seen too many companies and individuals crank out mediocre and often self-promoting LinkedIn content on an inconsistent basis, and then those same folks wonder why they aren't getting value out of the platform.Think about the last time you were on LinkedIn. What prompted you to visit? I imagine you spinning the scroll wheel on your mouse at a rapid pace, and then something makes you stop. What was it about the content that drew your attention? Was the post from a company or a person? John shared a research finding that LinkedIn visitors are more likely to interact with people in their network rather than businesses. Add to this the expansive nature of personal networks over business, the case is compelling that your company's LinkedIn strategy should have employees, not the company, at the forefront. Successful LinkedIn engagement springs from consistently posting on-brand content that follows the XX rule of challenges, inspires or draws a chuckle.In the most recent LinkedIn algorithm change, posts that cause people to linger longer than x seconds are prioritized, giving advantage to video and long-form content. John shares an interesting hack for this utilizing PDF documents.We also cover how to strengthen you LinkedIn profile and even touch on Clubhouse (an up-and-coming invitation-only social networking platform).

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