Hungry for somethingโฆ more? So is your audience. But no matter how much you love stew, roast chicken, or broccoli and SPAM. Itโs probably unlikely that you end up eating that great thing for every meal, each and every day. Itโs not only boring, but it probably wonโt be the most nutrient-rich diet to follow. And, long term, this lack of variety could end up damaging your health.
Before you ask, no Iโm not a nutritionist. But this article isnโt really about dictating what you put on your plate. Itโs more about what you put on the banquet table, that is, LinkedIn. And the health of your audience engagement. You guessed it – Itโs a metaphor (even if a bit of a heavy-handed one). One food that never disappoints on LinkedIn, is the Content Sandwich. So, why do you need the Content Sandwich? Hereโs a taster.
LinkedIn is like a Box of Chocolatesโฆ
The Strawberry Creams will more than likely be abandoned
The strawberry creams being the โboringโ reasons why you might be on LinkedIn.
To sell a product. To promote your brand etc. Theyโre valid reasons to be on the platform, of course. They can and should excite you. LinkedIn is one of the most powerful selling tools in the world, after all. But youโve got to do it right.
And if every single one of your posts is a watered-down pitch message, itโll likely get glazed over, and receive minimum engagement in the process. Thatโs not going to get your audience to value what you have to say, or make them eager to start a conversation.ย ย
The Content Sandwich – Varied, and Freshly Baked
Your content needs to be enriched with topics catered to your audience, your industry and your own personal interests. By all means sprinkle in those well-written, informative posts about the outstanding services your business offers. Your content sandwich needs that bread for that foundation. But once you have those foundations, you can quickly adapt the fillings of that sandwich, find what works for your target audience, and what needs some spicing up.
Should I get Personal?
No oneโs asking you to share your life story or the three digits on the back of your credit card.
But is it worth getting a bit more personal as part of your Content Sandwich? Iโd have to say, yes. Your audience, no matter how professional they are, want to get to know you on a deeper level. Be vulnerable, be relatable, and share what youโre working to improve.
Show your audience that youโre not just on LinkedIn to sell. But to learn too.
Theyโll respect you more for it.