What constitutes good content?

Previously, I discussed the frequency of LinkedIn updates and ended the post raising the question “What is good content?”.

Original, thought provoking material is best.  Unfortunately, most of us have neither the time nor necessary skills to create original material on a consistent basis.  And, there is no need to.  There are numerous on-line sources available that demonstrate your interest and depth of understanding on a particular subject.  You need to become a “content curator”, someone that sifts through relevant materials and produces a focused stream of relevant information that meets the needs of your audience.  You are already doing this as an integral part of your profession.  Now you simply have to begin sharing this information.

The first step is to decide what types of materials are appropriate.  Here is a list of possible choices:

  1. Articles – find industry related on-line sources that would be of interest to your target audience.  But don’t overlook personal items.  Relationships are built on trust.  People want and need to know your personal interests as well.
  2. Blog Posts – blogs are a great source of content.  Some people just like to write.  And, fortunately, some of them are very good at it.  Find blogs in your area of interest or specialty, visit it regularly and share content that may be of interest to your connections.
  3. Newsletters – if your organization publishes newsletter, add it to your website and share the URL.  Better still, add it to your SlideShare account.  Subscribe to on-line, industry specific Newsletters and share their content.
  4. Website Pages – promote interesting, innovative ideas by sharing web pages of companies that are doing good work, have introduced a thought provoking product (or service) or building community in an interesting way.
  5. Industry Announcements – look for industry announcements that may be of interest to your connections – up coming seminars or webinars, speaking engagements of interest or conferences in your area of expertise.
  6. Brochures – add promotional materials to a SlideShare account that describes what you do, who you do it for and why someone would engage you.
  7. Presentations – if you make presentations, add the PowerPoint to your SlideShare account.
  8. Sponsored Events – when your organization sponsors an event (ie golf tournament, industry conference) cut & paste the URL and share it.
  9. Job Promotions – tell your connections when others in your firm are promoted or take on new responsibilities.
  10. Job Postings – post new job opportunities to demonstrate that your organization is growing and innovative.

Set aside time every day to find material of interest to you and, hopefully, your connections.  Then, share it.  Once you have identified several relevant sources, this need only take 10-15 minutes a day.  In order to remain an expert in your field, you will be spending this time, probably a lot more, anyway.  By demonstrating this to your prospective clients, they learn that you are committed to your field of interest, a reliable resource and a progressive thinker.


One thought on “What constitutes good content?

  1. Pingback: Is content marketing new? | LinkedIn Plus

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