OK, I’ve had enough of this. In four out of my last five coaching calls, the business leader on the other end of Zoom told me their main platform for content is LinkedIn. No blog. No content on a website. Just LinkedIn.
No, no, no. Also, no.
It’s time to stop the insanity. Today I’m turning you from the dark side and explaining why LinkedIn cannot be your primary content platform.
Back to basics: What are you doing?
Why are you creating content in the first place? There are two main reasons: Enhance your Search Engine Optimization (SEO) or build personal authority.
Increasingly, I favor the authority strategy because I believe SEO success is out of reach for many businesses.
Building authority means you don’t have to depend on SEO algorithms any more. You create content so worthy that people subscribe to your content so they don’t miss a thing. In a virtual way, subscribers are saying, “I believe in you. I’m interested. Send me more content.”
That’s a beautiful thing. But it all depends on:
Your email strategy
When you publish on your website, or even a place like Substack, you own the email addresses. This, my friends, is probably the most valuable commercial asset in your business.
If you own the email list, you have the opportunity to directly grow relationships, announce commercial deals, and collect information that can be used to personalize offers.
How many email addresses do you own from the content you publish only on LinkedIn? None. So why is LinkedIn your content platform? They own your audience, and we don’t want that.
The SEO killer
Let’s say you’re one of those rare businesses or individuals who have a real chance to win the game of SEO roulette. You’re publishing your brains out on LinkedIn. Content every week. Maybe every day!
Now, if somebody wants to find you through search and give you their money, they go to Google and enter juicy keywords. What’s the chance they’re going to find some post you created on LinkedIn? Go ahead and try it. Do…