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Engaging Content for Personal Branding on LinkedIn

LinkedIn is the most popular professional networking platform with over 900 million users (310 million active users).

The platform is not only a useful tool for job seekers but also for professionals looking to establish and grow their personal brands. In this article, we will discuss the importance of engaging content in personal branding on LinkedIn, along with some statistics and tips to create compelling content.

Why is Engaging Content Important for Personal Branding on LinkedIn?

Creating and sharing engaging content on LinkedIn is crucial for building a strong personal brand. Engaging content is the foundation for a successful LinkedIn presence. It helps to attract and retain your target audience’s attention, increase visibility, and establish you as an expert in your industry or field.

Creating engaging content helps individuals and companies stand out on LinkedIn. Research by Microsoft-owned LinkedIn found that in 2020, engagement on the platform increased by 50% compared to the previous year. The data recorded a 60% increase in content creation by users, highlighting the growing importance of creating content.

Creating Engaging Content for Personal Branding on LinkedIn

The following are some tips on creating compelling content on LinkedIn:

  1. Define your target audience – Understanding the interests, fears, and challenges of your target audience is crucial to creating and sharing content that will resonate with them. It’s ideal to create content aligned with your persona profile.
  2. Use visual content – Adding visuals to your LinkedIn content can attract and retain more attention than just textual content. Research by Hubspot stated that tweets with images receive 150% more retweets than tweets without images. Furthermore, LinkedIn data shows that videos are five times more likely than other content formats to start a conversation among members.
  3. Leverage LinkedIn features – Text updates, articles, images, videos, and stories are different types of content available on LinkedIn. Use these formats creatively to showcase but don’t forget – quality over quantity.
  4. Consistency – Create a content calendar and post consistently. Consistency builds credibility, and more LinkedIn users can reach your content.
  5. Engage with your audience – Respond to comments, share posts & articles from your audience, and ask for feedback. Networking is all about interaction and reciprocity.

In summary, creating engaging content on LinkedIn is fundamental to building awareness, establishing a reputation, and connecting with your target audience. Successful personal branding begins with consistency, attention to detail, and understanding your audience. These tips, along with a tailored strategy adjusting to the market trends and the audience needs, can help you to create content that elevates your personal brand on LinkedIn and beyond.


  1. LinkedIn, “The LinkedIn State of Sales Report 2020,” 2020, https://business.linkedin.com/sales-solutions/state-of-sales.
  2. Hubspot, “The Impact of Images on Twitter Engagement,” 2021, https://blog.hubspot.com/marketing/tweets-with-images-benchmarks.
  3. LinkedIn, “4 Ways to Get More From LinkedIn Video,” 2021, https://business.linkedin.com/marketing-solutions/blog/linkedin-company-pages/2021/4-ways-to-get-more-from-linkedin-video-today.
  4. Photo by Priscilla Du Preez on Unsplash
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