Focusing your content is the best way to build an audience online.
When I started writing on LinkedIn I chose to write about entrepreneurship content which I really enjoyed.
But the issue was this:
I started getting a lot of engagement but not from my target customer.
Likes aren't cash after all.
I decided to pivot and focus my content on two things: LinkedIn and sales.
I chose those two pillars because of the opportunities I was accessing through LinkedIn after I poured hundreds of hours into understanding it better as well as my experience from my 9-5 as a salesman.
This allowed me to write posts that were at the intersection of these two pillars, such as content, outbounding, branding, audience and growth.
Now all my content would be focused, attract the right audience, and allow for a funnel to be made where I could have an offer for my audience.
This was incredibly risky as I had already built up an audience but I took the risk anyway because I want to build a business.
The pivot was successful.
- My content was focused.
- My audience knew what I was focused on.
- I could have an offer to produce sales.
This is how I did it:
- I determined my niche. There are many people who write about LinkedIn, and there are many who talk about sales, but not many talk about how to use LinkedIn to make sales.
- Planned my content by finding sub-topics within my niche. This requires breaking down each pillar into its core components. Answering the Who, What, Where, Why, How questions helps break it down.
- Find the intersection. There's an intersection between my two pillars that allows me to have a unique voice on the platform. More niche the better, but not too niche that it's not commercially viable in short to medium-term.
- Create so much content that you see what sticks with your audience. The analogy is like throwing spaghetti at the wall until it sticks. Conversations help this process.
- Double down on what works and make more content like that. I produce some content I know won't get much engagement but will make some sales. It would be best if you had a balance of both.
So in summary,
- Decide on your niche.
- Determine your pillars.
- Find the intersection.
- Create content.
- Double down.