How to Build a High-Performing Marketing Stack for CMO Success
February 3, 2024
4 STEP SYSTEM TO MASTER LINKEDIN POSTS
You know your business could get more out of social media. But you don’t know where to start. I will walk you though how to do it, step-by-step.
STEP 1: KNOW THE RULES
Marketing 101
You want to connect with the “right audience, with the right message at the right time.”
- Who is your Ideal Customer Profile? For whom is this post?
- What are their pain points? What do they want to hear? What have they responded explosively to in the past?
- What is the best channel, platform and time to post this message?
If it’s a B2B audience, we will move forward with LinkedIn as the assumed platform of choice.
LinkedIn Best Practices
LinkedIn Official Policy on Automation
https://www.linkedin.com/pulse/21-ways-lose-your-linkedin-account-using-tools-overview-mic-adam/
LinkedIn Best Practices Article 1
LinkedIn Best Practices Article 2
https://www.linkedin.com/pulse/13-tips-mastering-linkedin-algorithm-jay-palter/
- If you want the most visibility on LinkedIn, use posts
- If you are trying to create SEO visibility, use articles
- If you want to both, write an article, then repost with your comments, hashtags and a link to the article
- Do not include offsite links in posts
- If people don’t engage with your post pretty soon, it will be sent to the post graveyard.
- Tag relevant people who are likely to respond, but avoid tag stuffing
- Reposts with comments and replies are forms of true engagement and they count far, far more than a lazy thumbs up.
Best Time to Post on LinkedIn
My vote is Monday, Tuesday and Wednesday at 9:00 A.M. Here are a few articles about it:
https://influencermarketinghub.com/best-times-to-post-on-linkedin/
https://blog.hootsuite.com/best-time-to-post-on-linkedin/
https://buffer.com/library/best-time-to-post-on-linkedin/
STEP 2: CONTENT IDEAS
Idea Generation
Professionals will use tools like Buzzsumo, Socialblade and Ahrefs to determine the best topics for creating the most SEO visibility as well as what posts have shown the most traction on each social media platform. That said, there are some cheap and free ways to do additional research.
ChatGPT
Initial Questions
Yes, this is the most simpleton way you can possibly use ChatGPT. There is far more that you can do, but this will get you started. Ask ChatGPT the following:
- What are the most often cited pain points of [your target industry]?
- What are the most often cited pain points of [your ideal customer profile]?
- What are the most often cited shortfalls of candidates looking to be hired as [your ideal job]?
- What are the biggest problems with hiring someone to [fill in the blank topic]?
Follow Up Questions
- Explain further why [item from provided list] is a problem
- Cite sources
- Elaborate
- Shorten
- Summarize
Each answer gives you a potential topic about which to write.
Google Trends
https://trends.google.com/home
- Test to see if anyone cares about your seed words (topics)
- Compare seed words
Answer the Public
- Type ONE or TWO keywords that describe your main product, service, ideal customer or pain point.
- Do NOT type a phrase.
- Capture the most frequently used questions.
- These are called “long tail” search results. Each question verbatim is what you should use as a title to an article, video or blog post.
- If you are going for SEO, do not use your own titles. Use these titles.
- If you are going for maximum engagement on the social platform, change the style of the question to match one of the “hooks” we will outline below.
Matt Barker 7 Days of LinkedIn Templates
https://mattbarkercopywriting.com/
You will need to subscribe to get the entire framework and how to properly flesh them out into full posts. The day-by-day outline however is as follows:
- Write about your struggles
- Write about your routine
- Write about how to become something
- Write about your method
- Write about your opinion
- Write about your 101 (most basic truth you can tell)
- Write about things that destroy
Explain Your Simon Sinek Why
Sinek argues that people don’t buy what you do, they buy why you do it, and that by starting with a clear sense of purpose or “why,” leaders and organizations can inspire others and drive change. This message has resonated with many people and has been influential in shaping the way that businesses and individuals approach leadership, marketing, and communication.
Other Content Ideas
https://www.jasper.ai/blog/what-to-post-on-linkedin
https://successwise.com/crafting-attention-grabbing-linkedin-post/
https://www.ship30for30.com/post/how-to-write-a-great-linkedin-post
STEP 3: HOOKS AND FRAMEWORKS
First Sentence / Title / Hook
Many people feel that the first line of the post is the most important. This is the “hook.” I will dedicate a section to this.
Nigel Thomas: 19 Title Hook Templates
https://www.linkedin.com/in/nigelthomas-ai/
- “The ugly truth about (topic)”
- “Most (your target customer) suck at (topic)”
- “(number) underrated (topic) tools”
- “Steal this (number) day (topic) playbook from me”
- “Unpopular opinion about (topic)”
- “(number) step system to master (topic) without needing to (pain point)”
- “Underrated trick to (desired result)”
- “I did (number) of (topic) in (number) days. Here were my top (number) takeaways”
- “Here’s how (client) achieved (desired result) by doing (your service) in (period of time)”
- “(number) months ago I did my first (desired result) with (pain point)”
- “Getting (desired result) isn’t (what your competitors say)…(your unique selling point) is”
- “Last week I spoke to (description of your ideal customer)”
- “Attention (description ideal customer)”
- “This is how I get (desired result) in (short period of time)”
- “Try this if you struggle with (painpoint)”
- “(number) tips to (desired result) in (very specific measurement of time)” “How I turned my (thing all your ideal customers have) into (desired result)”
- “(Number) reasons why you’re not ready for (desired result)”
- “People overcomplicate (desired result)”
Matt Barker: 5 Title Hook Templates
https://www.linkedin.com/in/mattjbarker1/
- ‘How to [dream outcome] without [obstacle]’
- ‘The #1 best way to [dream outcome]’
- ‘x steps to [dream outcome] in [timeframe] without [costly obstacle]’
- ‘My x biggest struggles as a new [job role] were’
- ‘Harsh truth about [common misconception]’
Post Frameworks
Kellogg School of Business Story Telling
Follow the 3-step structure of the Freytag pyramid
- Exciting force
- Backstory
- Define context
- Rising action and climax
- Struggles
- Side plots
- Complications
- Falling action
- Resolution
- New reality
Additional tips
- Use the voice of the customer
- Make it personal
- Show it instead of just telling it
- Start with the customer problem
- Build the message with what you want to say about the brand
- Decide the best channels to use to distribute
Erica Schneider: Content Post Framework (Twitter)
https://www.linkedin.com/in/erica-schneider66/
Here are the referenced Tweets. There are many more frameworks and ideas listed than I provide here. Please make sure to review them:
https://twitter.com/ericasmyname/status/1547963535405096962?s=20
https://twitter.com/ericasmyname/status/1584612980964044800?s=20
https://twitter.com/ericasmyname/status/1577031930754629632
I have found these frameworks to be beneficial for LinkedIn as well as Twitter. If I write a long article, then post it in a group, I use this “Twitter” framework in my post as an intro to the article.
HTAS
- Hook (capture attention)
- Thesis (make an argument)
- Antithesis (state the challenge)
- Synthesis (how you’ll overcome it)
Example:
Most B2B buyers don’t make quick purchases.
When they’re ready to buy, you must be top of mind.
If not, you’ll get overtaken by the competition.
Here’s how to become the obvious choice.
PAS
- Problem
- Agitate
- Solution
Example:
Communicating effectively is hard.
People have short consideration spans and face information overload.
Learn how to cut through the noise with writing frameworks.
HRST
- Header (make a point)
- Response (answer “why” it matters)
- Supplement (add details)
- Takeaway (close the loop and Call To Action)
Example:
Header: Warm up before you write.
Response: It shakes the cobwebs and sets the mood.
Supplement: I write jibberish for several paragraphs to start.
Takeaway: Write what comes to you. Get creative. Ease into a deep work mindset.
More here: I edited my friend’s thread last week, and it’s their best-performing share. All I did was follow these 3 basic content writing fundamentals…
PECSR LinkedIn Post Framework
Problem
Every post should address a problem that your target audience is facing.
Empathy
Your post should show that you understand the problem your target audience is facing.
Cost of Inaction
Your post should highlight the cost of not taking action on the problem.
Solution
Your post should provide a solution to the problem.
Result
Your post should highlight the result of taking action on the problem.
Rebound Question
Your post should end with a rebound question that encourages further engagement.
Other Articles on LinkedIn Post Frameworks
https://dripify.io/linkedin-posts/
https://blog.waalaxy.com/en/the-best-ideas-for-linkedin-posts/
https://www.linkedin.com/pulse/fast-article-framework-creating-content-linkedin-quickly-rana-saini/
https://www.thecreatoracademy.xyz/one-framework-to-write-your-first-viral-post-for-linkedin/
STEP 4: SCALE WITH TOOLS
Tools of the Trade
Content Curation Tools
This is to get ideas and to repost with comments.
Translate Clunky Thoughts to Clear Writing
Translate Dense Science Papers into Simple Summaries
Even a stock photo has the ability to generate 650% more engagements than a text only post.
Social video generates 1,200% more shares than text and image content combined.
Source: https://biteable.com/blog/video-marketing-statistics/
Video Creation Tools
Of course, one way to create content is to record a video, transcribe it and use pieces of the body copy for blog and social media posts.
https://express.adobe.com/sp/onboarding
Transcribe Video Audio to Text
https://youtubesummarized.com/
AI to Create Body Copy
I see this as a good starting point to generate ideas, but you are going to need to clean it up and improve it. That said, it can help you create more content at scale because you are correcting and tweaking, not writing every last single word. Frankly, as far as creating an organized, rational outline, sentence structure and clarity of thought, ChatGPT has given me better drafts than the writers I’ve been hiring.
Lastly, please note some of these tools are designed for blog posts and some can do blog posts and social media posts.
Hashtag Optimization Tools
Social Post Automation Tools
One of the steps you need to take to stop random acts of marketing is a content calendar.
Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key. Consistency is key.
Author Bio
Benjamin Arritt
Global B2B sales & marketing executive that loves a fast-paced, customer-centric, high tech entrepreneurial environment. We help 50+ fractional CFOs and 93+ fractional CMOs find more work. Hire someone who has already done what you are trying to do. Follow me on X: @grokketship
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