Use These Content Strategies to Find Leads from LinkedIn

Previously in this series, we covered:

1. Which path on LinkedIn? Creator or generating B2B writing leads?
2. LinkedIn creator or thought leader? Depends on your goals
3. Strategies, tools, and tactics to become a LinkedIn creator

Your next high-paying client is hanging out on LinkedIn. Let’s have them reach out to you with the right-fit project by posting content that speaks directly to them and elevates your brand.

Content Strategy to Find High-Paying Freelance Writing Clients on LinkedIn

Freelance writers often tune into the noise on LinkedIn and end up sharing generic content like productivity tips, 5 a.m. morning routines, rants about em dashes, or whatever the trend is that week.

However, your ideal clients want to know more about you, your services, and how you can help them, so they can hire you.

So first, define your ideal client:

• Are they individuals or companies?
• If companies, are they start-ups, SMBs (small and midsized businesses), or enterprises?
• What’s their yearly revenue?
• Where are they located?
• Which industry do they work in?

After getting this initial information down, go deeper:

• What does your ideal client think about content marketing?
• How much do they invest in content marketing each month?
• What do they need and want from you to call it a successful partnership?
• Have they worked with freelancers before?
• What are their views on collaborating with freelancers?

Next, consider what information your ideal clients need to have in order to work with you. For instance, they may want to know:

• The types of writing projects you take up
• Your process of working on projects, like white papers and case studies
• How you can help them overcome their sticky challenges
• How you can help them reach their desired outcome with content
• Samples of your work
• If you’ve worked with other companies in their industry
• What past clients have said about working with you
• Your work boundaries (e.g., working on weekends and handling revision requests)
• Your preferred communication style (calls or email)
• Your values and non-negotiables in handling client relationships
• Your POV on content projects (e.g., should case studies be anonymous at all?)

These are all content ideas!

Create content that answers these questions and aligns with your ideal clients’ perspectives, and you will sign the right-fit clients. Your content will get your ideal clients to know, like, trust, and ultimately, hire you.

Don’t forget to add a little personality and humanness into the mix to build a connection with potential clients.

• Add humor to your posts
• Tell a story
• Show the behind-the-scenes of your business
• Introduce your pets
• Brag about your nerdy and niche hobbies
• Give a peek into your family life

When you post for your ideal clients AND add a little humanness to the mix, you have a lead-generating content strategy.

Content Tactics for LinkedIn for Freelance Writers

Here are my top LinkedIn tactics based on over seven years of consistently posting on the platform.

Notice the Content in Your Everyday Life

You feel pressured to create content when you feel like you have to create it out of thin air. But what if you only had to notice it?

• Had a client conversation? Make notes about their questions, insights, and concerns.
• A discovery call went well? Share your approach toward conducting these calls.
• A discovery call flopped? Reflect on what you learned.
• Signed a contract? Talk about client contracts.
• Completed a project? Tell us about the experience. Better yet? Ask your client for a testimonial and include it in the post.

Content is all around you, every day. You only need to notice it and turn it into a compelling story.

Repeat What Works

Using a tool like Shield, you can track your content, measure performance, and replicate what works.

Shield helps you identify which content formats, hooks, and writing styles earn you the most Likes, comments, impressions, and profile views. Using these insights, you can see what resonates with your audience and do more of that in your future posts.

Remember that Likes, comments, and impressions only matter once you have the right strategy with your ideal clients placed at the center. Without a strategy, you’ll quickly get lost chasing vanity metrics, when your goal is more money in the bank and projects that creatively fulfill you.

Repost Evergreen Content

With more than 22,000 followers, I find that 1,000 people usually see my posts. So, everything bears repeating. Until you make a significant pivot in your business, most of your content will be evergreen.

So, create a campaign around a specific service or niche. Let’s say you focus on white papers for the next month and create 15-20 posts around the service, focusing on what your ideal clients may need to know before hiring you for a white paper project.

With a tool like Shield, you can create collections by adding labels to your posts, such as “Behind the Scenes,” “white papers,” “general biz advice,” “content strategy,” etc. Then, when you want to repeat a white paper campaign next quarter, all you have to do is repost all the content under the “white papers” collection.

You can also repurpose your content into different formats. If you previously shared your blog post writing process as a text post, repurpose it into a carousel or a short video.

Reposting and repurposing are key strategies to staying consistent with posting on LinkedIn.

 

LinkedIn is a great place to find clients for your writing business and grow your revenue this year.