LinkedIn Batch + Build: Streamline your content to save time and sign clients - Julia Zatta

Linkedin: https://www.linkedin.com/in/julia-zatta/

Instagram: https://www.instagram.com/juliazatta_copywriter/

00:00 Hi and welcome. This session is called the LinkedIn Batch and Build and we're going to talk about how to streamline your content so you can save time, keep your marketing aligned so you can keep signing new clients. But first, a quick intro. I'm Julia and I'm a LinkedIn ghostwriter and content strategist, and I work with female founders and entrepreneurs to help them attract high value clients and book speaking engagements on LinkedIn. In today, I'm going to show you the system I used to batch create the content for all my clients who are posting regularly on LinkedIn but first, why LinkedIn so if you're new to LinkedIn or just curious about how the platform works, let's start off by highlighting the fact that LinkedIn is built for businesses, not just for scrolling for entertainment.

00:45 On LinkedIn, you're tapping into 234 million users in the US alone, the majority of which are high income earners. But the platform worldwide has over a billion users, so it's the actual largest platform out there for businesses and it's where decision makers go to seek valuable information and look for service providers and the best part is that only 3 % of active users are actually posting content weekly, so you have a lot less competition. Now tell me if these three common content blockers sound familiar.

01:23 You're juggling clients and tasks, and writing a post from scratch every time feels draining. You only post React actively like oh snap, I should post something today, let me get it done. Or the opposite, you're not posting at all because when you sit down to write content, you overthink every word until you completely become paralyzed so how do we go from chaos, which is posting randomly, burning out on content creation, or posting content that doesn't resonate, to order, which is having a clear structure and a system that allows us to have an aligned message and to post content consistently so that our audience can see us regularly in their feeds? Well, let me introduce you to the batch and build method this is how I create all the content that I post for my clients on LinkedIn.

02:10 And here's how it works it's very simple. You want to choose two to three content pillars. We'll go over everything in a minute and repurpose the content you've already created by plugging them into these pillars. And then you want to batch your content, schedule it, and you're done. It's actually really easy the important thing is that you need to follow all four steps and build a habit of repeating them all the time because this is like going to the gym you build a habit, you implement it, and that's how it continues to work. So first, we want to start by picking your content themes so what are content themes? These are ways that you frame your content to make it exciting to your audience some example of content themes are hot takes or bold opinions, case studies, which are client results, helpful tips that make your audience feel powered, like, oh, this is easy, I can do it myself.

03:02 And behind the scenes storytelling, showing your brand, your process and what you're really about and so the thing about having these themes is that it helps you repeat your ideas over and over again without sounding boring or repetitive. And once you've picked your themes, you want to recycle the content you already have so you want to take the ideas from Instagram, from your email, newsletter from blogs, podcasts, DMS. But you don't want to copy and paste it straight into LinkedIn. You want to repurpose it so it matches the platform's expectations because each platform has different priorities. On Instagram, the platform prioritizes sharing relatable funny content. On LinkedIn, the platform prioritizes thought leadership, so people who speak from experience about their niche expertise.

03:51 So you want to repurpose your content so that it positions you according to the platform's expectations. So how do we do that? Ok, if we have long form content like a podcast, A blog or an email, newsletter we can repurpose it as a LinkedIn newsletter. This is an article style post that keeps people on the platform. Linkedin is prioritizing newsletters they keep building out new features because they want people to post newsletters and it's a great way to nurture your audience so any long form content you already have on other platforms, type it out into an article with H2S make it SEO friendly and repurpose it on LinkedIn.

04:32 Next you can take B roll footage that you would post on Instagram which are short clips that are paired with trending audio and turn that into an image with a caption so a photograph that is 4 by 5 and a caption because on LinkedIn there are no trending audios it's not a style that performs well so you want to turn it into a behind the scenes style content with a captivating caption or story that shares something a little bit more intimate or vulnerable about you.

05:04 And then another example of repurposing content is taking a real or any type of educational content that you have and turning it into a carousel post. Carousel posts are great because they allow you to breakdown complex ideas into bite sized step by step processes so they're perfect for educational content and they're one of Linkedin's favorite styles of content oK, so when you're repurposing your content, you want to think about how can you take what you already have and use it in a format that is popular on LinkedIn and once you have that, you can start mapping out your next post so Speaking of formats that are popular on LinkedIn, I've chosen 4, which are the ones I see most often in my feed and that I use with my clients.

05:48 Carousel posts, text plus image videos, which are either talking to camera videos or voiceovers, and then newsletter articles. So you choose one of these 4 formats and then you decide what content theme you're going to plug into each one behind the scenes hot take, sexy tip or a promotional post so promotional posts are when you share client results or client transformation stories sexy tips are tips that help your audience feel competent. Hot takes are your opinions about industry misconceptions. And behind the scenes are a little bit more vulnerable, a little bit more personal posts that help people connect with you on a deeper level. Ok, so once you have your formats, your content angles, you can start batching your next 4 posts now on LinkedIn, you don't have to post daily.

06:39 You don't have to churn out content all the time you want to post once or twice a week. And it's really easy to batch posts when you're not posting that often the only caveat is that on LinkedIn, the content needs to be higher quality. The copy or how you write things matters so you want to start by grabbing attention with a strong hook, making your content skimmable so it's formatted with plenty of white space and that the message that you're sharing is clear. And before we move on, I just want to let you know that towards the end of this presentation, I'll show you how you can download 10 books that I have for you so that you have a starting point to craft your LinkedIn posts.

07:19 All right and then once you're done batching your content, you can start using Linkedin's built in scheduler to schedule it so you don't have to post it on the fly, but actually schedule it out and you're ready to go. The Native Scheduler on LinkedIn is free, it's easy to use, and it allows you to plan what days and times your content are going to go out.

07:39 Now, on LinkedIn, it's recommended to post in the morning of the audience that you're trying to target so if I want to target people in the USI would post anywhere between seven and ten AM in the morning so I catch people when they're either on their way to work or at work. And now we're going to move on to common traps to avoid when it comes to your content. Less seven I've got 4 traps you want to absolutely avoid.

08:02 So the number one trap is posting only when you feel inspired this is a terrible practice because it undermines consistency so when you batch your content, you create a new habit that allows you to show up consistently at a time that your target audience is going to be online, and it solves the problem of feeling inspired the second pitfall you want to avoid is trying to appeal to everyone. You want to talk to a specific audience and when you angle your content using your pillars, it helps you position your content in a way that's interesting to your audience and so use your pillars to keep you focused on your target audience and the message they need to hear from you the next pitfall I want you to watch out for is over relying on chat GBT.

08:45 You want to make sure your content has your own voice, which means it sounds like you would sound talking because chat GBT has its own voice so many people are using chat GBT right now and if you over rely on it, you start to sound like every everybody else so make sure that you're using your tone of voice and your content. And a trick for doing that is reading your posts out loud before you schedule them out to make sure it's something you would actually say in a conversation. And then the last bitfall to avoid is a copy and paste your Instagram content or content from different platforms onto LinkedIn and the reason for that is that different platforms have different algorithms that promote different styles of content.

09:25 And LinkedIn prioritizes thought leadership and industry specific knowledge. So make sure your content matches Linkedin's user expectations. Ok, so key takeaways from this presentation. You want to make sure you're consistent over perfect. You definitely don't want to rely on feeling inspired or following this emotional roller coaster when it comes to creating content you want to have a system that's easy to follow and implement. And for LinkedIn, you want to aim for two quality posts per week using your voice because that's your edge, your thought leadership, your opinions, your expertise that's what's to make you stand out on LinkedIn.

10:01 And then you want to use a simple system like the one I taught you today so that you can create content, batch it, repeat this process and so it becomes easy and stress free. Now your next steps are going to be, first of all, choose your content pillars between the four content pillars I mentioned. Look back at what you've already created in other platforms and find 4 pieces that you're going to repurpose for LinkedIn. Then you want to batch your posts and schedule them out and you're done. See how easy it is now you have to repeat this process every week or so and create a habit. And as promised, if you want 10 LinkedIn hook templates to get you started, you can scan this QR code and download the templates I have for you.

10:42 It'll show you examples for different industries so you know how to customize these templates to your content so that people stop scrolling and read what you have to say. Thank you so much for your time it's been a pleasure talking to you and I hope you enjoyed this presentation if you'd like to follow me on Instagram or LinkedIn, here are my handles and if you want to reach out, send me a DM or write me an email, I'd love to hear what you're working on and how I can support you. All right, thank you so much have a great day.