A Breakdown Of My Best (and Worst) Performing LinkedIn Posts of 2018

My name is Alex Su and I've been posting compelling content LinkedIn for years. Today, I have over 85,000 followers, and receive millions of views every month. It's all helped me raise my industry profile, which has helped me close more business and get recruited directly for unicorn jobs that are designed for me specifically.

But I wasn’t always good at writing LinkedIn posts.

In 2018, I was very new to LinkedIn. At the time I had about 1,000 followers and had no idea what I was doing. I just kept posting and posting, and over time, was able to grow my audience. Before I knew it, I was getting inbound sales leads and getting recruited for great career opportunities. So I knew I was on to something.

By 2020, I had 20,000 followers and a growing personal brand within my industry. That's when I decided to create this course to summarize my learnings and observations about my LinkedIn posts from the early days. I want to share with you the patterns I saw, and provide insights and principles behind creating compelling content. (Notably, I created this course about 2 months before I discovered Tik Tok--which is when things really took off.)

In this 75 minute long course, I'll break down ten LinkedIn posts I shared in 2018. Some of them were great and received a lot of engagement. But others performed poorly, and barely received any likes. The lessons I learned that year, making mistakes and trying new things, helped set the foundation for the skills I have today in generating new content.

What's in the course?

In each chapter, I’ll be sharing (1) what the story behind the post was, and what motivated me to write what I did; (2) what I liked about the post; (3) what I didn’t like; and (4) a deeper analysis of the audience reaction, like whether the likes all came from people at my company. 

Important themes covered:

• How to promote your corporate brand effectively, and why posts fail the moment you mention your employer or company brand (Chapter 2, 6, 10)
• How to write “brag” posts for your personal brand to get more views and likes, and a breakdown of my most successful post (Chapter 3, 9) 
• A structured way to run content experiments to find your true voice that will make you memorable (Chapter 1, 5) 
• Why you should create content that qualifies potential buyers, and targets those who you’d like to reach (Chapter 8)

Contents

Chapter 0 - Introduction

Chapter 1 - Find Your Unique Voice

Chapter 2 - Storytelling Can Be Powerful

Chapter 3 - How to Brag and Celebrate Properly

Chapter 4 - Come Up With Your Own Take on Articles

Chapter 5 - Break the Rules Occasionally

Chapter 6 - Advertising For Your Employer

Chapter 7 - Don’t Be Too Preachy

Chapter 8 - Authenticity and Credibility

Chapter 9 - Elements of a Successful Post

Chapter 10 - How Not to Self Promote