Episode 205

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Published on:

21st Apr 2018

Does Content Marketing Still Work?

Welcome to episode 205, this week I’m joined by Robert Indries to discuss content marketing on LinkedIn. But first…

Interesting Stuff I Saw This Week


The ‘Find nearby’ feature on the mobile app actually works very well (once you have asked others to switch it on) as I found when I experimented with it this week at a course I ran


LinkedIn are changing Middle East and African accounts onto US based contracts as from May 8th to avoid GDPR compliance.


 


LinkedIn Tips to Keep Your Profile Fresh includes reference to new profile design You can now add subtitles to your native videos via desktop, it’s a bit fiddle but the video below explains it very well


Content Marketing


I chatted with Robert Indries about how content marketing can work on LinkedIn but only if it is done in the right way.


Key points


  • Content should be designed to create connections and conversations.

  • Long form content is great for SEO but less suitable for LinkedIn

  • Most LinkedIn content searching is actually"Passive" searching.

  • Most people perceive LinkedIn is a place to find and engage with people. Google is the place to search for answers, LinkedIn is the place to search for people who might provide answers.

  • Video posts usually have the greatest impact in passive search largely down to autoplay.

  • Short-form text content is also effective at "Drawing in" the viewer.

  • Posting allows people to associate us with a subject or niche and we tend to remember the first names and faces (profile photos).

  • Article listings in a profile only work well when you have a singular niche subject.

  • Media in your summary will be improved in the new design profiles. Five pieces of media show (allowing you to demonstrate five subjects) Plus they are visible before the ’show more’ link.

  • Long form content is most effective as a secondary impact on the viewer. It is better to use posts to get someone's attention initially.

  • Content should be driven by your own personal experience or by interviewing others who show their experience.

Mentioned in this episode:

This show was created by the original host of the show, Mark Williams.

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About the Podcast

Informed: the podcast for LinkedIn® users
A podcast for anyone interested in LinkedIn® best practice
"Informed" is for you if you'd like to understand more about how LinkedIn works so that you can be an effective user of the platform.

It's hard to know whom to believe with so many self-appointed gurus out there telling you the latest hacks for going viral and earning 7-figure deals. And even LinkedIn's own publications often don't speak to the reality of using the platform.

But for those who see past superficial promises and sanitised reports, this podcast provides evidence and thoughtful opinion. With a track record of more than 10 years of sensible, no-nonsense advice about honest best practice for LinkedIn, Informed is a trusted source of insight by many thousands of regular listeners.

The show was created by Mark Williams, who's affectionately known as "Mr LinkedIn". Mark retired in late 2025 and handed over the reins of the show to John Espirian, the relentlessly helpful® LinkedIn nerd. John is a LinkedIn trainer and consultant, the founder of the Espresso+ community, the creator of the UpLift Live conference (the UK's original event dedicated to LinkedIn best practice), and the author of the personal branding handbook Content DNA.

John's reputation is for getting to the point and for not being a salesy douche canoe, so you can expect short, sharp episodes with zero ads or sponsored slots. This also is NOT an interview show, so if you've read this far then please don't pitch yourself for a guest appearance. However, you're welcome to get in touch if you have a LinkedIn question you'd like John to cover on the show. (To do that, search for the "Informed podcast" company page on LinkedIn and send a message.)

This podcast is not affiliated with, endorsed by or approved by the LinkedIn® corporation. John Espirian is an independent trainer and does not work for LinkedIn® – while it would be great to have LinkedIn's endorsement, the show's independence from the corporation means you, the listener, are never fed an airbrushed political spiel.
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John Espirian

Relentlessly helpful® LinkedIn® nerd, trainer and consultant who specialises in LinkedIn best practice for individuals, small businesses and corporates. I wrote the personal branding handbook Content DNA, I founded the Espresso+ online community for small business owners and I'm the creator of the UK's original independent conference on LinkedIn best practice, UpLift Live.