In our previous discussions, we covered the process of publishing LinkedIn articles and the advantages of doing so. We also shared some useful tips to get you started – but perhaps the biggest question is, what on earth should you actually write about? Coming up with topics for your articles is often the hardest part.

The first decision you need to make is where you plan on publishing it. If it’s on your personal profile, you have the freedom to infuse a more personal touch, perhaps sharing your own experiences and talking about more sensitive topics. This approach can help create a stronger connection with your audience and helps establish you as a thought leader in your industry.

On the other hand, when posting on your business page, it’s wise to concentrate on topics relevant to your specific industry. Naturally, this will vary for each business and industry, so it requires some thought.

In this article, we will share valuable tips and ideas on how to develop engaging topics for your LinkedIn articles.

Write LinkedIn Articles that bring value to your audience

First and foremost, you should focus on bringing value to your LinkedIn audience. Whether you’re publishing on your personal profile or your company page, providing value should be at the core of your content strategy.

If posting on your personal profile, try to connect with your audience more intimately by sharing meaningful experiences, insights, and useful knowledge. We advise using it solely as a platform to brag about your accomplishments and personal success – such an approach can turn people away.

As for your company page, focus on content that serves your followers by educating, informing, and entertaining them. Again, try to refrain from solely promoting your business and its services, and avoid excessive self-promotion. Instead, address your audience’s pain points and questions, positioning your company as an authoritative source in your industry.

So, you want to choose a topic your audience will find interesting. By focusing on value-driven content, you can build a genuine connection with your audience, gain their trust, and establish your personal profile or company page as a go-to destination for valuable insights.

How to come up with topics for your LinkedIn Articles?

Brainstorm ideas with your team

One of the best ways to come up with new ideas for your LinkedIn articles is good old fashion brainstorm. Gather your team together, don your creativity caps, and let the ideas flow. You can use tools like mind maps, sticky notes, or, for those of you working hybrid, online platforms to collect and organise your thoughts.

Don’t be afraid to get team members from different departments involved in the action. Encourage them to share their insights, ask questions, and provide feedback from their interactions with customers, prospects, or industry experts. This collaborative approach can unveil valuable information about your audience’s pain points, needs, and interests while also identifying gaps and opportunities in your current content.

This is, of course, more difficult if you’re a one-man band or the leader of a small team; however, don’t let that deter you. Seize the opportunity to wear multiple hats and tap into your own creativity and experiences to fuel your article ideas.

Listen to your audience

If you don’t have a big team to spitball ideas with and are struggling to come up with topic ideas that may be relevant to your audience – why not go directly to your audience and find out what they want? Take a look at what they are posting on LinkedIn and engage with their discussions. If you have a good relationship with them, why not reach out directly and ask for their input?

Inviting suggestions through a LinkedIn post is an excellent way to gather insights. Perhaps open the floor to suggestions by doing a post asking what they want to know, what challenges they’re facing, or what content they’d like to see from you. By involving your audience in the content creation process, you can forge a stronger bond and deliver content that resonates with them on a deeper level.

Check out what your competitors are doing

It is not cheating to check in with your competitors to see what topic they’re writing about and how their articles are performing. By doing so, you can learn from their strengths and weaknesses, understand what resonates with the audience, and discover new angles and perspectives to set your content apart.

The key is not to simply copy and paste their work; instead, use it as a foundation to elevate your own content. You should focus on offering a fresh and unique perspective that brings something new to the conversation.

Recycle successful articles

When you look back at your previous work, you may discover some old gems that have proven their value to your audience in the past. These articles might still resonate and hold relevance despite the passage of time – and by giving them a fresh lick of paint, you can ensure they remain current and continue to provide value to your readers.

As a LinkedIn lead generation and marketing agency, we are constantly writing about LinkedIn’s algorithm updates and changes. We often take previously written articles and re-write them. By updating these articles, we maintain their relevance and ensure our audience receives the most accurate and up-to-date information.

The benefits of recycling successful articles go beyond content relevancy. It also helps save time and resources. Rather than starting from scratch, you can build upon existing, well-performing content. It’s also an opportunity to breathe new life into the topic, giving it a modern spin and addressing the current needs and interests of your audience. This approach reinforces your expertise in the industry and reaffirms your commitment to delivering relevant information.

Final thoughts

Coming up with topics for your LinkedIn Articles can be difficult, but with some of the strategies above, you might be able to think up some interesting ideas for your audience.