At its core, expertise simply means that you have an insight or perspective that others don’t. You’re not trying to solve every person’s problem with every post, but simply sharing information that makes them more informed.

“Prove you know the industry and understand your target audience. What are their pain points? How can they solve them? Write about THAT. This is about helping. Adding value without pitching is a better sales tool than any pitch you could ever write.”

Robert Knop, CEO of Assist You Today

Are you focused on agility or stability, being goofy and casual, or a bedrock of trust? There’s no “right” brand, but make sure it’s authentic to who you are and how you work.

“In today’s digital-first age, a salesperson’s brand is in many ways the company’s brand. Their professionalism (or lack of professionalism) makes that same impression about their organization. Companies know this and are hiring (and firing) based on how an individual’s online activity reflects on them.”

Ryan Rhoten, Co-author of LinkedIn Made Simple

While you don’t want to chase numbers for numbers’ sake all the time, posts on general topics that appeal to a broader audience have the chance to be shared more often. They might not pertain to your specific field but they can expose you to new connection opportunities.

“Sharing expert insights, even if you aren’t the original source, is actually the point. It’s what makes you a trusted resource and keeps you top of mind. The broader the audience, the more chance you have to make an impact. And the research shows reach and expertise are cornerstones in thought leadership.”

Andy Crestodina, CMO of Orbit Media and Author of Content Chemistry

The mantra “LinkedIn is not Facebook” is thrown about when people see personal posts on LinkedIn (especially religious or political ones). And it’s half correct. In fact, sharing a professional post that bridges your personal and professional life is a way to connect with your audience as human beings. These are topics that you would feel comfortable talking about at an in-person business event but don’t directly relate to business.

“Remember, we do business with people we like and who share our passions. Whether you’re a rabid Bruce Springsteen fan, competitive bicycle racer, or volunteer for a good cause, it is totally acceptable to post some personal content. It’s best to avoid politics, religion, or controversial opinions to avoid excluding possible clients that hold a different view.”

Joey Davenport, President of the Hoop is Performance Network

It sounds obvious, but if you want to engage your network you have to be engaging. Your LinkedIn content can be a great way to start conversations with your connections, both with people you know well and those who are farther away in your network. Share the insights you’ve gleaned in your work and see how people respond to them. Talking about your products and services isn’t going to do it. But asking a question will.

Try sharing industry news that is very specific, sharing your perspective on a specific feature or benefit in your field and then inviting opinions, or asking for opinions or recommendations.

“Unless you are selling a commodity, sales can’t happen without a true connection. But, we have to earn the right to get that conversation, so be sure to be a resource and add insights that lead people to want to talk with you.”

Brynne Tillman, CEO of Social Sales Link