C O N T E N T A N A L O G I E S · What you give on LinkedIn, or in life. It's incremental. Small. One act. But it's also CUMULATIVE. MOMENTUM. It COUNTS. Someone you don’t know

30 days of LinkedInCONTENT ANALOGIES

C A S E S T U D Y

COPYRIGHT © MWORDS COMMUNICAT IONS 2020

Welcome!

Content that supports your commercialgoals needn't be all straight-talking and

factual.

Fire up your audience's imagination at the same time, and you're far more likely

to stand out from the crowd.

I hope you find our analogies seriesvaluable.

Happy content creating!Megan


A banana, an umbrella, a smileA banana...An umbrella...A smile...

Sometimes it doesn't seem like a lot. Won't make a difference. What you give on LinkedIn, or in life. It's incremental. Small. One act. But it's alsoCUMULATIVE. MOMENTUM. It COUNTS. Someone you don’t know tagged you?Support them. Or reach out and build a relationship! Someone commented on your post?Acknowledge it. They took the time, you can too. Someone asked your advice?Offer it (or direct them) readily. There is more thanenough opportunity and business to go around! So why the banana, the umbrella, the smile?

Because every week in Melbourne, I pass homelesspeople on my way to meetings. I've stepped out of awarm car, come from a home, a bed. They're sitting onthe cold concrete footpath, having shivered throughanother night. Sometimes all I have to offer is mybreakfast, or shelter from the elements. Sometimesjust a smile. But I know every bit helps. And every bityou do helps too. What could you do today?

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1COPYRIGHT © MWORDS COMMUNICAT IONS 2020

Pineapple on pizza...YES? NO?A divisive question. Almost as divisive as...?

‘Should I DELIBERATELY draw attentionto my LinkedIn posts?’

What do you think? Should you believe wholly and solely in yournetwork noticing you? Should you put your faith in the algorithm todeliver it to the right people?

Or should you... well... you'll have to watchtoday's video to find out.


2 Pineapple on pizza


Sweet toothsScience has shown...and sweet-tooths everywhere would agree...that even when we're full, we still have room fordessert. (I might be one of those..!) But on LinkedIn, there is no scientific reason thatwill save you if you have too much of a goodthing. Marketers and business leaders:If you want to elevate your organisation'spresence on LinkedIn, this video is essentialviewing.

Because in social media, as in life, there are somerules of the game.

Look forward to your thoughts.



4 If a tree falls in the woods and there’s noone around, does it make a sound? Maybe not. But if it had the right hashtag, itsfollowers would get notified. Nonsensical analogy? Maybe.

But on LinkedIn, you are the tree... And the LinkedIn woods are very, very big.

Marketers and business leaders on LinkedInare usually looking for INSIGHTS andINFORMATION. The person who delivers it isusually NOT TOP PRIORITY.

Why? Because we want outcomes. Results.Something to propel us forward, faster. Having a memorable and SUBJECT-DEFININGhashtag helps your audience join the dots. From: "I need information on x" To: "Here's the source of exactly whatinformation I need." Without: "Who is right person?" Ultimately, if you've chosen a good fittinghashtag they'll find their way to YOU anyway. Make it YOUR PRIORITY to choose a primaryhashtag that represents what you stand for.

What should YOUR hashtag be?

Trees + hashtags



A meditation classA weekly grocery shopA Tony Robbins seminar What do these 3 events have in common? They've all been moments OUTSIDE my business,where a stranger has approached me and saidthings like: "You're THAT LINKEDIN LADY.""We've never met, but I FEEL LIKE I KNOW YOU!" "You look EXACTLY THE SAME as you do onLinkedIn." Now if that isn't the power of ...consistentlyshowing up on LinkedIn… using VIDEO …wearingmy signature RED DRESS ...talking aboutLINKEDIN & CONTENT MARKETING ...with theSAME BRANDING... Then I don't know what is! Yes, today's weekly video is about LinkedIn andthe powerful role video MUST play in yourorganisation's content strategy.

5 Meditation, groceryshop + Tony Robbins



6 Coffee + chocolate. Wine + cheese. Fish + chips.Some combinations just work. They work well. They work often. They work formany. But does this also apply to... CONSISTENCY + AUTHENTICITY? -It's spoken of often-In many contexts-Few of them accurateAnd so they've lost impact

That's not to say these concepts don't matter!But like coffee + chocolate, do they have anatural affinity? Think about it in the context ofyour brand + content on LinkedIn. It raises questions like:-What content to produce?-Writing it yourself or hiring a copywriter?-Filming your own videos or hiring avideographer?

I've been asked many times:-"Why do you ALWAYS WEAR RED?"-"Why don't you make INFORMAL videos, showthe real you?"-"Why don't you share INSPIRATIONAL YOUTUBEVIDEOS for more engagement?"Why indeed?

Content writer Steven Lewis posed a great pointin his post today, speaking to ON-THE-FLY video.Also this week, video producer Cristian Trujilloposted his views on RAW vs AUTHENTIC video.Both spoke to video, but the question applies toALL content. EVERY LEADER, MARKETER +BUSINESS OWNER needs to get clear where theystand. Because today we're ALL content creators.

Coffee, wine + fish



Honey + vinegarTwo bees walked into a bar… ==just kidding==

But seriously... Are you the honey... or the vinegar? Your LinkedIn profile should be like honey: - SWEET - SMOOTH... and most of all - STICKY!!! Unlike VINEGAR... which repels, irritates, dissolvesand generally makes you...??!! So... how sticky is your LinkedIn profile? Find out what I mean in today's 60 second video.

Look forward to your thoughts.



I remember the first time I saw a HORRORMOVIE.I was 8 years old.It was Nightmare on Elm Street... ...and I was TERRIFIED. Last weekend, 20+ years later, I watched themovie again.

Did it have the same effect? Not really. (Well, I did close my eyes when things gotbloody)

But my point is, with so much time passedand life experience behind me, myperspective was very different. In this case, Iwent back to the original movie andexperienced it again.

THE SAME CANNOT ALWAYS BE SAID FORYOUR LINKEDIN PROFILE, AFTER SOMEONEVISITS IT FOR THE FIRST TIME......THERE MAYNOT BE A NEXT TIME! So put your best foot forward from the start: - Get a professional headshot - Include your branding - Proofread well! (or get copywriting help) Not rocket science is it? And we're not savinglives. But it’s up to you to make sure yourideal customers will want a second look. And none of us wants a HORROR MOVIEexperience...

8 Horror movies



Know the story of Goldilocks & the 3 Bears?

Clearly, she knew something aboutOPTIMISATION. She knew what she wanted + what she didn't. And she tested all the options to find her 'sweetspot'. There's no denying her approach makes a lot ofsense on LinkedIn, including your profile. Without optimisation, we're FLYING BLIND andWORKING ON A WHIM instead of hard data andproof. None of us have time for that, right?

So today's video explores 5 key ways you canoptimise your LinkedIn profile to create the bestfirst impression and get you found by more ofyour ideal audience.

Hope you find it valuable.

9 Goldilocks + the 3 bears



10

Are you a... Firecracker ? Or a Candle ? On LinkedIn, many of us are (at leasttemporarily) seduced by the energy and heatof being a firecracker.

But while it makes an impression, it dies outas quickly as it appeared. Not so sexy, even though it also has energy,and it also has heat.

BUT... the candle has a vital 3rd element:STAMINA. We know stamina is vital for SUSTAINABLEGROWTH. But on LinkedIn, stamina is alsovital for a presence with COMMERCIALSUBSTANCE. What defines LinkedIn stamina? - a profile you REVIEW + re-OPTIMISE regularly - posting content at least several times aweek, ONGOING - CONTINUAL, CONSISTENT focus on your keymessages In other words, don't jump around from topicto topic without purpose or connection toyour core business just because it's trendingor seems to work for other LinkedInmembers.

Firecrackers + candles



11

Fidget spinners.Tamagotchi.Pet rocks.

Some ideas are here today, gone tomorrow. Others, like these words from Dale Carnegie in1936, are as perennial as the grass: "The only way to influence others is to talk aboutwhat they want and show them how to get it."

When it comes to content, one of the BIGGESTFRUSTRATIONS for LinkedIn creators is a LACK OFENGAGEMENT. We could debate all day thereasons why. [Hint #1: it's NOT the LinkedIn platform] Instead, let's take a leaf out of Dale's book. Next time you write a post or article, ask: - is this content talking about what my idealaudience WANTS or - showing them how to GET IT? [Hint #2: it's PROBABLY NOT content that talksabout awards you've won, or followers you've got] Reflect on the last conversation you had with anexisting or prospective client: what did you talkabout?

What problem did they share, that you can solve?

Fidget spinners,Tamagotchi, pet rocks



12

A professional chef with a spanner. A professional mechanic with a frying pan. Nothing wrong with the tool. Nothing wrong with the professional. But in wrong combination, the job won't bedone as effectively. Your LinkedIn profile is no different. By itself, even the most well written LinkedInprofile will not win you business. It needs THE RIGHT TOOLS and anunderstanding of HOW TO USE THEM. In part 3 of our LinkedIn Optimisation Series, weexplore a key tool in LinkedIn functionality tofurther optimise your profile.

Chefs + spanners


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13

Back in the 80s, Australian rock band AC/DC sang:‘It's A Long Way To The Top (if you want to rock &roll)’ about the grind behind rock stardom... [no, this is not a message about hustle and hardwork] Yes, you guessed it.It draws a powerful parallel with LinkedIn.

Why?

Because each in our own way, we're all here,grinding our way to the top.

BUT... your audience doesn't see this!And ultimately, THEY DON'T CARE.

What they DO see is HOW EASY you make it forthem to do business with you.

In today's video, we share EASY TO IMPLEMENTtips you can leverage to achieve this - which willflow on to MORE LEADS, MORE CONVERSATIONS,MORE OPPORTUNITIES.

Watch it and let me know your thoughts!

AC/DC, hustle + hard work



14

Diamonds and videos.What do they have in common?

Creating them takes time and persistence. When I started making videos for my businessjust over 2 years ago, my video producer toldme I would HATE how I looked in the firstones.

He was right. But along the way, I grew to enjoy the processAND THE RESULT. It also highlighted 3 COMMERCIAL LESSONSFOR CONTENT CREATORS using LinkedIn tobuild their business: - Content is not just your social currency oronline business card: it's your PROFESSIONALREPUTATION - Content is YOUR PROXY: none of us, eventhe most agile networkers, can be everywhereour customer is - Content is THE CONNECTOR that binds youronline and offline presence Without it, you are incongruent and trust isweaker.

Thoughts?

Diamonds + videos



15

Are you a BONE-CRUSHER? A LIMP FISH? In this example I'm talking about handshakes. But it also applies to your LinkedIn content. Like most, I've shaken hands with 1000s of people. In my business, I 'shake hands' with 1000s of LinkedInidentities. Content that makes a GREAT IMPRESSION isn't just - POLISHED by a professional - PACKED with keywords - PUSHED to an audience It's content that ADAPTS. Like those people in your network who know how toADJUST their handshake to MATCH who they'remeeting. I suspect women especially will know what I meanwhen I say it's NOT NECESSARY OR VALUABLE toreceive a bone-crushing handshake. Firm, yes. Death-grip, no. Similarly, it's NOT NECESSARY OR VALUABLE to youraudience to deliver the same approach to contentover and over and ignore the changing environment.eg Once upon a time, VIDEO was king, queen, thewhole royal family - it dominated! It's still big but not always top performer. If you want LinkedIn success: watch your feed, yournetwork, your data.

BE AN ADAPTER!

Limp fish + bone crushers



16

Yes, No. Win, Lose. Night, Day. Certainty. Definitives. Predictability. Sound boring? Or reassuring? Even if you love skydiving, for most of us a love ofrisk and uncertainty doesn't extend to EVERY areaof our lives. And it's no different on LinkedIn. Particularly if we want to LEVERAGE it for GROWTH+ PROFITABILITY. The question I'm asked most often speaks directlyto our desire to KNOW FOR SURE: "What's the best time to publish on LinkedIn?" Google this question and there's a COMMONtheme: AVERAGE data + TYPICAL behaviour. But as a business owner, do you want yourprofitability + performance to be: COMMON? AVERAGE? TYPICAL? The most MEANINGFUL DATA relates to YOURLINKEDIN PRESENCE + TARGET AUDIENCE. Common, average, typical data will give you ASTARTING POINT - no magic bullet. You have to start, test, measure and repeat. =the good news= If you have a profile, you have data, howeversmall. Start there.

Night + day,win + lose



17

Computers. Children's toys. High-end makeup.They all have something in common... -FILLERS--PADDING--EXCESS- In other words, more packaging than ACTUALproduct. The product inside might be AMAZING.But protection aside, what VALUE does the excessprovide? Not much! The same is true with your LinkedIn content. Fillers and words overused to the point they loseimpact give your audience ZERO value.

Words like: - authentic - dynamic - progressive - forward thinking - leading edge They're not wrong or offensive. But they lack SUBSTANCE. Having SUBSTANCE doesn't mean COMPLICATEDor CEREBRAL. But it does mean GENUINE, USEFUL, ENGAGING. Substance + value are what make you stand out. Substance + value are what give you credibility. Substance + value are what wins clients.

Computers, toys + makeup



18

Have you ever tried to plant a garden in themiddle of summer when the ground is hardand dry? Without nurturing and preparation, nothingwill grow.

[you know what's coming next...]

Your LinkedIn network is your professionalgarden! We know thriving, lush gardens don't happenovernight.

But who has time to be on the platform day inday out nurturing that garden, when you havea business to run? What's the solution?

It takes time and persistence. But...

You can make the task easier by PRIMING THEENVIRONMENT and making sure the clientsand prospects you want to nurture are in frontof you all the time. Check out today's video for some quick tips onhow to achieve this.


Gardening


19

The music you listen to. The books you read. The destinations you travel. They all vary according to - personal tastes- who we're with- our mood But if you want to be seen as - PROFESSIONAL - CREDIBLE - CONGRUENT there's no room for more than one version of youon LinkedIn: in other words, no room for multipleprofiles. Learn more about this key part of yourprofessional identity in today's video.

Music, books + travel



20

Web Developers + Graphic Designers Yoga Teachers + Chiropractors Mortgage Brokers + Migration Agents What do these professions have in common? Their businesses are ALIGNED - they oftenshare the SAME AUDIENCE. And this audienceis ON LINKEDIN! It's essential to have a CONCENTRATION ofpeople in your LinkedIn network who are yourideal customers. But today, ALIGNMENT is thepower DIFFERENTIATOR. As a business leader it's vital to ask: WHAT ELSE? When someone is looking for aservice I provide, WHAT ELSE do they need: - Alongside - Before - After ...they do business with me?

...the good news? Connecting + building relationships with thesealigned professionals means when you supporteach other's content, it gets IN FRONT OFBOTH YOUR AUDIENCES!!

More BANG for your content buck! And moreof the right audience seeing your contentincreases: - reach - leads - engagement Alignment is powerful. Make the most of it!

Web development,yoga + mortgages



21

- Utilities - Groceries - Petrol Some transactions happen frequently.

It doesn't necessarily mean we're loyal to onebrand, but it DOES MEAN we're exposed tocertain products and services, certain brandsmore often. So what can you do when your product or service,like property, for example, IS NOT A FREQUENTTRANSACTION for most of your clients?

Like property. As a content creator, you'd expect me to say thatcontent is the cure.

It isn't. But it is THE FRONT END – it’s 50% of your LinkedIn communication strategy.

In today's video are some simple and easy toimplement tips for making it effective.

Utilities, groceries + petrol



22

- Brushing your teeth - Eating vegetables - Servicing your car In all these cases, CONSISTENCY IS GOOD. Consistency matters on LinkedIn too! The good news is... there's ROOM FORVARIATION. BUT...

(yes, it's a big BUT)

The room for variation is in HOW YOU EXECUTE- not whether you show up (or buy the broccoli) Ask any SUCCESSFUL, PROFITABLE businessowner or sales what works for them, and youcan be sure it works because they do itrepeatedly. But also because they did it OFTENENOUGH TO GET FEEDBACK on what works. If you post 5 times a week, and only one of theposts resonates with your audience, THAT'SNOT FAILURE, IT'S FEEDBACK! LinkedIn does have commercial benefit.

But you have to look at what worked, and DOMORE OF IT!

And...You need a FRAMEWORK or PROCESS todo it time and cost efficiently.

Teeth brushing,vegetables + car servicing



23

A race car driver primes the engine. A runner stretches their muscles. A chef preheats the oven. In every industry, the same rule applies: PREPARATION IS KEY TO PEAK PERFORMANCE But the question is... how well do you leverageLinkedIn to prepare you for peak performance inyour business - ESPECIALLY IN BUILDINGRELATIONSHIPS? It's not stalking. It's not cheesy. It's not wasted time. Instead it provides: - Conversation points - Future marketing and communication insights -like if they do or don't use LinkedIn!!! - Competitor analysis

In today's video, we explore some further quicktips for including LinkedIn in your preparation -and as always, look forward to your thoughts!

Racing cars, runners + chefs



24

LinkedIn. Freddie Mercury and Queen. What do they have in common? I want it all... ...and I want it now. I'm often reminded of the lyrics of this famousQueen song because so many frustratedLinkedIn users share their experiences withme. THEY'RE NOT GREEDY, SELFISH OR UNKINDPEOPLE! They have something to say. Something to give. Knowledge and skills of value. But it gets lost in translation, usually due to: - Too much OR not enough CLARITY - Too many OR no OBJECTIVES Below is an extract of a recent presentation Idelivered which highlights the heart of what isa bigger, long term commercial solution.

Freddie Mercury + Queen



25

- Coffee or tea?- Vegan or carnivore?- Early bird or night owl? We all have an opinion. We all have a preference. But what would happen if we did the opposite? This is NOT a question of ideology. The above are just examples.

But consider your preference IN HOW YOU USELINKEDIN. Is it working for you?- Are you getting in front of YOUR IDEAL AUDIENCE? - Are you seeing CONTENT YOU WANT TO SEE? - Are you finding NEW RELATIONSHIP OPPORTUNITIES? Even if you answered yes to the above... will youhumour me and try something new? Ok.

Try doing AT LEAST 3 LINKEDIN ACTIVITIES in theopposite way.

=== What do I mean? ===- Normally post in the morning? Try afternoon or evening.- Normally post, then look for content to commenton? Try commenting first. - Normally like posts, more than commenting? Try commenting more, liking less. What have you got to lose? You might just discover - NEW PROSPECTS - BETTER RESPONSE RATE - MORE INTERESTING CONTENT

Coffee, carnivores + night owls



26

Building your LinkedIn presence is like being A NEW PARENT.

Everyone has an opinion. But like in parenting, most of the valuable learningcomes ON THE JOB!

Furthermore, the GAME CHANGING INSIGHTScome when you look BEYOND THE SURFACE.- Past the vanity metrics. - Past what the influencers are doing. - Past the bandwagon of trending topics. That's where the real magic lies. The real commercial benefit. Untapped opportunities.

- RETURN ON INVESTMENT - LEAD GENERATION - MARKET REACH Consider this: If you dropped your wallet or purse+ all the money fell on the ground, would you pickup the notes + ignore the coins? Here's one great example. Check your FOLLOWER list: is there is a GAPbetween this total and your number ofCONNECTIONS? Are these additional people theCOINS that you're leaving on the ground? There are many small but POWERFUL moving partslike this involved in building your LinkedInpresence. The more moving parts you leverage,the more opportunities you have for businessgrowth.

New parents



27

What does the WEATHER FORECAST have incommon with your LINKEDIN CONTENTSTRATEGY? Put simply, it guides your approach! We know checking the forecast - although notfoolproof - will usually help us: - BE PREPARED for the conditions - MANAGE OUR TIME effectively - Bring the RIGHT TOOLS for the job Having a LinkedIn content strategy achieves thesame purpose for your business. So where doyou begin? Wait for it. Don't create content! Not yet. There's a strategic PROCESS behind creating theright content on LinkedIn. But one of the mostimportant steps before you publish is to REVIEWYOUR CURRENT LINKEDIN NETWORK. It's NOT about size. What matters is RELEVANCE = does your networkVALUE what you have to say, what you offer? So start by asking: are my connections alignedwith my purpose, eg. - partners - collaborators - suppliers - colleagues - customers - raving fans As LinkedIn grows in this attention economy, it'sno longer an option - it's essential to yourbusiness success.

Weather forecasts



28

From the time we were kids, we were taught: green = go yellow = slow red = stop Why the traffic light analogy?

Think of LinkedIn like a busy city highway...the newsfeed is like being in peak hourtraffic...your profile is a red light at a busyintersection What happens when someone stops at yourprofile is up to you. Do they stop for a moment, then move on thenext profile?Or do they stop, consider, make contact?

In today's video I share ONE OF MANY easythings you can do to influence what happensnext.

As always, love your thoughts-comments-feedback.

Traffic lights+ highways



29

𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗖𝗼𝗻 𝗲𝗻 : 𝗧𝗵𝗲 𝗙𝗹𝗼𝘄 𝗦𝗲𝗿𝗶𝗲Part 4/5: Emphasis

What’s the point of a cherry on top of a bowl full of cherries? Yet fill the bowl with ICE CREAM and it's a different story. Most of us are here on LinkedIn for commercialpurposes:- We all want to STAND OUT- Hold our audience ATTENTION - Make our message RESONATE But using every device, format and option in everypiece of content leads to overwhelm... It's like the proverbial kid in the candy shop… THEY DON'T KNOW WHERE TO LOOK FIRST!! The same goes for your clients and customers.

And... they tune out and go elsewhere. We've all "experienced" CONTENT hard to readbecause it was OVERLOADED with mixed formats +devices... - In the 80s, it was CLIP ART - In the 90s, it was EMOTICONS - In the 00s, it was EMOJIS But what do you REALLY want to emphasise?Yes it's subjective BUT... If everything is something it all equals nothing.

Cherries+ ice cream



30

𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗖𝗼𝗻 𝗲𝗻 : 𝗧𝗵𝗲 𝗙𝗹𝗼𝘄 𝗦𝗲𝗿𝗶𝗲Part 3/5: Structure

Jellyfish are not good content creators

They may ebb and flow with the tide Amorphous and free They come to a standstill eventuallyWashed up on the shoreWe step around them, supper for theseabirds. Without structure your content is a jellyfish Contrary to opinion, structure does not stifle flow. Like rhythm, it guides your audience forward.Feeds their need in an order that serves. Structure can be simple or complex, butcentres around your use of: - Sentence length - eg. punchy, verbose? - Word complexity - eg. complex, simple? - Punctuation - eg. proper, casual? - Line spacing - eg. even, uneven? - Emojis - eg. are there any? - Tone of voice - eg. formal, informal? - Emphasis - eg. CAPS? Sounds basic, right? But pay attention next time you're reading text. Notice what helps, or hinders, understanding. What helps, or hinders, enjoyment.

𝗪𝗵𝗮 𝗱𝗶𝗱 𝘆𝗼 𝗻𝗼 𝗶𝗰𝗲 𝗮𝗯𝗼 𝗵𝗶 𝗽𝗼 ?Like, or dislike? Worked, or didn't work?


Jellyfish


Want to learn how to build a content strategy?

Or simply create bettercontent?

Get in touch:[email protected]


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C O N T E N T A N A L O G I E S · What you give on LinkedIn, or in life. It's incremental. Small. One act. But it's also CUMULATIVE. MOMENTUM. It COUNTS. Someone you don’t know