LinkedIn is fast becoming the social media darling for business after it’s saucy new redesign and Facebook’s recent algorithm changes. More and more businesses, especially freelancers or small businesses, are parking their Facebook Page and heading over to LinkedIn because, for many businesses, it’s where our customers are now hanging out.

Related Post: How to Get Your LinkedIn Page Ready for Business

Unlike Facebook, LInkedIn has always been a space where it’s okay to show off your skills a little bit more overtly. And, let’s face it, if you’re in business, showing off your success is essential for new clients to trust you, if you want to stick around for the long term.
It’s pretty common that people will post content on LinkedIn which reflects what articles are the reading or writing, which is great as it shows they know their stuff. However, it’s also really important to consider creating content which builds trust, too.

What does content around ‘trust’ look like? Well, it’s creating content so that a prospective customer knows they can rely on you and your business to do the job they need you to do. This content might be case studies, testimonials or data showing your results.

We often create plenty of content like this for our websites, but how can we translate this to LinkedIn bite-sized content?

Let’s looks at some examples…


Thought leadership

The majority of content on LinkedIn is people sharing what they are reading in terms of industry news and discussion. This kind of content is useful in trust-building because it shows that you are on top of the latest industry news and discussions and are an active industry participant.

However, for an additional gold star, I’d recommend commenting on or critiquing the post to really show that you’re thinking critically about your industry.

Related: How to Find Awesome Content Perfect for Your Audience

 Channelling your customer needs

Creating content which shows off your product or service from the perspective of the problems it solves for your customer is a great one. This means your potential customer can connect with your business more easily, but they know that you know how to address their true needs.
When creating this content, consider: what problems is your product or service solving for your customer? What are the emotional needs your product solves for your customer? (My favourite analogy is that ordering in a pizza isn’t just ordering food – it’s a night off from having to think about anything.)

Your passion and drive

Why are you selling your product or service? Creating content which reflects your passion for why you work in your industry is a really great way to connect with your audience. Helping potential clients see you as a person, that your goals align with theirs is so important for business because so often we buy the people associated with business, not just the product or service.

When you’re creating content like this, dig deep and think about why the world needs your product or service, or what you do differently to your competitors.

Client testimonials

Many of us have client testimonials on our website – but how many of us turn that into social content?
Reminding existing customers of your good work might spark then to get in touch again, but it also is a great tactic to show prospective customers see that you’re not all talk.
If you don’t have reviews, you might have star ratings or customer feedback percentages that will work just as well in providing that social proof.

Sharing nuggets of wisdom

Another really simple way to build your authority in a field is to create simple ‘tweetable’ tips or advice which people can take home and apply themselves. This makes your knowledge a little more shareable and might extend your reach to new audiences, but it also shows your expertise to audiences who don’t have the time to read a whole blog post or watch a whole livestream!

You might even be able to show a tip or tool in a quick video and turn it into a gif. A tool or technique you use every day might be brand new to your audience and a total lifesaver:

Using my content calendar template, entering the first of the month in the first cell updates each day on the spreadsheet, saving hours of work. The formula? =A2+1


Behind The Scenes

Behind-the-scenes content doesn’t always need to be selfies! There are plenty of ways you can show off what you’re doing in a professional context by giving your audience a glimpse of what’s happening in your life to reflect your values and build up that virtual relationship.
A draft blog post, your favourite mug while you prepare for a podcast or works-in-progress can all be great ways to show off the person behind the magic!

Related: The Must-Have Checklist for Your First Livestream


There are plenty of ways to create content for LinkedIn which builds trust, authority and build up that online relationship with your potential clients or customers.
The key to creating content to build up trust is understanding who your audience is, and the kinds of things they need to know about you and your business before they are ready to purchase. For some, it might be that you’re an expert on a specific topic. For others, it might be how reliable you are. Or case studies or the ability to create a product with a particular look and feel.
Understanding your audience needs is the first step, and from there, you can brainstorm content types which help build up that trust and loyalty.

Happy creating – and looking forward to seeing what you create on LinkedIn!

Want to work with Rachel?

Rachel Beaney is a writer and social media content specialist, helping businesses connect with their audiences.

She’s worked with local, national and global companies, in addition to not-for-profits and government bodies. She loves helping businesses tell their stories with creative and data-driven solutions.

She is based in Sydney, Australia.

Want to work together? Rachel would love to hear from you. Get in touch today.