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Using LinkedIn to Grow Your Audience

By now you know how important it is to stay in touch with attendees between events. You understand that continually producing quality content throughout the year is key to staying on your attendees’ radar. The problem is, how do you keep pumping out content that your audience wants to read? How do you keep generating content that your audience wants to share?

One way to do this is by letting your audience create content for you. Your industry isn’t just made up of businesses; it’s made up of people. People who may approach their work differently than others. People who have insightful viewpoints on where the industry is heading. People who see problems that exist and feel they have the solutions. People who have very interesting lives outside of their work.

All these people have stories to tell. Authentic stories that other people in your industry want to hear. Stories that show others they are not alone in their struggles. Stories that celebrate life and victories.

You can take a page from Derek Jeter’s new venture, The Players Tribune, a sports magazine written by athletes. “My goal is for the site to ultimately transform how athletes and newsmakers share information, bringing fans closer than ever to the games they love,” said Jeter.

First-person stories, many created by the athletes themselves, fill the magazine. Some of these stories are funny, some are heartbreaking and some are uplifting. All are captivating because they are authentic.

Daniel Carcillo of the Chicago Blackhawks writes and talks about losing his friend and former teammate Steve Montador. Montador had been dealing with the aftermath of concussions. It’s an issue that is plaguing the NHL, and Carcillo’s first person account has a tremendous impact.

In a mother’s day essay, Christie Rampone, Captain of the U.S. Women's National Soccer Team, talks about the struggle of balancing motherhood with her professional athletic career. A struggle that is relevant to every working parent no matter what their chosen profession.

Then there is a fantastic video of Elena Delle Donne, WNBA guard/forward for the Chicago Sky, and Mo’ne Davis, American Little League Baseball pitcher. The two are hanging out, talking about dealing with fame and finding and being role models.

All these stories resonate not only because they are told from the athletes’ viewpoints, but because they are the stories the athletes want to tell. Some of them are about the game and the profession, but many are just about their struggles, their hobbies, their families and their joys.

Why not put the pen and the camera in the hands of your audience? Let them tell their stories. Give them the freedom to talk about their wins and their struggles. Let them share their opinions on what’s happening in your industry. When stories are told in the first person, they are always more memorable and shareable than those that come from your communications department.

Here are 11 Story Ideas To Get You Started

  1. Conversations between a mentor and mentee
  2. Personal impact stories on effects of industry issues
  3. Personal stories of dealing with unemployment/looking for work
  4. Stories of work/life balance
  5. Interviews by student members with industry leaders
  6. Work/life hacks, tips, and tricks.
  7. Interview and resume advice from hiring managers
  8. Fun, quirky, short interviews that give insight into your audience
  9. Stories about career highs and lows of members
  10. Members talking about and sharing their hobbies
  11. Stories about favorite moments of past events

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