When it comes to marketing, you have two choices.
You can either work off of best practices. Or you can base decisions on values.
I was recently forced to choose between the two when updating my content plan for LinkedIn. (off-topic: if we’re not connected there, let’s change that!)
Anyone who follows the evolution of social media algorithms will tell you that sharing links on LinkedIn is B-A-D. They receive a fraction of the impressions other posts get and don’t really perform as well engagement-wise.
Did I remove link posts from my LinkedIn posting plan? Heck no!
And it’s a decision based on values more than anything else.
Here’s my thought process. What do I value most? Providing helpful information for my audience. Do some people on LinkedIn find the links I have to share useful? Yes. So the decision is easy.
Great brands plan their marketing based on first principles, not the latest algorithm update. And you should, too. Because, at the end of the day, your values are what makes people like you and trust you. We connect based on shared values. And your content should reflect it.
💕 P.S. What values-first brand are you most fond of? And how do they go against the fad of the day, be it marketing, product, or communication-wise?
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🎙️ New Podcast Episode
This interview has been in the making for a long time and I’m really happy we did it! It’s a deep-dive into onboarding email sequences and how you can plan your own. We also discussed email tools, personal branding, and some other related topics.
👌 Handpicked Stories for You
3 Questions To Help You Evolve Your Content and Marketing [CMWorld Recap]
One of the biggest events in the content marketing world took place recently and I’m trying to quench my FOMO with any content I can find. This post covers a few key talks and features some important lessons: the balance between novelty and familiarity, the importance of your content purpose, and the evolution of AI.
How to Start a LinkedIn Newsletter: 10 Best Practices and Lessons Learned From 180k Subscribers
I’ve personally struggled with the decision to start a LinkedIn newsletter for a long while. We’ve been told that building on rented land is a really bad idea. But depending on your goals, a LinkedIn newsletter can be a good fit. Especially if you find a format that’s different from your other content and still drives visitors to your main content hub. This post will show you the first steps to start – and a useful point about naming your newsletter.
How To Write Headlines That Hook: 8 Questions To Ask
This post is short and to the point – and it’s now part of my next content writing workshop. Yes, it’s that good. In short, it will help you create more impactful headlines that are relevant, specific, and click-worthy.
6 LinkedIn Experts Gave Me Their Personal Branding Secrets — I Tried Them All
There isn’t really a shortcut for LinkedIn success. You need consistency and time dedicated to interacting with your audience on the platform. If you’re ready to invest, this post will show you what to focus on: building your profile, getting content published, and writing in a style that fits the social network.
10 World-Class Copywriting Examples to Add to Your Swipe File
You can never have too many good copywriting examples, so add these to your records. My favorites are Brooklinen and Chubbies. The selection here also demonstrates a crucial point – good copy is all about brand voice executed right. You don’t need to be one of the “funny” brands out there if your customer expects a more serious tone. But you need to build your voice and stick to it.
👀 Interesting stuff to click on
- This opinion on Pumpkin Spice – I’m a huge fan of adman Ryan Reynolds and this ad is no exception. Negroni all the way!
- This… thing? – it’s an absurd performance/stunt series, but it made me laugh. Humans are just weird.
- Weekly cat – I identify completely with this cat!
I hope these put a smile on your face!
🔥 That’s a wrap! Before you go…
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