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You may have played around with LinkedIn a little and while you\\u2019re enjoying the content on there, you haven\\u2019t got around to creating your own. Why should you do it and what should you do?

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This is Clickstarter, the Australian digital marketing podcast. I\\u2019m Dante St James.

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LinkedIn is quite unique in that the difference between those post and those who are part of the network but don\\u2019t do posts is vast. We\\u2019re talking about there being less than 3% of all people on LinkedIn who actually post anything to it. Compare that with Facebook where it\\u2019s more like 70%. While that might seem like a crazy low number, it actually makes sense.

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After all, LinkedIn is our professional profile. It\\u2019s like a resume. Our employer, potential employer and clients are seeing what we\\u2019re up to there. And for most of us, our presence on LinkedIn isn\\u2019t a Company page, it\\u2019s our own personal profile. So, everything we do there reflects on us as a professional.\\xa0

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Yet, if you do start posting, you have this incredible opportunity that doesn\\u2019t exist on the bigger networks like Facebook, Instagram and even Twitter. Because there is so few people on the platform that are posting regularly, anything you do post is that much more likely to reach more people. Think about it. When you\\u2019re on LinkedIn you see a LOT of content being posted. But that content tends to be from the people you\\u2019re connected to or follow. Which means that you have a limited number of things you can see. LinkedIn then pumps up your feed by adding in the stuff that your contacts are commenting on and liking, so that your feed doesn\\u2019t get too empty. This means that you have an opportunity to reach well beyond just the people you follow or are connected to.

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So what do you post?

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You can start by sharing news stories of significance in your industry and adding your own opinion or comments. Try running a quick poll to seek other people\\u2019s opinions on an issue or question that is related to the work you do. Interesting quotes from real people like yourself, or someone you admire always do pretty well \\u2013 especially if they\\u2019re related to your work or industry. If you\\u2019re feeling more daring, you can write an article. LinkedIn has a great tool for posting articles, like a blog, in your profile and once it\\u2019s posted it lets you share that article to your network. From time-to-time LinkedIn will feature these articles on the right hand column, especially if you\\u2019re posting something that people are really interested in right now.

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With so few of LinkedIn\\u2019s hundreds of millions of people actually posting, you really do have a big chance of having your content reach a lot of people.

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I\\u2019m Dante St James. You can learn more about digital marketing the Australian way at clickstarter.com.au, and give your business all the tools it needs to get known, get found and stay known.