Small team, big impact: how to grow your LinkedIn audience with content

Invest your resources wisely and grow your audience - even as a one-person team

The situation: A small team, with a mix of content skills and a small budget to spend.

The goal: Steadily grow their organisation’s followers on LinkedIn with organic content.

Can they do it? If they spend their time and budget smartly.

Are you sure? Our approach is tried and tested – but dependent on your budget. The more you can invest, the more growth you’ll see. 

So how much content do we actually need to post? Posting at least once a week will give you twice as much of a lift in engagement. But don’t be afraid to go bigger. We suggest posting at least once a day to see significant growth, but posting multiple times a day is even better. 

We can’t do that, there’s only two of us! Posting multiple times a day might require a third party or an extra team member – but a small team can definitely have a measurable impact on follower growth. 

It all starts with good habits. We like to think of it as helping your future self. 

Create and sign off templates    

Videos will continue to be the format of choice for LinkedIn audiences. Compared to other types of content, videos are seen to be 5x more likely to start a conversation amongst members, and are 20x more likely to be shared.

But videos are such a resource-intensive format, how do we create more without tiring ourselves out? Templates! And that’s not just for videos.

Creating and signing off video and visual templates in advance reduces the amount of effort each piece of content takes. Video templates have set branding, subtitles, and a few different frame layouts to choose from. 

That also goes for carousels and social cards. Think about creating (or having a third party create) sets of templates for specific campaigns too, like a launch (see below) or an event. 

Choose topics that will always be interesting to your audience

Evergreen content involves choosing topics that will be relevant and interesting now and in the future, keeping their leaves through the winter of your content schedule.

How do I decide what topics are evergreen without seeing the future? Look to the past: what hasn’t changed over the past ten years? Think about the core values your organisation is built on, and the related topics that aren’t time-sensitive. 

This video is a great example of an evergreen topic: taking a longstanding misconception and addressing it as a voice of authority. It’s not anchored to a time or place, and thanks to the algorithm it’ll likely reach a different part of the audience every time it's posted.

Be disciplined with your time 

The currency of content is good ideas. 

Great. We need ideas. A lot of them if we’re posting several times a week. A whole lot of them. 

But it’s just us! Even a small team can come up with lots of ideas – if you’re set up for success.

Have a regular dedicated time, or meeting if you can get a few team members involved for ideation. Organise the ideas by campaign or calendar events so you’ve already got a bank of ideas to draw from for your next piece of content.

Ask for help

When you’re really stuck, look outside of your team for inspiration. If you’re in a larger company, speak to different departments.

Senior teams don’t have time for me on a regular basis…Then look to the rest of your organisation. Is there a complicated concept that an internal expert can talk through? 

Are there department heads that could film a one-minute video explaining their work? Perhaps a Head of Sustainability explains their latest project.

I’ve exhausted all of our internal experts. Now what? Take this approach online too: reposting content with some extra insight is an easy way to publish content, attract the attention of whoever’s content you’re sharing, and show your authority on the subject with some extra insights. 

Reflect

Each week, look at last week’s performance. What worked? What didn’t? Look for patterns in your audience’s behaviour. 

What kind of patterns? Do carousels work better than videos? Is there one topic your audience seems to favour the most? If a particular week got great engagement or impressions, look closer at the content that went out. 

Feed this back into your ideation. 

If you’re curious about how else a small team can grow their impact even more, connect with us for a chat.