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Good Content vs. Bad Content on LinkedIn:
What Makes the Difference?
November 2024 | Read Time 4 min. | Author: Céline
LinkedIn is more than a professional platform—it’s a social network, designed for building connections, sharing insights, and fostering meaningful conversations. At its best, LinkedIn enables industries like life sciences to connect with healthcare professionals (HCPs), researchers, and decision-makers.
But not all content succeeds. Many posts fall flat because they don’t engage or resonate with their audience. In this blog, we’ll explore what makes good content stand out, why bad content gets ignored, and how Visual Abstract’s approach can help.
What Makes Good Content on LinkedIn?
Great LinkedIn content drives interaction, builds trust, and delivers value. Start by ensuring your content addresses your audience’s challenges and goals. In life sciences, this means simplifying complex topics so healthcare professionals and stakeholders can easily understand and engage with them.
Interaction is key. LinkedIn thrives on communication, not broadcasting. Posts that encourage dialogue—through questions, polls, or discussion topics—perform far better.Your opening sentence is critical. It’s the hook that determines whether someone reads on or scrolls past. A strong start, like “Did you know posts with visuals get 2x more engagement?” grabs attention and sets an engaging tone.
Lastly, authenticity and visual appeal are essential. Relatable stories establish trust, while visuals like infographics or videos simplify complex ideas and make content more engaging—especially in the data-heavy life sciences field.
Interaction is key. LinkedIn thrives on communication, not broadcasting. Posts that encourage dialogue—through questions, polls, or discussion topics—perform far better.Your opening sentence is critical. It’s the hook that determines whether someone reads on or scrolls past. A strong start, like “Did you know posts with visuals get 2x more engagement?” grabs attention and sets an engaging tone.
Lastly, authenticity and visual appeal are essential. Relatable stories establish trust, while visuals like infographics or videos simplify complex ideas and make content more engaging—especially in the data-heavy life sciences field.
What Makes Bad Content on LinkedIn?
Bad content, on the other hand, fails to connect or provide value. One of the most common mistakes is irrelevance—content that doesn’t align with your audience’s interests or challenges. For life sciences professionals, overly generic messaging or posts that lack a clear focus won’t resonate with HCPs or researchers.
Another pitfall is overly promotional messaging. Posts that feel like ads rather than offering genuine insights can turn audiences away. Structure is also important; dense, unformatted blocks of text make content difficult to read. Similarly, weak opening lines like fail to grab attention or communicate value. Finally, posts without visuals risk being overlooked.
Another pitfall is overly promotional messaging. Posts that feel like ads rather than offering genuine insights can turn audiences away. Structure is also important; dense, unformatted blocks of text make content difficult to read. Similarly, weak opening lines like fail to grab attention or communicate value. Finally, posts without visuals risk being overlooked.
Strategies to Boost LinkedIn Engagement
1. Emphasize Social Interactions: Remember, LinkedIn is a social network. Treat your posts as conversations, not one-way broadcasts.
• Ask questions: “What’s one trend you think will shape healthcare communication in 2024?”
• Respond to comments and engage with your audience to show you value their input.
2. Hook with a Strong First Sentence: Your opening line determines whether someone reads on or scrolls past.
• Example: “Communicating complex life sciences data doesn’t have to be hard—here’s how visuals can help.”
3. Use Visuals to Communicate Effectively: Visuals are powerful tools for simplifying complex information.
• Infographics and animations tailored for LinkedIn can make even the most technical topics engaging.
• Example: A short video summarizing a medical study or highlighting the benefits of a new treatment.
4. Structure for LinkedIn’s Algorithm: Make your posts scannable with bullet points, short paragraphs, or numbered lists.
• Example: Instead of dense text, break ideas into clear, digestible sections like this one.
5. Tell Stories That Resonate: Relatable stories create emotional connections.
• Example: “When we started working with HCPs, we realized how challenging it is to simplify medical data. That’s why we developed a visual-first approach to make communication easier.”
• Ask questions: “What’s one trend you think will shape healthcare communication in 2024?”
• Respond to comments and engage with your audience to show you value their input.
2. Hook with a Strong First Sentence: Your opening line determines whether someone reads on or scrolls past.
• Example: “Communicating complex life sciences data doesn’t have to be hard—here’s how visuals can help.”
3. Use Visuals to Communicate Effectively: Visuals are powerful tools for simplifying complex information.
• Infographics and animations tailored for LinkedIn can make even the most technical topics engaging.
• Example: A short video summarizing a medical study or highlighting the benefits of a new treatment.
4. Structure for LinkedIn’s Algorithm: Make your posts scannable with bullet points, short paragraphs, or numbered lists.
• Example: Instead of dense text, break ideas into clear, digestible sections like this one.
5. Tell Stories That Resonate: Relatable stories create emotional connections.
• Example: “When we started working with HCPs, we realized how challenging it is to simplify medical data. That’s why we developed a visual-first approach to make communication easier.”
Our Approach at Visual Abstract
At Visual Abstract, we know how challenging it can be to engage the right audience—especially in industries like life sciences, where clear, impactful communication is crucial. Our platform is designed to help life sciences professionals create content that stands out by:
• Visual Communication: Transforming complex scientific information into clear, engaging visuals adapted to every channel, including LinkedIn.
• Tailored Content: Ensuring your posts resonate with healthcare professionals (HCPs) and other key stakeholders.
• Structured Messaging: Crafting scannable, audience-focused content optimized for LinkedIn’s algorithms. By combining visuals, storytelling, and data-driven strategies, we help life sciences professionals simplify their communication and build meaningful connections.
• Visual Communication: Transforming complex scientific information into clear, engaging visuals adapted to every channel, including LinkedIn.
• Tailored Content: Ensuring your posts resonate with healthcare professionals (HCPs) and other key stakeholders.
• Structured Messaging: Crafting scannable, audience-focused content optimized for LinkedIn’s algorithms. By combining visuals, storytelling, and data-driven strategies, we help life sciences professionals simplify their communication and build meaningful connections.
Conclusion
LinkedIn is a powerful tool for the life sciences industry, offering the chance to connect with HCPs and other key audiences. But success depends on creating good content: posts that are relevant, interactive, and visually engaging.
With Visual Abstract’s platform, you can turn complex ideas into impactful communication that drives real engagement. Ready to elevate your social media strategy? Let’s talk.
With Visual Abstract’s platform, you can turn complex ideas into impactful communication that drives real engagement. Ready to elevate your social media strategy? Let’s talk.
Sources
(1) https://business.linkedin.com/marketing-solutions
(2) https://scienciaconsulting.com/life-science-content-marketing-guide/
(3) https://www.constantcontact.com/blog/linkedin-post-best-practices/
(4) https://www.iconosquare.com/blog/what-to-post-on-linkedin-content-ideas-examples-expert-advice
(5) https://business.linkedin.com/marketing-solutions
(2) https://scienciaconsulting.com/life-science-content-marketing-guide/
(3) https://www.constantcontact.com/blog/linkedin-post-best-practices/
(4) https://www.iconosquare.com/blog/what-to-post-on-linkedin-content-ideas-examples-expert-advice
(5) https://business.linkedin.com/marketing-solutions
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