Content tips & strategies for growing your career, brand, and business every Saturday morning.
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Published about 2 months ago • 4 min read
See the good, the (really) bad, and the trending
LinkedIn Edition
Devin Reed
Inside today's episode
An example of BAD LinkedIn content
An example of great LinkedIn content
A LinkedIn update and trend you ought to know
Together with AudioEye
When I Realized My Content Wasn’t Accessible to Millions of People, I Knew I Had to Change.
I'm ashamed to admit it: I used to overlook accessibility in my marketing.
I didn't realize that millions of potential readers can’t fully engage with content that doesn’t meet accessibility standards — and that’s on us as marketers.
So I partnered with AudioEye and started using their Marketer’s Checklist for Accessible Design. It’s a quick, practical guide to help you make your websites, emails, and social posts accessible for everyone.
Here’s what you’ll get inside:
Identify hidden accessibility gaps with simple tests.
Tips to optimize layouts, colors, and contrast for readability.
Guidance on alt text, links, and image descriptions for better user experience.
This is an opportunity to start creating content everyone can access. Will you join me? Grab the checklist — it’s free.
It's lazy and simply inaccurate to create a list of "top performers" without including any women.
Inclusive content isn’t just the right thing to do — it makes it better and more relatable.
And missing the mark damaged the author's brand way more than the virality he was hoping for in his list. (And the subsequent "redemption" post where he featured all women — but all white women.)
When I was leading B2B marketing teams, I heard that "It's hard to find diverse people." But that's an excuse to take the easier path. We won't level the playing field by sticking with the status quo.
I share this as a reminder, not as a finger-wag. We gotta do better.
Shout out to Melissa Rosenthal for calling this out. That’s how it landed on my feed.
Tap to read the full post.
If that has you fired up too, let’s cool back down to room temperature with some good content.
This is what GREAT LinkedIn content looks like.
It’s hard to create “scroll-stopping” content.
It’s even harder to create content that turns readers into followers and followers into inbound demos.
But Mac Reddin, founder of Commsor, has fun, creates raving fans, and drives leads with his LinkedIn content.
And he does it with style.
And this isn’t a one-off.
I dug deeper into his feed and found this is a series of “wish list” features.
Like this one warning you about LinkedIn pitch slaps:
Tap to read the full post.
Or this one that lets you know that “you’re not special”:
Tap to read the full post.
(Disclaimer: Mac is a new client of mine, but he made these 100% on his own. I’m just a fan.)
Let’s break down WHY it’s so damn good — plus tips you can apply to your LinkedIn content.
(Or really, any of your content marketing)
Mac follows my 3-part formula for highly engaging content: It's insightful, relevant, and actionable.
It’s hyper-relevant
Mac clearly knows his Sales audience.
He knows where they hang out: LinkedIn and email.
He knows what they care about: prospecting and booking meetings.
He knows their pain: cold calling is painful.
Without this in-depth knowledge, it’s impossible to hit this level of relatability.
Tip: Know your audience so well that it feels like you’re reading their mind. I made this list of questions to help you go deeper than your standard customer interviews.
2. It's insightful
Mac doesn’t shy away from calling out what’s broken.
He does it brilliantly because he pokes holes in the “old way” of selling without making his sales audience feel 'like the butt of a joke.
Salespeople aren't the problem. Bad sales tactics are.
This subtle difference, mixed with humor, helps him make his point without alienating the people he wants to sell to.
Tip: Critique the approach, not the audience. If you're going to critique, always be constructive and consider softening with humor.
3. It's actionable
It's easy to critique. It's harder (and more valuable) to solve.
Mac pairs his clever callouts with tactical guidance. His pitch slap post includes 3 tips for better "initial connection outreach."
Helping his audience makes them like and trust him even more.
Mac is passively selling here (without promoting his company at all) by sharing his POV.
Readers leave with a laugh and advice for "a better way."
Chef's kiss.
Tip: Turn insights into action with simple, tactical advice.
Your Reader will perceive this as a "gift" — and you'll build raving fans in the process.
LinkedIn update: Keep an eye out for the new “Promoted” tag on your feed
So, I post a couple of sponsored posts every month.
And I always — and I mean always — disclose when it’s a paid post.
That used to mean a hashtag of #partnerpost or #sponsoredcontent.
But LinkedIn recently added a toggle for influencer posts that looks like this:
Tap to read the full post.
I'm sharing this because
As a marketer, make sure your influencers use this toggle or hashtags (it’s illegal not to disclose).
As a consumer, you deserve to know what is/isn’t sponsored content.
Plus, it’s a little hard to spot, as mentioned by someone in my comments:
Let's wrap
Great content doesn’t just capture attention—it connects, educates, and resonates. It’s not about shortcuts or gimmicks; it’s about real value, intentional strategy, and knowing your audience inside and out.
So next time you’re creating content, ask yourself:
Is it hyper-relevant to my audience’s world?
Does it offer insights that shift their thinking?
And is it actionable enough for them to do something with it?
Follow these steps, and you’ll turn “likes” into real, lasting impact.
PS: This post took me ~3 hours to write. You can help me grow my newsletter by forwarding it to one person who uses LinkedIn to learn, fuel their business, or grow their personal brand.