A month ago I decided to challenge myself to create a video every day on LinkedIn.

Part of this was the challenge of completing an extended goal.

Part of this was the opportunity: LinkedIn is pushing its videos now.

So it’s an arbitrage opportunity: fewer people creating video content, and LinkedIn needs more videos in its feed.

My goal was to hit 100k impressions in a month.

This was 10x more than I normally was getting, posting 3-4 times per week of text.

And It’s definitely worked, in terms of impressions and exposure.

Here’s a look at the impressions I’ve had for the past 28 days:

Attention spans are shorter than ever.

And these short videos have the power to capture and hold that attention, making it the ideal medium for marketers who want to cut through the noise.

Let’s dive in on the details of how I did this, and how you can too….

💡 Strategy: Turn Expertise into Compelling Content

Your content should guide your audience through a funnel—starting with catching their attention, moving to adding value, and ending with driving action.

Here’s a more detailed breakdown on how to turn your expertise into effective content at each stage:

• Top of Funnel:

  • Capture Attention: Start by creating content that hooks your audience. This is where you leverage trending topics or break down a brand's strategy that’s making waves in your industry. Your goal is to pull people in with something timely or relevant.

  • How To Get Started: Scan the latest headlines in your industry and share a LinkedIn post with your analysis. Add your perspective on why it matters or how it affects your audience. For example, "Here’s what [Brand X] did right in their recent campaign and how you can apply it to your strategy."

• Mid Funnel:

  • Add Value: Once you have their attention, keep them engaged by offering actionable insights. This is where your expertise comes into play. Create how-to guides, share useful tools, or showcase real-life examples that people can relate to and learn from.

  • How To Get Started: Write a LinkedIn post or record a video explaining how to solve a common challenge in your industry. Include a step-by-step guide or list of tools that you personally use to tackle the issue. For example, "Struggling with [Problem Y]? Here’s a quick guide on how to fix it using [Tool Z]."

• Bottom of Funnel:

  • Drive Action: The final step is to convert that interest into action. This is your chance to make a direct ask—whether it’s getting them to sign up for your newsletter, enroll in a course, or make a purchase. Your content here should be compelling and clearly guide them to take the next step.

  • How To Get Started: Use CapCut to create a high-quality video that wraps up your insights and includes a strong call to action. For instance, "If you found this helpful, sign up for my newsletter where I share more tips like this every week." (More on this below…)

Combine how-to content with a lead magnet (like a downloadable guide or checklist) to drive newsletter sign-ups.

This not only provides immediate value but also keeps your audience engaged for the long term.

🔍 Utility: Recording High-Impact Vertical Videos Made Easy

Creating vertical video content can be simple and highly effective, especially for platforms like LinkedIn, Instagram, and TikTok.

Here’s a step-by-step guide to make recording and editing vertical videos as smooth as possible:

1. Find a Concept

• Start with What’s Trending: Pick a headline or news piece in your industry that excites you. The energy and relevance will shine through in your content.

• Choose a topic that you’re passionate about—it will help you deliver your message more convincingly.

2. Craft a Simple Script

• Hook: In 3-5 seconds, tell your audience why they should care about this video. Make it punchy.

• Deliver Key Points: Mention 2-3 key takeaways or a hot take. Keep it brief and engaging.

• Conclude with a clear, concise ending. Let your audience know what to do next (e.g., follow for more, comment their thoughts).

3. Use The Phone In Your Pocket

• Keep it Simple: All you need is your iPhone some natural light ideally. Wired earbuds can help improve audio quality.

• Position your phone vertically and make sure your background is clean and clutter-free.

4. Recording Your Video

• Use CapCut: Download CapCut for easy video recording and editing. Select the 3-minute option if you need more time, but try to keep your videos concise.

• Actionable Tip: Record one sentence or idea at a time. If you mess up, just delete that take and start over.

5. Editing Like a Pro

• Trim the Fat: Cut out any dead space or pauses. Make sure every second of your video adds value.

• Auto-Captions: Use CapCut’s auto-caption feature. Style your captions simply and place them in the middle of the screen for easy reading.

6. Optimize Captions and Titles

• Be Direct: Start your video with a title that clearly states the topic in 2-4 words. Big, simple text against a plain background works best.

• First 5 Seconds Matter: Ensure the first few seconds of your video are crystal clear about the value you’re offering.

7. Publish Strategically

• Export and Upload: Export your video and upload it with a brief description, you can use Claude or ChatGPT to help with this.

8. Consistency is Key

• Daily Commitment: Not every video is going to hit. Some of the ones that I spent more time and effort on didn’t break 300 impressions. But keep at it, consistency will help you grow your presence and refine your messaging.

This is just a starting point.

I’ve definitely found that it gets quicker, and my editing and content creation process gets better as I’ve continued at this.

🤖 Prompt: Reverse Engineer Content You Admire

One of the most effective ways to improve your content creation is by reverse engineering content that resonates with you or performs well.

This approach allows you to deconstruct successful pieces and understand what makes them tick, so you can apply similar principles to your own work.

Find some of your content that has performed the best, and use AI to reverse engineer it so that you can replicate it.

• Understand What Works: Break down successful content to see why it resonates with the audience.

• Identify Key Elements: Recognize the structure, style, tone, and hooks that make the content effective.

• Replicate Success: Apply the successful elements to your own content in a way that aligns with your brand and voice.

Here is the prompt to get started:

Prompt:
"Analyze a piece of content (a blog post, video, or social media post) that you admire. Break it down into the following elements: headline/hook, key points, structure, style, and call to action. Identify what makes each of these elements effective. Then, outline a piece of content you would create using a similar structure and approach, but tailored to your audience and message."

You can use Claude’s Console, to help you create a detailed prompt:

Steps to Use the Prompt:

1. Choose Content: Pick a piece of content that has performed well or that you find particularly engaging. It could be a viral LinkedIn post, a popular YouTube video, or a well-written blog article.

2. Break It Down: Use the prompt to dissect the content. Look at:

   • Headline/Hook: What grabs attention immediately?

   • Key Points: What are the main ideas, and how are they delivered?

   • Structure: How is the content organized? What’s the flow?

   • Style/Tone: Is the tone casual, formal, humorous? What’s the writing or speaking style?

   • Call to Action: How does the creator encourage the audience to take the next step?

3. Replicate and Tailor: Based on your analysis, draft your own content outline. Incorporate the successful elements you've identified, but make sure to adapt them to fit your unique voice and message.

4. Create and Publish: Use the outline to create your content. Pay attention to how you can tweak the style and structure to better engage your specific audience.

5. Analyze Results: After publishing, track how your audience responds. Note what works well and what can be improved for next time.

This prompt not only helps you learn from the best but also gives you a practical framework to create content that is more likely to succeed.

By understanding the mechanics of successful content, you can start applying these insights to your own work, enhancing both the quality and impact of what you create.

🔬Exercise: Quick Start for LinkedIn Content

Here’s a simplified guide to get you up and running on LinkedIn quickly:

1. Identify Your Focus

• Pick Your Niche: Choose 1-2 topics you’re knowledgeable about. For me, it’s AI and marketing.

• Know Your Audience: Define who you’re speaking to. I am targeting SaaS founders, CEOs and marketing leaders on LinkedIn.

2. Plan Your Content

• Brainstorm 5 Post Ideas: Write down five simple topics you can share insights on. Use AI to help you take your niche and generate ideas to create content around.

• Commit to Posting Twice a Week: Start small and stay consistent.

3. Create and Post

• Create Your First Post: Keep it short. Start with a strong opening, share a key insight, and end with a question or call to action. It doesn’t need to be video per se, however you may get more reach with video. Quick Tip: if you struggle with recording, you can use a free teleprompter app (or CapCut has one in its app) that makes it easier to stick to your script.

📖 Refine: Build a Strong Foundation for Content Success

Creating impactful content isn’t just about producing post after post—it’s about continuously refining your strategy to build a solid foundation that supports long-term success.

For these first batch of videos, I had a rough idea of what I would cover, and tried to create a wider variety and go through the experience of making the content, and seeing how it did.

For each content pillar, there are different content types to test, such as how-to guides, industry insights, personal stories, or case studies.

This helps you maintain variety while staying focused.

By establishing clear pillars and a strong content framework upfront, you can ensure that every piece of content contributes to your broader goals and resonates with your audience.

Lastly, having some idea of a content calendar that outlines when and where you’ll publish each piece of content helps with accountability.

This ensures consistency and helps you stay organized.

And with each piece, before starting, understand the specific purpose of the post — is it to educate, inspire, drive action?

And one of the most important things:

Focus on the inputs, not the results.

For example, the input, that which I could control, was creating the best post that I could for a given day.

The results (measured in impressions and engagements) were interesting to look at.

But ultimately I was more focused on what I could control, which is ultimately just hitting “Publish”.

So that summarizes some of my learnings thus far, this will be continued.

If you have any questions about any of this, just hit reply 😃 

Until next week, stay Super, Marketers.

Gen