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TABLE OF CONTENTS
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Chapter 1: My Content Story
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Chapter 2: Find Inspiration. Everywhere.
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Chapter 3: Build a Great Toolbox
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Chapter 4: Be Diligent About Your
Process
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Chapter 5: In Summary + Checklist
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About Justin
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Chapter One
My Content Story
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I’d built a sales org from scratch to $30M in ARR, and I wanted to
share insights with other people who could benefit from my lessons
learned.
Enter LinkedIn…
The ultimate networking platform for all things career wisdom and
knowledge sharing. I’d been on LinkedIn for years, but I’d never
taken advantage of its potential.
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Determined, I committed to a daily ritual,
and I studied the thought leaders and
their content that inspired me in the first
place.
I searched LinkedIn for topics my network was asking for help with,
and I bought copywriting books for guidance on actually writing
about what I was thinking about. Writing did not come naturally to
me, and that part on its own was more difficult than I’d anticipated.
Copywriting books helped a lot.
This eBook is all about how I come up with my content ideas and
turn them into posts.
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Chapter Two
Find Inspiration.
Everywhere.
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1. Personal Experience
You probably wouldn't know it, but many of my posts are inspired by
something that went poorly. For content, I like to take bad situations
and transform them into lessons to help others avoid mistakes and
do better.
Make a note on your phone each time this happens. This is the
fastest and easiest way to capture content ideas. And they add up
fast.
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I LOVE Twitter. Each night, I scroll through Twitter for content ideas.
My goal is to find a post that prompts me to think about my own
business and career from a new perspective. My goal is not to post
someone else’s content as my own. Being a content thief is
egregious. Don’t do it, ever. Instead, leverage Twitter effectively to
come up with your very own great content.
Step 1:
The key here is to follow accounts that will truly add value to your
feed. Aim for quality.
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Step 3:
Step 4:
Capture notes. After I find a post that inspires me, I use the
screenshot function on my iPhone to take a picture, and then I use
the pencil icons below the screenshot to make a quick note. This
instantly gets stored in the “Screenshots” folder in your photos app.
And that is the first place I look each Saturday morning when time
to write. In the end, this is how it looks:
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Step 1
I see Gary Vee’s post about “success not being about money.”
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This got me thinking about when I see reps go for money foolishly.
In my opinion, prioritizing money over more valuable things is
shortsighted. Raises are temporary (actual notes). What’s more
important than money? Company, mission, product, people, team,
commission plan, and equity.
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The more I use LinkedIn, the better my feed gets. And like any social
platform, your feed is what you make of it. Over time, I’ve manicured
my feed to be chock-full of relevant content that sparks great
conversations and inspires my own content ideas every day. Here
are some of my favorite tips for building a valuable LinkedIn feed of
your own.
Step 1:
Connect with quality people. Like any social platform - your feed is
what you make it. Identify thought leaders in your industry and/or
role who are professionally aligned with your purpose. You can
simply “follow” people of interest, and you’ll automatically get their
updates in your feed.
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Step 2:
Join groups. Find the right LinkedIn groups, and you’ve got hubs
where people are buzzing about topics you care about every single
day. Groups can be gold mines for content inspiration. Groups are
also great ways to see who, in the groups, participates actively. Their
content will begin to show up in your feed. More inspiration!
Step 3:
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Chapter Three
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1. Pocket
Let’s face it. We’re all bombarded with information across all
mediums everyday. With so much stuff and fluff out there, how can
you find great articles that will serve as inspiration for your LinkedIn
content?
Sometimes, an article will speak to me right then and there, and I’ll
save it to my Pocket account to remind me to write about it on
Saturday morning.
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Here’s an example:
Step 1:
Step 2:
Step 3:
My answer:
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Pocket is a really great extension for saving articles that you come
across, but what about articles that you never see or don’t know
about?
That’s where Feedly RSS reader comes in for me. Feedly is a free,
simple RSS reader that I can set up to collect and display blog posts
from different websites.
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You can instantly click into any article, and read it while staying
inside of Feedly, click the 3 small buttons in the top right, and save
it directly to Pocket, which is awesome. Like this:
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Chapter Four
Be Diligent About
Your Process
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My Schedule
Ok. By now you’ve got your inspiration, and you’re on the lookout for
content ideas. You’ve built your toolbox to make curating, saving,
and note taking simple.
Now comes the difficult part: being diligent about your process.
The easiest way to follow a process is to scope out what works for
you, personally.
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My Schedule
Look through Feedly and save 1-2 articles that inspire thought each
morning to Pocket. (15 minutes each morning)
Scroll through Twitter and screenshot + notes 1-2 posts that inspire
thought. (15 minutes each night)
Ad Hoc:
Save any inspiring content you come across during the week using
Pocket, notes or voice memos. (10-15 minutes a day)
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Chapter Five
In Summary &
Checklist
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In Summary
Let’s Wrap It Up
Take notice of your experiences every day. So much of my content
comes from stuff that happens in my life. If you’re not having any
luck, ask friends and co-workers about challenges they’re facing.
Leverage tools on your mobile phone likes notes app and voice
memos to document in real time when inspiration hits.
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In Summary
Let’s Wrap It Up
Put your own personal stamp on your content. Don’t try to emulate
or copy someone’s style. Make it your own. Then enjoy and watch
your network and engagement grow over time!
Pre-register
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Remove distractions
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About Me
I’m a revenue operator, executive mentor, and SMB SaaS advisor with
10+ years’ sales leadership experience. I equip founders and sales
leaders to drive scalable growth.
Prior to founding The Official Justin, I was the SVP of Sales at Los
Angeles based PatientPop, where I grew revenue from $0 to nearly
$60M in 4.5 years.
Before that, I was the 10th hire and 2nd salesperson at Zocdoc, a
healthcare technology company last valued at $1.8B.
I live with my wife, Jennifer, and our three dogs, Munchie, Branch,
and Doug, in Los Angeles.
Cheers,
Justin
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