The Content Crib Podcast

You Don’t Need Daily Posts To Win On LinkedIn #15

• Eric Anderson and Chris Grosse • Season 1 • Episode 15

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We break down a calm, effective way to grow on LinkedIn without posting daily. We share format tips, platform strategy, and why owning your audience with a newsletter pairs well with genuine engagement.

• daily posting not required for growth
• engagement as a low‑pressure starting point
• carousel and video formats outperform
• social media reset and audience ownership
• why LinkedIn delivers genuine conversations
• curate feeds to reduce noise
• map platforms to clear business goals
• Content Crib updates, sponsors, community focus

If sponsorship is a possibility that you're thinking about, just get reach out to myself or Chris and we can tell you the specifics of that


SPEAKER_00:

We're back for episode number 15. There's a torrential thunderstorm going on outside of my uh home studio here, office. So this should be interesting. If we make it all the way through this podcast, it will be a miracle. But here we are. Chris, how are you?

SPEAKER_01:

Yeah, we are back. I'm doing great. We haven't um recorded in a little bit just because we had a little bit of a Labor Day break. How was your Labor Day weekend?

SPEAKER_00:

It was nice. Um there was a lot of rain in Florida, so I didn't do too much outside. I caught up and with a bunch of other stuff. So how was yours?

SPEAKER_01:

Yeah, it was it was solid. And then you uh it sounded like you lost your voice. You were just telling me you attended something fun.

SPEAKER_00:

Yep, went to a football game yesterday. I'm gonna give everybody a little bit of advice. If you want to go to a football game in Florida in September at one o'clock, it's not a great idea. It's about 92 degrees. We had a lightning delay for an hour and a half. Um, but the good thing about the lightning delay is clouds came over and it cooled it off and made it much better. So, but then I heard you went to a football game and it was considerably nicer, I bet.

SPEAKER_01:

Uh no, actually, no, it wasn't. But you were watching my friend coach, uh, he's not my friend, but uh former classmate Liam Cohen. I went to college with him, had a couple classes with him. Now the head coach of the Jacksonville Jaguars, which is kind of funny. Yep. Uh the Duval guy, for you guys that have seen that uh that clip. That's him. Yes, I was at yeah, I was at the Patriots game myself, and the weather was also terrible, but except it was 60 degrees and downpouring rain.

SPEAKER_00:

Oh, wow.

SPEAKER_01:

Uh, the entire time. But but um, yeah, that's not why everybody's listening to us today. So I guess we'll jump into it.

SPEAKER_00:

Yep. Well, I'm gonna let you had some great questions. You had some stuff you wanted to get into, so I'm gonna let I'm gonna let you fire away. It's a question, yeah.

SPEAKER_01:

It's a question we get all the time, and it's people that want to get started on LinkedIn or social media and start to craft things. And I always get asked, it's like, do I need to do I need to post every day? Is posting every day actually necessary?

SPEAKER_00:

Um, I want to see what you thought about that. No, absolutely not. I you know, it's funny, I've changed my mind on this a little bit. Um, I used to say post as much as possible and throw out as much information as you possibly can, and then come to realize as the algorithms have been tweaked and they've utilized different types of analysis to figure out that if you want your information to go to that certain somebody or that certain ideal customer, they can make it happen. So I always say post as often as you would like, or post the least amount that you would like. Whatever you do, just post.

SPEAKER_01:

Yep, I agree. I like to post every day, and it's no reason that I I just like to. I don't think that it's in everybody's best interest at all. You know, that may change for me at some point. I wanted to share a statistic. Um guy from Kinstar says that only one percent of LinkedIn users share content on a weekly basis. Wow. Which amounts to roughly three million weekly content posting users, which I thought was interesting. So I like that you know, three to four times a week, I think is a good high-end for people, and I think two to three times a week would be a great goal.

SPEAKER_00:

Yeah, I I I totally agree. And and I I had some insane streak going like Seth Turnoff did, but um, yeah, you know, I I stopped posting on Sunday. I kind of just stop, and sometimes I will, but most times I don't. Um, and then I'm ready to go on Monday. And no longer I used to beat myself up, oh, I didn't post today, what am I gonna do? I don't. If I just say that day I'm going, there is absolutely nothing interesting coming out of my mind, I'm just gonna let today go by and on to the next day.

SPEAKER_01:

Yeah, and I wanted to share a thought that I have and I talk to people about, and I think you'll like this one is you don't need to really post, you just need to engage, right? So if you're shy about posting and sharing your thoughts, um whatever reason that is, professionally, you don't want to you know be posting all the time because your company restrictions or whatnot, get out there and comment on some of the things that uh are in your uh ecosystem and clients you're trying to connect with or people that you're trying to connect with in whatever fashion, comment, engage, send thoughtful messages that aren't like spammy, things like that.

SPEAKER_00:

Oh yeah, exactly. On some levels, maybe commenting and DMing and and and that kind of communication may work great. Yeah, it's very effective. And and maybe you do it for the first take that as your you know, your first 90 days that you've decided you want to, you know, you want to create content. Maybe the content you create are DMs and messages, and that's it's the same thing. You're interacting.

SPEAKER_01:

Yeah, totally agree. And I mean you can build a personal brand just by commenting and engaging thoughtfully with the people that you're trying to reach. So you don't need to worry about, you know, I need to post and need to write all this stuff and and whatnot. Um and I did a little some digging and some more statistics on content types that perform best. And I thought this was interesting, and I'm not surprised to see um carousels outperform other formats, about almost 300% engagement more than the next one, which is video content, but that's up almost 40% year over year in total views.

SPEAKER_00:

So I was gonna say uh I was watching something last night from a creator named Dan Koe, his last name's K-O-E. Um, he has a very interesting delivery style for you for those of you who watch or like to would like to watch somebody. Um I find him fascinating. I've had other people tell me I think this guy is the most boring guy on the face of the earth. I don't want to watch it. But anyway, he was talking about in it last night in his his video newsletter that you know social media is dying. And I'm gonna get, you know, all of a sudden people are gonna go, oh my gosh, what is he trying? What is Eric trying to talk about here? Um you know, he said social media is dying, which I think is a wonderful opportunity for people who want to create genuine content. And what he was is essentially saying is is that he's there he's migrating to a newsletter type format, and that's what he's he's you he's utilizing Substack, we utilize B Beehive. But he was just talking about that the message that people are just kind of tuning out social media, and I don't find that to be the case at all. I do find it the the case to be that there is a lot more traffic on social media that's not it is it is not created by humans, and so we'll see how that all comes about if people start tuning out. But I can tell you uh on one of our primary platforms, and I'm now on LinkedIn, YouTube, TikTok, and uh Instagram, as well as X, I'm on them all. Uh, I can tell you LinkedIn has the most genuine interactions that I have on any platform by far. Now, what what do what do you see, Chris?

SPEAKER_01:

Yeah, no, I it's that's why I I think we love LinkedIn so much, is because we have our awesome tribe of connections. I mean, you and I met on LinkedIn, I met Matthew on LinkedIn. Uh, you gravitate around the people that have the same common interests and goals, and it's more real of a connection than anything that I've ever had on Instagram or Twitter, or I'm not much of a TikTok person. I go in there for a little bit for some industry uh education on customized medicine and peptides and longevity, things like that, to see what you know some up-and-coming doctors are doing and whatnot. But for the most part, in terms of my goals and and connecting with people that I want to um, whether that's business or personal, it's it's LinkedIn. And I think that there may be some truth to what Dan Koe's saying, and and I do agree with his strategy of you know, own, I think his his ultimate message behind what he's saying is own your audience, right? So own your audience with the newsletter, own your audience with a community like school or any of those platforms. Um I get that, but I think that what happened you know years ago when they said that you know email was dead, and then the people that were just kept it genuine and still delivered great email messaging still are around because people fell off. So I think there's opportunity everywhere, and I think there's opportunity if you do it the right way, and you know it's what we teach, it's what we try to uh learn as we go is to be the most authentic and genuine we can be based on uh our messaging and who we're trying to reach.

SPEAKER_00:

Yeah, and I I'll I'll tell everyone I I'm I'm on all the platforms now, but there's something that I do that so I don't get to see you know people on Instagram jumping off buildings and dying, or you know, people getting in fights or whatever. All you need to do is go into each one of those platforms and just search certain things. I search business marketing ideas, I search AI. You can really quick take your platform, whichever one you're on, and you'll get the information that you want, you know, sparing the you know, tiger attacking the you know, the moose and whatever it is, you know, there's all these crazy things that come up on on these platforms. You can really curtail all of that stuff and you can really source what you want to source on the and they're very valuable. There's some value, there's a lot of valuable information on different platforms for sure. So anyway, that's just that's my tip to stop watching, you know, world star fights that come up every other clip in Instagram.

SPEAKER_01:

I think that's great. Uh you know, there's different ways. I think you know, I'm finding when I use Instagram, because I still use Instagram for social selling funnels too, in terms of me trying to connect with uh different clinics and whatnot. You you in my uh line of customized medicine and and um peptides and whatnot, I mean a lot of clinics are running advertisements and creating brands on Instagram and don't see it as much on LinkedIn, so there's you just need to figure out where your avenue is for where you're trying to go. And I think that uh there's ways to do it in each, right? And I was just having this conversation with a doctor that's actually in our Content Crib RX cohort we just met um an hour ago, and we were talking about how you can go take different paths and go down, right? So use YouTube to educate your patients on your therapies and what you're doing, because so many people are educating themselves on everything on YouTube, and you can get great video content for you know learning how to fix your house to learning how learning from a doctor on what they're treating in their clinic, and then use maybe LinkedIn to grow your KOL following or referral following with other you know doctor thought leaders, or and then maybe you want to grow your clinic on Instagram as well in terms of connecting with more ideal patients. So I think that you can stamp that blueprint with whatever industry you're in.

SPEAKER_00:

Yeah, you definitely can. And and when you do, you will find it to be considerably more productive to because I at at night, it's interesting. If I'm not watching a live sporting event, uh I'm not watching television really of any other sort, and I'll just kind of scroll through this stuff and I learn. I mean, I'm I'm taking notes and I'm not no longer am I watching, you know, people out in Yellowstone approach buffaloes and get run over and things like that. Although that did pop up the other day, I couldn't believe it. That's that's still happening.

SPEAKER_01:

Is that show still good?

SPEAKER_00:

I gave up on Yellowstone after I think season two or I yeah, well, that's it's it's over now, but you know, it's it's uh yeah, so I I I guess it's it's it's officially over, is what it is. Oh, okay, over. I guess. Yeah.

SPEAKER_01:

Yeah. Well, you had some uh things you wanted to touch on with Content Crib and coming up blazingly fast.

SPEAKER_00:

Yeah, yeah. We uh we are about a month away, uh, which is crazy to think. Um we have secured Content Crib 6.0 is uh going to be March 20th and 21st. We're gonna be back in Bentonville, Arkansas, and everybody's like, Bentonville, that's interesting. But everybody who goes to Bentonville is like, no, it's super cool. So um we wanted someplace, so now we've done, I guess, four, four or five there now. Four. Um or three, I'm sorry. Uh there are it's just it's centrally located. Every big hub flies to Bentonville, centrally located in the country, so that's kind of why we're going Bentonville. Um it's it's pretty we got it pretty dialed in there, but uh yeah, so 6.0 is is official. It is um on on the books, and so but 5.0 um we have we're full, we don't have any more spots unless somebody says to us in the next month that they're not coming, which is really cool. Thank you for everybody who signed up.

SPEAKER_01:

Yeah, thank you.

SPEAKER_00:

But we're also looking for some more sponsors. If sponsorship is a possibility that you're thinking about, just get reach out to myself or Chris and we can tell you the specifics of that. We just got a really large sponsor who's gonna be the flagship sponsor, the visionary partner sponsorship. So it's that's a lot of fun. A uh cool investment organization, so it's gonna be fun.

SPEAKER_01:

Yeah, what I love about Content Crib, I love a lot of things, uh, but mainly it's uh learning and networking with the providers are there, uh healthcare entrepreneurs, learning what everyone's doing, but also being inspired by people that are crafting their voice or figuring out their message. I think that a lot of us are guilty of starting uh starting to craft our brand or narrow down like what we're passionate about and our purpose in life is, whether that's professionally with a company or as a healthcare entrepreneur or a surgeon. And I think when we start when we get there and we start to learn from each other and build that messaging from scratch, uh and then we start to fine-tune it with the different AI tools that we're gonna be implementing. It's just it's super interesting and and super inspiring.

SPEAKER_00:

Yeah, it really is, and it's growing. And uh we're we're gonna shoot for 6.0 to be probably gonna bump up a little bit, maybe to go to 60, um, which will be exciting, and we definitely have the demand. I get requests about it all the time, which is really neat. And yeah, again, it's uh you know, they just had the uh orthopreneurs meeting last weekend that went down. So that was uh got to see quite a bit of our brethren that went to that meeting. In fact, I've heard a statistic that like 75 to 80 percent of the orthopreneur meeting was all content crib people as well, so it's kind of cool.

SPEAKER_01:

Yeah, it just goes to show the power of like the networking and how many different like verticals can come out of all the things that we're working on. It's it's powerful stuff. I mean, the networking alone, let alone all the cool stuff that we learn and and implement is is amazing.

SPEAKER_00:

It really is, yeah. I I'm I'm I'm amazed by it. You know, I my wife said to me the other day, she was like, you know, this weekend, she goes, you guys don't realize what a just cool, powerful community you have. And I mean kind of thought about the word powerful, and I was like, Yeah, you're right, it is pretty powerful. All the people that are sitting at that room. And I'll tell you the one thing that I love about Content Crib. I've been into a lot of meetings, and I'm not just couting the horn, you know, tooting the horn here for everybody, but I've been to a lot of meetings where you got a couple of those people that you, you know, they just stand up and spout off, and you know, you just like don't really want to listen to what they have to say, attendees, and there is the most humble group of people in one room that I've ever been around. And let me tell you nailed it. They don't have to be humble. Like I but for a number of those people in that room, I you know what, if you were arrogant or you were you you had an extremely high opinion of yourself, I'd go, yep, I I yep, I could see that. No problem. Yeah, you're a world-famous neurosurgeon. You you should, but no, down to earth and just the humility is cool.

SPEAKER_01:

It's it's really crazy because I you know I feel like we're every day we're we exist in this world that we're we're always running or ego dodging from different people, and then there is none of that. It's and maybe that the people that maybe have these big arrogant personalities actually go to this and then calm it down to learn. I don't know. They're doing a really good job of disguising it, but I don't think anybody really has any ulterior motive or any attitude at all. It's like everyone comes there to share and network and learn and put it to work and grow. It's it's it's great. And when whenever I get someone new to convert and go to it, and they're I just always get a big thank you. You know, I never would have met this person, I never would have connected with this doctor, I never would have connected to this clinic owner or this uh medical device company or this uh you know pharmaceutical therapy or whatever it is that you know they're they don't even they stumble upon it because they're taking the time to to learn and network in a meaningful way with people that want to make a difference in healthcare, make a difference in the world around them in general.

SPEAKER_00:

Yeah, yeah. And I I think at this meeting we're about 60, 65% repeats, at which 35% are new, which is really cool. I mean, that's that's that's a cool stat when I when I started going through it. Um I think we'll get to the day where you know we'll probably have a very high number of repeats, but at this point in time, you know, we're just excited to get together next month, and it will be a lot of fun. We're gonna I was talking to Matthew about it earlier today, and he was you know referencing the fact that we're all gonna get together and you know chart our course with our different businesses and whichever business is gonna be very, very interactive to the point where people are gonna, you know, our our one meeting room, we're gonna probably spend only about 15% of the meeting in that room where everybody else is gonna be branching out and going places and working on their stuff. So uh it's gonna be a beautiful time in Bentonville in October. So we'll be able to go outside to that beautiful terrace we have, and it'll be cool.

SPEAKER_01:

Well, we'll give that voice a rest of yours, and uh thank you. I think this is a great episode. Yeah, that was awesome. I'm glad you pulled it together by still uh still doing the episode. This has been a good one. Yeah, yeah.

SPEAKER_00:

Yeah, no, it's been a lot of fun. Thank you. Thank you for letting me ramble on about with my voice. It makes me kind of sound like I'm got a deeper voice, so I don't know.

SPEAKER_01:

I think Jaguars are gonna have a better uh season of the Patriots this year anyway. Not that it's gonna be hard.

SPEAKER_00:

Yeah, no, no, no. I I I think Drake May is a good quarterback. I think he'll be alright.

SPEAKER_01:

Uh maybe you watched the clips from yesterday after this after this podcast. Okay. You might change your mind. Maybe I will. Yeah, we'll blame it on the rain. All right, yeah. Well, that's a wrap. That's an episode. Thanks, Eric. Thanks, bud. See ya.

unknown:

Alright.