Several years ago, I went to a bachelor party at the Borgata in Atlantic City.

Everyone in our group sat down at the Blackjack table.

One of my friends, who was playing Blackjack for the first time, won a ton of money.

While getting up from the table, the gentleman next to me said, “that's the worst thing that could happen to a rookie gambler.”

“What do you mean?” I asked.

“Now your friend is going to think every time he sits down at the Blackjack table, he's going to win money.” 

He was right. You don’t always win. 

The same is true with LinkedIn content. 

I see people start their content creation journey, go mini-viral, and think that's how it always is on LinkedIn.

Not the case.

The key to content is consistency, not getting a ton of engagement.

In the last 4 years, I've posted on LinkedIn thousands of times. 

ALL of the posts I've landed significant business from had very little engagement.

Stop gambling with your content as if you're trying to win big. 

It's not about who has the most “likes;” it's about who connects best with their target audience.

Connection over clicks.