LinkedIn is an untapped opportunity for entrepreneurs looking to stand out in a cluttered market. For over 20 years, the platform has grown into a thriving social media ecosystem for business leaders to connect with customers in their networks. Today it is one of the best personal branding channels for entrepreneurs to position their expertise and attract a much more broadly defined audience.

As an australiabusinessblog.com, LinkedIn is your gateway to making authentic business connections that lead to growth and sales. Of more than 8.2 million C-level executives on LinkedIn, this is the right place to spend your networking time. It gives you access to connect with business leaders with the potential to increase your visibility and credibility to these key project decision makers.

Content is the key ingredient to make this possible. And you have to post quality content that is insightful, educational, original and personal – to stand out in this crowded space.

Here are the five types of content you can post on LinkedIn for increased growth and visibility, positioning you as an opinion leader in your industry while also elevating your expertise above the competition.

Related: When LinkedIn is Good for Entrepreneurs and When It’s Not

First define your main message

Before you can publish content, you need to establish your main brand message.

As an australiabusinessblog.com, defining your main message requires personal reflection. Your message is half of it: the core service you provide and how it helps your customers. The second half is about you: what makes you unique, how you help customers and your defined expertise in a specific subject. How do you want to be known in your industry? What is the main story you want to tell?

Defining your brand message is the first step. It’s the key ingredient that can turn unsuccessful content into thriving, sales-generating content. Once you have the core message, you can start defining subtopics that you can eventually turn into written content.

Your main message will be at the center of your content creation, but that doesn’t mean you don’t have the option to write content outside of your core. A collection of content centered around your main message, personal interests and your brand’s success stories – that content translates into long-term growth.

You need all the pieces of this working formula.

Next up: set your limits

Every business owner has a different comfort level regarding what they share on social media. Some like to share a lot – and some prefer to keep certain topics private.

That’s absolutely okay, but your boundaries need to be set early on. Especially since personal content does well on LinkedIn, but is a slippery slope for many.

You’ll have to get personal on LinkedIn, but it’s within your power to determine how much. Remember that you want to entertain as well as inform your audience. Both pieces are important to achieving your LinkedIn goals.

Related: 7 Ways You Can Use LinkedIn To Blow Up Your Brand

5 types of content to post on LinkedIn

Here are five types of content you can publish on LinkedIn today.

1. Trends, reports and forecasts: Update your audience with the latest industry insights from your industry. Just research the latest reports, add a paragraph or two of your personal insights and tag the source. This is great content to position yourself as a knowledgeable person who understands what is happening within their industry. Insider Tip: Share content “as a document” PDF.
2. Manuals: Many LinkedIn users want to learn from others in their industry, so share your expertise. How-to or informative guides are a great way to share your knowledge and insights. Insider Tip: Share content “as a document” PDF.
3. Content personal events: Have you set your limits? The fact is that personalized content does well on LinkedIn. You have to get personal to create authentic connections and humanize your brand. My go-to advice: Pair a personal experience, hobby, or event with a business class.
4. Content of the company brand: People want to share in your success, but you must share the content properly. Business leaders often share content directly from their brand’s business page. This is extremely boring. Again, you want to give your personal input and ideas about what’s happening in the company. Share what those announcements mean to you personally – or maybe what the journey was like to achieve that feat. That’s more interesting.
5. Growth Stories: Everyone loves a good story. Tell the story of how you endured and overcame a specific challenge. As an australiabusinessblog.com, you can regularly share insights about the challenges of building a team or product – and the obstacles you’ve had to overcome.

Related: 3 Ways to Boost Your LinkedIn Marketing Today for Growth Tomorrow

Here are five topic ideas you can use on LinkedIn today. Your success on LinkedIn relies heavily on posting a collection of educational and entertaining content. Take these ideas – and write your own topics to get started.