How To Create LinkedIn Content That Grows Your Sports Business
As a sports business owner—whether you’re running a bustling padel club or a triathlon venue —LinkedIn is a platform you can’t afford to ignore. Sure, you might think, it’s for more traditional businesses and job searching but think again!
Creating LinkedIn content doesn’t require you to pen a 2,000-word essay each time you want to post. In fact, you’ve likely got plenty of content right under your nose!
What Makes Content “Business-Building”?
To help your business stand out, your LinkedIn content needs to hit a few key points. It should be:
- Engaging: Make your audience care about what you have to say.
- Shareable: You want those reposts, don’t you?
- Unique: What’s your secret sauce?
- Relevant: Cater to the crowd that’s interested in your product or service.
- Compelling: Give people a reason to stop scrolling and start reading.
But remember that every post, comment or blog should be tailored to your ideal audience. This is not a one size fits all approach. So before you start, take a moment to consider your customers’ key challenges. What questions do you hear on repeat? This is your content goldmine.
Using Polls to Create LinkedIn Content
Who knew that LinkedIn polls could do more than just ask, “Is pineapple on pizza okay?” (it’s not by the way!)
With LinkedIn’s polls feature, you can gather invaluable feedback from your audience. Not only is a poll a great piece of micro-content in itself, but the results can also fuel longer content like articles or even videos.
One of my clients was shocked when a simple poll revealed that their customers’ top priorities weren’t what they expected. They turned that insight into a blog that really resonated with their audience—and built their credibility as industry experts.
Leverage Existing Content
You may feel daunted by the thought of creating all this content but you don’t have to start from scratch. Think about success stories, client testimonials, or even interviews with staff or partners. All of these can create engaging and informative content for your LinkedIn audience. For example:
- A feature on a standout client – for example the group of players who have returned to sport thanks to Padel and who now play every week and are feeling better both mentally and physically.
- A review of complementary services that your members might enjoy—perhaps a local massage therapist or nutritionist. It doesn’t all have to be about you! Share the love and form collaborations – there could even be an opportunity to create LinkedIn Lives or audio events or podcasts by reaching out to those who have a similar audience to yourself. These have the potential to enable you to create yet more content by repurposing them – but more about that another time!
- Employee highlights—who doesn’t love learning more about the people or animals behind the business?
Curated Content to Show Off Your Expertise
In today’s fast-paced digital world, clients and customers are drowning in information overload. One of the best things you can offer them is the gift of clarity—by curating content that speaks to their specific needs. Content curation isn’t just about sharing articles; it’s about showing your expertise and becoming the go-to source for valuable insights in your industry.
What Can Curated Content Look Like?
Here are a few ideas to help you provide useful content that will not only inform but also position your sports business as an industry leader:
- Your favourite top podcasts or books on subjects relevant to your clients, such as fitness, training plans, or nutrition hacks.
- Resource guides filled with tools to help your audience achieve their goals and overcome their pain points.
- Reviews of products or services that help your customers compare and make informed decisions—this works great for sports equipment or venue choices.
- How-to guides that show how to use tools effectively, whether it’s for social media strategies or setting up a new padel court.
Real Results from Curation
One of my clients who ran an Outdoor Centre did something simple but highly effective: they curated a list of top industry podcasts. They shared it on social media, and it became one of their biggest traffic drivers. It not only got thousands of views, but it also led to meaningful engagement and even landed them some new clients.
Why? Because they became a trusted resource.
How To Start Creating Your Own LinkedIn Content
Ready to dive into LinkedIn (or any platform for that matter) content creation? Here’s your game plan:
- List your clients’ pain points – What problems do they face?
- Brainstorm solutions – How can your expertise help? Think of questions you can answer or ideas you can share from other industry leaders.
- Take inventory of your existing content – What can you curate to show off your expertise? Polls, interviews, expert advice, and even success stories are all valuable content.
- Create and share – Post it on LinkedIn and watch the engagement roll in.
- Track your results – Keep an eye on what works and what doesn’t.
- Tweak and improve – Social media strategy is all about constant refinement.
In short, content curation and creation on LinkedIn can truly set your sports business apart. Whether you’re running a padel tennis club, a swim school, a gym, or any other type of business the right content can help you build authority and attract more customers.