In 2021, my LinkedIn account experienced a period of flourishing growth.

I remember an average post garnering over 44,000 views and 500+ likes. With around 13-14k followers, I was riding high. However, I eventually became complacent.

A post from 2021

At that point, I was managing clients' LinkedIn accounts while handling all operations as a one-man show, personally overseeing every aspect. Unfortunately, I made the mistake of assuming that with 13k followers, active engagement on LinkedIn was no longer necessary.

That marked a turning point in my LinkedIn journey and the onset of a decline. There comes a moment in our lives when we feel invincible, thinking we know it all. It was that moment for me.

Following this, my engagement took a nosedive, and to this day, I've never achieved the same level of views and likes, even with my best-performing posts. What used to be the norm has become a rarity.

One of my best-performing posts in the last month

Reflecting on my two-year journey on LinkedIn, I've come to realise that sustaining momentum on the platform relies on constructing systems around two key aspects:

1. Content Creation

2. Strategic Engagement

Content Creation

Crafting content consistently doesn't have to be overwhelming—I've distilled it into a simple 3-step process that feels light and enjoyable.

1. Note Taking

Begin by downloading a practical note-taking app such as Google Keep. Opt for something accessible on both your PC and mobile devices to ensure seamless integration into your daily routine.

2. Capture Ideas Anytime, Anywhere

Inspiration strikes at unpredictable moments—while watching a YouTube video, diving into a blog or book, engaging in conversations, or participating in Zoom calls with your team or prospects. Embrace the diversity of each day by recording 5-10 thoughts that spark your creativity.

3. Curate, Refine and Publish

Dedicate a solid 3-hour block each weekend to refine your content strategy:

• Open your note app
• Discard impractical ideas
• Elaborate on 5-7 promising concepts
• Schedule them throughout the upcoming week

Remember, you don't need to be an expert to create content online. The key is to begin documenting your ideas and experiences.

Strategic Engagement

In a landscape where over 2 million posts, articles, and videos flood LinkedIn every day, relying solely on content creation may not suffice. Here's how you can make engagement more manageable:

1. Curate Your Feed

Follow creators who genuinely captivate you. The aim is to organically curate a feed that aligns with your interests and sparks your engagement.

2. Stay Notified

Ring the notification bell for your favourite creators to receive notifications the moment they drop a new post. This ensures you stay in the loop and can engage promptly.

3. Time Blocking

Commit a minimum amount of time each day to engage with posts on LinkedIn, starting with a manageable 30 minutes. Gradually increase this time as you see fit.

By consistently balancing your content creation efforts with thoughtful engagement, you set the stage for cultivating a meaningful online presence.

If I could impart one lesson from my LinkedIn journey, it would be to never lose momentum. Once lost, it's challenging to regain.

While hard work is essential for achieving results, it's equally crucial to put in continuous effort to sustain those results.