Many of us struggle when it comes to writing on LinkedIn.

Are you building an audience or a habit?

I believe most people struggle when they try to do both.

I’m definitely one of them.

In January, I took part in David Hieatt’s microblogging workshop because I wanted to grow my following on LinkedIn.

I learned lots of things!

But the most important thing was that before I nurtured an audience, I needed to nurture my habit.

That’s why, if you’re struggling with writing on LinkedIn, I suggest that you get into a writing habit first before growing your audience.

Cultivating a writing habit is about working from the inside-out.

It’s about:

  • Tapping into your intrinsic motivation

  • Responding to your own need for creativity

  • Self-expression

  • Discovering what drives you to write

  • Bringing clarity to your perspective

  • Evolving your thinking

  • Inviting connection

  • Building resilience

Building this habit is an emergent and energising process, and if you let yourself flow without fear, it can be joyously creative.

Building an audience is about working from the outside in.

It’s about:

  • Extrinsic motivation

  • Being strategic

  • Focusing on the needs of others

  • Crafting content intentionally to connect

  • Illuminating, instructing, and/or inspiring

  • Knowing who you want to serve

  • Learning tactics and strategies to write effectively

  • Learning about the platforms that publish your writing

Building this habit can be really rewarding for your business and mission if you remain pragmatic and humble.

Doing each one on their own is tough enough.

If you add on to this a desire to be authentic online and have a fear of being trolled, then you’re really going to struggle — and probably silently quit.

So, if you feel like you’re struggling at the moment, reflect on what you’re really trying to do.

  • Build a habit

  • Build an audience

And then focus on what’s needed for that approach.

1. Be honest with yourself

If you’re new to writing or still clarifying your ideas, focus on building a writing habit. If you know your audience and what they want to achieve, focus on reaching more people.

2. Make it fun and easy

Writing for yourself can be therapeutic. At the beginning, keep it regular, short, and playful. You can think of using AI tools like Chat GPT or Claude and transcription tools like Descript and Otter to make it easier and more fun.

3. Keep it simple

Forget about algorithms, likes, and comments. Concentrate on the thoughts and feedback from people close to you. Write first, edit after, and don’t stress about perfection.

Ultimately, whether you’re building a habit or an audience, the key is to write consistently.

To do that, download our pocket LinkedIn guide to building a 7-day LinkedIn habit. It’s a simple and structured way to get you posting with confidence.