Radhika Bajoria has done content writing for 3 years and has instilled a sense of sensitivity for surroundings in order to get the true essence of life which she portrays through her words. She believes that content writing is not about a skill or a paycheck, but about finding fulfilment, for the goodwill and the success of oneself, the client and the company and thus have embarked on its journey. She has a strong inclination towards working as a journalist.
Q. You started as a content writer and your LinkedIn says you are inclined towards becoming a Journalist. So how did the passion towards Journalism come up?
A. When I was in my college years, I was really not inclined towards any content writing roles, in fact, it was a very tedious job for me. However, as it is said that ‘Unless you do something you won’t know the worth of it’, the same happened to me. When I started doing content writing projects as suggested by one of my friends; since at that point I was not into something which is very substantial. I was just studying in college and was trying to generate some side hustle income, I started doing freelance content-based projects; so that is how I grew my inclination towards content writing.
During my college, it was mandatory for everybody to have a LinkedIn account, because that is how we used to approach big corporates and big sponsorship clients of ours, so that is how I built my LinkedIn profile. However, I would say that my friend has been very instrumental in being a great part of the LinkedIn family; because I never thought that LinkedIn is such a great platform. Till date, it is very underrated, but LinkedIn is a great platform to leverage your potential in terms of content and that is what I realised after writing a few pieces of content.
My initial pieces didn’t use to get much traction, but then as and when I started writing on a daily basis considering what my audience wants and gaging through the LinkedIn market on what it is all about, I started writing in the business domain. Since LinkedIn platform itself is built on business and we have all high corporate profiles and student networks, so that’s how I started building my specialised contents on various business stories and news analytics. That is how I grew my LinkedIn page and will continue doing it; because once you get into it there is no looking back.
Q. As a regular writer on LinkedIn for more than two years; have you seen the platform change, in terms of audience? If yes then How?
A. Change is something which cannot remain constant even for one second in this world, because it is moving so fast and we have so much competition around us that I’m sure every second there must be at least 10 profiles that might be signed up on LinkedIn as a platform. Everyone wants to there, make their corporate networks, increase their reach and hence everybody wants to grow their business, which is why they are there on the platform. In terms of consumer consumption, the changes that I have seen is that they like something which is more current, which can hold their own pulse and something which they will benefit from.
From a student perspective, they would like to read a case study or a business story that you could use in your MBA classes or somewhere. You could talk about some business like how Microsoft acquired LinkedIn for a whopping $27 Billion, why did it pay so much for a platform like LinkedIn. So all of these stories are something which you can write on and which the audience wants.
LinkedIn is a platform where you get your responsibilities clear and you get to express what you feel, but you also get to realise that what your consumer or audience wants is something different than what you are portraying. Hence, you also tweak your content a bit in that fashion. So it’s all a learning experience for the writers as well as the readers on LinkedIn.
Another big change that I have seen on LinkedIn specifically during this pandemic is that people are inclined towards reading who are the big profiles on LinkedIn; so that they can build their knowledge in this field during the free time. Secondly, those who are laid off or lost their job opportunity, they usually get out there on LinkedIn to search for some job opportunities. Now they search for hashtags related to jobs. Thus LinkedIn has become a platform where people are writing specifically about giving jobs and those who require jobs are writing in that manner as well. So during this scenario, it has become a job opportunity platform.
Q. What is your advice to companies or individuals who have just started using LinkedIn? How can they develop and use this Platform to the max?
A. Be Consistent. Now everybody says that but nobody will tell you that your quality is degrading even though you are posting daily, so that shouldn’t happen. Even if you are posting daily and are consistent, please keep the quality in mind, because that is what matters the most. I have seen people on LinkedIn posting two-three times a day and are consistently doing that, but their quality is not up to the mark that they post daily. It shouldn’t be such that one day you are posting great content and the other day a random other content which is just to sheer out in keeping your deadlines intact and not out of some curiosity. The post should reflect your curiosity of research that you imbibed into generating your content.
Be consistent in your quality daily or whenever you are posting. Also, post something which you think is interesting to you. People just post thinking “I’m providing some information”, they don’t think that the outcome of the information and the consumption index. Posts should have value in it.
Value addition would be different for a different kind of people, so you need to decide what audience you want to target on and you cannot both the elements on one post and make a mess out of it. Right from the start, be intact with your audience whom you are writing for, not necessarily that you have to choose only one type of target audience, but for one post, one type of target audience.
All of us can use this platform to a great extend and derive great value from it by commenting on other people’s post, adding value to what they have already said and making posts which will be beneficial for others to read. You can always thrive in LinkedIn; because it’s a great platform to be in.