Commenting Is Content
Most people tell me the same two things:
“I don’t know what to post.” And, “I don’t have time to create content.”
Fair. But also… irrelevant.
Because right now, on LinkedIn, you don’t need to post to be seen. Instead, you need to comment.
The shift most people are missing
There’s a quiet change happening. LinkedIn is rewarding engagement—specifically, thoughtful, value-driven comments.
Not this:
- “Great post!”
- “Love this.”
- “Thanks for sharing.”
That’s not engagement. It’s digital noise.
What is working right now:
- Adding perspective
- Sharing a quick story or example
- Challenging an idea (respectfully)
- Asking a smart follow-up question
When you do that, something powerful happens: You borrow the audience… and earn their attention.
Commenting is not secondary. It is content.
Let’s kill the old mindset: Posting = content; Commenting = optional
No! Commenting IS content.
In many cases, it’s better content:
- It’s contextual
- It’s timely
- It’s conversational
- It’s discoverable through other people’s networks
And most importantly: It shows how you think. That’s what people are evaluating anyway.
The real problem: You’re broadcasting, not being social
Here’s the uncomfortable truth: If you’re only posting, you’re not really using social media. You’re broadcasting.
And broadcasting without engagement is just: More noise in an already crowded room.
People don’t build trust from posts alone. They build trust from:
- How you respond
- How you engage
- How you show up in conversations
Your unfair advantage: The Hit List
If you rely on your feed, you’ve already lost. The algorithm is not your strategy. You need intention.
Build a Hit List:
- 15–25 people in your industry
- Clients or prospects
- Thought leaders
- Companies you care about
Then do this weekly:
- Go directly to their profiles
- Check their recent posts
- Engage intentionally
Not randomly. Not reactively. But strategically.
A simple operating rhythm
If you’re stuck, start here:
- Crawl: 5 meaningful comments per day
- Walk: Add perspective, not just agreement
- Run: Start conversations others respond to
This is not about volume. It’s about signal.
Final thought
You don’t need more content ideas. You need more conversations. Because in today’s environment: Visibility gets you noticed; but, engagement gets you remembered.
And thoughtful comments? That’s how you build trust at scale.
And as always —
➡️ Get Validated: Add Value. Build Trust. Be Seen. — your roadmap out of the crisis: https://www.amazon.com/dp/B0GQ57HLXM
➡️ Join the Digital Validation™ program — https://knoxkeith.com/courses/
➡️ Give me a follow on LinkedIn: www.linkedin.com/in/knoxkeith
➡️ Subscribe to my newsletter: https://validatedbyknox.mykajabi.com/newsletter
#DigitalValidation #Credibility #SignalVsNoise #TrustMatters #ThoughtLeadership #SocialProof #AI #ContentMarketing #CredibilityCrisis #BeSocial #Engage
