So you have a LinkedIn profile; now what? In addition to searching out possible connections (such as people you already know or have worked with in the past), publishing content should be at the top of your to-do list. Publishing the right content on your feed and in your groups will attract potential leads and increase your credibility and expertise.

One word of caution: Do not publish an article on LinkedIn and then publish that same article to the twelve groups you belong to. That single activity will get your LinkedIn account frozen faster than you can sneeze. LinkedIn does not tolerate spammers, so post your content carefully.

Suppose you want to post to your LinkedIn articles and your groups (which is a smart strategy), either post on two different topics or rewrite one article that covers the same topic but not with the exact wording. An editorial calendar is helpful when planning your social media posts.

But if the words “publish content” scare you to death, here are a few tips to follow:

1. Know your audience and your industry.

Publish information they can use. Are there significant changes coming to your industry or new laws affecting your industry? Explain those changes in lay terms in a short article. Do you know what problems plague them? Offer daily action steps to help solve those problems.

2. Include photos for more engagement and interest.

Images used in articles should relate directly back to the main topic. Pictures also help break up large blocks of text, which can be intimidating for readers to tackle online. Purchase photos legally from stock photos houses or use Unsplash.com for free images. Never copy/paste from Google Images; that’s copyright infringement.

3. Ask questions and provide insight.

Are there misconceptions about your industry or what you do? Clear these up in a simple LinkedIn Q&A article. Create a whole Q&A series with the questions you receive online and via email or your help desk. When you ask questions, you may discover a new pain point you can discuss or create a new product to address.

4. Give people a behind-the-scenes look into your business and what it’s like to work with you.

This topic lends itself to a fun video series where you can address exactly what you do and who your ideal clients are. Don’t be afraid to identify your ideal clients and let them qualify themselves to work with you. The worst thing is to sign on with someone who can’t afford your prices or won’t do the necessary work.

5. Include a call to action on all your posts.

What should your reader do next: Join your email list? Call you for a consultation? Meet you at a local networking event? Connect with you on LinkedIn? Gently guide your reader to the next step in your sales funnel. Relate the Call to Action to the topic of the post.

When in doubt, consider outsourcing content creation to an experienced freelancer. They will brainstorm ideas, help fill in your editorial calendar rather quickly, and prepare your content, so all you need to do is approve it and publish it. Extend your knowledge and expertise to your audience with your content. You never know how your content will affect someone or to whom they will pass along your articles.