Millions of people will have spent weeks watching the World Cup, discussing matches, and supporting their team alongside friends, family, and strangers.

Football has a brilliant ability to bring people together (and has been the subject of many conversations here at Yardstick!)

The supporters aren’t simply watching from the sidelines; they create the atmosphere, continue the conversation, and help make the tournament what it is.

It might seem like a tenuous link, but trust me, your LinkedIn content should work in much the same way!

Posting regularly is important, but building a successful presence isn’t only about broadcasting your own ideas.

You want to create a community of people who recognise you, interact with your content, and want to join the conversation.

So, how can financial advisers start building that kind of community around their content?

1. Know which supporters you want to attract

Every football team knows who it represents.

Your LinkedIn content should have the same sense of direction, so before you start posting, think carefully about who you actually want to reach.

Are you speaking to business owners? Senior professionals? Retirees? Expats living abroad?

The clearer you are about your audience, the easier it becomes to create content that feels relevant to them.

2. Give people something to talk about

The best football matches create conversations that continue long after the final whistle.

Your LinkedIn posts should also give people a reason to respond.

And no, that doesn’t mean adding “What do you think?” to the end of every post and hoping for the best.

Instead, share something people can genuinely engage with.

You could ask a specific question, share an opinion that others can build on, or challenge a common misconception. 

For example, instead of ending a retirement post with “Get in touch to learn more”, you could ask:

“What would your ideal retirement week actually look like?”

That gives people something personal and easy to respond to, and feels a lot more conversational.

3. Don’t leave your supporters sitting in silence

Imagine turning up to support a football team every week, only for the players to completely ignore the crowd.

You probably wouldn’t feel particularly valued or want to return.

The same applies to LinkedIn.

When someone takes the time to comment on your post, reply to them (ideally with more than a simple “thanks!”)

Reference what they said, ask a follow-up question, or add something that keeps the conversation moving.

This shows people that their contribution matters and that you aren’t only posting for visibility.

4. Support other people’s content too

Football supporters don’t only appear when their team reaches the final; they show up throughout the season, rain or shine!

Similarly, you can’t expect people to regularly support your content if you never interact with theirs.

Plus, it gets your name out there and helps you become part of someone else’s community. 

5. Keep showing up, even when every post isn’t a winner

Not every football match becomes a classic, and not every LinkedIn post will receive dozens of comments.

That doesn’t mean it has failed; it’s simply something to learn from. 

Plus, people often follow quietly for months before sending a connection request, recommending you to someone else, or getting in touch.

That is why consistency matters. Showing up regularly helps people recognise your name, understand what you stand for, and become familiar with your approach.

Final thoughts

An adviser with a smaller group of relevant, engaged connections may generate far more meaningful conversations than someone with thousands of disconnected followers.

The aim isn’t to collect followers, but instead to create a community of people who recognise your name, value your perspective, and feel comfortable interacting with you.

So if you’re struggling with how to market yourself on LinkedIn, perhaps this World Cup can teach you more than you think!

Get in touch

Need help creating content that builds a genuine community around your LinkedIn presence?

We’d love to help. Email hi@theyardstickagency.co.uk or call 0115 8965 300 to speak to us today.