Mastering the content marketing on the LinkedIn platform is easier than you think. Deciding when to share and which features to use can be difficult, but it will become natural with a few guidelines in your marketing toolkit.
To better understand where and how to implement your content marketing strategy on LinkedIn, read on. We’ve covered everything you need to know from tips on what content to share (and what not to share) to deciding how often to post.
The good news is that LinkedIn allows you to distribute your content without paying for it. Watch a video on building a content strategy on LinkedIn.
Best Practices for Creating LinkedIn Content
- Consider your target audience.
- Interact with your audience.
- Be authentic, not advertised.
- Use hashtags.
- Be consistent. Be exclusive.
- Observe and adjust.
No matter what medium you use, here are some tips to ensure your LinkedIn marketing efforts are in top shape.
1. Consider your target audience.
Before you post anything, consider the audience for your content and tailor your message to your specific audience. For example, if your audience is sales professionals, choose industry topics that interest your audience to participate. What problems or obstacles are they specifically trying to solve? Create content that meets their needs.
2. Interact with your audience.
Writing a post and moving on to your next project is easy, but using LinkedIn for marketing shouldn’t be a one-way street. If you’re lucky enough to have users commenting on your posts, reach out to them. Respond to questions and comments, solicit feedback, and post discussion-provoking questions.
3. Be authentic, not advertised.
Yes, social media marketing is meant to be promotional, but it allows you to promote yourself and your brand without taking a difficult sales approach. Creating great content with authentic voices is more successful than a hollow sales pitch. People are smart and can spot fraud faster than you need to think.
4. Use hashtags.
Like any other social media site, LinkedIn hashtags are used to categorize the content. You can use these to reach your target audience or people with common interests. Hashtags are also a great way to reach people outside your network who might be interested in your content based on the hashtags you use. A few relevant tags are enough.
5. Be consistent.
Successful LinkedIn campaigns require consistency. It may be difficult at first, but it is important to establish a regular publishing pace. This builds the trust with your audience and helps establish you as an expert in your very field.
6. Offer exclusive content.
It can be very tempting to publish the same content on multiple platforms, but you’re wrong. Give your LinkedIn audience exclusive content you can’t find anywhere else. It’s not uncommon to have the same followers on multiple platforms, so you don’t want to flood them with duplicate content.
7. Observe and adjust.
Don’t be discouraged if your post doesn’t get the response you’re hoping for at first. We make adjustments and improvements every time we share a new post.
Strategies for LinkedIn content marketing
- Publish a quick status update.
- Share links to interesting articles, websites, and videos.
- Please enclose a document with status updates.
- Mention people who are interested in contacting you.
- Talk about an event that you are attending or have attended. Publish and share articles on LinkedIn.
- Define your purpose.
- Brainstorming topic.
- Focus.
- choose a photo
- Publish your video content
1. Publish a quick status update.
One of LinkedIn’s least-used features is the “LinkedIn Status Update” (aka “Network Update”) on your LinkedIn profile. This is one of the best ways to keep your target audience’s attention. And these little messages can have a big impact when used properly.
The status update block is the white box just below the photo on the home page. Sharing an update broadcasts a message to all network connections.
LinkedIn status bar
You can also control the visibility of your post before sharing it. That means you can choose which posts to share with everyone, only with your contacts, or with everyone and her Twitter network.
Enhanced LinkedIn Status with All Options
Updates are a great place to share your thoughts, but linking your updates to blog posts or websites of interest can provide an even richer source of information.
Tips for sharing updates on LinkedIn
- Share links to interesting articles, websites, and videos.
- Use language that grabs the reader’s attention and encourages them to click the link.
- Please enclose a document with status updates.
- Audiences may welcome to receive checklists, white papers, or case studies.
- Job seekers, this is the perfect place to write your resume.
- Mention a person or situation that might be helpful to some of your contacts.
- Talk about an that event you are attending or have attended.
- This may encourage questions about participation and what you learned there.
Things to avoid when sharing updates on LinkedIn
Talk about what you (or your cat) had for breakfast. LinkedIn is a professional network. Before posting, make sure what you’re sharing is relevant and provides value to your audience. Even if the pancakes were delicious this morning, this is not the place for them.
Become a spammer.
Twitter might allow him to post 20 times a day, but on LinkedIn, things are a little different. To avoid being perceived as spam, he should limit his updates to a few times a day.
Talk about sensitive topics.
I’m too embarrassed to even consider, let alone share, some of what I believe to be an update. If your mom doesn’t want you talking about it, don’t include it in your status.
Ongoing marketing of products and services. This takes people back to the days of big newspaper ads and screaming radio messages. This is not what social media, especially his
LinkedIn is for. No need to bother posting when no one is looking.
Update posted at 11 am:
At 3.30 pm on a Friday, it probably won’t
Have much appeal. Try to align your publication schedule with the business hours of employees in your industry. Of course, it’s different when you have a global audience.
2. Publish and share articles on LinkedIn.
Another powerful way to distribute content on LinkedIn is through a publishing platform. Now that all members have access to the platform, this is the perfect opportunity to significantly expand your reach.
The LinkedIn article was written by G+T Creative.
The first time I noticed this feature was when a friend told me that his LinkedIn post got over 6000 views and over 550 shares in his 10+ hours on Facebook. It was when I posted the update. I was intrigued and decided to do some research to find out how it worked. I decided to try it out by publishing one of my articles, 5 Things All Great Leaders Have in Common. It was my first time posting anything on this platform, so I didn’t know what to expect. But what happened next blew my mind…
Within minutes, he started receiving invite requests and messages on LinkedIn from members who stumbled upon my article.
The article went viral within hours, garnering over 70,000 views, over 11,000 shares, and nearly 500 comments. I have written hundreds of business articles, but none have received as much exposure and interest as this one. In addition to my notoriety, I have given several talks and had the opportunity to mentor clients at a management consulting firm.
And while this article has grown in popularity over time, I couldn’t help but think it was too good to be true. I couldn’t get rid of this thought, so I decided to publish a few more articles in the coming weeks. None of my articles got as much exposure as my first article, but now each article averages 10,000+ views, 1,000+ shares, and 100+ comments.
Key Benefits of Publishing Long Posts
Target group:
Given that most of your contacts are like-minded professionals, picking topics that resonate is easy. This kind of shared interest provides an opportunity for everyone to share expertise and create a two-way dialogue that strengthens relationships.
More exposure:
Every time you write and publish a post, it will trigger a notification for your contacts. This is a great way to provide thought leadership on a topic of your choice and add value to the members of your network.
An increasing number of followers:
If your contacts like and enjoy your content enough to share it, it can open the door to a whole new audience. And if your network of connections sees your post and deems it valuable, they may follow you to keep them up to date with your posts.
Steps to publish on LinkedIn
Define your purpose.
What is your score for publishing content on LinkedIn? Who is your primary audience for writing content? What are the biggest challenges you face in your role or industry?
Brainstorming topics:
Once you know exactly why you’re writing content (and who you’re writing for), try to come up with some actionable titles based on your audience’s challenges.
Focus on:
Once you’ve created a backlog of ideas, it’s time to focus on one. Choose the one that seems most relevant to your audience and start writing.
Choose a photo:
Choose an attractive cover photo for your post.
3. Publish your video content.
Alternatively, if you’re a video marketer, you can publish recorded or live video content on your platform. To upload your video, simply go to the status box and upload the created file. If you want something more interactive, like Q&A sessions and live streams, you can now use LinkedIn Live.
Key Benefits of Publishing Videos on LinkedIn
Target group:
Similar to status updates and longer posts, content can be targeted to audiences who follow brands and accounts on the platform.
More exposure:
Like many other platforms, LinkedIn’s algorithm aims to present users with various feeds of content from users within their network. When you start a stream on LinkedIn Live, your followers may receive a notification or see a notification in their feed. Uploading videos can get more attention from users than text-based posts.
An increasing number of followers:
As with any content strategy, people who have enjoyed your videos will share, comment, and interact with them, so their followers and viewers will see your content as a result. There is a possibility.
Co-branding opportunities:
Do you know a thought leader, or would you like to partner with another brand that doesn’t compete within your industry? Video is the perfect place to do this. Post Q&A sessions with experts or co-produced films on LinkedIn and tag influencers and brands you connect with so they can appear on those networks as well. Needless to say, the person involved in the video is likely to share it in order to get their work noticed.
Steps to Publish a Video on LinkedIn
Brainstorm ideas:
Before production begins, you should work with your team to come up with video ideas that resonate with your audience, provide valuable information, and scale within your budget.
Create a recording environment.
Once you have an idea, invest in the necessary equipment, such as cameras and lighting, to create your shooting environment.
Go live on LinkedIn or pre-record a video.
To go live or record a video directly from LinkedIn, go to the app and click the camera button in the status bar. From there, the camera screen will open, and you can start recording. To upload an already recorded video, simply go to the status bar of your app or desktop site, click the photo icon, and add your video file.
How to execute your LinkedIn content marketing strategy
We’ve covered two main strategies you can use to distribute your content on LinkedIn. Next, we’ll discuss best practices for delivering your content. Remember that every industry is different, but the right frequency can make a difference.
Step 1: Plan your content in advance
For best results, you should plan the content you share. Here are some tips to help you plan more effectively.
First, take the time to find an article you want to share, an update you want to post, or an infographic relevant to your industry.
Organize content with calendars and decide when to share. Not only will planning save you time, but you can focus your energy on finding the right content for your audience.
Step 2: Determine the frequency strategy
The goal when sharing content is to find a memorable frequency without overwhelming your audience. To achieve this balance, the publishing guidelines I follow are:
- Status update:
- 2-3 times a day.
- Released in long form:
- 1-2 times a week.
Remember that every industry is different. This works for me, but you may feel free to change this schedule.
Step 3: Create content using templates
Content should have a purpose and an outline. Writing blog posts and case studies? Do you promote or post content on LinkedIn?
The collection of content creation templates allows you to choose and use the best templates for the content you create and promote on your LinkedIn account.
Step 4:Track generated activity
If your content marketing efforts are paying off, you’ll see an increase in activity. This could include increased views, connection requests, and even direct messages from viewers.
With that in mind, now is the time to start the conversation. If someone views your girlfriend’s LinkedIn profile or makes a connection request, consider interacting with them. Knowing what interests you on your profile can help you find potential collaboration opportunities.
Conclusion
Including LinkedIn as part of your content marketing strategy is a very great way to establish yourself as a thought leader in your field. Publishing timely and relevant content that resonates with your audience not only builds trust but also increases opportunities to share your expertise with people outside your immediate network.