Type of Content
As you can guess, Content Marketing on LinkedIn starts with generating or finding content to share. This content should be relevant to your business and be something your targeted audience will want to see, because that’s how you get noticed.
Status updates are good for sharing short, digestible content. This is a major way your business can stay consistent and relevant in front
- Share links to interesting articles, websites or videos. You want your connections to click the link, so use the update to grab their attention.
- Attach a document to your status update. Your audience might appreciate receiving checklists, templates, or case studies.
- Mention a person or situation that might be helpful to some of your connections. The whole point of LinkedIn is to build connections for yourself and to connect others. The “@” before an individual or company name allows the reader to click through to that person’s LinkedIn profile or company page.
- Talk about an event you are attending or have attended. This might encourage involvement and/or interest in what you learned there.
Articles/blog posts are good when you have something more to say about a subject. LinkedIn publishing can instantly get you more exposure, increase in your following, and strengthened, more meaningful connections. How? Well, considering a majority of your connections are like-minded professionals, you have a unique opportunity to create a two-way dialogue where everyone is sharing their expertise and strengthening their relationships. Here’s how you can get started:
- Define your purpose. What is your outcome in publishing content on LinkedIn? Who is the main target market you’re writing the content for? What are the main challenges they face within their role or industry?
- Brainstorm topics. Once you have a clear understanding of why you’re writing the content (and who you’re writing it for), try to come up with a handful of working titles based on your audience’s challenges.
- Narrow your focus. Once you’ve created a backlog of ideas, it’s time to hone in on one. Select the one that you think is most relevant to your audience and get writing. If you need guidance, refer to this resource from LinkedIn for tips on how to write effective long-form content.
- Select an image. Pick out a compelling cover image to accompany your post. (If you’re stumped for an image, check out these free stock photos sites.)
Content Marketing Strategy
Now that we’ve talked about what kind of content to post, now all you need is a strategy. Here’s some tips to get you started:
- Plan in Advance– Compile a list or small database of articles that are relevant to your industry and utilize a content calendar to set dates in which you will share them.
- Determine Frequency for Posts–
- Consider How Time Affects Views–
- Follow Up With Generated Activity–
Always remember, even though it’s considered Social Media, LinkedIn is a professional network. Post relevant, useful communications that represent your business and yourself in a professional light. Also, what works for one business may not work for another. Keep in mind that you may have to modify your schedule to better fit your targeted audience.