LinkedIn is a powerful social media platform with more than 700 million professionals on it from around the world. It’s grown to become much more than a networking site.
These days LinkedIn is the ideal platform for B2B and increasingly B2C to showcase and promote their brands, generate leads, and get a high ROI overall. But to do these well, you need content marketing.
With so much information out there on the subject, it can be overwhelming. That’s why to help you, we’ve put together this straightforward and step-by-step guide that shows you everything you need to know about content marketing on LinkedIn.
Understand How LinkedIn Works
In the digital era, content marketing is one of the most efficient strategies to grow your brand. But just like with any strategy, it takes time and thoughtful planning.
LinkedIn is a fantastic platform for content marketing, especially for B2B, but even B2C can now benefit. However, for your content marketing to work, you first need to take the time to understand LinkedIn.
Without having a solid grasp of how LinkedIn works, you won’t get far with your content marketing. To understand LinkedIn for content marketing, consider:
- Starting with your profile (fill it all out & optimize for SEO)
- Build your network—send out connection requests to relevant professionals
- Create a LinkedIn company page
- Follow LinkedIn experts to learn more about the platform
- Familiarize yourself with LinkedIn features
Know your Content Marketing Goals for LinkedIn
Once you understand how LinkedIn works, you need to come up with some clear marketing goals. What are you planning to get out of LinkedIn and with your overall content marketing? Don’t just deep dive into LinkedIn without establishing your goals. Your goals could be:
- Generating more leads for your business
- Increasing brand awareness
- Promoting your products and services
- Connecting with ideal customers
Know Your LinkedIn Audience
After establishing your goals, you need to identify your target audience on LinkedIn. These are your ideal customers that you’ll be directing your content marketing to. Don’t just target everyone. If you do, your content marketing will be too generic, and won’t resonate or connect with anyone.
Instead, get crystal clear on who your audience is. Research both demographics like age and gender, and psychographics like values and lifestyle, to help you understand them. From this, you can create a LinkedIn content strategy that speaks and connects to them.
Develop a Content Marketing Strategy
Once the above steps are done, you’re now ready to create a content marketing strategy for LinkedIn. The best content marketing strategy is one that is straightforward, tailored, logical, and consists of the following (which will be explored in more detail):
- Create content for your audience—posts, updates, videos, etc.
- Create valuable content (meets specific criteria)
- Create different content topics
- Optimize content for engagement and visibility
- Create a content schedule
- Watch the LinkedIn algorithm
- Engage with other LinkedIn users
- Measure and track results
Create Content on LinkedIn
Content is what content marketing is all about, and when it comes to LinkedIn, it’s essential to understand the content types that perform well. Keep in mind that LinkedIn prioritizes native content over content that requires users to leave the platform to view it.
For instance, a link to your blog on your website won’t be as prioritized as a LinkedIn post. You can still include external content. Just use it sparingly and focus more on native content.
It’s important to mix up your content and use a combination of different content types to maximize engagement and appeal to different consumer tastes. Consider the following types of content:
- Status updates
- Video content
- Polls and quizzes
Create Valuable Content
You’ve no doubt heard the expression ‘’valuable content.’’ It’s become overused in marketing, but there is much truth behind it.
For your content to be read and liked by your audience, it must add value. The best way to do this is to create content that meets the following criteria:
- Is educational
- Is inspiring
- Is interesting
- Is entertaining
- Is relevant to them
Create Content of Different Topics
Ensure your content covers various topics relevant to your audience. Don’t just write about the same subject. This will make you bland and is a sure way to drive engagement down. Consider some of these topic ideas:
- How-to pieces
- Opinion pieces
- Industry news
- Industry trends
- Life and business lessons
- Knowledge and skills
- Strategies and tactics
Optimize Your Content for Engagement and Visibility
Structure your content in a way that maximizes engagement and visibility. Include questions at the end of your content to encourage comments. Ask people to follow you and share your content. And be willing to do the same for them.
Create a Content Schedule
Creating content takes time and requires planning, organization, and consistency. So many brands fail on LinkedIn because they lack these three factors. So, to stay on top of your LinkedIn content marketing strategy, you must create a content schedule.
Block out time to create content and publish regularly. Do some market research to establish when the best days and times are to publish content. There are a host of tools available to automate your content, making it easier. Or you can hire a social media agency to do it for you.
Stay on Top of the LinkedIn Algorithm
LinkedIn frequently changes its algorithm, and it affects your content marketing as it prioritizes different content types. So, it’s important to keep the algorithm in mind as you create content.
You may need to readjust and pivot your content strategy. A few years back, LinkedIn was prioritizing articles. Now, it’s prioritizing native video more, which has become a highly viable form of content.
Engage with Other LinkedIn Users
Building relationships on LinkedIn is crucial for your content marketing. It’s essential to engage with other people. When people like, comment, or share your content, connect with them, reply to their comments, thank them for their share, and start conversations. And don’t forget to engage with their content. It’s a two-way street.
Measure Results and Track Progress
Peter Drucker said, “You can’t manage what you can’t measure.” When it comes to content marketing on LinkedIn, you must continuously assess and reassess the results to see what’s working and not working.
Don’t keep doing posts for six months that get no engagement. Pivot and change your strategy. LinkedIn has an in-built data analytics tool that can give you many insights. If you have a LinkedIn Premium account, you get even more analytics.
Hopefully, you now have a much better understanding of content marketing on LinkedIn. Book time with the content marketing experts at Content Callout who can design a content marketing strategy for your brand.