LinkedIn can be used for job searching and business networking.
It’s a fantastic destination for either of these things, without question. However, it is also an ideal place to concentrate at least some content marketing efforts.
Why? LinkedIn has a larger audience than you may think. It boasts active monthly users in the U.S., and a global reach of 849.6 millions users.
This includes professionals but also all persons 18 years and over worldwide. LinkedIn has a large audience of 25-34-year-olds who account for .
This means that LinkedIn is a popular platform for your target audience. You could use this to reach them, as well as nurture them through content marketing.
, as you will recall, is all about creating and publishing useful, relevant and valuable content that attracts a particular audience and fosters trust.
That trust eventually leads to profitable action, such as sign-ups and downloads.
Let’s continue exploring this.
This guide will show you how to create your LinkedIn content marketing strategy.
LinkedIn content marketing: Why? 4 big benefits
For I recommend that you focus on your website first, although LinkedIn may be an option.
These are just a few of the reasons.
Get to know more people
You can reach more people by publishing your content to LinkedIn.
LinkedIn boasts a large user base, with close to 1 billion users worldwide. To reach more people, tapping into this audience is an excellent way to expand beyond the main traffic sources (search engines and social media networks such as Facebook and Instagram).
Your network is your best asset
LinkedIn has a large user base and is the best social network for professionals working in your field.
The platform is used by 65 million decision-makers, senior-level influencesrs and other people responsible for the decisions of a multitude of businesses.
This means that consistent content will draw more people than you.
Your presence could be noticed by peers or colleagues looking to collaborate.
These people may be interested in forming partnerships, particularly if you have audiences that overlap.
Increase traffic to your site
LinkedIn allows you to post your blog content and drive traffic to your site.
Your audience will be more trustful if you maintain a steady, relevant presence on LinkedIn.
This will increase their likelihood to interact with the content you provide, click on your links, and convert via email sign ups or direct purchases of your products/services.
Stay ahead of your competitors
Do your competition use LinkedIn to market?
It is most likely. 96% B2B marketers used LinkedIn to distribute content.
LinkedIn is a great way to reach a large portion of your target audience. Your competitors might have it.
LinkedIn Content Marketing: How do you build your strategy?
LinkedIn content is not enough to get results.
Instead, you need to invest in a LinkedIn content marketing strategy that includes goal-setting, targeting a defined audience, and smart content creation/distribution.
Because they are both interrelated, this strategy must tie directly into your blog content strategy and website. As we have already mentioned, LinkedIn allows you to share your blog content and drive traffic back your site.
To get the best possible results, plan and document your strategy. And be consistent. Here’s how.
1. Set goals for your LinkedIn content marketing
Every content marketing strategy book starts with . Here’s why:
- Marketing activities can be defined by goals.
- Marketing for marketing sake without any direction is not the right approach. Instead, work actively to build your brand towards specific goals.
- Setting goals will help you stay accountable and allow you to keep track of your progress, as well as review any wins or losses.
- This will allow you to see the source of your ROI and what strategies can be used to increase it.
LinkedIn’s content marketing goals are easy to set and can relate to other marketing goals.
You might, for example, choose to build brand awareness or increase website traffic as your primary goal.
Once you have set one or more goals, you can decide on how to track them and measure their success.
You might consider your website traffic as a way to increase brand awareness. This will allow you to determine if your site traffic increases with more people becoming aware of your brand.
You might also look at your reputation after engagement.
2. Research and define your LinkedIn audience
The ultimate goal of defining your audience means identifying the right people to sell it.
You’ve likely done audience research if your brand has been established. To determine who is the most likely to join LinkedIn, take a look at your potential customers and personas.
It’s possible to create different content for each individual if they all use the platform.
LinkedIn is mostly a professional network. You should also consider the level of your target audience’s employment.
Is your target audience mostly solopreneurs, for example?
Are you talking to top managers or heads of company? Perhaps you are targeting employees at mid-level who report to multiple bosses.
Targeting whomever it is, ensure you get to know them and their preferences so that your content is tailored to meet their needs.
LinkedIn also offers about their users. This could be useful as you conduct research on your audience.
Find the Daily Newsletter Search Marketers Rely on.
3. To create topic areas or content types, you can define them.
Next, you need to plan your LinkedIn content strategy. This should include both the content types and the topics you will be focusing on.
Two goals are necessary to find the best topics.
- Find out what your audience is looking for.
- Brand expertise.
Don’t try to guess what topic you should cover – your audience will help you determine what content they are interested in and the format that they prefer.
LinkedIn offers many options when it comes to content formats and types. You’ll likely rotate between a few in order to maintain your audience’s interest. Let’s take a look at the most important types.
LinkedIn allows you to publish short status updates (mini-blogs) with a limited amount of text. It’s similar to Facebook. You can also include links and hashtags in these posts.
How to write:
- You can share a life lesson, or an inspirational moment.
- Send us some ideas or tips.
- Don’t forget to tell us about the experience that made you change.
- Send us a thought-provoking or funny quote.
What and is to be posted:
- Many pitches about your product/services. People will be turned off if every post you make is a pitch.
- Irrelevant updates.
- Too many updates (hello spammer).
LinkedIn allows you to publish longer-form content just as on your blog.
LinkedIn generally recommends between 1,500 and 2,000 words for these articles. These pieces should be deep, meaningful, relevant and valuable.
LinkedIn articles are available online for anyone to read, and not only members.
These pages can be , and rank in search result results. To help more people find your site, ensure that you optimize it with keywords.
LinkedIn isn’t a social networking site that uses photos.
However, photos can be added to any post. This will increase engagement and add variety.
Posting one photo is not enough. A carousel is also an option.
You can share content from your blogs via link posts.
You are also engaging because of another reason. The preview of link posts automatically draws in images from the website you are linking to.
Yes, videos can be uploaded to LinkedIn. (Note: This is not the same as embedding video content from YouTube or video ads).
It is clear that video engagement works, with audiences 20% more likely to share videos than other types of content.
Use the same guidelines for creating and sharing videos as with written content.
- Keep your audience in mind. Tell them what they are interested in.
- Be relevant. Do not post videos about random things that aren’t related to your business, the products you offer, or people you’re selling to.
- Share stories about you, your brand and your culture.
Unique to LinkedIn, document posts let you upload documents like PDFs, PowerPoint presentations, Word files, etc.
This means that you can add more detailed content, such as whitepapers and case studies to your LinkedIn posts.
You can also make the PDF file available to your audience.
You can impress document post creators with a striking design like this Moz one.
4. LinkedIn allows you to tailor your content for the platform
LinkedIn is not a social media platform like and Instagram.
Although it can be considered a social network, it does not have the exact same functions as other networks.
This means that a different portion of your audience may use LinkedIn and expects to receive content tailored for the platform.
Don’t copy and paste content from different social networks. Many of the same ideas that work elsewhere will not translate well to LinkedIn.
Create content only for LinkedIn, especially if that’s the main channel you focus on after your blog.
Social listening is a great way to find out what your audience wants in their LinkedIn feeds. Next, experiment with different posts to find the best for you brand.
Don’t forget hashtags! They can be included in most of your posts. They’re also useful for reaching wider audiences outside your network.
5. Establish a publication schedule
A content strategy must include a publishing schedule, including a reliable content calendar.
You’ll lose your way in posting every day and forget which posts went out when. It’s more likely that you will miss the correct times or repeat content.
You can also use your LinkedIn content calendar if you have one for your blog, which you should.
Many tools offer a tab function or the ability to color-code your posts according to type. This allows you keep track of every post for each of your channels.
MeetEdgar, Airtable and Airtable are my favorite calendar tools. Google Sheets is a good option if you have a tight budget.
Consider these factors when you are considering your posting schedule:
- You can make as many posts per week as you like without losing quality.
- Types of content that you will post: status updates, images and articles. ).
- This you should post to LinkedIn for your target audience.
- You can plan ahead for scheduling and creating LinkedIn content so that you don’t have to rush.
6. Engage and interact
LinkedIn content marketing is not one-dimensional.
You will get the most out of the platform if you engage with other users.
This includes commenting, liking and sharing other’s content.
Keep in mind the old saying “You get what your give.” This is true here.
Friendly social media presence can help you build brand recognition and your reputation as well as high-quality, consistent content.
Keep this in mind when you are creating your LinkedIn content marketing strategy. This will keep you accountable.
7. You can measure your success and adjust your strategy as needed
You should measure the results of your LinkedIn content strategy and keep track of your progress towards your goals if you are really investing a lot.
You’ll be able to see if your efforts have been successful and also track whether or not they were worthwhile.
LinkedIn provides a number of useful tools to help you assess how your content is performing. These include analytics such as impressions, engagement and other metrics.
A for your company will allow you to see a variety of such as pageviews and unique visitors. Follower metrics can also be seen. To track your growth, you should regularly check your metrics.
LinkedIn Content Marketing:
LinkedIn is a great option for content marketing.
It’s even better to reach out to professionals and business owners if your audience is diverse.
Don’t post random content. Create a content marketing strategy to maximize your chances of success.
You shouldn’t be solely focused on LinkedIn. Consider your blog and website as the top content priorities, while LinkedIn is second.
You don’t want your brand to be built on rental real estate.
LinkedIn is a great channel for reaching broader audiences, building brand awareness and nurturing leads. It’s important to do this strategically.
These opinions are not necessarily those of Search Engine Land, but they do reflect the views of the guest author. Here are the names of staff authors.
Search Engine Land: New!
- How to survive a Google core update and come out on top - March 28, 2023
- Core Web Vitals report within Google Search Console updated - March 28, 2023
- Google Ads Editor version 2.3 is out with 12 new features - March 27, 2023