Are you looking for an effective way to grow your business and generate more leads?
Let’s talk about LinkedIn content strategy. ✨
LinkedIn is a powerful tool that can help you grow.
With the right approach, it’s possible to reach new audiences, build thought leadership, and even increase sales for your business.
This is thanks, in part, to LinkedIn’s reach.
Did you know there are nearly 1 billion users globally who use the platform?
And it’s not just professionals and job seekers using LinkedIn. It’s also made up of 60% of 25-34-year-olds and 21.7% of 18-24-year-olds.
From creating engaging content to optimizing your profile for maximum visibility – this article will cover everything you need to know about leveraging a successful content strategy tailored for the LinkedIn platform.
Let’s dive in and explore each step of creating a solid LinkedIn content strategy so you can maximize its potential benefits for your business.
LinkedIn Content Strategy: Table of Contents
Build Your LinkedIn Content Strategy
Getting strategic about your LinkedIn presence and what you publish is the best way to ensure you reach your goals.
While I always recommend keeping your website content strategy your #1 focus, creating and posting to LinkedIn can be a good supplement to that — especially if your audience hangs out there.
Let’s talk about how to build your LinkedIn content marketing strategy.
1. Set Goals
The first step of creating any content strategy is to set goals.
What do you want your LinkedIn content strategy to do? What do you hope to achieve?
Do you want to:
- Increase website traffic?
- Build your brand reputation and credibility?
- Get more potential customers?
- Engage with your audience?
You can accomplish all of these goals with LinkedIn while tying into your overarching content marketing strategy.
Start with one simple goal and decide how you’ll track it. (For example, track metrics like comments, shares, and likes if you’re measuring audience engagement.) You can always add additional goals later on.
Setting goals helps set the trajectory of your LinkedIn content strategy. With a goal pushing you forward, you’ll make much more quantifiable progress, so don’t neglect goal-setting.
2. Identify Your LinkedIn Target Audience
Identifying your LinkedIn target audience is key to creating content that resonates with them on the platform.
Consider who you’re trying to reach, what their interests are, and how they prefer to consume content.
If you already have a following on LinkedIn, you can analyze them with LinkedIn’s built-in Insights and Research hub.
Also, consider that your LinkedIn audience may look different from your blog audience, your Instagram audience, or your Facebook audience, for example.
For that reason, tailor your content for LinkedIn. Don’t just copy and paste your social media posts across channels — identify which topics work for your LinkedIn followers, and create content that will specifically appeal to them.
3. Create High-Quality Content
Of course, a centerpiece of your LinkedIn content strategy will be creating high-quality content on a consistent basis.
This won’t just involve short posts like you’d publish on Facebook, however. LinkedIn has a broader array of content types you can post that goes beyond the average. Here are the ones you won’t find anywhere else:
- Long-form articles — Blog-length articles (generally 1,500-2,000 words) that anyone can read, not just LinkedIn users.
- Document posts — Share document files like PDFs, slides, PowerPoints, Word docs, and more. Your followers can download these documents to their own computers.
- Native video posts — LinkedIn has a feature that allows you to upload videos to its platform (versus posting embedded videos from YouTube or Vimeo, for instance).
Here’s an example of a LinkedIn article by Bernard Marr:
Writing compelling copy and content is also important when creating content for LinkedIn.
- Use language that resonates with your readers while providing valuable insights into a particular topic or issue.
- Link to and share content from your blog.
- Don’t forget visuals, too. Adding images, videos, infographics or GIFs can help enhance the overall message of your post and make it more visually appealing.
4. Publish, Promote, and Share Content
Promoting your content on LinkedIn should also be part of any successful LinkedIn strategy.
Start by building a network of connections. Follow relevant accounts and join groups related to your industry — these will give you access to potential customers who may be interested in what you have to offer.
Next, commit to a consistent posting schedule. Posting regularly (but not too often) on topics related to what you do will keep people engaged with your brand over time. I recommend setting up a content calendar for LinkedIn for this purpose, like Airtable.
You should also commit to sharing content regularly from other LinkedIn creators and businesses in your industry or network.
5. Engage and Connect to Boost Your LinkedIn Content Strategy
At the end of the day, LinkedIn is a social media network. That means two-way engagement between you and your audience is a must for success.
Here are some tips.
Build a network of connections. LinkedIn is an invaluable tool for connecting with potential customers, partners, and other professionals in your industry.
To get the most out of it, start by building up your network of connections. Look for people who have similar interests or goals as you do and connect with them on LinkedIn.
You can also join relevant groups to find more contacts and participate in discussions that will help you build relationships with like-minded individuals. This is an excellent way to promote your content and broaden the scope of your reach beyond just those people in your immediate network.
Participate actively by sharing experiences or knowledge from research. This will help you position yourself as an expert while also providing helpful content.
Post regularly and strategically. Once you’ve built up a network of connections, it’s time to start posting regularly on LinkedIn so that your content reaches the right audience.
- Post updates about new products or services.
- Share blog posts or publish LinkedIn articles related to your business.
- Comment on relevant topics within groups and communities.
- Engage with others through comments or likes whenever possible.
Keep track of what type of content resonates best with your followers so that you can tailor future posts accordingly.
6. Track Your Progress
Finally, don’t forget to measure performance and analyze results as you implement your content strategy on LinkedIn.
Measuring performance analytics from each post will allow you to identify which ones perform best so that you can focus on those types of posts going forward for maximum impact.
This helps provide insight into how successful (or not) any given piece was at achieving its intended goal(s).
Use tools like LinkedIn analytics (accessed through your LinkedIn Page dashboard), which offers detailed reports regarding user engagement levels, click-through rates, conversions, etc. You can also set up Google Analytics to track things like traffic and conversions coming from your LinkedIn profile and posts to your website.
All these metrics combined together paint a picture that shows you where you can make improvements so you can hit your goals.
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Once you have established a strong presence on LinkedIn, it’s time to start repurposing your content for maximum reach.
How to Repurpose Content for Maximum Reach on LinkedIn
Reposting existing content in different formats is an effective way to maximize reach on LinkedIn.
By repurposing your content, you can make it more accessible and attractive to a wider audience.
For example, if you have written a blog post about a topic, consider turning it into an infographic or video for LinkedIn. This will help draw attention to the original post while providing additional value for those who prefer visual learning.
Here are a few basic strategies for repurposing content.
Update Posts and Re-Publish
Reusing old posts with updated information is a smart way to get more mileage out of your content.
If there’s something that has changed since you wrote the original post — a new product launch, industry development, etc. — you can update the information and share it again as if it were brand-new material. This helps keep your content fresh and relevant without having to create something from scratch every time.
Share User-Generated Content
Sharing user-generated content is also an excellent way to increase engagement on LinkedIn and build relationships with customers or followers.
Ask people in your network what they think about certain topics related to your business or industry, then feature their responses on LinkedIn posts or articles as part of a larger discussion around the issue.
Not only does this give them recognition for their input but also encourages others in your community to contribute their own ideas as well.
Create New Content from Existing Pieces
Creating new content from existing ideas is yet another powerful strategy when it comes to maximizing reach on LinkedIn.
Take one idea from an article or blog post that resonated with readers and expand on it: Create additional pieces of related content such as infographics, videos, or podcasts which can be shared across multiple platforms simultaneously for maximum impact.
By repurposing existing content in different formats, reusing old posts with updated information, sharing user-generated content, and creating new ideas from existing ones, you can reach a wider audience and establish yourself as an expert on LinkedIn.
What are some other ways to do that? Let’s discuss. 💬
How to Establish Thought Leadership Through LinkedIn
Establishing thought leadership through LinkedIn is an effective way to continue building the authority you’re already establishing on your website (you’re doing that, right? 👀).
It can help you reach a wider audience, connect with influencers in your niche, and create valuable content that will position you as a true expert in the industry.
Here are some tips for leveraging LinkedIn to establish yourself as a thought leader:
1. Research Industry Trends and Developments
To stay ahead of the competition, it’s important to keep up with industry trends and developments.
Research relevant topics on LinkedIn by following key influencers or joining groups related to your field. This will help you stay informed about new technologies, strategies, products, services, etc., so that you can share this knowledge with others.
2. Participate in Discussions and Q&As
Participating in discussions and Q&A sessions on LinkedIn is another great way to demonstrate expertise while building relationships with other professionals in the same field.
You can join conversations related to topics within your niche or start one of your own if there isn’t already one available. This allows people who have similar interests or questions as yours to find answers from someone they trust — you.
3. Connect with Influencers in Your Niche
Connecting with influencers in your niche can be helpful for establishing yourself as a thought leader on LinkedIn.
Reach out directly via private message or comment on their posts when opportunities arise to connect. Doing this regularly helps build relationships over time, but only if you’re authentic and genuinely interested in connecting (and not just out for self-promotion).
4. Create Original High-Quality Content
Creating original high-quality content demonstrates expertise while also providing value for readers/viewers/listeners — the perfect combination when it comes to establishing thought leadership through social media platforms like LinkedIn.
Make sure whatever content type(s) you choose aligns well with the LinkedIn platform.
Also, consider creating evergreen pieces such as tutorials or how-to guides which tend to be more useful since they don’t become outdated quickly.
By taking the time to research industry trends, engage in conversations, and create original content on LinkedIn, you can establish yourself as an authority in your niche and position yourself for success. Now let’s look at how to optimize your profile for maximum visibility.
Optimizing Your LinkedIn Page (or Profile) for Maximum Visibility
All of this work building your LinkedIn content marketing strategy will be for nothing if your brand’s page isn’t optimized (and if you’re using a personal profile to market your brand, this goes for you, too).
If your profile is a mess, people who click through your content to find out more about your brand will be deterred from continuing that journey.
Conversely, an optimized profile will help people understand what you do and whether your brand is relevant to them immediately.
Here are five tips to help you get started:
1. Craft an Engaging Bio/Description
Your bio (or brand overview/description) should be concise yet informative.
Include details about your background, experience, and the number one problem you solve for customers.
Use accessible language that gets to the point, and don’t veer too far into bragging mode.
Here’s a good example of a LinkedIn “about us” description from HubSpot:
2. Include Keywords in Your Profile Description
To ensure maximum visibility on LinkedIn, use relevant keywords throughout your profile description such as job titles or skills related to your field of expertise.
Your LinkedIn profile has the potential to rank in Google, especially for branded terms, so make sure you include them in places like your tagline and description.
3. Add Links to Relevant Websites
Linking back to your website where people can learn more about you is another great way of optimizing your profile for maximum visibility on LinkedIn.
You could link back to your relevant blog content, your about page, or even your products/services.
Go even further by creating a landing page for people coming from your LinkedIn profile.
4. Use Professional Photos
When it comes time to upload your profile photo to LinkedIn, make sure it looks professional and represents your current branding.
On top of that, ensure your profile photo looks good across every iteration of LinkedIn, including optimizing it for dark mode.
Craft a Winning LinkedIn Content Marketing Strategy
A strong LinkedIn content strategy is essential if you’re serious about seeing results from the platform.
Don’t just post content without a plan. Strategize and implement that strategy intelligently.
By creating engaging content, promoting it on LinkedIn, repurposing it for maximum reach, establishing thought leadership through the platform, and optimizing your profile for visibility, you can effectively leverage this powerful social media tool.
With a well-defined LinkedIn content strategy in place, you’ll be able to build relationships with potential customers and grow your business.
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