Role OF LinkedIn in the Content Marketing Strategy
We know LinkedIn as the best place to reach professionals and connect with them. But little do we realize that LinkedIn is also one of the most effective gimmicks to reach the target audience. It is filled with business professionals, decision-makers and executives who are busy networking, rather than wasting their time. LinkedIn marketing helps you engage a community of professionals to drive actions that are relevant to your business and build brand awareness. LinkedIn works heavily on creating professionally relevant content that will attract the relevant industry stakeholders. Let us see some important techniques that can help us make use of LinkedIn as a part of our content marketing strategy.
Unlike other social media platforms, LinkedIn is information-centered rather than being entertainment-centered. The users arrive at LinkedIn with a total professional mindset, focus on career, business and marketing. They mostly look for kinds of stuff that help them with their career ladder, will teach them about their industry and inspire them to grow professionally. Hence, content creation on LinkedIn should be highly professional, focused on career and educate the readers about the industry.
LinkedIn supports various formats of content that garner users to its site. It has come up as a preferred platform for providing content marketing services to brands. These services include Long-written content, Videos, informative Status updates, user-generated content, etc. Let’s discuss a few of them.
Publishing status updates is one of the best ways to stay in the eyes of your target audience consistently. You can share industry updates and direct the status to your target audience by controlling who sees the post. Also, short content gets more comments and shares than long ones.
Video is the most engaging form of content available on the internet. People like, comment and share videos more than any other form of content. It means that even the followers of your followers will be able to see it and follow up. Expert interviews, recent inventions, Q&As about your industry, basic promotion of your brand, LinkedIn videos, etc are a few engaging options to attract and connect with big players of your industry.
User-generated content is another option to engage your followers. It can be articles, images, videos, posts -anything. LinkedIn has an article publishing platform that serves as a great opportunity to communicate with your target audience and expand your reach. Long-form content on LinkedIn is easy to create since most users in your connection will be like-minded individuals who can resonate with your thought process. Hence, selecting topics to write about becomes easy. Try to solve the problems of your audience. If your connections like and share your content, influencing and expanding your network will be a cake-walk. You can share links to interesting business articles, important announcements by giants in your industry, videos, attach a document to your status, upcoming events you are attending, etc. It can prove to be a great push to the brand development goals of a business. Use titles that grab the user’s attention, such as to make sure the link is clicked and read.
Here are a few pointers that should be avoided while posting LinkedIn content.
Personal Stuff: As mentioned at the beginning of the article, you need to avoid posting personal stuff or anything unprofessional. Re-check the content for relevance and make sure it provides value to your readers.
Sensitive Topics: Don’t bring up sensitive subjects. Limit what you share. Nobody wants to get into your emotionally sensitive side on a professional platform such as LinkedIn.
Excessive Posting: Unlike other social sites, posting ten times a day will not help you in any way on LinkedIn. To get effective reach on your content, limit it to 2-3 intriguing posts per day. Don’t just sell. Be professional, and at the same time, don’t lose the human side of yourself. People will start skipping your posts if you overdo promotions or try to sell stuff all the time.
Promoting your LinkedIn content is like any other digital marketing content promotion. You need to create an effective LinkedIn page and define your goals. Once you have a clear picture of your goals, it is easy to target the respective audience. A well-defined audience will lead to better lead generation. Brainstorm on keywords and phrases that your target audience is likely to use. Include them in the “About” section of your page. Link your page to other social platforms and make sure that your profile is up-to-date all the time.