Many businesses don’t pay much attention to LinkedIn content marketing because it doesn’t seem to have the impact that, for example, Facebook and Twitter do. But LinkedIn is an excellent tool for creating, publishing and promoting business content, as well as driving traffic to your website.
1. Make the most of your company page
A lot of brands post sporadically to their LinkedIn company page and don’t do much else. Apart from posting regular, engaging content, you should also ensure that the profile has the following information so that visitors know exactly what to do:
- High-quality company logo/picture
- A detailed overview (description) of the business
- Website URL, contact information and relevant keywords
- A call to action
2. Use sponsored updates to extend your content’s reach
Sponsored Updates enable you to reach a larger, better-quality audience, which in turn will increase your chances of getting your content seen and engaged with.
You can target them by: demographics, company industry, level of education and seniority, interests and associated LinkedIn groups.
Furthermore, your sponsored post will appear in the user’s news feed like a normal update, instead of appearing as an irritating banner or pop-up ad.
3. Build thought leadership with LinkedIn pulse
The publication of long-form posts is one of LinkedIn’s great features. The leaders in your company can use this to establish their expertise and authority on specific topics.
The posts will appear in LinkedIn Pulse, where readers can access information about industry insights, advice and other news. This tool extends the reach of your content and also makes it accessible through search engines.
Here are some tips when writing and publishing long-form posts (can be applied to any content really):
- Keep your voice authentic; don’t sell or talk down to your audience.
- Include high-quality videos and images in your post, including charts and infographics, as well relevant keywords.
- Since there are so many posts being published at any given time, make sure that yours goes out when your target audience is most likely to be on the platform.
- If you get comments, respond with engaging and insightful replies.
4. Review and act on your analytics
Each company page has an analytics tab, which contains data that allows you to measure the effectiveness of your current efforts and decide what needs to be improved on.
These include the number of clicks, impressions and followers gained from your content, your daily organic and paid reach, and the engagement rate on your content. As you would with any other platform’s insights/analytics, use this information to optimize your LinkedIn content strategy.