In an increasingly connected world, industry professionals and brands are using #LinkedIn to share their knowledge and insights more effectively than ever before.
This should come as no big surprise though. With more than 414 million members in over 200 countries it’s easy to see why top marketers are focusing heavily on creating #content hubs through their company pages.
As mentioned in a recent report, great LinkedIn content can help you generate more awareness, establish high quality thought leadership, drive targeted website traffic, generate leads and create advocacy. So what’s the key to getting it right?
Publish the right content
LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook, according to a report on Buffer App.
For this reason, planning your content is crucial to the success of any content you publish on LinkedIn. Plan your target audience thoroughly and think about what they really want to read.
Every time you publish to LinkedIn, think about how effective LinkedIn is and start utilising its enormous power. A good LinkedIn article is most often a list, how-to article, short industry insight or a buzz blog.
Your connections and followers want content that is short and sharp and, above all, informative and entertaining.
Think of your LinkedIn page as your shop window, it’s a place where you display what you’re about, what you can offer and what you stand for as a brand.
Be wary though, LinkedIn is not a place to promote and sell your brand with a hard-sale strategy. Show that you have your finger on the pulse of your industry, stay relevant and more importantly, stay appropriate and professional.
One example of a brand who publishes and creates high quality LinkedIn content is SThree, a parent company for a variety of professional recruitment brands.
“At SThree we’ve looked to build our followers, increase our authority and ultimately encourage LinkedIn’s audience to engage more purposefully with us by using our company pages and providing good quality content,” explains Kerry Dyson, Global Head of Content at SThree.
“Ultimately we know we need to give our followers a reason to check in every day, possibly several times a day because they’ll find content related to their roles and interests. Of course not everyone’s looking for a job all the time but like any good content strategy our approach is based on providing our audiences with great content, showing that we know their industry, share their concerns and can offer potential insight and solutions so that when they are looking for a new role they’ll think of us.”
Scrutinise the detail
LinkedIn also offers a wide range of analytics that will enable you to monitor the success of your content- you can keep up to date on views, comments and shares easily in one place.
This is valuable data that shows in black and white what went well, or not so well, with your posts in your LinkedIn Community.
Once you have this data you can recreate similar content for your brand that is more likely to go down well in future weeks and months – guaranteeing traffic and hopefully conversions.
With this knowledge you can even plan your future evergreen content – not sure what that is? Read more here.
Will Clarke is a Digital Producer at Formative Content and specialises in account scheduling management, writing for #social media and digital content.
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