Using LinkedIn for Content Marketing: Tips for Success

LinkedIn still challenges many yet it is one of my favorite places to connect with other entrepreneurs and business owners in a significant way.
One reason it appeals to me, is LinkedIn is an excellent location to use for content marketing and sharing your expertise. Content marketing is an essential part of doing business today. You need content to communicate with your audience, to provide useful information, and maybe even to create your products. To use LinkedIn for content marketing, experiment with these tips for success. Personalize them to provide solutions to your audience.
Know Your Content Marketing Goals
Focus on one goal at a time.
Decide if the goal is to
- Generate more leads
- Grow brand awareness
- Promote products or services
- Connect with your ideal customers or clients
- Build a community around your brand
LinkedIn is a good place to do all the above when done within the “etiquette” of the community.
Before you publish anything, know what your goal is and what the point of the content you’ll publish is.
Understand the Places to Publish Content on LinkedIn
When you think of content marketing, you are probably thinking about publishing articles on LinkedIn. That is one way. You can also use your profile page, your company page, groups, InMails, emails and other people’s content to participate in content marketing via LinkedIn’s platform.
Understand the Various Content Types to Publish on LinkedIn
Much like other platforms you can publish articles, posts, photos, videos, links, and use hashtags. It is also effective to publish comments and other types of engagement on LinkedIn within groups.
Try to mix up the type of your content. Be helpful. Offer feedback. Interact with others in conversation. Regular uses of LinkedIn find it annoying if you are constantly promoting your products. Yes you can share business news and helpful content. Then sprinkle in the promotions. Your promotional content should constitute no more than 20 percent of your content marketing on LinkedIn. Relationships will grow as you mix up the materials, focusing on what’s trending or newsworthy at that moment. For example, right now assisting with live video (or video in general) is very popular and will get more engagement.
Pick the Right Subjects to Publish
This goes back to your purpose and the goals you have set for your content marketing on LinkedIn. Make it something that your targeted audience wants and needs to know. Demonstrate your experience and expertise in a way that lets your audience gain trust in you. Articles can be informational, your opinions, and recommendations. Do share industry news, ideas, perspectives, and your thoughts about it. The audience found on LinkedIn you will find, often want to dive deeper into a topic than a superficial item. You can always invite them to a group where others will be interacting on that topic more consistently.
Use Your Customer Funnel as Your Guide
The point of posting articles and content on LinkedIn is to offer more opportunities for your ideal audience to find you and interact with you. You are building relationships. Your job,eventually, is to move them from LinkedIn to your website and ultimately onto your email list so that you can help them, connect them with others (if you are not the perfect fit), or introduce them to your products and/or services.
Respond to Those Who Like or Comment on Your Content
When you do publish something, be sure to ask for feedback, comments, and engagement. Make sure you interact with the people who comment on your content responding to create a conversation. If you see people are liking your content but not commenting, reach out to them to ask them what they liked most about the piece, if they had found a different solution, or their experience.
Be Sure to Engage with Other Content Also
LinkedIn, like most social networks, works due to reciprocity. The idea is that real people are publishing useful content, and more real people are responding to the content. That’s what makes the internet work at all for networking, relationship building, and business. The idea that people will engage and converse about topics together online in a mutually beneficial way is compelling.
Remember to include a call to action (CTA) when you publish an article or post. Your CTA can be a question, asking people to like, follow, share, use your #hashtag or to share their thoughts. Give them specific instructions on what to do next and you’ll be a lot more successful with all your content marketing. Aside from making sure your profile is up-to-date, targeted, and complete, publish content two to three times a week or up to daily to get the most results. Remember to use your keywords!
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I look forward to connecting with you!
Terry
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