LinkedIn can be the perfect platform to launch an effective B2B content marketing campaign, increase awareness of your brand, and appeal to potential hires. However, many poorly thought-out campaigns that use dated or sometimes incorrect strategies can fail to achieve the intended results, wasting valuable time, money, and resources.
In this guide, we will take a glance at LinkedIn as a marketing tool and provide tips on how to create a winning LinkedIn content strategy, highlighting the things that you should avoid.
LinkedIn is a social media platform aimed at professionals who wish to develop their network, usually with the aim of advancing their career opportunities. The platform is also an effective tool for recruiters looking to find the best candidates, while LinkedIn can also be a great place for businesses to promote their bran
As of 2022, LinkedIn has around 810 million users from over 200 countries, highlighting the potential of the platform as an effective content marketing tool.
LinkedIn is, of course, built for professionals, which is why it is the best online platform for launching content marketing campaigns that are relevant to working professionals and businesses. The sheer number of users on the platform means that the reach of campaigns can be significant, with advanced targeting allowing marketers to display content to their exact demographic.
LinkedIn is unrivaled in terms of targeting senior decision-makers within organizations across the world. The platform places high importance on trustworthy information, ensuring the content that is delivered is viewed with authority by its users.
According to a recent study by Hootsuite, 77% of content marketers believe that LinkedIn produces the best organic results when compared to other social media platforms such as Facebook. Facebook came 2nd with a score of 37%, Instagram was in 3rd with 27%, and YouTube sat in 4th with 21%.
The study also showed that 75% of B2B content marketers use LinkedIn ads, and 79% of content marketers of all types confirmed that ads on the professional network produced the best results compared to its rivals.
It is clear to see that from a professional and B2B perspective, LinkedIn is the go-to marketing platform, whereas the likes of Facebook and Instagram have the edge from an entertainment angle.
In this section, we will focus on five of the best types of content to share on LinkedIn as part of an effective content marketing strategy.
Although many content marketing campaigns are designed to create referrals back to a website, creating in-depth content directly on LinkedIn can also have its advantages in terms of engagement. A recent LinkedIn analysis showed that posts on LinkedIn with a word count of around 2,000 performed the best in terms of the number of views, likes, shares, and comments.
One of the best ways of delivering long-form content is through in-depth how-to guides and detailed lists that are easily digestible for the reader.
Many people who use LinkedIn do so to find out about the latest news, developments, and research within their industry, keeping track of any changes that may affect their business or career. Because of this, accurate and informative posts such as analytical reports, research, case studies, and whitepapers can gain a lot of traction on the platform.
This is a superb way to establish yourself as a trusted resource and thought leader.
If you share excellent content on your website’s blog then it makes sense to share it on LinkedIn to increase awareness and engagement, while also increasing referrals to your website.
A blog post on LinkedIn should generally consist of:
Sharing photo updates can help to demonstrate the working environment and employee culture of your business, adding a human touch to your content marketing strategy.
Photos taken at conferences and events can also show that you are active within the industry and this type of content has been proven to attract a lot of engagement.
Increase the authority of your posts by regularly offering quick tips and helpful advice. This advice can range from ways to be more productive and effective at work, how to manage mental health, tips on how to lead a team, or guidance on how to be successful in your specific industry.
Now that we have had a look at what posts generate the most engagement, it’s time to focus on how to implement them into an overall strategy and keep track of their performance, so campaigns can be improved in the future.
*Pro Tip - Participating in LinkedIn Groups is a great way to connect with your target audience and increase the visibility of your content. Starting and joining discussions and offering valuable insight can help you establish yourself as a trusted thought leader.
When developing your strategy, it is also helpful to know what mistakes to avoid that can ruin all the hard work you have put into a campaign.
Thank you for reading! We hope this guide has helped to give you some insights into developing a successful LinkedIn content marketing strategy and the potential of the platform as a powerful marketing tool.