This is the best type of content for your LinkedIn company page

Let me start by saying, content only works when you have your company up to date and complete. So if you manage a LinkedIn company page, make sure this is done first and check on a regular basis what needs to be updated. When you're page is ready, this is the best type of content for your LinkedIn company page:

Thought leadership content

Don't talk about the products or services you offer. When your followers aren't in the buying cycle, this type of content is not relevant at all. Create and share content that helps people to be more successful. When sharing your company knowledge and experience, your followers start to see your company as a thought leader and you stay top of mind. When your company is top of mind, your followers are very likely to think of you when they come/are in the buying cycle.

Company story content

Your company story makes your company unique. By telling this story, your followers get a better understanding of your company and this makes your company more human. The better your followers understand your story and why your company is unique the more likely they are to buy your products. This type of content also works really well for your colleagues. When they share your content you reach a wider audience (organically).

Your colleagues content and stories

Behind every company name are the employees. The employees are key for the company success and they all have stories to tell. Share these stories. And re share LinkedIn articles they write. They knowledge and expertise helps you to establish your company as a thought leader and it motivates your colleagues to write articles and tell there stories. It also helps to make your company more human.

Content about your company

When your company gets mentioned in content make sure you share this. Third party content, talking about your company being great, is much more valuable than you talking about your company being great. But also other content mentioning the company in an interesting context is interesting to share. Set up alerts to get all articles in your inbox. For Sales Navigator users make sure you check the "mentioned in the news" section.

Creative content

Creative content stands out in the LinkedIn timeline. The more your content stands out, the more likely people are to click on your content. LinkedIn is a great place for creative content and for unique content. Investing time in content creation is definitely paying off for your company.

Make sure you always answer comments on your content. This is important for both your paid and organic content. A/B testing helps you to understand what type of content works best for your followers. And keep in mind that you compete with all types of content so give your followers a really good reason to click on your content!