How NOT To Do LinkedIn Content Marketing

If you look at the changes that Microsoft has made since acquiring LinkedIn almost two years ago, you will realize that one of their main goals is to increase LinkedIn’s use as a content marketing platform. The Internet itself is run on content, so why shouldn’t LinkedIn be powered by good content? Many people are now warming to this idea that content is the way to go with LinkedIn marketing. Unfortunately, most of them are doing it the wrong way. Take a look at the main reasons why the average LinkedIn content marketer  makes mistakes with their marketing.

Hey, me, too!

The vast majority of content marketing done online is ‘me too’ marketing. No surprise really. You just look at what someone else has done that has worked well and basically copy it in the hope that it will work for you.

Only the big issue here is that you might be plagiarizing. That’s definitely a big problem, but from a marketing point of view, the bigger problem is that just because you saw someone else’s success in this way, it doesn’t mean it’s guaranteed to work in your case.

Other content marketers have spent time, often a lot of time, building an audience. People who read their blog posts, for example, have a certain level of preconceived expectation. They are a ‘warm’ audience, so to speak. When you’re just starting out on this road, you don’t have an audience. Virtually everyone who reads your posts is new to you, and vice versa! So, the blogging idea that worked so well for someone else might not work for you. Content isn’t the answer, rather consistency and audience building is the key.

What do you mean, an audience?

Well, an audience is just that, an audience. It’s a group of people who regularly read your stuff. All writers and marketers build audiences. Hopefully, they simultaneously build fans. Online, though, there is another name for this…..it’s called a list!

If you want to succeed at content marketing, you have got to build a list. You start to publish. You get people to click through something to go to your squeeze page, landing page etc. Then they join your list. Then, when you publish again, you let your list know where to go to read or look at your content.

You encourage your readers or viewers to share and like your content. You may even get a viral aspect going to broaden your reach. The only way to really do this though, is through consistency. And, right there is where most people begin to falter. You have to stick with it.

Bottom line…use content that actually works for you and your target audience. If you don’t have the audience, build one consistently over time and you will see the results.