LinkedIn Content Marketing Strategies: Creating Engaging and Shareable Content

How about exploring the world’s largest professional network to leverage your content marketing strategy??

We are talking about LinkedIn content marketing strategies, where you can tap a massive network of over 900 million users. The best part is, it comes for free!

If you are already on LinkedIn but aren’t able to use the platform to its full potential, this guide is for you! Check out how you can use the best LinkedIn content marketing strategies to grow your business.

How to use LinkedIn content marketing strategies?

Creating engaging and shareable content for your target audience continues to be the secret of success on any social media platform. Coming to LinkedIn, marketers can capitalise on a huge plethora of free resources and tools. Think about LinkedIn analytics, LinkedIn Live, LinkedIn Newsletters, and publishing native LinkedIn videos.?

Here’s how marketers should use LinkedIn content marketing strategies to boost their digital footprint.

1. Establishing content marketing goals

What type of users are you planning to connect to through LinkedIn? Are you looking forward to expanding your professional network or acquiring fresh clients? Before working on your LinkedIn content marketing strategies, establish achievable goals. Accordingly, you can strategize plans to:

• Introduce your business to the desired audience base
• Boost brand awareness by sharing valuable resources
• Win fresh clients by demonstrating credibility and trust
• Replenish your sales pipeline with more leads
• Make more users sign up for your subscriptions, demos, or trials
• Most importantly, connect to loyal customers and build a community

Walking in the shoes of a marketer, you know how crucial it is to identify your goals before coming up with effective LinkedIn content marketing strategies. For instance, if you aim to boost brand awareness, publish LinkedIn blogs at the right interval. On the other hand, if you aim to generate leads, link your posts to gated content.

2. Narrow down upon your audience

Before developing LinkedIn content marketing strategies, think of the audience you are targeting. Accordingly, customise your blogs, posts, or videos to cater to their interest.?

For instance, marketers trying to expand their network with sales professionals should be choosy about their blog topics. It’s important to select industry topics that would appeal to them.?

If you are trying to put on the shoes of a problem-solver, publish how-to blogs addressing the crisis. Successful marketers have been using LinkedIn audience analytics to customise their approach to content marketing. Therefore, make sure that your LinkedIn content marketing strategies revolve around the needs of your target groups.

3. Use LinkedIn Polls for market research

Do you know why forward-thinking marketers count on LinkedIn for market research? This platform enables you to study the psychology of their audience through market research. The best approach to carrying out market research is to obtain answers to specific questions. Accordingly, you can tweak your LinkedIn content marketing strategies.

LinkedIn supports a powerful tool called LinkedIn Polls. Marketers should use this feature to ask a unique question and provide their audience with a maximum of four options with probable answers. You can run these campaigns for two weeks. Whether you run an eCommerce business or happen to be a part of any other industry, LinkedIn market research goes a long way in gaining customer insights.

In case you fail to provide the probable option of the respondents in the poll, users can always leave a comment with their response. Thus, marketers can empower their LinkedIn content marketing strategies with a research-oriented stance.

4. Explore different content publishing formats

Bolster your LinkedIn content marketing strategies by choosing the right mix of content. Schedule LinkedIn documents, articles, blog posts, and videos for timely publication. Have a look at the different content formats that you can include in your strategy.

LinkedIn document posts

Sometimes, marketers plan to share complex information and industry insights. Rather than writing an explanatory post or sharing a link to your website blog, use LinkedIn document posts.

?By including document posts in your LinkedIn content marketing strategies, you can post PDF files. These are downloadable documents, which your target audience can store offline or scroll through their news feed. LinkedIn supports up to 300 pages, but it’s wise to keep your posts concise.

LinkedIn documents work well under these conditions:

• Focussing on the key points of a complex idea
• Highlighting the key findings in a research
• Demonstrating how to do something in multiple steps

LinkedIn articles

Do you know that you can directly publish articles on the company page of your LinkedIn profile? Why share an external link to your blog page and lead users away from the platform?

While sharing your thought leadership, publish the content as LinkedIn articles. Powerful LinkedIn content marketing strategies revolve around publishing SEO articles in the blog or article style. LinkedIn articles support around 15,000 words.?

Also, you need not come up with fresh or unique articles on LinkedIn. Many marketers republish articles published on their website blog on this platform to boost reach.

LinkedIn newsletters

Have you considered publishing newsletters as a part of your LinkedIn content marketing strategy? LinkedIn newsletters can be a powerful tool to remain relevant in your audience’s minds. Publishing these newsletters weekly, biweekly, or monthly can keep your audience abreast of your progress too.

LinkedIn provides its users with the option of subscribing to their newsletters. Once they subscribe, they would be notified every time you publish content. Besides, you can also foster better engagement through your LinkedIn content marketing strategy as the recipients can comment on these posts.

5. LinkedIn Video and LinkedIn Live

?Do you know why most marketers consider video marketing to be the most powerful tool? The online reach of videos worldwide stands at an astounding 92%. Besides, a study reveals that videos generated as much as 82% of global internet traffic.

While developing your LinkedIn content marketing strategy, make sure to publish LinkedIn native videos, which can extend up to 10 minutes.

Going Live on the professional platform is yet another powerful LinkedIn content marketing strategy. LinkedIn Live, a part of the live streaming solution of the platform, allows marketers to engage with their audience by hosting virtual events in real time.

Wrapping up

Successful marketers have been exploiting the limitless potential to grow their professional network on LinkedIn. For instance, reputed eCommerce brands like Ubuy use their LinkedIn page to connect to professionals and stand out with their brand image.

LinkedIn content marketing strategies prove highly effective when you juggle up the right mix of content. Moreover, understanding the pulse of your target audience defines your success as a marketer on LinkedIn, or any platform as such.

Make sure to use a content management tool to publish timely content and engage your audience. Capitalise on the feedback through comments and use LinkedIn Analytics further to streamline your approach to content marketing on this platform.

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