Putting LinkedIn to Work: Building a Solid Content Strategy

Linkedin automation are out there (I can even recommend a few great ones), but a long term solution for brand promotion would unquestionably be - content. Over the years, even the smallest companies have found a sea of opportunities thanks to LinkedIn’s networking power, which rocketed them to where they wanted to be. However, this doesn’t happen overnight -- and it requires a higher level of effort on your side. Having a complete understanding of your brand’s purpose and the platform’s do’s and don’ts, as well as crafting a robust plan, will be key to succeed. Here are the steps you should follow in order to make the process easier and more fruitful.

"LinkedIn is a thriving community of more than 500 million members around the globe, with more than 100,000 new users joining the network every day. More than 20% of users are senior-level influencers and decision-makers. And it’s incredibly easy to get in touch with high-profile decision-makers on this platform".

Recognizing your overall brand goal

Presenting your product can be a challenge, which is why it’s essential to take the time to explain all of its details to your audience in a professional, yet relatable, way in order to gain their trust and enhance their perception of your brand. It’s important to identify your ideal customers and meet their needs to build meaningful connections. Your plan of action should be designed according to what you want to achieve, whether it is increasing brand awareness, building a community or promoting your services. This will help you choose the themes and tone of your posts that will then create your brand’s voice.

Familiarize yourself with the type of content available

LinkedIn offers different types of content that vary in importance depending on the time. Articles, for instance, can be very long, and any type of multimedia content can be embedded in them. They offer plenty of room to give a deep explanation on a topic or point of view. However, they aren’t as prioritized in the algorithm as posts. This is due to the way social media usage has changed. Now there’s more competition and less time for users to read, so smaller and provocative texts that stop people from scrolling are highly valued. They should be your primary type of content, but don’t be scared of uploading an article every once in a while to add diversity.

The right picture speaks volumes

Visual content is engaging and tends to attract people’s attention, but it shouldn’t drive them away from your post. They need to complement your writing and send a clear message to your audience. To help capture their attention, it’s better to go for photo slides instead of a single photo. You’ll also want to summarize the ideas and the main points you tackled in the text, as well as add a little extra detail or to provide proof and examples of facts. When using videos, short clips are more enjoyable and easier to digest.

Make LinkedIn work for you

Remember that the engagement starts with you. Use the tools at your disposal and make sure you react, chat, and comment on other people’s posts. When your brand starts to gain popularity, you can try to reach out big names in your area in a respectful way, so they can put up your page in all of their follower’s feeds. Also, respond to what people say in your own posts and ask for feedback. Be professional and stay true to your brand’s philosophy, but don’t communicate like a boring corporative -- people appreciate humanity and care.

Stay on track and keep your focus

And the most important thing: always think about how you can improve. Just as any other media, LinkedIn is constantly changing and evolving, so you’ll want to make sure to grow along with them. Measure your success, identify your victories, and overcome your failures. Stay up to date with current trends and optimize your content to them so you can entertain your audience, but never forget the essence of your business and what makes it unique. A good plan, dedication and creativity are the only constants in quality content formulas.

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