How to Master Content Marketing on LinkedIn

There are several ways to share information on LinkedIn, but which one is best Method? What if you are not ready to invest in paid advertising? There has to be another option, right?

The good news is that there is another option. In fact, there are several ways that marketers can use the LinkedIn platform to distribute content without paying for it.

Would you like to send short, easily digestible content? Take part in a status update.

Do you have something long and moving to say? Publish an article.

So that you can better understand where and how you do a Content marketing strategy Read on on LinkedIn. I’ve covered everything you need to know, from tips on content you should (and shouldn’t) share to determining the correct frequency for posting.

How to spread your content on LinkedIn

1. Publish quick status updates.

One of the least used functions of LinkedIn is the “LinkedIn Status Update” (also known as “network update”) in your LinkedIn profile. This is one of the best ways to consistently stay in front of your target group. And when used properly, these little messages have a big impact.

Your status update block is a white box directly below your picture on your homepage. When you release an update, your message is sent to all network connections.

You can also control the visibility of your posts before sharing them. This means that you can choose which posts you want to share with everyone, only with your connections, or with everyone and your Twitter network.

While updates are a great place to share your thoughts, linking in a blog post or an interesting website helps you provide an even broader source of insight.

4 tips for sharing updates on LinkedIn

1. Share links to interesting articles, websites or videos. Use words that appeal to readers and encourage them to click the link.
2. Attach a document to your status update. Your audience might appreciate receiving checklists, white papers, or case studies. Job seekers, this is a great place for your resume.
3. Mention a person or situation that may be helpful for some of your connections. For example: “I just met @AlexPirouz from @Linkfluencer and found that they had just won the Readers Choice Award from Anthill Magazine.” The “@” in front of a person or company name enables the reader to access LinkedIn Profile or click that person’s company page.
4. Talk about an event you are attending or have attended. This can lead to engagement and / or questions about what you learned there.

5 things to avoid when sharing updates on LinkedIn

1. Talk about what you had for breakfast (or your cat). LinkedIn is a Specialist Network. Before posting, make sure that what you share is relevant to your audience and adds value. While your pancakes may have been delicious this morning, this is not the place to do it.
2. Be a spammer. While it may be acceptable to post on Twitter 20 times a day, the LinkedIn landscape is a little different. Try to limit your updates to a maximum of a few times a day to avoid being classified as spam.
3. Talk about sensitive issues. I am too embarrassed to even think about some of the elements, let alone share them, which I see as status updates. If your mother doesn’t want you to talk about it, don’t include it in your status.
4. Continuous pitching of products and services. This leads people back in time to large newspaper advertisements and screaming radio messages. That is not the purpose of social media, especially LinkedIn.
5. Don’t worry if no one is looking. The update that you released at 11:30 p.m. Friday will probably not get much traction. Try to base your booking schedule on the business hours that your industry’s employees work. Of course, this is different if you have a global audience.

2. Publish and share an article on LinkedIn

Another powerful way to distribute content on LinkedIn is the publishing platform. With all Members who now have access to the platform serve as great ones Opportunity to expand your reach significantly.

I was first made aware of this feature when a friend posted an update on Facebook, mentioning how his LinkedIn article garnered over 6000 views and over 550 shares in just over 10 hours. I was intrigued and decided to do an investigation to see how everything worked.

I decided to give it a try by publishing one of my articles: “5 things all great leaders have in common”. Since I was publishing on the platform for the first time, I had no idea what to expect. What happened next totally blew me away …

In a matter of minutes, I received invitation requests and messages from members who came across my article on LinkedIn.

Within a few hours the article had gone viral, reaching over 70,000 views, more than 11,000 approvals and almost 500 comments. I have written hundreds of business articles over the years, but none of them had achieved the awareness and interaction that this article had.

In addition to the commitment, I also managed to give some lectures and coach customers for our management consultancy.

And as the article continued to gain momentum over time, I couldn’t help thinking it was too good to be true. Since I couldn’t get rid of this thought, I decided to publish a few more articles in the coming weeks. While none of them reached the level of awareness that my first article received, each article has now reached an average of more than 10,000 views, more than 1,000 approvals and more than 100 comments.

If my success story is not enough to convince you of the value of this platform, the following benefits may be achieved.

3 main advantages of publishing long-form posts

1. Target group. Given that much of your connections are like-minded professionals, it’s easy to choose topics that resonate. This type of common interest offers the opportunity to engage in a two-way dialogue in which everyone shares their expertise and strengthens their relationships.
2. More exposure. Every post you write and publish prompts you to be notified of your connections. This is a great way for you to demonstrate your thinking on the subject of your choice and add value to those in your network.
3. Increased following. If your connections like your content enough to like or share it, this can open doors for a whole new audience. And if your connection’s network sees your posts and finds value, chances are they will follow you to keep up with your posts.

4 steps to publish on LinkedIn

1. Define your purpose. What is your bottom line when posting content on LinkedIn? Who is the main target market for whom you write the content? What are the biggest challenges in your role or industry?
2. Brainstorming topics. If you have a clear understanding of why you are writing the content (and for whom you are writing it), try to create a handful of working titles based on your audience’s challenges.
3. Narrow your focus. Once you’ve created an idea backlog, it’s time to refine one. Choose the one that you think is most relevant to your audience and write. If you need help, read this resource from LinkedIn Tips for writing effective long-form content.
4. Choose a picture. Select a convincing cover picture for your contribution. (If you’re looking for a picture, look at it Free photo pages.)

3. Publish video content.

If you are a video marketer, you can alternatively publish recorded or live video content on the platform. To upload a video, all you have to do is go to your status field and upload a file you have created. If you prefer to do something more interactive, e.g. For example, questions and answers or a live stream, you can now use LinkedIn Live.

Here is a great example of a video recently published on the social platform:

4 main benefits of posting videos on LinkedIn

1. Target group: Similar to status updates and long-form publications, you can provide content to the target groups that follow your brand or account on the platform.
2. More exposure: As with many other platforms, LinkedIn’s algorithms aim to show users a feed with diversified content from users on their networks. When you start a stream on LinkedIn Live, your followers may be notified or see it appear in their feeds. When you upload a video, a user’s eye may be captured more than a text-based post.
3. Increased the following: Similar to other content strategies, those who like, share, comment on, or engage with your videos may cause their own followers or audiences to see your content.
4. Co-branding opportunities: Do you know a thought leader or do you want to work with another non-competing brand in your industry? Video is a great place to do this. If you publish a Q&A with an expert or a co-produced film on your LinkedIn and then mark the connected influencers or brands, this will also be shown in their networks. Not to mention that those involved in the video are likely to share it to ensure that their work is noticed.

3 steps to publish a video on LinkedIn

1. Brainstorm ideas: Before you start producing, you should work with your team to develop a video idea that appeals to your audience, provides valuable information, and can be scaled to your budget.
2. Create a recording environment: If you have an idea, create an environment where you can film and at the same time invest in devices that you may need, e.g. B. a camera or lighting.
3. Go live on LinkedIn or record your video in advance: To go live or record a video directly via LinkedIn, open the app and click on the camera button in the status bar. From there, a camera screen opens where you can start recording. To upload a video that has already been recorded, simply go to the status bar of the app or desktop site and click the photo icon to add a video file.

How to run a content marketing strategy on LinkedIn

After explaining the two main strategies that you can use to distribute your content on LinkedIn, we’re now going to share best practices for running that content. Although every industry is different, keep in mind that the right frequency can make a difference.

Step 1: plan your content in advance

To get the best results, you need to plan the content you want to share. Here are some tips on how to plan more effectively:

1. Take some time first Search for articles that you want to share, status updates that you want to publish, or infographics that are relevant to your industry.
2. Organize the content in a calendar and decide when you want to share it. (Click here to access HubSpot’s free calendar template for social media content.)
3. Use software – how HubSpots social publishing app – to plan your content in advance.

Having a plan not only saves you time, you can focus your energy on finding the right content for your audience.

Step 2: determine your frequency strategy

When sharing content, the goal is to find a frequency that allows you to stay up to date without overwhelming your audience. To help you achieve this balance, I follow the publication guidelines below:

• Status updates: 2-3 times a day.
• Long form publication: 1-2 times a week.

Remember that every industry is different. While this works for me, you may have to change this schedule at will.

Step 3: follow up with generated activity

If your content marketing efforts work, you will notice an increase in your activity. This can be anything from expanded views, connection requests or even direct viewer messages.

With that said, now is the time to start a conversation. When people see yours LinkedIn profile If you want to connect, you should start a dialog with them. By finding out what interests you in your profile, you can uncover potential opportunities for collaboration.

Editor’s Note: This blog post was originally published in July 2015, but was updated in May 2020 for completeness.