How to Maximize Content on LinkedIn

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Content-on-LinkedIn.pngWhen it comes to social media marketing, many brands focus their energy and resources on engaging their customers and leads on Facebook and Twitter. However, if you’re just focusing on these social media outlets then you may be missing out on an important opportunity to reach more qualified leads.

LinkedIn offers excellent opportunities for brands from various industries to reach both B2B and B2C customers. Marketing on this platform for professionals requires a bit more than the occasional update, however. Below, we’ll discuss how you can maximize your reach on LinkedIn with actionable tips you can start using today.

5 Ways to Maximize Your Content Reach on LinkedIn

Are you taking advantage of all the opportunities that LinkedIn offers for reaching your target market? Here are just a few tips for maximizing your content reach on LinkedIn so that your brand can increase brand awareness, generate more leads, and drive sales:

1. Share unique, relevant, and engaging content on your company LinkedIn page

Your company can use its LinkedIn page to reach new prospects and generate continued interest in your brand. It can also be a great place to establish industry expertise and build stronger relationships with your current customers.

To do this, , however, you need to create content that is relevant and valuable to your audience.

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Here are just a few types of content that you might share on your company’s LinkedIn company page:

  • Blog posts on your target audience’s greatest challenges and issues
  • Registration information for webinars or webcasts
  • Invitation for a free demonstration or consultation
  • Links to relevant e-books, whitepapers, or case studies
  • Relevant industry articles from reputable third-party sources
  • Bright and attractive infographics and other relevant visuals

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In addition to sharing content on LinkedIn, make sure that you are also engaging with your followers and responding to comments or questions. This helps you build stronger relationships with leads and customers, which in turn can drive sales.

2. Publish content on LinkedIn’s publishing platform

With all the places that your company publishes content, you may wonder, why use LinkedIn’s publishing platform? One of the greatest advantages of LinkedIn’s Publisher is that any content you post through the platform is searchable by keyword in LinkedIn’s search box. This allows your brand to expand your reach on LinkedIn by connecting with individuals who are searching for content that is relevant to your brand.

You can publish a wide range of content via LinkedIn’s publisher, but there are some topics that you might want to focus on:

  • Unique insight or tips relating to trends in your industry
  • Lessons that you have learned over the course of your professional career
  • Professional expertise and experiences that may be relevant to your audience

For best results, try to publish original content on LinkedIn Publisher on a monthly basis or more often if you have topics that you are passionate about. When publishing content, remember to link back to relevant pages of your website and blog or any other useful content you are trying to promote such as e-books and whitepapers.

To see what is popular in your industry, check out LinkedIn Pulse. This can help provide a little inspiration to get you started as well as give you a clearer idea of what the most clicked on content on LinkedIn looks like.

3. Create engaging visual content on SlideShare

LinkedIn acquired SlideShare in 2012, and this platform has since grown to become a popular place for sharing diverse types of professional content. According to LinkedIn, about 70 million professionals use SlideShare to quickly learn more about the topics that are important to them. The site boasts over 18 million uploads in 40 different content categories, making it a great place for brands to connect with potential customers and clients.

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There are a variety of different types of brand content that you can share on SlideShare, including:

  • Webinar and conference recordings with the accompanying presentation slides
  • Tips and How-To guides for your company’s products and services
  • Company presentations on topics that are interesting and relevant to your target audience
  • Infographics and other stunning visual content
  • Influencer videos or other company videos containing relevant and unique content

If you are going to use SlideShare to increase your LinkedIn content reach, it’s important that you post weekly or monthly to keep your followers engaged. The platform makes it simple for you to organize content into playlists and add lead forms into your presentations to help with lead generation. In addition to forms, you can also link back to your website.

Not only does SlideShare help you capture the attention of new leads, but it can also help your company establish authority. The more relevant and useful content that you publish on SlideShare, the more opportunities you have to build brand recognition and demonstrate your industry expertise.

4. Become active in industry groups

Though many brands understand the importance of social media, some forget one of the most important aspects of social media marketing – engaging with your leads and customers. LinkedIn groups are one of the best ways to join the conversation and engage with others in your industry. 

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Participating in groups is a great way to not only better understand those who need or use your product or service, but also help establish thought leadership in your industry. Here are a few key guidelines for participating in industry groups on LinkedIn:

  • Avoid self-promotion. These groups are a forum for discussion, not a marketing platform.
  • Share your experiences and contribute important insight. This helps you establish thought leadership and encourage community.
  • Spark conversations. If you don’t see a conversation about the industry trends and challenges that you’re most interested in, why not start one?
  • Get a feel for the crowd. While you are in these groups, you can ask questions in order to help you better understand sentiment among your target audience.

To get started, you can create a group for your company. Get others in your company involved by assigning ownership and tasks to different members of your team. Be sure to monitor these posts daily and respond to any questions or concerns. To get others to join, promote your LinkedIn group on other social media channels.

In addition to starting your own group, you can also participate in existing industry groups. By initiating conversations and engaging with others in your industry, you will gain important insight while also establishing your company as a thought leader in the field.

5. Promote your brand with sponsored updates

LinkedIn sponsored updates allow your company to reach a targeted audience of professionals outside of your group of company followers on LinkedIn. With direct sponsored content, you can share relevant and engaging content right in your feed. This type of sponsored content allows you to create personalized messaging that works to interest and engage specific target audiences. You can also test different types of content in order to optimize results.

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Sponsored updates help you generate more quality leads while also having the added bonus of allowing users to share the content they like best with their peers on LinkedIn. Here are just a few types of content you might use for your sponsored updates:

  • Company news or updates, including job openings
  • Some of your best and most popular blog posts
  • Industry news and research that may be of interest to your audience
  • Relevant case studies or white papers
  • Webinars and other content that your company’s executive team has produced
  • Eye-catching infographics and other relevant visuals

The most successful sponsored posts are typically short and sweet with engaging visuals. It’s also important that you make sure that your landing page or website (wherever the content leads to) is optimized for mobile devices as much of the engagement with sponsored updates comes from mobile device users. 

You can also add URL tracking codes to your sponsored posts in order to measure post-click engagement. These codes track site visits and conversions, giving you a better idea of how your sponsored content is performing overall. Be sure to periodically look at your engagement metrics so that you can focus more time and resources on the audiences that are most likely to engage with your content.

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Author Bio

Andy Beohar

Andy Beohar

Andy Beohar is VP of SevenAtoms, a Google and HubSpot certified agency in San Francisco. Andy develops and manages ROI-positive inbound and paid marketing campaigns for B2B & Tech companies. Connect with Andy on LinkedIn or Twitter.

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