LinkedIn has nearly 610 million members worldwide and supports more than 130,000 new articles each month. This platform is a great place to promote your content and offer better visibility to your brand. By sharing useful and interesting content, you have the opportunity to prove your audience that you have the skills and experience to solve their problems. But delivering content is not something you can improvise. Here are the basic rules for an effective content strategy on LinkedIn.
Few basics to organize the publication of content on LinkedIn
As with any strategy, you must first define your objectives in terms of content marketing. To do this, ask yourself the right questions: what are my priorities? Do I need to generate leads first and foremost? Should I first increase the notoriety of my brand or sell my products? …
Then, choose the type of content to share with the right publishing place for each. For example, if you decide to write articles, these will be published on your personal profile. Short texts, on the other hand, will take their place on the company page. And do keep in mind that LinkedIn prefers native content. The most effective ratio is often as follows: 10-20% promotional content and 80-90% high quality content.
Also consider varying the topics covered, for example by promoting one theme per month.
At last, the last step in developing your content marketing strategy will be the development of an editorial calendar. Clearly identify the redactors involved, the deadlines, and the objectives to be achieved over a given period.
Necessary steps to generate leads
Once your strategy is defined, make sure your content is creating engagement. The whole point of your content marketing is to encourage your community to go further, by visiting your website for example. To do this, you can use various techniques. For instance, you can add additional content to download at the end of your article or publication.
It’s also important that you interact with other users yourself, for example by adding to your network the people who have liked, shared and commented on your publications. This will increase the reach of your content.
