LinkedIn Content Marketing Tips for 2024

LinkedIn is becoming a Content Powerhouse. But what does it take to create truly eye-catching content on LinkedIn so you can stand our and build your (personal) brand?

Everyday use of social media offers significant benefits for many businesses. Yet, to be visible and get the attention of potential customers, you need to create quality content. In particular, on LinkedIn, the content can have a significant impact.

Why? Because of the platform’s peculiarities, focus on development and targeting features.

Read on to learn why to use LinkedIn content marketing strategy, how to develop your LinkedIn strategy, and provide quality pieces bringing more leads to your sales cycle.

LinkedIn Content Marketing Basics

First, let’s consider how LinkedIn marketing content can help you and why you should use it. LinkedIn is the place where professionals and entrepreneurs talk about business. People come there for professional development, recommendations, and advice.

Why use LinkedIn for marketing? First, it increases visibility, especially if you are a B2B business. Besides, it offers excellent social listening opportunities and robust targeting options that help reach people with Linkedin content. However, the main thing is that people love to access quality pieces there, making it ideal for thought leadership development and content marketing within a specific niche.

Also, your LinkedIn content strategy can significantly support other processes, like outreach. Imagine you identify a target, find email addresses of targets with an email extractor for Chrome, and do research on personalization with the help of LinkedIn. Having a lot of followers means greater networking offering better access to information.

Yet, to develop a worthy LinkedIn content strategy, you need to consider the following:

Image. How you present yourself matters. Thus, consider building an appealing profile.
Expertise. It offers you the authority to tell stories on LinkedIn, proving that you are the right person to present solutions and give advice.
Value. People come to LinkedIn for insights and education. Thus, you should provide value to interest them.
Relevance. Lastly, your posts should be relevant and answer the trends to gain followers. Knowing the industry’s challenges can help define new approaches and interest leads.

How to create content for LinkedIn?

Creating content for LinkedIn is a specific process that is impossible without proper research and planning. What are the main steps that marketers would take?

Find the niche to share ideas. Start by identifying the niche you are to write content for. From there, specify your positioning and the topics you want to cover.
Explore the preferences of the target audience. Also, do social listening and discover what the primary issues, problems, challenges, and concerns of your target audience are. Knowing this information will allow you to create quality materials.
Pick the content to produce. Once you know what your LinkedIn marketing content will be about, you need to define its format. Note that you can use articles, video materials, and infographics. For better engagement, consider diversifying content and creating materials like small education videos or guides.
Tell the story instead of selling something. Moreover, if you want to develop yourself as an expert and start thought leadership, your Linkedin content ideas should come from experience and have a human touch. This tactic allows the development of relationships and focuses on creating a discussion.
Develop a plan for posting. Lastly, the proper LinkedIn content strategy for business requires marketers to post consistently. It means that you need a plan where you determine how often and what you publish. Structuring your content based on the request, time, and relevance is essential. For instance, you may share some entertaining pieces on Friday and publish exciting insights at the beginning of the week.

As a result, to create content on LinkedIn, you need to research to reflect your target audience’s needs and pain points. At the same time, picking the format of the materials is critical. Notably, here are soe LinkedIn content ideas that would help you engage with the prospects:

Actionable tips
Helpful data and insights
Posts related to an upcoming webinar or an event
Newly created polls
Live events (if you have enough followers)
Long reads with the comments of experts or influencers

Tips to improve your content LinkedIn strategy

Once you have a vision of what content you produce, it is time to think about how you would promote and support your materials. The best way to be visible contemplates networking, posting, and communicating with other users. Networking makes your posts visible to a larger audience, while posting and sharing add to the recognition.

Here are specific tips that will help you make your LinkedIn content more visible:

1. Engage in discussion and start conversations

Engage in discussion and start conversations on LinkedIn

Doing these two things is important because of several reasons. First, you can share valuable insights under the posts you found by hashtags, reach a greater audience, or simply interest targets. For instance, an influencer asks which product is better in a separate publication. Upon discovering this post by a keyword or hashtag, you would leave a comment based on your experience.

That way, you will give relevant and valuable information. Moreover, the person will likely go to your page and check your publications, which may result in reactions or reposts leading to more excellent coverage.

Secondly, starting a meaningful group conversation can be very fruitful for the LinkedIn content strategy. By providing good answers, you will shape an image of an expert, attracting people to your page and triggering a discussion in the thread. For experts, it is a chance to insert links and invite people to the website.

2. Do reposts and mention other people

Also, content marketing LinkedIn strategies contemplate that you should be active. For sure, it is hard to produce quality content every day, especially if you have a small team or lack resources. In this regard, a good tip is to do reposts or mention other people in your posts.

Reposting news, advice, and data is a great conversation starter, especially if they are thought-provoking. In the preliminary stages, you can ask your followers and connections about the latest trends. In later stages, if you have developed a community, it can help you discover people’s thoughts and create trends.

Also, mentioning experts, influencers, and opinion leaders can help you get coverage. Why? If they react to your post, it can be seen by their audience and result in a connection with new followers.

3. Use ad features to support content marketing on LinkedIn

Lastly, LinkedIn has robust targeting features that can help you promote your posts and publications. For example, with Page updates, you can show your posts in other people’s feeds, while another specific function enables you to send messages to the audience directly. Notably, LinkedIn offers a Sales Navigator tool that allows you to track people and see their data and contribute to your Ideal Customer profile.

Just imagine you are organizing a webinar. Such functions will help you to reach more people and generate quality leads.

Author Bio

Vlada Korzun

+4 years I have been working in content marketing mainly in B2B, international market. I’ve already had experience with 10 long-term projects (both freelance and full-time). Now I work in a SaaS for salespeople and take side projects. I mentored 3 people, and continue sharing my knowledge in various forms.

FAQ

What Is LinkedIn Content Marketing?

LinkedIn content marketing involves creating and sharing valuable content on the LinkedIn platform to engage with your professional network and target audience.

Why Should Businesses Use LinkedIn for Content Marketing?

LinkedIn is a platform with a professional user base, making it ideal for B2B marketing, networking, and showcasing industry expertise.

What Types of Content Work Best on LinkedIn?

Content types that work well on LinkedIn include industry insights, thought leadership articles, case studies, infographics, videos, and company updates.

How Can I Optimize My LinkedIn Profile for Content Marketing?

Optimize your LinkedIn profile by using a professional photo, a compelling headline, a detailed summary, and showcasing your expertise and achievements.

Is Consistency Important in LinkedIn Content Marketing?

Yes, consistency in posting and maintaining an active presence on LinkedIn helps build your credibility and keeps your audience engaged.

Should I Use Hashtags on LinkedIn?

Yes, using relevant hashtags in your LinkedIn posts can increase the visibility of your content to a wider audience interested in similar topics.

How Can I Engage with My LinkedIn Audience?

Engage with your audience by responding to comments on your posts, participating in discussions, and networking with others in your industry.

What Analytics Are Available for LinkedIn Content?

LinkedIn provides analytics that track the performance of your posts, including views, likes, comments, and shares, helping you refine your content strategy.

Can LinkedIn Ads Complement Content Marketing Efforts?

Yes, LinkedIn ads can be used to promote your content to a targeted audience, enhancing the reach and impact of your content marketing efforts.

Should I Measure the ROI of LinkedIn Content Marketing?

Yes, measuring the ROI of your LinkedIn content marketing efforts helps determine the effectiveness of your strategy and make necessary adjustments.

How Can I Build a LinkedIn Content Calendar?

To build a content calendar, plan your content topics, posting schedule, and incorporate relevant events, holidays, and industry trends.

What Are LinkedIn Showcase Pages, and How Can I Use Them for Content Marketing?

Showcase Pages are extensions of your LinkedIn Company Page, focusing on specific aspects of your business. You can use them to share content tailored to specific audiences or products/services.

Should I Share Personal Stories on LinkedIn for Content Marketing?

Sharing personal stories that relate to your professional journey or industry experiences can humanize your brand and create a stronger connection with your audience.

How Can I Encourage Employee Advocacy on LinkedIn?

Encourage employees to share company content, engage with posts, and build their personal brands on LinkedIn, which can amplify your content’s reach.

Is Video Content Effective on LinkedIn?

Yes, video content is highly effective on LinkedIn. You can use it for product demos, interviews, behind-the-scenes footage, and industry insights.

What Is Thought Leadership Content, and How Can It Benefit Me on LinkedIn?

Thought leadership content establishes you as an industry expert and can help you attract a loyal following and valuable connections on LinkedIn.

Can I Use LinkedIn Analytics to Refine My Content Strategy?

Yes, LinkedIn Analytics provides insights into your audience’s behavior, helping you refine your content strategy by identifying what works and what doesn’t.

What Are LinkedIn Groups, and How Can I Utilize Them for Content Marketing?

LinkedIn Groups are communities of professionals with shared interests. You can join relevant groups to share your content, participate in discussions, and connect with potential leads.

How Can I Leverage LinkedIn Live for Content Marketing?

LinkedIn Live allows you to stream live video content, such as webinars, Q&A sessions, and product launches, to engage with your audience in real-time.

What Are Some Common Mistakes to Avoid in LinkedIn Content Marketing?

Common mistakes include overposting, neglecting engagement, not optimizing your profile, and failing to personalize your content to your target audience.

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