Content for LinkedIn

LinkedIn has grown from a site for finding jobs to a full social networking platform. Especially for B2B companies, a LinkedIn content strategy is a must.

I’ll show you how to make interesting content for LinkedIn to get business-minded followers and buyers.

Inbound marketing is about helping your potential clients solve a problem, which means you have to know where they need help. Not in a creepy way, like you’re watching them, but so they know you’re there to help.

LinkedIn is a critical tool for B2B businesses. People who use LinkedIn already have a business mind.

What works well on LinkedIn

First, optimise your personal profile and create a company page on LinkedIn. It’s a simple process that takes not more than an hour. 

LinkedIn says that 30% more people look at full business pages.

Every page gets 100 credits to invite LinkedIn contacts. When someone accepts your invitation, you gain credit for inviting someone else. Followers can be welcomed to LinkedIn by any super admin or content admin.

Think about giving access to salespeople, marketers, and top management. Share who in your organisation should follow your business page.

You only get 100 credits for inviting people, so plan.

Make sure you have the right content before you invite someone.

When people visit an empty company page, it hurts trust. Content on LinkedIn works a lot like the content on other social media sites.

LinkedIn is the best place to share information.

Instagram is a great place for a quick image, while LinkedIn is better for a white paper about the same research.

Content Suggestions is a great tool on LinkedIn for coming up with ideas for content.

To use the tool, go to your business page and click on the Content tab.

You can see what’s popular, what’s new at the company, and what employees have accomplished.

Trending Articles is a list of things to share with your audience. Conveniently articles are sorted by industry, location, job function, and length of time on the job.

Another way to use LinkedIn and to take advantage of your team is to let them share popular articles on LinkedIn with your followers or employees. 

The 5-3-2 Rule on LinkedIn helps make Trending Articles useful.

For every ten posts, share five articles, three should be original, and two should be fun.

With Trending Articles, sharing content about your industry with your audience is easy. 

If you get a lot of mentions, make sure to mix them up with things from the wider world.

The 5-3-2 Rule is about making content that is original and useful.

Includes videos that explain things, news about new products, and other useful information. Video is extremely powerful in creating human connections. 

Use LinkedIn Articles to write thought leadership pieces and SlideShare to share decks and documents. 

How do you use LinkedIn to market?

The third part of the 5-3-2 Rule is to post two fun, unique pieces of content that show that your brand has a personality.

Share a funny business meme or a message to employees or customers.

Employee Milestones is a feature of the Content Suggestion tool that will help you keep track of work anniversaries and promotions, which can be great content moments.

Great content humanises your brand and drives employee engagement.

Great content gets people excited about your company and makes them want to connect with it because people like to talk to people, not faceless companies. Because of this, the average LinkedIn employee has ten times as many connections as their firm.

When do you want to post?

Study shows that between 2 and 5 LinkedIn posts between Wed and Fri are best. Posting more than once a day takes away from the first post. 

Posting between 2 and 5 times a week shouldn’t be impossible, so schedule some time or talk to us about how to create your content.