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Published on 25.09.2024 by Tracey Chizoba Fletcher
When looking for opportunities, the first place that comes to the minds of many professionals is LinkedIn. This is understandable, considering the immense potential offered by the networking site. However, with over 100 million active daily users, the competition to get noticed can get stiff.
One of the ways that you can increase your visibility on the platform is by creating high-quality content. With the right content strategy and LinkedIn profile optimization, not only will you appear as an expert on the platform, but you can also increase the visibility of your profile. In this article, we will guide you on how to create an effective LinkedIn content strategy.
A LinkedIn content strategy is a plan for creating and sharing content to enable you to achieve your personal, professional, or business goals. It involves determining the type of content that is likely to be most effective in achieving the goal, whether articles, blog posts, news items, videos, or updates.
A good strategy also considers the content creation calendar, determining if to post daily, weekly, biweekly, or monthly. It also determines your target audience, their goals, challenges, content needs, and language. Once you have determined these factors, you can focus on tailoring your content to their needs and ensuring that it meets them.
If you are wondering whether having a LinkedIn content strategy is worth it, here are several benefits:
If you are getting started with a LinkedIn content strategy, here are the steps to follow:
Any successful marketing program should begin by determining exactly what you are trying to achieve and how you will achieve it. When creating a LinkedIn content strategy, some of the goals you can have in mind are to:
You should have your long-term goals in mind when thinking of a content goal. All your actions should ultimately lead to your brand growth. Also, ensure that you have the right Key Performance Indicators. Choose goals that work hand in hand with your marketing goals and keep tracking them to ensure they are progressing well. If not, you should pivot accordingly. Some KPIs can include click-through rates, page views, conversion rates, visitor demographics, and unique visitors. Finally, set SMART goals. That means the goals should be Specific, Measurable, Achievable, Relevant, and Timely.
The goal of any branded content is to provide value to the leader. That means the content should:
How you will deliver value to your brand is important and should reflect your brand. If your brand offers help, creating educational content would be a good idea. If you are lighthearted and fun, focus on developing humorous content. Remember that a LinkedIn content strategy can involve several other parties, such as marketers, in creating the content strategy. Doing so can enable you to create value in different ways.
After understanding your goal, the next step is creating content to help you achieve that goal. When creating a content plan, here are a few tips to consider:
Before you create LinkedIn content, you need to understand the people who will be consuming the content. You can understand this by checking your website data and social media analytics. Once you have the right information, consider which demographic seems to stand out and the type of content, topics, and messaging they would be interested in. Then, you should use this information to plan your content while paying attention to the feedback you get.
After determining your target audience, you must also find out their identity on the platform. You can do that by checking the profiles of your current customers, going through descriptions, and checking their professional experience. The goal is to understand their tone, the kind of content they post, and the structure of such content. You will also determine how well they interact with others, the type of content they engage with, and their response to the comments section. Once you have this information, you can tailor your content to their needs.
The next step is determining the niche in which you will create content. When deciding this, there are two key considerations: the kind of content you are an expert on and the type of content your audience wants to read. When considering your area of expertise, consider a topic unique to your brand identity and the challenges your business solves.
Since you already determined your target audience, this is not the time to create content that meets their needs. Also, consider if there are areas where the two kinds of content overlap and add that as your key topic.
If you want your content strategy to stay organized, one of the best ways of doing that is using a content calendar. This will also enable you to remain consistent with your content marketing. Instead of waking up and starting to think of what to post on Linkedin, schedule your content in advance.
This will ensure that your audience knows when to expect the next piece of content. While creating a content calendar, ensure that you have left room for creating content that is relevant, trending, and hot news. Keep reviewing and optimizing your content calendar.
LinkedIn usually shows the first few lines of a post, with the rest of the article appearing under “See More”. Therefore, start your article with a hook that will catch your audience’s attention. However, the introduction should give a clear picture of what is in the rest of the content. Use it to show the reader the value you will add to them and the kind of story you want to tell them.
It's advisable to keep things balanced, engaging, and interesting when creating a content calendar. A good idea would be to adhere to the 4-1-1 rule. The requirements are:
A key part of a good LinkedIn content strategy is to create unmatched content that your audience will notice. There are several tips you can use to do that:
Alternate Long Form and Short Posts
One thing you will realize is that LinkedIn prefers posts with short phrases. This can be attributed to the fact that they appeal more to readers. To implement such content, every idea should be turned into a phrase. Also, ensure that your phrases are simplified for better readability. Readers can easily skim through the content to find what they are searching for.
However, long content also has its place on Linkedin. That's why it is advisable to include different kinds of posts, such as a quick status update, a text-only post, or powerful infographics with a good caption. Having a variety of content for your feed can help to cater to different audiences.
Mix Visual and Text Content
When people scroll through the LinkedIn Feed, they search for content that will capture their attention. If they keep seeing text content, they will keep scrolling. However, they will likely pay attention if they see a mix of text and visuals. Since you are looking for visibility, you need to combine texts and visuals. While you don't have to make all your posts to be about visuals, be sure you are mixing things a little.
Consider the Content Structure
One way to increase readership for your LinkedIn content is by structuring it correctly. This is particularly important when you are creating in-depth or long-form content. Organize it in subsections that can be easily skimmed through, using headings and subheadings. Increase the relatability of the content by using storytelling. Use a conversational language that is accessible and easy to follow.
Meet Your Audience's Needs
When creating content on LinkedIn, you need to focus on creating content that meets your audience’s needs. To create such kind of content, you need to ask yourself three key questions:
If your answer to the above questions is Yes, you are on your way to creating great content that users will notice. They will read the posts, comment, and share them, increasing your visibility.
Implement Linkedin SEO
LinkedIn SEO is essential for increasing the visibility of your posts. LinkedIn is also a search engine that allows people to search for helpful information concerning their careers or industries. Besides, Google and other search engines have started giving a lot of prominence to LinkedIn articles. That means when you implement LinkedIn SEO, your articles will appear in the Google SERP, increasing its visibility.
Some of the best practices in Linkedin SEO are:
On top of that, ensure that you are creating high-quality, relevant, and timely content. Start conversations on the platform. When people comment on your posts, engage with them. Add a call to action to enable your readers to understand their next action.
Understand the On-site Features
If you want to succeed on LinkedIn, you need to understand the different features of the site and how to leverage them. LinkedIn has many features that enable users to create documents, polls, videos, and in-depth articles. Keep experimenting with different features and leveraging the ones bringing the best results.
Have a Unique Brand Voice
If you try to sound like other users, your lack of authenticity will be noticeable, and your profile will put people off. If you want to remain unique, you should share your unique perspective. Have a point of view that resonates with other users. You can add your unique voice by sharing what you do, sharing behind-the-scenes videos, and providing a personal perspective to a story.
Once you have written your post, you can drive engagement to it by tagging relevant persons and groups. This will help increase the post's visibility, increasing the chances of people commenting. Remember that you can even tag people outside your network. For instance, if someone says something that inspired you to write the post, you can tag them. Similarly, tag a LinkedIn company page if you are writing about your experience with a certain company.
Ensure that you engage with relevant content in your niche. Follow all the leaders and people in the space, including competitors. This way, you can determine their content strategy. Find out what they are posting about. Read their posts and understand how your brand can contribute to the conversation. Leave a comment on the content, adding insight and value.
If you are following an industry leader, make sure you are among the first ones to leave a comment on the post. You can even search for their most recent post so that you can be among the first ones to comment.
It isn't enough to just create content. You need to have a strategy for how you will have the content seen by as many people as possible. Here are a few tips you can use:
A good content strategy cannot be complete without tracking the results to see whether you are moving towards your goal. This helps you adjust your strategy to reflect trends and changes in the LinkedIn algorithm. You can track the performance of your LinkedIn content through the following:
A good way of determining whether your LinkedIn content resonates with your target audience is by checking the engagement levels. If people like, comment, and share your content, it is a sign that the content is performing well. Therefore, check and compare your post's performance stats, particularly if you are implementing a new type of content or testing a LinkedIn feature.
Another effective way of determining if your content is working is through A/B testing. Also referred to as split testing, this strategy involves publishing two versions of an article, ad, or other content to see which performs best. After that, you compare the results to determine which of the versions performed better.
This can be a good strategy for determining which content to post, the approach to use, or even the choice of language. Leverage performance testing, research, and analytics to determine the success of your LinkedIn content marketing approach and get better results. Be sure to receive your audience's feedback and suggestions on the content they want to see.
A LinkedIn content strategy is a hybrid between content marketing and social media marketing. One of the key elements of social media marketing is engagement, such as likes, comments, and shares. On the other hand, content marketing involves creating content that meets the needs of your target audience, such as blog posts, ebooks, case studies, and guides.
Therefore, a good LinkedIn content strategy should aim to create content that meets your target audience's needs and drives engagement. If you are wondering how to create such content, our guide can help you. Once you understand it, you can read our guide on how to create a LinkedIn showcase page.
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