Overview

There are many forms of content you can create for LinkedIn which each have their own advantages and attributes, for example articles, images, videos, how-to guides / demos, training, podcasts etc.

Like most social media channels LinkedIn also prioritises native content which is published on LinkedIn itself and doesn’t require you to leave LinkedIn to view it. This is something you should therefore take advantage of and if there’s an option to publish it on LinkedIn rather than putting a link to an article on your website for example you should definitely consider this.

One of the things that is working really well on LinkedIn at the moment is chunking your article up so only publishing so much of it on LinkedIn so it ranks well on the platform but also allows you to push people to your other resources such as your website to read the whole article. Don’t forget social media marketing is a long term strategy and you need to create multiple touch points to engage your target audience. Most people need 6-8 touch points with a business before they will buy from you so it is important to create trust and confidence within your marketing to aid this process.

Most social media channels change their algorithms and LinkedIn is no different. For example LinkedIn used to focus on articles but now it prioritises native videos. You can never be in control of algorithm changes and the key is to create a nice mix of content that covers all types so when LinkedIn change their algorithm it won’t have a catastrophic effect on your marketing.

At the moment we recommend creating a mix of all native content with a focus on videos.

Content Types

Text and Image Posts

Text and image posts still perform very well on LinkedIn. The point to remember is not to add external links within your post text so you don’t effect the algorithm. You can add external links to your comments and this won’t affect the algorithm.

However you can post links to LinkedIn content and this won’t be effected by the algorithm. So basically anything that is hosted on LinkedIn will still be prioritised by LinkedIn. So as long as the link is in context with the rest of the post you can add a link to the description so this is a great way to re-promote your LinkedIn content, such as videos and articles.

LinkedIn Videos

LinkedIn prioritises videos over other content as it is trying to compete with Facebook and YouTube as the top video platform for business content so it is definitely something you should focus on.

Of course not everyone can watch a video in a work environment so it’s important to:

  1. Add captions to your video
  2. Add a summary of your video in the video description
  3. Use videos to promote other content on LinkedIn, such as a LinkedIn article or a link to your website

Posting native videos, which are the equivalent of Facebook lives, allow users to record their videos straight to LinkedIn. This means you are likely to get even more engagement as Facebook have been using this feature for a while and it has been found that native videos typically get 10 times higher reach than embedded videos! Professional video content, such as training, how-to videos / demonstrations are far more likely to do better on LinkedIn than Facebook and Twitter so get your phone out and get filming!

LinkedIn Articles

You can only create LinkedIn articles on your personal LinkedIn profile. Articles at the moment don’t do particularly well on LinkedIn in terms of visibility but they do have a place because you can share an article in a group where your target audiences reside or private message your target audiences with the link to your article as a way to reengage them. As long as the article is helpful, informative and educational and NOT salesy you can definitely pursue this strategy with awesome results.

It is also a great way to embed other types of content into your article, by creating multiple touch points to your other resources, such as videos, slideshows and catalogues / brochures. As mentioned you can also chunk your article up by not publishing all of it on LinkedIn and then linking to the full article on your website or blog.

But a great strategy for using LinkedIn articles is using it as a half-way step between posting videos, text and images on LinkedIn and getting people to your website.

For example by creating a LinkedIn video, text or image and of course giving a quick and snappy summary of the topic, you can then put a link to your LinkedIn article and then link to the full article or other articles or content upgrades on your website. This will create optimum exposure and engagement for your content across the board.

Other People’s Content

You can share other people’s content on LinkedIn so don’t feel you like you need to create all your own content – you don’t! Sharing other people’s content or other resources, as long as it’s educational, inspiring or entertaining and in line with what you do, is absolutely fine. I would stick to sharing other peoples LinkedIn native content because it will get more visibility than external links from other websites.

Sharing other peoples content is also a great way to get noticed because you are actively sharing links to other interesting topics so people will be thankful you are noticing their work too and a more likely share your content in return thus maximising exposure and engagement.  

When you share other people’s content make sure you:-

  1. Add your own summary in the post description to let people know what the content is about and why they should read it
  2. Add relevant hashtags to post description but keep it to a minimum of 2 hashtags (any more LinkedIn will mark you down)
  3. Add a link or more hashtags to comments section to increase visibility

Conclusion

Make sure you have a good mix of content with only 10%–20% being promotional and 80%–90% being high-quality content. Don’t forget to include all native content types with a focus on videos. So now you know about which content to post on LinkedIn let’s get your LinkedIn Action Plan in motion so you can drive your ideas for content creating and define your strategy so you can take action on a daily basis. The great thing about LinkedIn is you don’t need to spend that long sharing / creating posts and engaging in relevant groups and discussions to really raise your profile and start getting noticed.

Marketing is all about visibility and staying in front of your target audiences by keeping yourself in their minds by being proactive. Sharing, creating and engaging in relevant posts is how you will achieve this so when your target audiences are ready to buy they automatically think of you.

The recommended posting on LinkedIn is once per day between 10am-11am. One of my favourite resources, HubSpot, recommend posting at least twice a week on LinkedIn, while your maximum posting frequency should be no more than five posts per week. But it’s all about understanding your own target audiences and what is the norm for one business may be different for another so don’t take this as red just test, Test and TEST!

Now let’s get your LinkedIn Action Plan in place and let’s get posting! << Click Here To Get Started!

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