There are many platforms for taking your content and publishing it to increase its visibility and reach a broader audience.
In addition to marketing your content through email newsletters, guest posts on external blogs, and submissions via social bookmarking sites, the real power lies in creating a LinkedIn content strategy that aligns with your overall content strategy and business goals.
Before diving in, here’s a brief description of why LinkedIn stands apart from every other social network: it blends professionalism, credibility, and visibility like no other social platform, making it a key tool for increasing brand awareness and relationship building.
The variety and sheer scope of social media platforms today make it, as a whole, the most potentially impactful avenue for content promotion and syndication. Unfortunately, many content marketers have resorted to using it only for the simplest purposes: posting a link to a new post when it goes up, and nothing else.
While some social networks lend themselves to this style of promotion, you’re doing yourself a disservice if this is the only way you leverage social media. Too many social platforms offer too many benefits to be ignored, and some platforms, like LinkedIn, are shockingly underutilized in the content marketing strategy game. Because of this, there is a critical competitive opening, and if you use it efficiently, LinkedIn marketing can be your secret weapon in your content marketing campaign.
To truly enhance your LinkedIn content marketing strategy, focus on creating and sharing quality content that resonates with your target audience. By developing an intentional approach to LinkedIn content creation, you can not only build credibility and build awareness but also drive traffic, connect with decision makers, and strengthen your professional network. This guide explores how to transform your LinkedIn presence into a content marketing powerhouse.
Unlike other social platforms, the greatest power of LinkedIn is its ability to offer multiple connection mediums within one collective umbrella. By comparison, Twitter only offers two types of posts: tweets and direct messages, while Facebook offers three: timeline posts, posts on a friend’s or brand’s timeline, and messages to a friend or brand.
LinkedIn offers far more options for sharing and submitting content. You can share LinkedIn posts on your own profile, similar to Facebook’s individual timeline, post on behalf of a company, share LinkedIn articles with another individual in the form of a message, share long form content, post document posts, host live stream sessions, or even run sponsored content and LinkedIn ads.
This diversified landscape of opportunities enable a flexible LinkedIn content marketing strategy tailored to your ideal audience. For example, business owners can post thought pieces, share company updates, or distribute valuable information to reach a professional audience that reflect their brand values.
Having the power to adjust a piece’s visibility based on its context allows you to maximize its potential impact. This immediately makes your content more powerful than if it was simply shared out in one place no matter what type of content it is. You can share PDF files or Word files as visually appealing downloads to enhance engagement. Consider using Google Analytics and your content calendar to measure performance and refine your posting schedule. Understanding which LinkedIn content types—long form posts, video content, or curated content—drive audience engagement helps you continually optimize your content distribution for maximum results.
When you create quality content on LinkedIn, you can leverage the platform's diverse sharing options to nurture and generate leads, and build stronger relationships. Effective content creation on LinkedIn not only engages your target audience but also improves your visibility on search engines. In strategically posting a blog post or article, you can enhance your LinkedIn marketing efforts, ensuring your content reaches the most relevant and impactful channels.
LinkedIn is also the perfect place to build and leverage a personal brand. Rather than relying solely on a corporate LinkedIn page, sharing from your personal LinkedIn profile helps humanize your message. People tend to engage more with individuals than with companies, which makes regularly posting and creating content under your name incredibly effective.
You can do this by posting regularly in specific communities, building a reputation, and sharing your own individual opinions on news events and others’ articles.
A strong personal presence also supports leadership. By sharing interesting articles, in depth content, and your own perspectives on latest industry news, you can position yourself as a trusted thought leader.
Incorporating video content, PowerPoint presentations, or text ads that highlight your key benefits can further reinforce credibility. Add success stories or insights from customers to demonstrate authenticity and connect emotionally with your targeted audience. You can even share videos that tell a short life lesson or feature industry experts discussing relevant topics to further build credibility.
LinkedIn Groups are one of LinkedIn’s greatest strengths. Organized by individual LinkedIn members, these sub-groups range from general to highly specific, with different sized audiences accordingly. For example, there’s a “social media marketing” group with more than one million members, but a much more specific “electrical and lighting product marketing” group with just over 20,000 members.
Chances are, there’s at least one LinkedIn Group highly relevant to your industry and your target audience at once, and several hundred other related groups to various other aspects of your business. Engaging in niche communities allows you to reach a particular audience who actively seeks informative content relevant to your industry.
Participating in LinkedIn Groups can can also open opportunities for research studies or collaborations with industry experts. By engaging in discussions and sharing valuable insights, you can drive more traffic and qualified leads to your LinkedIn company page and strengthen your brand presence. Effective LinkedIn content marketing within these groups can lead to increased visibility and credibility within your industry and target audience. The more active you are, the more likely you are to build relationships.
A strong LinkedIn strategy involves publishing content that sparks dialogue, includes thought provoking quotes, and uses sponsored content to extend reach. Providing valuable content within these communities demonstrates expertise, earning trust within smaller networks before expanding to a wider audience.
Influencers, thought leaders, and business decision makers are abundant on LinkedIn. You can pick these individuals out because they’re constantly getting involved in discussions, they’re often being asked for their opinions on specific matters, and they have large numbers of connections. These members tend to be involved in other social networks as well, and they tend to command a broader social audience.
A smart LinkedIn content strategy includes connecting with these influencers by sharing and commenting on their LinkedIn content, contributing to posts, joining their live stream sessions, or collaborating on content.
Using LinkedIn ads, video ads, or document posts can boost the reach of influencer partnerships and support your lead generation and generating leads objectives. This engagement helps you build credibility, generate leads, and eventually convert these relationships into potential customers.
By making new individual LinkedIn connections and witnessing ongoing discussions in Groups and forums, you’ll have a critical opportunity to learn how your audience operates. Through audience research tools and analytics, you’ll easily find new ideas for content topics, evaluate how people react to your currently syndicated content, and can tailor your LinkedIn content strategy based on job titles, company size, and interests.
Use these insights to guide your content strategy, refining messages for leaders and ensuring your voice resonates with your ideal customers.
Driving users from your LinkedIn profile to your landing page on your website LinkedIn can support lead generation, nurture leads and existing customers, and attract new customers and qualified leads.
Showcasing your company culture, offering helpful tools, and providing relevant information keeps your audience engaged and builds brand awareness. The goal is to use your profiles to create an ecosystem that guides users through every stage of the buyer journey—from awareness to conversion. Use an editorial calendar to organize these marketing activities consistently.
Include a clear call to action in every post—whether it’s to visit your blog or follow for fresh content—to ensure you rank higher in search results.
A successful LinkedIn content strategy doesn’t exist in isolation—it’s part of your overall content strategy. Align your LinkedIn presence with your marketing objectives, blog updates, and other social channels for consistency.
Highlight customer success stories, industry achievements, or thought leadership pieces that reinforce your credibility and build brand awareness. Sharing relevant content and long form posts that address your audience’s challenges builds authority and trust.
Remember: your LinkedIn strategy should not only focus on visibility but also on relationship building, generating leads, and positioning your brand as a reliable source of industry news. As an editor’s note, consider repurposing LinkedIn content into newsletters or blog series to maintain a stream of fresh content that sustains engagement.
LinkedIn remains one of the major social networks for professionals, yet it’s still underutilized in content marketing. With a clear LinkedIn content strategy, consistent relationship building, and a focus on increasing brand awareness, you can transform LinkedIn into a long-term driver of leads, thought leadership, and business success.
%201.svg){kind=logo}
.svg)
