Readers are looking for content that informs, educates, and offers solutions. Rich, meaty, nutritious content—white papers, ebooks, and in-depth articles—define the expertise and credibility of your brand. But creating excellent content that fits the bill is only the beginning. The hard part is distributing it through a channel that reaches the right audience.
LinkedIn might not jump out as a content marketing solution. For many, it’s only a networking tool for career building; other social media channels or even email might seem like better ways to deliver content. But LinkedIn publishing is a smart way to engage a targeted audience. Here are some compelling reasons why LinkedIn publishing should be one of your tools…and some basics to keep in mind when you plan your strategy.
Audiences that Matter
People who make decisions read LinkedIn publishing content. According to LinkedIn’s Sophisticated Marketer’s Guide to Content Marketing, nearly 45% of readers are in leadership roles, such as VP, manager, or CEO. Trying to reach technology, financial services, or higher education industries? These industries are well-represented among the readership. What you publish here will make a greater impact.
Building your Brand
When you’re reaching the world’s top professionals and influencers, you have a unique opportunity to establish your credibility. But content marketing today can’t just be about the hard sell. Yes, it’s critical to drive traffic to your website and get those all-important leads to your sales team. But as we’ve mentioned before in our blog, the first step is building your brand. How can your content do this?
- Generate awareness of your company and your unique set of skills and knowledge.
- Showcase your problem-solving ability.
- Establish your thought leadership.
- Create advocacy for the issues that matter in your industry.
- Building relationships that matter.
If your content does its job, then its impact is even greater in LinkedIn’s professional context. Best of all, the content you publish is becomes a part of your LinkedIn profile, positioning you as an expert.
Content that Engages
So you’re convinced about the value of LinkedIn Publishing as a useful channel from distributing content. What next? Here are some tips to think about as you write.
Write what you know. It’s an old saw from creative writing class…but in this case, it happens to be useful advice. What are your tips, tricks, and hacks to get things done? Who or what inspires you? Your professional readers are hungry for info that can help them improve their work lives. (Beware of too many lists, though—they often don’t encourage the level of engagement you want.)
Long-Form vs. Short-Form. Long-form content that explore issues important to you on a deeper level drives a deeper level of engagement—just look at the comment. Shorter relevant content (articles, quotes, etc.) can help attract followers. What strategy works for you?
Keep an eye on current events. What’s happening in your industry? What’s going on in the world that affects you and your readers? This is a great way to show your insight and give your readers a new perspective.
Share, share, share. Share on Facebook and Twitter, and let your friends, colleagues, and employees know too, so your content spreads and gains momentum. Don’t forget about LinkedIn Pulse, LinkedIn’s news app—you’ll reach a much broader audience. Make sure you have a LinkedIn InShare widget on your website, and build your followers on your company page.
LinkedIn is positioning itself as much more than simply a tool for professional network. It has the power of social media, but with a focus on professionals and decision makers you need to reach. As a channel for matching the right content with the right audience for your content marketing efforts, LinkedIn Publishing simply makes sense.