LinkedIn is one of the most powerful social media platforms for professional networking and personal branding. With over 700 million users worldwide, LinkedIn offers a wealth of opportunities to connect with potential customers, clients, partners, and collaborators. But how can you make the most of its resources and grow your brand efficiently? Find out in the article below. 

LinkedIn – a gold mine for content marketing

2022 was a great year for content marketing, with 71% of companies acknowledging its success in driving results, according to the Content Marketing Institute. And with all the growth opportunities given by social media platforms, it’s only natural to make your presence felt on LinkedIn. 

Here are five content marketing objectives you can achieve on LinkedIn:

1. Building brand awareness – By consistently posting high-quality content on LinkedIn, you can raise awareness about your brand and increase your visibility among your target audience. This can help you establish your brand as an industry thought leader and generate interest among potential customers, partners, and collaborators.

Purposeful content is a valuable tool for building brand awareness regardless of the chosen format or channel. Look at just how well we integrated these e-books into our clients’ strategy and highlighted their title as a field authority here.

2. Engaging with your audience – In a 2022 Statista Research Study of marketers worldwide, 62% of respondents said they believed it was important to be “always on” for their customers, whereas 23% thought content-led communications were most effective for personalized targeting purposes.

LinkedIn provides an opportunity to engage with your target audience by responding to comments, answering questions, and starting conversations. By being active and engaged, you can establish yourself as a knowledgeable and approachable expert in your field, which can help build trust and loyalty among your followers.

An extra tip for more engagement: DemandSage advises us to boost your engagement on social media through visual content, as it can lead to a higher interaction rate. Images and video content receive 50% more likes, an 85% click-through-rate, and 100% more comments.

Discover our list of 20 DOs to enhance the engagement generated by your content marketing strategy here

3. Establishing thought leadership – LinkedIn is a platform where you can demonstrate your expertise and share your insights and opinions with a large, engaged audience. By consistently publishing high-quality content, you can establish yourself as a thought leader in your industry and position yourself as a valuable resource for your target audience.

4. Driving website traffic – Almost 46% of social media traffic to a company’s website comes from LinkedIn, as G2 states. By including links to your website in your LinkedIn posts, you can drive targeted traffic to your site and improve your search engine rankings. This can help you generate leads and increase conversions, as well as give you an opportunity to showcase your products, services, or resources in more detail.

5. Generating leads – 78% of B2B buyers seek salespeople who can function as trusted advisors, according to Salesforce. That is why LinkedIn is such a great platform for generating leads and finding potential customers, especially when you develop an Account-Based Marketing strategy around your content ideas. By creating content that is relevant and valuable to your target audience, you can attract prospects and build relationships that can lead to new business opportunities.

Check out why valuable content and efficiently-build targeting proved the recipe for success for our client in the Wellbeing Industry here

How to master content writing on LinkedIn

Remarkable content will always prove your strongest ally, regardless of your marketing and sales objectives. In order to get the most out of LinkedIn, it’s important to create posts that are not only informative and engaging but also optimized for search engines. Here are seven tips for creating the perfect LinkedIn post:

1. Use a strong headline – Your headline is the first thing that people see when they come across your post, so it’s crucial to make a good first impression. Make sure that your headline is attention-grabbing, relevant, and concise. Try to keep it under 120 characters so that it’s not cut off on mobile devices.

2. Choose a relevant image – Images are a great way to add visual interest to your post and make it stand out in the LinkedIn feed. Hootsuite recommends using a high-quality image that is relevant to your post and adds value to the content. You can use stock photos, create your own graphics to make your post more visually appealing, and make use of the variety of free tools and resources available for graphic design. Incorporate text into your visual, as well, but do it with careful consideration. You wouldn’t want to overwhelm your reader, would you? 

3. Write a captivating opening – The opening of your post is just as important as the headline. You want to grab your reader’s attention and make them want to read more. Start with a thought-provoking question, a surprising statistic, or a personal story that is related to your topic.

4. Optimize for keywords – Just like with any other type of content, it’s important to optimize your LinkedIn post for keywords. Use relevant keywords in your headline, opening, and throughout your post. However, be sure not to stuff your post with too many keywords as this can negatively impact your search engine rankings.

5. Keep it short and sweet – Long-form content can be overwhelming and difficult to read on a small screen. Keep your LinkedIn post short and sweet, using bullet points and subheadings to break up the content and make it easier to digest. Aim for around 700 words or less.

6. Use multimedia elements – Incorporating multimedia elements such as videos, infographics, or podcasts can make your post more engaging and help to bring your message to life. Not only do these elements make your post more visually appealing, but they can also help to increase engagement and improve your search engine rankings.

7. End with a call-to-action – Finally, it’s important to include a call-to-action (CTA) at the end of your post. This can be anything from asking for a like or a comment, to inviting people to connect with you, or directing them to a relevant blog post or resource. A CTA gives your readers a clear next step and helps to increase engagement. Always keep in mind that, when deciding which links to click, users choose those with the highest information scent, which is a mix of cues they get from the link label, the context in which the link is shown, and their prior experiences, as Nielsen concludes. 

In summary, LinkedIn can be a powerful tool for reaching a wide and engaged audience and achieving a variety of content marketing objectives. By following the best content practices, you can build brand awareness, generate leads, engage with your audience, and drive traffic to your website. Start with a post and soon enough your shared ideas will become your audience’s favorite brand experience. 

Check out our blog for more insights on how to leverage your LinkedIn presence here

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