LinkedIn has quickly evolved from a destination for recruiters to view your resume online to a hub for professionals and businesses of all kinds to consume and share content.
According to Visually, 35 percent of LinkedIn’s 300 million users access the site on a daily basis. This is a major opportunity for organizations and individuals to reach relevant professionals active on the social network with quality content that best represents their expertise, business offerings and interests of their audience.
Whether your company is focused on creating and distributing articles, eBooks, visuals or a variety of different types of content, LinkedIn is one of the most effective platforms to help scale your messaging to the right audience as long as the content is of a professional nature.
Today, any organization can create a company page and any member of LinkedIn can publish content on the platform regularly, which will make it more difficult for your business to stand out from all the content being shared and conversations being had.
To jump-start your LinkedIn publishing strategy to reach more of the right professionals, generate leads, increase the distribution of your content and drive sales for your business, it’s important for your company and its employees to actively create content at scale and interact with your audience on your company page, showcase pages, LinkedIn groups and by publishing blog content on the platform regularly.
Sharing Content from Company Pages
The company page is an organization’s hub on LinkedIn for all their hiring and content marketing needs on the social platform.
Once you’ve setup a company page on LinkedIn, begin sharing relevant content from your page on a regular basis to grow your audience and share your expertise on the subjects your team knows best.
Post your own content, the content of others and content created on LinkedIn to your company page daily to help drive ongoing interaction with your business on the platform.
When deciding on what content to share, always give your audience information that is valuable and actionable that relates back your demographics’ particular professional interests.
Every organization should find the ideal content publishing schedule that works for their audience on their company page to experiment and see what times of day and what days of the week help your content perform best on LinkedIn.
As a rule of thumb, it’s recommended that your company page only post a few times a day, during working hours and avoid heavily posting on the weekends to get the most amount of quality content to your audience without becoming irritating or bothersome with your postings.
According to LinkedIn, when publishing 20 posts per month, you’re likely to reach 60 percent of your audience. Twenty posts a month is equal to posting once a weekday.
Increase Your Reach with Sponsored Updates
To increase the reach of the content posted on your company page to a larger and relevant audience, experiment with LinkedIn’s sponsored updates.
Sponsored updates act similarly to promoted posts on Facebook or promoted tweets on Twitter, since they offer robust targeting to help drive more visibility and leads from your existing content to a larger group of users on LinkedIn.
The biggest differentiator of sponsored updates is the fact that LinkedIn is one of the only solely professionally focused social networks, which helps increase the likelihood that content of a business or professional nature will resonate with the channel’s audience.
Use existing customer data to make informed decisions about how your sponsored updates are targeted will help ensure the right LinkedIn users consume and interact with your content.
Consistently posting quality content on your company page and allocating a budget to sponsored some of your pages updates can help improve the reach and visibility of your content considerably on LinkedIn.
Segmenting Your Audience with Showcase Pages
Most businesses have many different segments that make up their audiences, whether their demographics differ based on buying habits, age, the type of industry they work in and more.
The messaging posted from your company page might not be relevant to every member of your audience.
If your following is particularly diverse, large enough to need demographic specific communities and your team has enough resources to properly maintain these communities individually, then it may be time to create a showcase page for key demographics that make up your LinkedIn audience.
It’s important to always make sure you’re using data to support your content efforts across LinkedIn and the decision to utilize showcase pages or not is no different.
Showcase pages let your company highlight your individual brands or communities that make up your organization, allowing your team to share content and messaging that’s relevant to their specific interests and preferences.
Once your organization has determined if showcase pages make sense for your business, create pages for certain communities that make up your overall audience and begin to regularly update them with quality content that’s relevant to each specific audience.
Treat showcase pages similarly to your main company page by sharing engaging content with each audience often, while also occasionally sponsoring your updates to reach more targeted users.
Manage and Participate in Relevant LinkedIn Groups
LinkedIn groups are another destination on the professional network for your organization to share and interact with quality content of interest to your audience.
Sharing your company’s content and the content of others in relevant LinkedIn groups within your industry is another way for your company to get its messaging in front of a broader and relevant audience outside of your demographic.
There are a few ways of approaching LinkedIn groups for your business. Your business can either create your own group, interacting in the groups of others or focusing on a combination of both approaches when it comes to your overall activity in LinkedIn groups.
When creating your own, develop a group based around a strong topic of interest to your audience. For example, HubSpot, the marketing software company, created a LinkedIn group focused on inbound marketing to help regularly engage users on the network with their content, while facilitating a hub for others to create conversations around the topic.
As a manager of your own group, you’ll be able to regulate the discussions, approve what content gets posted and will be able to highlight your own content at the top of the group to drive more visibility to your publishing efforts.
Adding consistent input to other relevant LinkedIn groups in the form of conversations and content will also help drive more interaction and visibility for your business. Your business can only participate in LinkedIn groups through the individual profiles of your employees, which is why your team must come up with a consistent strategy for getting everyone at your organization involved in relevant LinkedIn groups.
Whether you’re a manager of your own group or become a top contributor in another LinkedIn group, there are vast opportunities for your employees to help grow your brand and drive leads on the social network.
Consistent contributions to these groups can help spur conversations about your company’s content and encourage long-term interactions with your organization since you’re continually sharing valuable content.
Encourage and Reward Employees to Publish on LinkedIn
Industry influencers have had access to LinkedIn’s blogging capabilities since 2013, but now the platform is opening up access to this content creation feature to any LinkedIn user.
This presents an opportunity for your employees at all levels of the organization to start blogging to share their perspective on the industry, expertise on the topics relevant to your audience and your company’s unique offerings.
For example, Beth Comstock, General Electric’s Chief Marketing Officer, regularly shares content on LinkedIn about her industry, GE’s offerings, tips and tricks for career success and more, which has helped generate over 185,000 followers to her profile and often thousands of views on every article.
Your organization should look to duplicate this success with multiple employees to extend the reach of your company’s content on LinkedIn, but with a succinct strategy in mind.
One of the fatal flaws of brand storytelling is that there isn’t typically a strategy to organize, direct and review the success of a company’s ongoing content efforts.
To avoid this issue, create a concise guide to how your employees should approach the LinkedIn publishing platform, alerting them to the opportunity, equipping them with required information on how to publish, providing company guidelines on how to approach this content platform and the benefits of participating in this part of your company’s content marketing.
These guidelines should empower your employees on the LinkedIn publishing platform to write what they are interested in writing about but also with your company’s interests in mind. Address key areas that shouldn’t be discussed and topics areas that they might consider writing about as well.
Answer the following questions when addressing your employees about publishing on LinkedIn:
- What topics should employees consider writing about on LinkedIn? (LinkedIn provides some suggestions here as well.)
- How should a LinkedIn blog post be formatted with headers, images, links and other important component?
- How often should they be publishing on LinkedIn?
- What tips can be shared to help employees better optimize their blog posts for the search engines and social media?
- Does your team have insights to offer on how to effectively distribute a LinkedIn blog post?
The guidelines given to your employees should be concise and fall inline with your editorial and social best practices in use at your company to ensure your messaging to employees is consistent.
The point of these guidelines are to give your employees easy to execute tips and tricks on how to publish on LinkedIn more effectively, providing insights on what not to do and letting them know how this content marketing opportunity benefits them and the greater organization at the same time.
Remember that LinkedIn should only be one part of your content marketing mix and your organization should focus on diversifying where your content is hosted and where it is distributed.
What success has your organization had on LinkedIn? Is publishing content via your employees an approach your company is interested in pursuing? Share your thoughts below!