How to Do Content Marketing on LinkedIn

LinkedIn identifies five major pillars where businesses can share content and engage with audiences across their network.

  1. Company Page
  2. Slideshare
  3. Publishing
  4. Sponsored Content
  5. Groups

The social network has invested a lot in building a platform where business professionals can read great content and share ideas. Their strategy has worked out in our favor, as marketers report that it’s the best social network for view-to-lead conversion rate, according to HubSpot.

LinkedIn content marketing works well for companies that target industry-focused professionals that want to read and share informative content. Success on LinkedIn takes careful planning, understanding of the professional market, and data analysis. It also requires us to take a look at the types of content that are appropriate for each LinkedIn channel and to pay attention to key performance metrics.

Company Page

TapClicks LinkedIn Company Page

While the Company Page is a flagship location for your content, it won’t help you much in regards to introducing new people to your brand. Most people who visit your company page already know about your brand. Regardless, it’s important to showcase your best content there.

The core focus for the Company Page is to match the tone and content of your brand. Make sure there’s a seamless experience from your Company Page to your content landing pages and your website. That way people will feel like they’re working with one company regardless of the channel.

Important metrics to watch and report on are:

  • Followers
  • Clicks
  • Shares
  • Click-Through Rate

Slideshare

Slideshare is integrated with LinkedIn and it’s a great place to put your most informative and visual content. Since slide decks can make it difficult to fully communicate what might be said in a live presentation, we recommend following these Slideshare best practices.

  1. Each slide should stand on it’s own and not be too abstract or vague
  2. Slides need to illustrate complete points if possible
  3. Since Slideshare uses a visual format, make your slides are visually appealing

Consider using Slideshare for industry insights and for repurposing some of your most-viewed content. Also make sure you share each deck you publish across all of your networks.

Important metrics to watch and report on are:

  • Views
  • Shares
  • Clicks

Publishing

Both free and premium personal profiles have the ability to share their own original content in the Publishing Platform, but companies cannot post long-form articles here. Currently, companies only have the ability to link to articles or post short, Twitter-like updates on the Company page.

Consider the Publishing Platform as a business-focused blog where you build your personal thought leadership, and a way for individuals to contribute to the corporate story. The guidelines to building a publishing strategy on LinkedIn are similar to how you would build a content strategy for your corporate blog, but with a few differences:

  1. Choose subject-matter experts from within the company to post to their profiles (rather than content writing experts)
  2. Set expectations that the subject-matter experts share on their own network in addition to your sharing on the company page.

Publishing on LinkedIn distributes your content to a specialized, business-focused audience. Make sure that articles published here fit that model. This is where real thought leadership can shine with insights into current trends, business-forward data, and deep analysis. According to LinkedIn, “Advertisements and promotions for events, products, or services aren’t appropriate content for article publishing,” so save that for your sponsored posts.

Once you publish a few articles on LinkedIn, use their target audience data to refine your content plan. You’ll probably find that your published articles tend to do well with a particular segment of the LinkedIn demographic, so use that information to tighten your content vision.

Important metrics to watch and report on are:

  • Clicks
  • Click-Through Rate
  • Shares

Sponsored content

As you would expect, sponsored content is LinkedIn’s favorite type of content distribution. It may become your favorite type too because it’s correlated with high conversion rates and quality leads for B2B brands. This is probably because LinkedIn’s users are mostly professionals and business-minded individuals.

To get the most out of LinkedIn Sponsored content, use content that already works organically. LinkedIn calls this “Big Rock” content, but you may have heard it referred to as pillar, epic, or evergreen content. Whatever you call it, share informative and educational thought-leadership posts that are optimized with images and written for your business targets.

LinkedIn also suggests that you make your on-site content – the landing page your target will click to – mobile friendly. That means your landing pages need to be responsive, have appropriately sized images, and have a mobile-friendly navigation.

Since sponsored content costs money, make sure you keep a close eye on your campaign stats and spend. One of the easiest ways to do that is to set up LinkedIn with automated reporting and custom campaign alerts. That way you can easily keep track of campaign performance and quickly make changes.

Important metrics to watch and report on are:

  • Views
  • Clicks
  • Click-Through Rate
  • Budget
  • CPM
  • Shares
  • Total Social Actions

Groups

Groups help you build customer advocacy through direct social conversations and educational content. The people who join your group usually already use your product, or are at least familiar and interested in your brand. You can use these interactions to build loyalty and drive deeper engagement with your product.

Content you share here should be product and user-focused. Consider repurposing part of your help documentation and sharing with the group. You could also start a discussion around an industry trend or share a company milestone that make customers feel like they’re part of the team. A LinkedIn group can also house your biggest brand advocates, so consider asking them to solicit product-related feedback and ask for referrals.

Important metrics to watch and report on are:

  • Followers
  • Engagement via Comments
  • Direct Customer Interactions
  • Clicks
  • Shares

Marketers and content specialists will find they get the most engagement by using all 5 pillars of LinkedIn’s content system. Plan your sharing according to what works for your larger content marketing efforts, and don’t overload yourself. The best content strategies share really informative content in a sustainable way. Plan for the long haul, analyze and iterate, and enjoy all the fresh leads!

 

Ready to see how TapClicks can help you report on your LinkedIn and other content marketing strategies? Sign up for a free 14-day trial of TapClicks today.

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