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Using LinkedIn to Boost Your Brand’s Content Marketing Strategy

February 08, 2018
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content marketing strategy

Content marketers—especially B2B content marketers—need to start paying close attention to LinkedIn.  Once known only for its job recruitment capabilities, the professional social site has been quietly expanding its offerings and now boasts over 530 million users.

Why are brands suddenly taking an interest in LinkedIn? 

In the last few years, LinkedIn has evolved into a hub for business-related content, influencers, strategic partnerships, and more.  This has opened some big opportunities for content marketers who are taking advantage of LinkedIn’s publishing platform.

Naturally, you probably want to know how you can leverage LinkedIn and use it to boost your content marketing strategy.  Let’s get to it!

First—What Changed for LinkedIn?

Okay, we should first explain why LinkedIn has become such a powerful tool for content marketers in recent years.  Here are the main reasons why LinkedIn is suddenly a hot marketing channel for marketers these days:

Integration of Pulse:  Pulse, LinkedIn’s news aggregation feed, was integrated into the social site in 2015.  The Pulse platform allows users to share self-published content and is a great way to increase exposure for your business.  We’ll talk more about this under-utilized tool later.

Professional, high-quality content:  As a professional networking site, users are particularly careful with their words and image on LinkedIn.  This extra consideration means less low-quality content and spam, and more high-quality, top-tier content from credible sources.

New lead generation and targeting tools:  With Facebook and Instagram stepping up their ad targeting features, it was only a matter of time before LinkedIn joined the party.  These features are particularly huge for B2B content marketers who can now zero-in on their target market.

These are just the big reasons why LinkedIn has been getting a lot of buzz lately.  Since it was acquired by Microsoft in 2016, LinkedIn has undergone a host of changes that have been clearly paying off.

Alright, enough about LinkedIn’s rise to power.  Let’s dive right in and cover how you can use it to boost your brand’s content strategy!

Create Informative, Relevant Content

Unlike Facebook or Instagram, LinkedIn isn’t full of controversial content, low-effort posts, and angry comments.  People are more aware of their professional image, and it shows in the content they post.

Those who are consuming content on LinkedIn prefer this type of content.  According to a study by LinkedIn, 62 percent of respondents said that they prefer to engage with content that is educational or informative.

If you’re using LinkedIn as part of your content marketing strategy, be careful with what you choose to publish.  Save the funny memes for Facebook and post positive content on LinkedIn that will help professionals grow. 

For instance, Content Marketing Institute knows that LinkedIn is the perfect place to promote their whitepaper:

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Spy on Your Prospects for Better Content Creation

Whether you’re in B2B or B2C marketing, LinkedIn is a valuable audience research tool.  Your target audience on LinkedIn is now using the platform to share content they enjoy, follow notable professionals, and talk to one another about the specific problems they face.

You can see all this for yourself by connecting with prospects and spying on their pages.  Which groups do they participate in?  What types of content do they consume most?

The more intel you can get on your target market, the better.  Using this information, you can improve the performance of your brand’s content marketing on LinkedIn and other platforms.

Use Employees as Brand Ambassadors

Your employees may not be natural content marketers, but they can still become persuasive brand ambassadors and boost your brand’s content marketing by joining LinkedIn.

Encourage your employees to get on LinkedIn and promote your brand.  Have them share your brand’s content, as well as connect and engage with prospects and industry leaders. 

This not only increases the visibility of your content, but it looks good for your company when others see your employees promoting your brand on LinkedIn.  And why shouldn’t they?  Your company’s success is their success!

Form Strategic Partnerships

It’s well known that partnering with other businesses can help you extend the reach of your content.  Why not look for these partnerships on LinkedIn?

If your company has LinkedIn Premium, you can easily get in touch with prospective business partners.  One of the benefits of Premium is that you can send messages to users, whether you’re connected or not.  

By forming strategic partnerships, you can increase the visibility of your content and reach your content marketing goals faster than you would on your own. 

Capitalize on LinkedIn’s New and Improved Features

LinkedIn didn’t achieve a 1,000 percent growth and 530 million users out of the blue.  The platform has added a few important features in the last five years which have attracted the attention of content marketers:

Native LinkedIn video:  Launched in August 2017, native LinkedIn video was a big step forward for the social platform.  Using the LinkedIn mobile app, users can shoot and upload native videos to the platform and access viewership statistics.

If you’ve seen any of the statistics on video marketing lately, then you know how significant this feature is for LinkedIn.  Take advantage now because the competition is only going to increase from here on!

LinkedIn Sponsored Updates:  LinkedIn Sponsored Updates allow your company to post updates which appear in the homepage feed and can be seen by more users than simply the ones who follow your company.

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Using Sponsored Updates, you can get your content viewed by targeted audiences who fit your advertising criteria.  To make the most of your advertising spend, remember to test and tweak the performance of different messages on your audiences.

LinkedIn Pulse:  In 2015, LinkedIn opened its publishing abilities to all LinkedIn members.  The publishing platform took off, and content marketers are taking advantage.

LinkedIn Pulse isn’t revolutionary or groundbreaking.  It’s simply a new way for you to increase your brand’s exposure and get your content seen by more people.  And since many marketers have been slow to recognize LinkedIn’s potential, now is the perfect time to start publishing interesting and relevant content.

Find (and become) Influencers

When LinkedIn began allowing its members to share their opinions and self-publish content, it opened the floodgates to influencer marketing.  Suddenly, professionals were building large social followings on the platform by sharing their business-related stories and tips.

This has opened new opportunities for content marketers, especially those in B2B.  LinkedIn is now full of incredible influencers who can amplify your content and brand message to targeted audiences in the professional space.

Similarly, LinkedIn offers brands the chance to become influencers themselves. The networking site is another platform to share content that matters to your brand and provide helpful information to your audience.

Begin building a following on LinkedIn by publishing interesting stories on topics that you’re passionate about.  Don’t forget to take advantage of cross-promoting opportunities while you’re at it.  SEJ used LinkedIn to encourage people to sign up for their newsletter:

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Conclusion

The recent hype over LinkedIn shouldn’t be ignored.  Despite being over 16 years old, LinkedIn has become a force to be reckoned with.

With new targeting capabilities and an excellent publishing platform, both B2B and B2C content marketers can use LinkedIn to boost their brand’s content marketing.  Get in on the action early and you can get a head start on the competition!

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