LinkedIn: The Unexpected Platform for Content Marketing

LinkedIn may seem like a website purely for business interactions. Contrary to popular belief, however, there is a lot of potential for engagement on the platform.

LinkedIn has over 500 million users, but many marketers fail to make the most of the platform’s audience. Although many consider LinkedIn useful for only business-to-business (B2B) interactions, publishing is available to everyone and therefore could benefit any type of business. Read on to find out how to publish on LinkedIn and maximize engagement on the lesser-known platform.

  • How to publish on LinkedIn
  • What kind of content is most engaging
  • Maximizing the impact of existing content

Publishing Strategies for LinkedIn

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Content marketing on LinkedIn is not very different from content marketing on other platforms. The basics are the same: generate content that is relevant to your audience.

Since LinkedIn is for more professional contacts, keep your content professional as well. Reading the tone of your audience is important for creating content that will maintain your professionalism and boost your respectability in a certain field.

Posting frequently is also essential to good marketing. This could be anywhere from three to five times per week, but each post should have substance. Posting for the sake of posting would be a waste of energy and could also potentially turn off your audience.

The content you post does not always have to be your own. Rather, you can provide short commentary on other articles and share them alongside a link. This brings you into a conversation that other people may be having, but you will still get engagement on your own profile.

Staying active and relevant are the foundation of content marketing, and LinkedIn functions much like other platforms when it comes to posting. The only difference with LinkedIn is the more specific audience.

Instead of the mix of friends, family, and coworkers, that tends to take up your Facebook feed, LinkedIn is for people you know in more professional settings. While it may seem intimidating to have an audience of mostly formal contacts, this also provides many opportunities to generate specific content.

If you have many connections within a certain field, posting relevant content could put you on the radar as someone who is well-spoken and knowledgeable about their work. This also means that your content will gain more attention over time as people begin to respect you and your expertise.

Size Matters: Length of Posts Affects Engagement

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LinkedIn offers two separate methods for posting, either by the long-form article or a status update.

Long-form articles are traditional articles that can be shared. These articles are longer and contain a lot of information, so they may be passed over in favor of shorter content.

Status updates, on the other hand, provide more engagement because they summarize thoughts into concise statements. These prove to be more effective since people can engage with content quickly.

Publish long-form articles if your content demands more attention. Status updates can be good to keep your feed active and ensure engagement, even on a small scale.

The most effective method for engagement, however, could be to combine both. Posting accessible content, like status updates or short videos, immediately grabs attention. Linking a long-form article at the end of your shorter updates, however, can double engagement.

Videos are particularly useful because of their visual appeal. Publishing short videos that summarize relevant content boosts engagement because it provides information in a short amount of time. Attaching a link to an article offers the opportunity for more knowledge, so an engaging video could drive up traffic to linked articles.

Attaching links to short status updates would work similarly.

TLDR; Content that is short, accessible, and engaging, like videos and status updates, is essential for engagement. Content that is too long risks being overlooked.

Maximizing Your Content

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After you publish content once, you may think that your job is done. LinkedIn is very share-friendly, meaning that sharing content is very easy. Even after you have posted content on another platform, you can link it on LinkedIn.

Many times, marketers will publish a long-form article on LinkedIn with a disclaimer: “This post originally appears on [insert blog name and link].” The content of the article does not change. Rather, posts are re-published on the LinkedIn platform with a link to where it was originally published.

Once again, this is an opportunity for double engagement, this time on your LinkedIn post and through your personal blog. Linking yourself is an effective way to stay active and drive engagement on various fronts. You can also share links to your blog on status updates.

Do not hesitate to use LinkedIn as a tool for sharing the same content in multiple ways. As long as you maintain relevance through commentary, you can reap the benefits from a single post over and over again. For example, if a new development happens in your industry and you wrote about it before, link your original post to a status update addressing the development.

LinkedIn has a lot of untapped potentials when it comes to content marketing. Linking posts and combining short and long content ensures that people, regardless of their time or prior knowledge, will engage with your content.

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