LinkedIn could be a difficult platform to handle compared to Twitter or Instagram. But did you know it is Linkedin from where about 80% of B2B leads come, which is pretty high compared to FB and Twitter, which are 7 and 13 per cent, respectively.
It is the largest networking channel for companies and professionals to interact and circulate various content, from career advice to business inspiration and work opportunities. About a million publishers contribute more than 130,000 posts per week, and around 45% of readers are company managers, VPs, CEOs, or other senior management.
SocialInsider and Cloud Campaign researched to understand the type of content that drives the highest click-through rate and delivers the highest engagement, for which they studied more than 141 thousand LinkedIn posts from 1,126 pages. The result was that it is the native documents that get 3x more clicks than any other type of content.
If you do use LinkedIn, you may have come across the message “you can’t post that on LinkedIn” LinkedIn has changed a lot over the years, and so have the ones using LinkedIn. Alongside this, it has become a massive platform. So naturally, your content may get lost on the feed if you don’t read the room right. In today’s article, we will discuss 4 types of content that will work best on LinkedIn.
Things To Know Before Posting on LinkedIn
LinkedIn has over 500 million, out of which many LinkedIn users spend between about 2 hours on LinkedIn each week and about 24 minutes on working days compared to 41 minutes per day spent on Facebook.
Before you post on LinkedIn, it is important to understand the content that you post should be relevant to your career or serve the effectiveness within the professional industry. Also, consider curating and creating content which will make you more visible to potential business partners and employers.
LinkedIn was built for content marketing, but users of this platform are less prolific than other social networking sites. For example, 94% of B2B marketers leverage LinkedIn as a content distribution channel because of which competition is abundant and audience concentration time is scarce.
Since LinkedIn is one of the best social channels for organic strategies and has record levels of engagement, every brand and influencer must have this channel on their radar.
But how can marketers surf that engagement wave? Well, by understanding what the audience wants and giving it to them. We’re talking about a professional social network, so we usually see most careers and market-related content.
As marketers, new types of content should be surfaced to reach new audiences and boost engagement rate, but it should be done responsibly by creating quality content that genuinely catches the user’s attention and creates a positive impression about our brands.
Best Practices for Success On LinkedIn
Consider LinkedIn an extension of your resume, from publishing and listing down a skillset. Answering questions that are popping up in your professional circles is a perfect place to position yourself as an expert.
It is a best practice to share an article within your network, which includes a call to action and relevant hashtags.
You can refine your work on LinkedIn with the help of the analytics shared by the platform on the shared articles. A breakdown of pageviews and readers’ demographics helps understand the audiences and refine your messaging. The algorithm also hints at the content that should be considered while writing.
Publishing on LinkedIn is not meant for over-advertising but is great for thought leadership. However, LinkedIn’s success is developed over time; try to limit your expectation for LinkedIn regarding overnight fame and inbound leads.
Benefits of Being Active On LinkedIn
Your Personal Brand
LinkedIn serves as a platform which helps you showcase your identity in a unique, positive and professional way. After all, after emails, it is Linkedin that is the second-most favourable channel for sharing business-related content.
Your LinkedIn profile exhibits your skills, strengths, work and professional accomplishments, lending you and your brand exposure. Subsequently, your posts on LinkedIn will help you build a personal brand demonstrating your knowledge of the profession and industry.
Upgrading Your Professional Network
LinkedIn helps you to connect and network with professionals around the world. The more people connect, the more opportunities there are for career development. Expand your circle as these connections will open a lot of doors for you as 61 million are senior-level executives, whereas the other 40 million are in influential decision-making positions. LinkedIn is jammed with users who have the capacity to spend on your products and services. 50% of the traffic that comes to B2B sites is from LinkedIn.
Be In The Spotlight In Front Of Potential employers.
A strong LinkedIn profile increases your chances of being found by potential employers. Fill out each section that shows your skills and experience. Hiring agencies & recruiters use LinkedIn to find qualified candidates; being active on the platform increases your visibility. In addition, LinkedIn platforms have a job search function where you can directly apply for available posted jobs.
4 Types-Of-Content-That-Work-Best-On-LinkedIn
In this section, we share with you four types of content that you can share on LinkedIn apart from Blogs and articles.
Photos and Graphics
There is no doubt that text-only posts have their dedicated place on LinkedIn, but images dominate this media platform. Photos and graphics complement the point you are trying to put and also serve as a standalone element. LinkedIn is an amazing way when it comes to promoting or distributing infographics. The graphics you post on LinkedIn should reflect the branding guidelines set for the organization. Images that are posted are the communication medium and not just a prop.
Native Videos
Native videos are the videos which you share with your network. These are not the sponsored videos or the videos you have paid for for the placements in a news feed. A study has found that about 51% of marketers have leveraged LinkedIn, out of which 84% have tasted success with it.
Best Practises For Video Sharing On LinkedIn
- If it is embedded in your feed, keep the videos short.
- Use of subtitles, as about 97% of videos are viewed without sound.
- While introducing the video, add textual content.
- At the end of the video, it is always a good practice to add a call to action.
Few Content Ideas Suited For Videos
- Tips and Tricks of the best practices of the industry.
- Teasers or trailers of the longer form of the case study or the industry’s trending news.
- A compelling quote from a longer video interview.
PS:- The video can be an asset to share on the profile as long as it is informative, to the point and interesting.
E-Books, White papers, Downloads
eBooks provide in-depth information to your target audience, helping them with meaningful insights to solve their problems.
E-books can help you avoid the competition which is created by blogs and articles. An eBook compasses various blogs and posts; it is a step-by-step guideline on a particular topic.
A white paper or eBook is beneficial as the audience learns valuable and meaningful information, which is what they mainly come to LinkedIn for.
Third-Party Content
Content sharing on LinkedIn does not necessarily always have to be about your company, products or services. If you find anything interesting which is relevant to your business or industry, you can share it on LinkedIn. Sharing third-party content is not harmful as long it does not affect your company’s reputation. Linking 3rd party content is not beneficial for your business, but it is useful to build relationships and interact with your customers by leveraging the content from credible, reputable, authoritative websites.
Final Thoughts
Social Platforms are called social platforms as it is about engagement, networking effectively by communicating and building relationships.
You can build relationships by sharing or liking the content or responding to questions and comments from your audience. You can be authoritative without being inaccessible, and this applies to every profession, including digital marketing.
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You can fill in the details at digitalmarketingconsulting.in/contact-us.php, and our team will get back to you.