How content marketing on LinkedIn helps to promote a business
LinkedIn positions itself as a platform for professional purposes. It helps users find jobs and build business relationships with partners and clients. Given the social network’s growing audience, content marketing on LinkedIn can be an excellent tool for promoting a business.
The platform has more than 850 million registered users from 200 countries. This number is growing rapidly, making it one of the fastest-growing social networks. It also has other advantages for promotion:
- approximately 9 billion content impressions per week;
- 91% of marketers surveyed regularly study publications on the platform;
- the social network offers a broad reach to users from a variety of sectors;
- enables accessible communication with the target audience;
- the social network has 90 million registered influencers;
- 55% of respondents use LinkedIn to select companies for further collaboration.
Research shows that content posted on the platform generates high trust.
Content marketing strategy for LinkedIn
The key difference between this platform and others is the focus on helpful content rather than entertainment. LinkedIn users usually look for content to enhance their professional skills. In addition, posts help them be inspired and learn something new.
To use content marketing effectively on LinkedIn, you need to publish regularly. Your content should also be as interesting as possible for the target audience. Given LinkedIn’s professional focus, your content should be high-quality and expert. Marketers focus on a wide range of topics when creating a content plan.
At the same time, publications should be varied. In addition to expert content, you can share company news and promote your branding strategy.
In terms of content types, the platform’s established formats are:
- long-form articles or long reads;
- videos;
- user-generated content;
- status updates.
Long reads work well for demonstrating expertise. In addition, this format on a specific topic will interest people in a particular field. Video is a trend that is relevant to all social networks. You can also encourage user-generated content by encouraging page visitors to discuss posts.
Updates are one way to attract attention. This format can be for short thoughts and coverage of an event.
When creating long reads, several peculiarities must be considered. First, the article’s purpose must be determined. The company must also understand its audience and the results it wants to achieve. The best solution is to draw up a list of topics that interest users. The publications must address current issues.
Another critical parameter in content marketing is regularity. As with any other platform, promotion on LinkedIn should be systematic. A specific strategy should be followed, which will yield results after some time.