How to create a LinkedIn content strategy

LinkedIn, with its community of over 700 million professionals, has emerged as a powerhouse for B2B content marketing. Whether you're a startup, a large enterprise, or an individual trying to establish thought leadership, having a coherent content strategy for LinkedIn is essential. But how does one devise an effective content strategy for this platform? In this guide, we'll take a deep dive into crafting a LinkedIn content strategy that resonates, engages, and converts.

Understand Your Audience

Before you start publishing content, it's imperative to understand your target audience on LinkedIn.

• Define your audience: Who are you trying to reach? Job-seekers? Decision-makers? Industry peers?

• Create audience personas: Segment your audience based on their job roles, industries, interests, and challenges.

• Survey and listen: Periodically survey your audience or monitor LinkedIn conversations to get insights into their needs and preferences.

Define Your Goals

Your content strategy should be directed towards specific goals. These could include:

• Building brand awareness

• Generating leads

• Establishing thought leadership

• Driving traffic to your website

• Facilitating network growth

Ensure these goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

Audit Existing Content

Check your existing LinkedIn content:

• Identify which posts received the most engagement.

• Discover the topics that resonate most with your audience.

• Understand the formats your audience prefers – articles, posts, videos, or infographics.

Choose Content Types

LinkedIn offers multiple content formats:

• Posts: Short status updates, ideal for sharing news, quick tips, or sparking discussions.

• Articles: Long-form content to delve into topics more deeply.

• Videos: Ideal for tutorials, behind-the-scenes looks, or interviews.

• Slides: Showcase presentations, portfolios, or infographics.

Curate and Create Content

• Curate Content: Share relevant industry articles, reports, or studies. Always add your insights or perspectives when sharing.

• Create Original Content: Regularly publish original pieces based on your expertise, industry trends, or audience needs.

• Repurpose Content: Turn your blog posts into LinkedIn articles, or your webinar into a video snippet.

Optimize for Engagement

• Eye-catching Headlines: Make sure your headlines grab attention.

• Engaging Visuals: Use high-quality images, infographics, or videos.

• CTAs: Always have a clear call-to-action. What do you want your audience to do after consuming your content?

Establish a Posting Schedule

Consistency is crucial. Use tools like Buffer, Hootsuite, or LinkedIn's built-in scheduler to ensure you’re posting at optimal times and with regular frequency.

Engage with Your Community

• Respond to Comments: Engage with users who comment on your posts.

• Participate in Discussions: Join LinkedIn Groups related to your industry and participate in discussions.

• Collaborate: Partner with influencers or peers in your industry for joint content initiatives.

Monitor and Adjust

se LinkedIn analytics to monitor:

• Engagement rates

• Click-through rates

• Follower growth

• Conversion rates

Adjust your strategy based on the insights you gather.

Paid Promotion

If organic reach isn’t enough, consider leveraging LinkedIn's paid promotion features like Sponsored Content or Sponsored InMail to reach a larger or more specific audience.

Paid Promotion

The digital landscape is ever-evolving:

• Stay updated with LinkedIn's new features.

• Keep an eye on successful LinkedIn influencers or companies and learn from their strategies.

• Attend webinars or workshops focused on LinkedIn marketing.

Conclusion

Crafting a successful LinkedIn content strategy requires understanding your audience, setting clear objectives, producing engaging content, and continuous monitoring and adjustment. With patience and persistence, LinkedIn can be a goldmine of opportunities for networking, brand building, and lead generation.

Remember, LinkedIn is a platform where professionals come to learn, grow, and network. Your content strategy should, therefore, be focused on adding value, fostering relationships, and establishing credibility. Happy networking!