Content Strategy on LinkedIn: What Marketers need to know
In order to succeed, you need to take painstaking care not only what and how to post: you also need to have something to say that is useful and stimulating for the audience you intend to oversee. And one must be present, in the strict sense of the term: it takes reactivity and the ability to choose.
In fact, it is better to avoid “going up” on any momentary trend by adding little or nothing to what is being said on the Net: there is a lot of information, too much, and it is, therefore, crucial to be relevant and focused on one’s professional issues.
Post and comment regularly, therefore, always to make your voice heard and make it, over time, authoritative.
In addition to the text, images, and video posts, (which remain important) there is also Pulse: this is the blog inside LinkedIn that allows you to write articles without leaving the social network. Pulse is, in fact, a space that I recommend you use for writing very high-value content. Not only for Linkedin but for the entire network (understood as the internet).
Yes, because inside it is possible to write articles without the limitations that there are for the simple posts of the platform: that’s why in Pulse I suggest giving the best and showing how expert you are in your area of expertise, with guides, tutorials, and others insights. Keywords: “completeness” and “usefulness”.
It should also be noted that Pulse’s articles have significant exposure in the pages of personal profiles, a type of page essential for LinkedIn and its users.
For this, then, the opening image of every content on Pulse should also be taken care of: I always recommend choosing an evocative image, to impress the eye of the user who is scrolling through your profile.
Your personal branding on LinkedIn also passes through here.
Pulse’s interface is simple to use and very intuitive. The first step is to click on “Write an article on LinkedIn”.
Those who use WordPress for their site will already be familiar with editors of this type, who reason on a logic of “content blocks” and leave free space for the creativity of the writer.
In addition to the classic functionality of a text editor for web pages, Pulse also allows you to structure your article in sub-paragraphs (with related H2 tags), even if the useful functionality of Index (Table Of Content) is missing.
Everything can be enriched with photos, videos, slides, links and extracts from other contents (but be careful not to copy too large parts).
You can also save the draft article, for any rereading, updates and sharing (yes, you can share the drafts), and obviously everything ends with the “Publish” button.
Comfortable, simple and with great potential.
What to share on LinkedIn: the choice of content
The question that arises at this point is the following: “What to publish on LinkedIn and Pulse?”. The answer is: “It depends.”
Everything is based on who you are, what you do (and you know), your goal on social media, your target and, last but not least, the commitment you can put on the plate.
Below I offer you ideas that work in all scenarios or almost, however always remember that you have two options at your disposal:
- You can create totally original and new content (greater commitment, possibly even monetary)
- You can revive, or as they say in jargon, “replying”, content from others. Your comment, in this case, enriches the communication and the message
Here are some ideas for a 0-cost content strategy on LinkedIn.
LinkedIn sharing: practical tips
If you want to report your content to specific people, you can tag them . This will send them a notification, stimulating their involvement.
It is better, however, to tag only first degree connected people who are really interested / related to what you are publishing: the risk of being annoying is just around the corner.
To tag in a textual post use the operator @ followed by the name and surname. As soon as you start typing the person’s name slowly, LinkedIn should normally offer you the preview and profile name automatically. Then select the person and you’re done.
If the person is tagged correctly, they will receive a notification and, in theory, will be informed of the quote. If the content hits the mark, then the person could comment or share it. Here is a goal to pursue: more visibility means more chance of being noticed who you want to reach but still doesn’t know you.
The sharing of links to web pages must be done critically. Here are some ideas:
- Consider what the objectives and specific audience of the communication are.
- Publish a mix of content strictly related to you, for example pages of your corporate / professional site, with authoritative third-party content on your key topics.
- Don’t just post links to your corporate site, not only does it get boring, but you turn the conversation into a monologue. The risk of transforming your LinkedIn profile into a brochure is very high (and nobody likes brochures).
- Don’t always aim for virality at all costs: if you are good and lucky, this could happen and triggering “virality” you will see propagation, people reached, interactions and, often, even your connections grow. That said, there is no guarantee of virality and no one can offer it.