Erika Heald Marketing Consulting

Content marketing that drives business results

June 21, 2021 Content Chat Recap: How Marketers Can Optimize Their Use Of LinkedIn For Content Marketing

by Leave a Comment

What are your go-to channels for content marketing? The 2021 Social Media Marketing Industry Report found that Facebook and Instagram are most used by marketers, but LinkedIn remains a top priority with nearly 81% of B2B marketers using the site, surpassed only by Facebook.

In this #ContentChat, we’re joined by Louise Brogan (@LouiseBrogan_), owner of Social Bee and host of LinkedIn with Louise, to discuss how marketers can optimize their use of LinkedIn for content marketing. Read the full recap below, where we discuss the essential LinkedIn profile elements all marketers should address, how to syndicate content on LinkedIn, the new features you may have missed, and more.

Q1: How is LinkedIn different than the other widely-adopted social media channels, and what unique opportunities does it provide?

LinkedIn is the most business-focused social media channel.

But posts with a more personal/human element (opposed to promotional or blatant marketing material) typically perform well on LinkedIn.

Users are not limited by word counts (unlike Twitter).

LinkedIn groups provide a unique opportunity to share thoughts and network with other professionals, and new features may help increase the popularity of LinkedIn groups. Facebook also offers groups.

Direct or private messages are abundant, and potentially valuable, on LinkedIn.

Q2: LinkedIn constantly introduces new features and capabilities. What new features from 2021 should marketers know about?

The new Creator Mode allows users to add topics they’d like to be followed for, upload a video cover story, and other features focused on content marketing.

LinkedIn has a new email newsletter feature to directly publish newsletters for your subscribers. Check out Allen Gannet’s The Creative Brief as an example.

LinkedIn Stories allows users to share temporary images and short videos.

The My Company tab helps brands better empower their employees with content. Check out Louise’s article for more details on how to use LinkedIn’s My Company feature.

Q3: What are the core LinkedIn profile elements that all marketers should address?

Your LinkedIn headline and “about” are the two most important profile elements. Be clear and concise, and include keywords.

Include a profile photo that is just you (not a team photo, family photo, or picture with your pets, unless that is brand relevant) and business appropriate.

And ensure that you fill out every section of your LinkedIn profile. You should include your contact details, a link to your other channels or sites, details of your past work, and more.

Q4: How can brands promote their upcoming online or in-person events through LinkedIn?

The LinkedIn Events function allows you to create an event, invite your network, and start conversations with those interested in the event.

Consider paying for sponsored posts or ads on LinkedIn to increase your reach.

Share update posts about your event.

Videos perform well on LinkedIn. Create a sizzle reel, a series of mini sneak peeks, or regular LinkedIn Live conversations to promote your event.

Q5: Can marketers syndicate their company’s content on LinkedIn? What content hosting features does the site offer?

Upload company blog posts as a LinkedIn article, or break your content into individual updates. Your LinkedIn Company page will also allow you to share articles.

Native video on LinkedIn performs well. Consider uploading raw video and directing your community to your YouTube or other video hosting site.

Use hashtags to reach other users who may be interested in your content.

Q6: What is a LinkedIn Company Page, and how can teams create these?

Your LinkedIn Company page represents your business or brand on LinkedIn. People can follow your page and comment on your content (like with a typical LinkedIn profile), and you can add team members that also create content.

Without a company page, your employees will have a difficult time connecting with each other. They may even create disjointed communities for your brand that are not officially approved and maintained by the brand.

An employee advocacy strategy, including social media guidelines, is vital for supporting and growing your team’s success on LinkedIn.

Post open job positions on your LinkedIn company page.

And optimize your page so that it accurately reflects your employer brand.

Louise shares a video on how to create your LinkedIn Company page in 10 minutes.

Q7: How can marketers audit the success of their LinkedIn activities?

The community shares a handful of ways to audit your success on LinkedIn. Measure the traffic going to your site, amount of engagement on your posts and total number of visitors.

Test and tweak your content strategy to find when your LinkedIn community is most active on the site.

LinkedIn is the biggest social media driver for many of Erika’s B2B clients, so it is worth investing in the channel.

Q8: What general tips do you have for someone looking to boost the success of their content marketing through LinkedIn?

To be successful on LinkedIn, come from a place of wanting to help. Show that you are an expert in your space and actively engage with other users. Optimize your profile so your community can understand who you are and what value you can provide.

Stay committed to your LinkedIn page and any Groups you create. Deliver a consistent stream of high-value content, and encourage engagement to build relationships with your community.

Use LinkedIn polls to quickly gauge your community’s thoughts on relevant topics and open a door for discussion.

To optimize your ad strategy on LinkedIn, Louise recommends checking out content from AJ Wilcox or Alex Curtis.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

Explore the Blog

B2B beauty bloggers blogging branding career development CMworld conferences content audit content creation content distribution content marketing content marketing consultant content marketing process content strategy editorial style guide email newsletters employee brand advocacy employee orientation events getting started on twitter how to find people to follow on twitter influencer collaborations job search LinkedIn managing freelancer relationships marketing conferences marketing tools new hire onboarding personal branding podcasting professional development research SEO SlideShare SMB social media social media automation social media engagement social media planning solopreneurs thought leadership twitter video virtual events writing process

Reader Interactions

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

All content © copyright 2000-2023 Erika Heald. All rights reserved.
Read our Privacy Policy.