LinkedIn Content Strategy for 2024: From Setting Goals to Execution

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By Tomislav

Key Takeaways

Set Clear Goals: Focus on thought leadership, brand awareness, and lead generation to maximize your impact on LinkedIn.
Diverse Post Types: Utilize various formats like Document Posts, Articles, Newsletters, Text-Only, Single and Multi-Image Posts, Native and Live Video Streams, Carousel Posts, Polls, and Events to engage a broad audience.
Content Value: Share insightful content such as Whitepapers, eBooks, Case Studies, Industry Articles, How-To Guides, Company Videos, Infographics, Industry Trends, Statistics, Lessons Learned, Company News, Blog Content, and Curated Content.
LinkedIn Groups and Events: Join and create LinkedIn groups to establish yourself as an industry expert. Use LinkedIn Events for networking and promotion, focusing on interactivity and professional content.
Best Practices for Content Strategy:
Encourage conversations and be helpful.
Use hashtags wisely for better reach.
Maintain consistency in posting frequency and brand voice.
Share informative and entertaining content.
Avoid spamming, sensitive topics, and excessive self-promotion.
Post when your audience is most active.
Execution Strategy: Categorize activities into daily, weekly, and monthly tasks:
Daily: Short-form content like posts and polls.
Weekly: Medium-form content like newsletters and articles.
Monthly: Long-form content like whitepapers and events.

Set Goals for Your LinkedIn Content Strategy

Deciding what to post on LinkedIn can be challenging.

You aim to appear professional and valuable to your connections without seeming dull or overly self-promotional.

The key is to set clear goals for your LinkedIn content strategy.

Consider what you want to achieve. Generally, there are three primary goals sought by professionals and businesses on LinkedIn.

1. Thought Leadership

LinkedIn has emerged as a vital platform for thought leaders in the business realm.

Sharing expertise and insights on LinkedIn helps thought leaders build their personal brand, connect with new audiences, and broaden their influence.

The platform’s professional nature offers a unique opportunity to engage with a highly focused audience.

Used effectively, LinkedIn is invaluable for thought leaders aiming to strengthen their brand and grow their business.

2. Brand Awareness

LinkedIn is a robust tool for enhancing brand awareness. Boasting 1 billion members, it offers a vast audience for businesses.

Its professional context allows for targeted outreach to ideal customers and clients.

LinkedIn also provides various features for brand promotion, such as Articles, Newsletters, Posts, Polls, and Live Events.

3. Lead Generation

LinkedIn serves as an effective platform for lead generation across industries.

A strong profile and active engagement can position businesses as industry thought leaders.

The platform enables targeting specific groups and individuals with content tailored to their interests.

By leveraging these capabilities, businesses can turn LinkedIn into a dynamic lead generation tool.

Different Types of Posts on LinkedIn

LinkedIn offers a diverse range of post types, from short to long-form, text-only to image-heavy, and static to live video.

A robust LinkedIn content strategy integrates various post types to engage a broad audience spectrum.

LinkedIn Document Posts. Documents are LinkedIn’s longest content form, with limits of 100MB or 300 pages. Post-publishing, you can only edit the description, not the document. Aim for 8-25 pages, blending attractive visuals with text.

LinkedIn Articles. Articles on LinkedIn have no length restrictions and suit the platform’s professional nature. Enhance your articles with relevant hashtags, storytelling, conversational language, and consistent publishing.

LinkedIn Newsletter. Similar to email newsletters, LinkedIn newsletters should focus on topics relevant to your audience. While everyone can follow a newsletter, creators must meet criteria like 150 followers/connections, sharing original content, and adhering to platform policies.

Text-Only Posts. Limited to 1,300 characters, these posts exclude images but allow emojis. Use emojis creatively, and avoid embedding links to prevent throttling by the algorithm. Instead, add links in the first comment after posting.

Single Image Posts. Images should be pre-formatted, either 1200x627px or 1920x1080px. They’re ideal for statistics, infographics, and event promotions.

Multi-Image Posts. These can contain up to 9 images, ideal for storytelling or showcasing events. Stick to one image dimension for consistency, choosing from 1080x1080px, 1200x627px, or 1920x1080px.

Native Video Posts. LinkedIn favors native video content, with a duration between 3 seconds and 10 minutes. Ensure good sound quality and subtitles, and maintain conciseness. Add a descriptive caption.

Live Video Streams. LinkedIn allows live streaming for up to 4 hours, but it requires meeting similar criteria to newsletters. Live streams must be in a 16:9 aspect ratio and up to 1080p resolution. Prepare thoroughly, keep it engaging, and use multiple devices for interaction.

Carousel Posts. Suited for mobile viewing, ensure larger font sizes in these posts. They have a 100MB or 300-page limit. Double-check everything before posting; uploading as a PDF is recommended for visual quality.

Polls. Polls have a 140-character limit for the question and 30 characters for options. They cannot be edited after creation and must avoid sensitive topics. Use polls for market research and consumer feedback.

Events. Organizers can send up to 1000 invitations per week. Plan events to last over 15 minutes but under 1-2 hours, as viewership drops after. Engage the audience during and after the event, and consider repurposing the content.

Engage your audience and keep the conversation going even after the event.

What to Post on LinkedIn

Focus on content that adds value to your network, including sharing news articles, blog posts, or your original content. Always add a comment for context.

Mix in personal life topics occasionally to present a more well-rounded professional image. Let’s explore specific content types for LinkedIn:

Whitepapers: Often a company’s content crown jewel, whitepapers attract quality leads, especially from executives and decision-makers on LinkedIn. Publishing a whitepaper can significantly build your company’s authority and outshine competitors.

eBooks: Ideal for in-depth topic coverage and establishing authority, eBooks provide value and build trust within your network.

Case Studies: Engaging and informative, case studies showcase successes or lessons learned. They don’t always have to boast about achievements; cautionary tales are equally valuable.

Business Case study or Marketing Sheet and Flyer Design

Industry Articles: Writing industry articles positions you as a thought leader. Stay informed about your industry’s latest developments.

How-To Content: Highly popular, how-to content helps your network learn new skills in a concise and valuable manner.

Company Videos: These should reflect your company culture authentically for effective brand building and lead generation.

Infographics: Useful for lead generation, thought leadership, and SEO, successful infographics can go viral, boosting your social media shares and backlinks.

Industry Trends: Identifying and sharing the next big trend can significantly increase your clout within your network.

Statistics: Interesting statistics can be compelling as both part of longer content or as standalone, bite-sized posts.

Lessons Learned: Sharing your failures and what you’ve learned from them demonstrates honesty and can be highly appreciated by your network.

Company News: Use these posts for brand building, balancing feel-good content with strategic, informative posts.

Blog Content: Repurpose blog posts from your company’s website or create original ones for LinkedIn, as your audience appreciates long-form content.

Curated Content: Sharing others’ content is fine, provided you give proper credit. This reflects a sharing and caring approach on LinkedIn.

LinkedIn Groups

LinkedIn groups are an excellent platform for connecting with professionals in your field and staying informed about industry news.

They cater to a range of professionals, from small business owners to employees of large corporations.

Joining these groups allows you to quickly expand your professional network with colleagues who can provide advice, support, and opportunities.

Create Your Own LinkedIn Group

As an administrator of a LinkedIn group, you wield the power to direct conversations and ensure the sharing of relevant, high-quality content.

This fosters trust and credibility among your peers.

Moreover, creating a LinkedIn group positions you as an industry expert.

Sharing your knowledge and insights helps establish you as a thought leader, attracting new clients and business prospects.

Join Industry LinkedIn Groups

Active participation in industry LinkedIn groups, through insightful contributions and discussions, can enhance your reputation as a thought leader and draw the attention of potential business partners.

Whether aiming to grow your business or stay connected within your industry, joining an industry LinkedIn group is a strategic move.

LinkedIn Groups Best Practices

As a business-focused platform, LinkedIn excels in connecting with potential customers, partners, and collaborators.

It’s also an effective tool for networking and establishing thought leadership.

Maximizing LinkedIn’s potential involves joining and engaging in groups. Here are key best practices:

Encourage Discussion

Post compelling content to spark conversations. You can initiate discussions, ask questions, or organize events and webinars.

Keep it Civil and Professional

Maintain respectful and appropriate language. Avoid swearing, personal attacks, or any offensive language.

Contribute Regularly

Share valuable content consistently and interact with others’ posts.

This builds your reputation as a reliable information source, increasing the likelihood of receiving constructive feedback when needed.

LinkedIn Events

What are LinkedIn Events

LinkedIn Events are digital gatherings designed for users to connect and learn about new products, services, or ideas.

Available to anyone with a LinkedIn account, they offer a unique opportunity for global connection.

Typically lasting one to two hours, LinkedIn Events feature interactive activities like Q&A sessions, polls, and live chats.

Why Use LinkedIn Events

Creating and inviting LinkedIn members to an event expands your reach and sparks interest in your business or cause.

Whether aiming to grow your professional network or promote your business, LinkedIn Events are a valuable tool.

LinkedIn Events Best Practices

  1. Evaluate your audience: Understand their needs, interests, and demographics to ensure your event targets the right individuals.
  2. Keep it professional: Your event should reflect your business and industry, steering clear of overly personal or controversial topics.
  3. Create a strong marketing plan: Use LinkedIn groups, ads, and other channels to promote your event, incorporating a clear call-to-action (CTA).
  4. Make it interactive: Foster engagement by including networking opportunities, Q&As, and other interactive elements.
  5. Follow up after the event: Sending thank-you notes and following up with leads helps transform your event into lasting relationships.

LinkedIn Content Strategy Best Practices

LinkedIn is not just the largest professional networking site; it’s a potent tool for business promotion.

Achieving success on LinkedIn involves more than just creating a profile.

You need a well-thought-out content strategy. Here are key practices to consider:

Start Conversations

Remember, LinkedIn is about starting conversations, not just broadcasting messages.

The most effective content is authentic and interactive, encouraging dialogue.

Be Helpful

Adopting a helpful stance in your LinkedIn content builds deeper connections and establishes you as a reliable resource, beneficial for business.

Use Hashtags

Hashtags significantly boost the reach and engagement of your content.

When used appropriately, they connect people with similar interests, highlight themes, and enhance engagement.

Be Consistent

Consistency is key, both in frequency of posts (daily or weekly) and maintaining your brand voice and tone.

Share Interesting Content

Focus on sharing content that is both informative and entertaining, like blog posts, articles, infographics, and videos, to educate and captivate your audience.

Don’t Spam

Avoid spamming your connections with repetitive or irrelevant content; it’s irritating and can detract from your brand.

Avoid Sensitive Topics

Steer clear of divisive subjects such as politics, religion, and personal matters.

These can alienate potential connections and harm your professional image.

Not Everything is About Self-Promotion

While occasional self-promotion is fine, ensure a balance.

Don’t make every post about you; mix in helpfulness with self-promotion.

Post When Your Audience is Online

Posting during peak times for your target audience maximizes engagement and drives better results.

LinkedIn Content Strategy Execution

Executing a successful LinkedIn content strategy doesn’t have to be complex.

Simplify it by categorizing activities based on content length and complexity into Daily, Weekly, and Monthly tasks.

Daily Activities

These involve short-form content like Single Image Posts, Multi-Image Posts, Text-Only Posts, Polls, Short Video Posts, and Statistics.

Aim for 1-3 posts daily to become a regular presence in your audience’s feed without overwhelming them.

Weekly Activities

This category includes medium-form content such as Newsletters, Live Video Streams, and Articles.

Here, you can feature Case Studies, Industry Articles, Industry Trends, How-To Articles, Company Videos, and Infographics.

Publishing 1-3 of these weekly is a solid objective, considering their more substantial production effort.

Monthly Activities

These are the most effort-intensive but potentially most rewarding: Document Posts, Long Video Content, Carousel Posts, and Events. Think of Whitepapers or eBooks here.

Focus on quality over quantity. Aiming to produce one of these each month is a commendable long-term goal. Don’t stress about pushing them out; instead, ensure they’re well-executed.