LinkedIn Content Strategy: From Setting Goals to Execution

Looking to create a LinkedIn content strategy that actually works? You're in the right place.

In this blog post, we'll break down everything you need to know, from setting goals to execution and everything in between.

Let's dive in!

Set Goals for Your LinkedIn Content Strategy

Trying to decide what to post on LinkedIn can feel like a daunting task. After all, you want to present yourself as professional and add value to your connections, but you also don't want to come across as boring or self-promotional.

The best way to approach your LinkedIn content strategy is by setting goals. First, decide what you want to achieve with your content. Typically, there are three major LinkedIn content strategy goals professionals and businesses go after.

1. Thought Leadership 

LinkedIn has become one of the most powerful platforms for thought leaders in today's business world. By sharing their expertise and insights on LinkedIn, thought leaders can build their personal brand, connect with new people, and expand their reach.

And because LinkedIn is a professional network, it gives thought leaders a unique opportunity to share their ideas with a highly engaged audience. LinkedIn can be an invaluable tool for thought leaders looking to build their brand and grow their business when used effectively.

2. Brand Awareness 

LinkedIn is a powerful platform for building brand awareness. With nearly 700 million members, LinkedIn provides businesses with a massive audience to reach. And because LinkedIn is a professional networking site, businesses can target their ideal customers and clients with laser precision.

Furthermore, LinkedIn offers a variety of features that businesses can use to promote their brand like Articles, Newsletters, Posts, Polls, and Live Events.

3. Lead Generation

LinkedIn can be an effective platform for generating business leads in various industries. By building a strong profile and engaging with other users, businesses can establish themselves as thought leaders in their field.

Additionally, LinkedIn provides users with the ability to target specific groups and individuals with content that is relevant to their interests. Businesses can create a powerful lead generation engine on LinkedIn by taking advantage of these features.

Different Types of Posts on LinkedIn

LinkedIn offers a wide variety of types of posts you can publish on the platform. From short-form to long-form, from text-only to image-only, and from on-demand to live video. A successful LinkedIn content strategy will mix and match many types of posts to reach a variety of users and offer something for everyone.

LinkedIn Document Posts. Documents are the most extended type of content on LinkedIn. Current limitations are 100MB or 300 pages. After publishing, you can edit your document's description but can't edit or change the document itself. It's best to keep your documents within 8-25 pages, use attractive visuals, and stick with a mix of images and text.

LinkedIn Articles. Articles on LinkedIn don't have any limitations regarding length. Because LinkedIn is a platform for professionals, it's conducive for long-form content like articles. To maximize the effectiveness of your LinkedIn articles, use appropriate hashtags, share stories, use conversational language, and publish consistently.

LinkedIn Newsletter. Just like a regular email newsletter, your LinkedIn newsletter should cover topics relevant to your audience. Everyone can Follow a newsletter, but not everyone can create one.

The criteria for being allowed to create a LinkedIn newsletter are 150 followers/connections, recent shares of original content, and a history of abiding by the platform's policies.

Text-Only Posts. Text-only posts are limited to 1,300 characters and no images except for emojis. Try adding emojis like check marks or bullet points to make your text-only posts more attractive. Avoid posting links in these posts to not get them throttled by the algorithm. Instead, add links in the first comment once your post goes live.

Single Image Posts. Your images should be formatted correctly before posting them. Image dimensions should either be 1200x627px or 1920x1080px. Image posts best lend themselves to statistics, infographics, event promotions, and similar types of "snappy" imagery.

Multi-Image Posts. Multi-image posts can contain a gallery of up to 9 images in a single post. These posts are great if you want to tell a story with images, share photos from gatherings or conferences, etc. They should be uniform in topic and format.

You can post images in three dimensions here: 1080x1080px, 1200x627px or 1920x1080px. Typically, you should stick to a single dimension for aesthetic reasons.

Native Video Posts. Native video content is well received on LinkedIn. The video length of these posts is a minimum of 3 seconds and a maximum of 10 minutes (75kb to 5GB file sizes). They can be horizontal or vertical and up to 4K resolution. 

Make sure the sound is OK and add subtitles for people who view the videos on mute. Stay concise and to the point even when the videos are lighter in nature. Don't forget to add a description.

Live Video Streams. You can broadcast live on LinkedIn for up to 4 hours at a time. Live video streams are only available in a 16:9 aspect ratio and up to 1080p resolution.

The criteria for unlocking live video streaming are 150 followers/connections, recent shares of original content, and a history of abiding with the platform policies. Live streaming is currently not available for members and Pages in mainland China. 

Live streaming is a skill so you better come prepared with relevant topics, keep it conversational but concise, and have at least two devices ready so you can follow the engagements and respond.

Carousel Posts. Carousel posts lend themselves best for mobile viewing, so keep the font size on the larger side. Carousel posts are limited to 100MB or 300 pages, which you shouldn't even come close to that anyway.

You won't be able to edit the post once it's published, so make sure to double-check everything. You should upload your document as a PDF to keep the best visual quality.

Polls. Polls have a 140-character limit, and options are limited to 30 characters. Once a poll is created, it can only be deleted and not edited. You also won't be able to reopen a poll once it's been closed. Heads up, you can't ask for sensitive data like race, ethnic origin, religious, political, or philosophical beliefs, etc., in polls.

Other than that, LinkedIn polls are a great tool for market research, gathering consumer feedback, gauging interest in products or services, and other business goals.

Events. Organizers, Page admins, and attendees can send up to 1000 invitations per week. This is presumably done to stop spammy behavior. Plan your events in advance and aim to stream for over 15 minutes but not longer than 1-2 hours because the viewership tends to drop dramatically after that.

Engage your audience and keep the conversation going even after the event. Keep in mind that you can also re-purpose the live stream and create other video content out of it.

What to Post on LinkedIn

A good rule of thumb is to focus on content that will add value to your network. This can include sharing news articles, blog posts, or even your own original content. No matter what you share, add a brief comment to give your connections some context.

And don’t forget to occasionally post about non-work topics! Sharing a little bit about your personal life can help create a more well-rounded picture of who you are as a professional. Now, let's dive deeper into what you could post on LinkedIn!

Whitepapers. A whitepaper is typically a crown jewel of any company's content marketing. Top-notch whitepapers typically bring the best quality leads because they're read by executives and other decision-makers.

Needless to say, LinkedIn is full of people who fit this description. Publishing a whitepaper on the platform has the power of building your company's authority and giving the competition a run for their money.

eBooks. eBooks are great for covering topics and ideas in-depth and establishing authority. They're also a great way of providing value to your network while building trust simultaneously.

Case Studies. Everyone likes a good case study. We are all interested in what our competitors are doing and how successful they are.

Remember that a case study doesn't always have to be bragging about your numbers. A cautionary tale-type case study can also provide great value to your network.

Business Case study or Marketing Sheet and Flyer Design

Industry Articles. Writing industry articles is great if you want to establish yourself as a thought leader in your industry. Just make sure you have your finger on the pulse of your industry's goings-on.

How-To Content. How-to content is popular on every platform, and LinkedIn is no exception. Your network will appreciate you showing them how to do something they didn't know in a small to medium-sized piece of content packed with value.

Company Videos. These videos are great for brand building and lead generation. Try to covey your company culture in these videos, and don't try to portray things in a better light than they really are. This can backfire on you quickly.

Infographics. Infographics are a great tool for lead generation, thought leadership, and SEO. Great infographics have the potential of going viral and securing a lot of social media shares and backlinks for your LinkedIn profile and website.

Industry Trends. Everyone's looking for the next industry trend to jump on. If you're the one to point the next industry trend to your LinkedIn network, you'll win a lot of clout with them.

Statistics. There's nothing like an interesting statistic to hook people in. Add statistics to your long-form content or serve them to your audience as bite-sized standalone content.

Lessons Learned. Learning what works is great but often times learning what doesn't work is just as useful. Don't be afraid to share what lessons you've learned from your failures.

In fact, publishing this kind of content speaks volumes about the person. Your network will appreciate you for "taking one for the team" and sharing what you've learned from the experience.

Company News. Use company news posts for brand building. It's OK to occasionally post feel-good company-related content but try to use these posts more strategically most of the time.

Blog Content. As mentioned in this article, your audience on LinkedIn liked long-form content like blog posts. You can repurpose blog posts from your company's website or create original ones for LinkedIn.

Curated Content. Sharing is caring. Sharing other people's content with your audience is perfectly fine on LinkedIn as long as you give proper credit to the author.

LinkedIn Groups

LinkedIn groups are a great way to connect with professionals in your field and to stay up-to-date on industry news. There are groups for small businesses and large corporations on Linkedin and everything in between.

By joining these groups, you can quickly build a network of colleagues and contacts who can offer advice, support, and opportunities.

Create Your Own LinkedIn Group

As the administrator of a LinkedIn group, you have the power to shape the conversation and make sure that only relevant, high-quality content is shared. This can help to build trust and credibility amongst your peers.

In addition, creating a LinkedIn group allows you to position yourself as an expert in your field. By sharing your knowledge and insights, you can establish yourself as a thought leader and attract new clients and business opportunities.

Join Industry LinkedIn Groups 

By actively participating in discussions and sharing your insights and expertise, you can position yourself as a thought leader and attract the attention of potential business partners.

Whether you're looking to advance your business or simply stay connected with your industry, joining an industry LinkedIn group is a smart decision.

LinkedIn Groups Best Practices

As a business-focused social media platform, LinkedIn is a great place to connect with potential customers, partners, and collaborators. However, the platform can also be used for networking and thought leadership.

One way to get the most out of LinkedIn is to join and participate in groups. Here are some best practices for using LinkedIn groups:

Encourage Discussion 

Make sure to post interesting and engaging content that will get members talking. You can also ask questions and start discussions yourself or host regular events and webinars.

Keep it Civil and Professional

Make sure your language is respectful and appropriate. Swearing, personal attacks, and other offensive language are not tolerated.

Contribute

Make sure you're regularly sharing valuable content and engaging with others' posts. Over time, you'll build up a reputation as a go-to source of information and be more likely to receive helpful feedback when needed.

LinkedIn Events

What are LinkedIn Events

LinkedIn Events are digital events that allow users to connect with each other and learn about new products, services, or ideas. LinkedIn Events can be joined by anyone with a LinkedIn account, offering a great way to connect with like-minded individuals worldwide.

LinkedIn Events typically last between one and two hours, and they feature a variety of interactive activities, such as Q&A sessions, polls, and live chats.

Why Use LinkedIn Events

By creating an event and inviting LinkedIn members to attend, you can reach a larger audience and generate interest in your company or cause.

Whether you’re looking to expand your professional network or promote your business, LinkedIn Events can help you achieve your goals.

LinkedIn Events Best Practices

1. Evaluate your audience. Consider their needs, interests, and demographics. Make sure you are targeting the right people with your event.

2. Keep it professional. Your event should be tailored to your business and industry. Avoid topics that are too personal or controversial.

3. Create a strong marketing plan. Promote your event through LinkedIn groups, ads, and other channels. Be sure to include a clear call-to-action (CTA).

4. Make it interactive. Include opportunities for networking, Q&As, and other forms of interaction. This will help make your event more engaging and memorable.

5. Follow up after the event. Send thank-you notes to attendees and follow up with any leads you generated. This will help turn your event into lasting relationships.

LinkedIn Content Strategy Best Practices

As the world's largest professional networking site, LinkedIn is a powerful tool for promoting your business. However, success on LinkedIn requires more than simply setting up a profile and adding your contact information. To make LinkedIn work for you, you need a content strategy. Here are some best practices to keep in mind.

Start Conversations

One of the most important things to remember is that LinkedIn is a conversation starter, not a one-way broadcast platform. The best content is genuine and engaging, prompting readers to start a dialogue.

Be Helpful

By taking a helpful approach to LinkedIn content, you’ll build deeper relationships with your connections and position yourself as a trusted resource. And that’s good for business.

Use Hashtags 

Hashtags are a powerful tool for LinkedIn users who want to increase the reach and engagement of their content. When used properly, hashtags can help to connect like-minded individuals, promote specific content themes, and drive user engagement.

Be Consistent

That means posting new content on a regular basis, whether it’s once a week or once a day. It also means staying true to your brand voice and tone of voice.

Share Interesting Content

Try to curate content that is both informative and entertaining. This means sharing blog posts, articles, infographics, videos, etc. that will teach your audience something new while also holding their attention.

Don't Spam

One of the worst things you can do is spam your connections with repeated or irrelevant content. Not only is this annoying, but it will also turn people off your brand.

Avoid Sensitive Topics 

This includes topics like politics, religion, and personal relationships. These topics can alienate potential connections and damage your professional reputation.

Not Everything is About Self-Promotion 

Although it's great to promote your products or services occasionally, you don't want to make every post about yourself. It's also important to strike a balance between self-promotion and helpfulness.

Post When Your Audience is Online 

If you consistently post for your target audience during peak times, you'll be more likely to engage them and drive results.

LinkedIn Content Strategy Execution

Fortunately, executing a successful LinkedIn content strategy doesn't have to be complicated. To keep things simple, break down your LinkedIn content strategy activities by content length and complexity into Daily, Weekly, and Monthly activities.

Daily Activities 

This is your short-form content like Single Image Posts, Multi-Image Posts, Text-Only Posts, Polls, Short Video Posts, Statistics, etc.

Aiming for 1-3 of these posts per day is a reasonable goal. You will become a regular feature in your audience's feed without bombarding them endlessly.

Weekly Activities 

Weekly activities include medium-form content like Newsletters, Live Video Streams, and Articles. In these, you can share Case Studies, Industry Articles, Industry Trends, How-To Articles, Company Videos, Infographics, Lessons Learned Articles, etc. Since this is meatier content requiring decent production effort, publishing 1-3 of these per week is a great goal.

Monthly Activities 

These content pieces will require the most effort and will bring you the most rewards if executed well. These include Document Posts, Long Video Content, Carousel Posts, and Events. For example, a Whitepaper or an eBook would fit into this category.

Because it's a lot more important to nail these activities, don't put much pressure on yourself to get them out at any cost. Getting to a point where you're having one of these every month is a great place to be and should be your long-term goal.

Conclusion

LinkedIn is a powerful platform for businesses to share their content with a broader audience. When creating your LinkedIn content strategy, be sure to set goals and consider the different types of posts that will work best for your business.

What topics are you knowledgeable about, and what can you provide valuable insights on? Share your thoughts and expertise with your followers on LinkedIn, and don't forget to leverage Groups and Events to reach even more people.

By following these best practices and executing a well-thought-out LinkedIn content strategy, you'll be able to engage with more potential customers and drive traffic back to your website.

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