7 important things about LinkedIn Content Marketing

Have you heard that 80% of the B2B leads come from LinkedIn? Today, let’s discuss the 7 important things you need to know about content marketing for LinkedIn.

1. Effective Planning

• List the goals to be achieved through LinkedIn.
• List the sources from which to generate content.
• Build a content calendar of top, mid and bottom funnel content that will help to engage with audience.
• Assign a dedicated person to manage your LinkedIn profile
• Maintain close contact with your brand team to ensure continuity in your content, look & feel.

2. Business LinkedIn & Showcase Pages
Company Pages build relationships with new and existing clients by showcasing relevant content while Showcase Pages focuses on specific business lines, products or business initiatives.

What you can post: White Papers, Case Studies, Industry News and Reviews, How-to Content, Content that assists in Purchase Decisions, Event Registrations.
Number of posts: 3 to 4 per day.
Key Point: Company reviews containing links are up to 45 percent higher than updates without links.

3. LinkedIn SlideShare
With 70 million unique visitors per month, SlideShare is the largest professional content-sharing community in the world, and companies can no longer afford not to have a presence there.

What you can post: Company Presentations & Videos, Webinar & Conference Recordings, Influencer Videos, How-to Use Product Videos, Webinar Decks, Infographics.
Number of posts: Upload content weekly
Key Points: Use the right tags to attract customers. Also have keyword-rich titles, descriptions, and tags to get your presentation to feature on search engines.

4. Publishing Long-Form Content on LinkedIn
This is a great way to engage with people. The longer you publish content on LinkedIn, the more credible you are getting.

What can you post: Industry Trends, Lessons Learned, Professional Experience and Expertise
Number of posts: one or two posts per month
Key Point: Link images and keywords back to your company blog or website for increased referrals

5. LinkedIn Sponsored Content & Direct Sponsored Content
While LinkedIn Sponsored Content enables you to publish relevant content for a target audience beyond your LinkedIn Company Page followers, Direct Sponsored Content enables you to share content directly to the feed without posting it on your LinkedIn Company Page, thus allowing you to customize content.

What You Can Post: Business News, Webinars & Addresses by Business Leaders, Industry News & Research, Blogs, Case Studies, Interesting Visuals & Statistics.

Number of posts: You can select a topic and run sponsored content 2-4 times a week. The campaign can run for 3 to 4 weeks.
Key Point: Set advertising promotions and add URL tracking codes to measure interactions, site visits or conversions.

6. LinkedIn Sponsored InMail
You can send personalized messages to people who are of the greatest importance to your business.

What you can post: Invitations to Events, Exclusive Statistics and Infographics, Product Details, Blog Subscription Campaigns Key Point: Keep copy under 1000 characters and include a Call-to-Action to boost performance

7. LinkedIn Text Ad
These ad formats help you create customized campaigns quickly, where you can target top professionals or your targeted audience according to your budget.

What can you post: E-book, Invites to the Webinar and Industry Events, Training and Certification Enrolments services, Infographics Key Point: using few targeting tools at a time to capture the attention of your audience by calling them in the headline. For example, “Attention Sales Professionals”.
Source: Business. LinkedIn.com (Tactical Plan–A Daily Playbook For Successful Content Marketing on LinkedIn): “Attention Sales Professionals”