When used to its full potential, LinkedIn can be a powerful platform to not only grow your professional network but to also increase the reach of original content and define personal thought leadership. A successful content strategy for LinkedIn can help you develop your brand voice and increase the impact of your message. Just as the benefits of LinkedIn differ from other social media platforms such as Twitter, your approach to optimizing what the platform has to offer should be different as well.
Here are four key recommendations for getting the most value out of LinkedIn:
It Starts with a Handshake
In addition to personal information and career experience, you can use your personal profile to highlight and promote certain content to assure certain selections are the first thing page visitors and new connections see when viewing your profile.
The featured content section allows you to promote articles, websites, and other materials you want to be the main focus.
Your recent activity is also highlighted for connections and page visitors, so be mindful of which posts you choose to ‘like’ or comment on and how exactly you engage with them.
Make sure to add a cover photo that reflects your personal brand. This can be anything from an image provided by your company to a favorite photo you took while on the job. The key is making it personable.
Let’s Be Friends!
Growing your network increases your number of connections and the quantity of people who see your posts, but it also allows you to build professional relationships with other organizations and individuals who work in your industry. When you add to your network on a consistent basis and actively seek out new connections with others, you can grow the audience that will ultimately be consuming your content and growing the reach of your or your brand’s message.
To encourage more interaction with connections, make sure you are positively interacting with their posts by liking, sharing, and commenting.
Additionally, when highlighting content in your own posts, make sure to tag partners or other individuals who are involved. This will encourage engagement on their end and will also make your posts visible to their connections who you are not linked to.
Last, but not least, a good rule of thumb is adding 2-3 hashtags to each post, connecting with a network that regularly engages with your content.
Speaking to Your Audience
Producing original content on LinkedIn gives you the opportunity to publicize your own thought leadership or your brand’s messaging objectives. By initially focusing on building your network, you can then tailor your content to appeal to your connections, a specific industry, or a target audience you have a goal of reaching.
No matter what the type of content may be, it is important to create and share posts that not only align with your business objectives but are also eye catching and concise for viewers. This will grab their attention and draw more viewers to your page.
How Many Words?
Long form blogs: The ‘write article’ feature enables you to publish your own thought leadership. This is the best option for elaborating on topics to share your point of view with your colleagues and also to show the depth of knowledge you have in regard to your topic in focus. These can be posted on your personal profile as well as a company profile where you can upload content produced by multiple individuals. A good rule of thumb is to keep these posts anywhere between 200-1,000 words.
Profile posts: Newsworthy posts linking to news articles are eye-catching, especially when timely and relevant to your connections. Whether your company is involved in the article or it simply is a current event related to your industry, sharing such content can reinforce your positions on certain topics and relay this to your network. Always add at least a brief sentence or two before sharing an article. Your audience needs to know why it matters.
Company specific posts: Posts that link to your company’s website, such as thought leadership, press releases and employee profiles will drive more traffic to your website and also help your network become more familiar with your company’s objectives and current work. You are likely sitting on a variety of content items that can easily be shared. Start a habit of regularly promoting what is available to you.
Mind Your Manners
LinkedIn is by design intended to be a professional social media site, unlike other platforms such as Twitter, Facebook, or Instagram. Although the platform is meant to be used for social purposes, the content you produce should always be professional in nature and reflect on your professional career.
Weaving in your personal life on occasion, especially when authentic to you, is acceptable but should be done in the context of your professional point of view. For example, sharing an experience that was formative to your professional career development is appropriate, but posting photos of your child’s 5th birthday party is likely not.
The language you use should also be professional and courteous at all times, whether you are highlighting a thought leadership piece or simply commenting on another user’s posts.
Next Steps for You
LinkedIn is a great way to elevate thought leadership and original content that gets shared directly with other professionals. While it is an extremely helpful tool for an individual or a brand when used optimally, it should be thought of as an important piece of your overall communications strategy rather than a catch all solution. To learn more about Anna Stallmann Communications and our approach to helping our clients achieve their goals and tell their story, click here.
