Are you ready to improve your digital presence, along with that of your business, by publishing content through LinkedIn? Publishing content through LinkedIn is a great way to increase brand visibility and promote your company to a professional audience. Below, we share four ways you can maximize your LinkedIn publishing efforts to drive audience engagement with minimal effort.
Understand Your Audience
If you’ve spent a significant amount of time promoting content across various other social networks, you may need to shift gears when marketing on LinkedIn. Content created for professionals on LinkedIn should be more on-point and focused on business efforts. You are trying to appeal to experienced business professionals who are looking for business advice and industry insights, so your content should be constructed accordingly. As professional network users want to see different content than those on more casual social platforms, it may be necessary to draw up a few new personas for the dialed-in professionals, networkers, business owners, and others who live on LinkedIn.
Go Long Form with Quality
If you want to create content that starts conversations, increases engagement, and ultimately gets you a spotlight in LinkedIn, then consider long-form quality. Note that we didn’t say long-form content. If you look at the popular, featured articles on Pulse you will find that not many of them go beyond 700-1,000 words. However, the content is long-form in nature – expert writing that goes in-depth on a particular topic and provides strong data and clear insights. This is exactly what you need to aim for.
Don’t forget image and title quality, too. You’re marketing to professionals, so give them a reason to read your content, but avoid clickbait.
Shift Content Perspectives
Of course you have a specialty or specialized industry – but on LinkedIn, it can pay to post about a variety of topics. If you’re in the automobile industry post about auto repair consistently won’t give you much traffic or chance of being featured. Writing on auto repair, then on Tesla, then on the latest iOS dashboard integrations, then on car demand in China, then about another type of vehicle entirely keeps the content you’re writing within your wheelhouse, but also spreads it out enough to interest readers and attract new audiences.
Time It Right
Just as the LinkedIn audience differs from normal social media, optimal posting times differ, too. We recommend posting during the middle of the week from Tuesday to Thursday but users have also seen success posting on the weekends. When in doubt, spread your content out over multiple days and times and monitor to see when engagement is at its peak.
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