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social media how toAre you taking advantage of all of LinkedIn’s content marketing features?

Do you know what types of content work best on LinkedIn?

With a few tweaks to what you post on LinkedIn, you can build brand awareness, generate leads, and drive more revenue.

In this article you’ll discover how to maximize your LinkedIn content exposure.

maximize linkedin content exposure

Discover how to maximize the exposure of your content on LinkedIn.

Listen to this article:

#1: Share From Your Company Page

Your LinkedIn company page is where you can catch the eye of prospects and build relationships with customers.

Share content that is valuable to your audience, answer questions, and solve problems. This allows you to nurture genuine relationships with your followers and build brand awareness with your ideal prospects.

This Symantec update drives registrations for an upcoming webinar. Company updates that contain links can have up to 45% higher follower engagement than updates without links.

symantec linkedin webinar update

Promote an upcoming webinar on your page.

Suggested time commitment for success: 1 hour daily/4 hours weekly/10 hours monthly.

Use this list of suggestions for what to share on your LinkedIn company page:

  • Links to your latest and best white papers
  • Ebooks
  • Case studies
  • Industry articles
  • Helpful how-to content
  • Bright visuals (visual is the new headline!)

Post three to four times a day and engage with and respond to followers’ comments. Be sure to change your header image every six months to avoid creative fatigue.

Intel‘s company page celebrates a company milestone in this update.

intel company milestone linkedin update

Celebrate company milestones.

This Volvo update announces a product enhancement that will appeal to their target audience.

volvo linkedin product update with link

Including links in your updates helps increase engagement.

#2: Post to SlideShare

LinkedIn SlideShare has more than 70 million monthly unique visitors, and nearly 4 million visitors (on desktop alone) on an average day. With 13,000 new pieces of content added daily, SlideShare is a platform you can’t afford to overlook.

Barry Feldman of FeldmanCreative shares a nicely designed, helpful social media basics ebook on SlideShare.

feldmancreative informative slideshare content

Share attractive and informative content on SlideShare.

Suggested time commitment for success: 30 minutes daily/2 hours weekly/6 hours monthly.

Use this list of suggestions for what to share on LinkedIn SlideShare:

  • Company videos
  • Webinar and conference recordings
  • Influencer videos
  • Product how-tos and tips
  • Company presentations
  • Webinar decks
  • Infographics
  • Well-designed short and informative content

HubSpot shares slides from Dharmesh Shah’s talk at the 2016 SaaStr Conference. The slide deck features lessons on SaaS, pricing, culture, MBAs, and customer happiness.

hubspot conference slidedeck share

Upload slides from a conference presentation to SlideShare.

To ensure you succeed with SlideShare, upload new content weekly, highlight decks on profile pages, group content into playlists, and add lead forms to help achieve lead-generation goals. You can also link your SlideShare presentation to your website to gain a quality inbound link.

In this special video presentation, authors Mark Schaefer and Brian Solis explore the new idea of engineering customer experiences and a new marketing trend.

mark schaefer linkedin video slideshare

You can even share videos on SlideShare.

Tip: Use the SlideShare Clipping tool to highlight and share valuable content you’ve produced with your networks.

Ultimately, you can build authority by developing LinkedIn SlideShares that present a unique point of view on industry news, insights, or your company culture.

#3: Publish on Publisher

More than 1 million people have published more than 3 million posts on LinkedIn’s publishing platform. About 45% of readers are in the upper ranks of their industries, including managers, VPs, and CEOs.

Brian Solis, principal analyst at Altimeter Group, shared his personal takeaways, aspirations, and highlights from SXSW with a creatively perceptive cartoon ebook.

brian solis linkedin ebook share

Write about your personal takeaways from a conference.

Suggested time commitment for success: 1 hour weekly/3 hours monthly.

Use this list of suggestions for what to publish on LinkedIn Publisher:

  • Professional expertise and experiences
  • Industry trends
  • Lessons learned

To ensure you succeed with LinkedIn Publisher, publish whenever you feel passionate or on a monthly basis. If you need some inspiration, get the LinkedIn Pulse app for Android or iOS to see what content is currently trending in your industry.

In this post, Justin Gray, CEO of LeadMD, Inc., shared what he looks for when he hires people. It’s not exactly traditional HR wisdom, but he tells it in a personal and unique way.

justin gray linkedin publisher professional expertise post

Share your professional expertise on Publisher.

Michael Brenner, CEO of Marketing Insider Group, wrote a helpful and relevant post answering followers’ questions about content marketing. Crowdsourcing sentiment and seeing which conversations are hot are great ways to find ideas for topics to write about.

michael brenner linkedin publisher answering common marketing questions

Answer common questions from your target audience.

Tip: Be sure to link images and keywords back to your company blog or ebooks for increased traffic and referral traffic back to your site.

For additional information and to connect with other publishers, consider joining the Writing on LinkedIn Group.

#4: Promote With Sponsored Updates

First, what’s the difference between sponsored updates and direct sponsored content? LinkedIn sponsored updates allow you to publish relevant content and reach a targeted audience of professionals beyond just your LinkedIn company page followers.

Direct sponsored content, a type of sponsored update, allows you to share content directly in the feed. This gives you the ability to personalize and test content without having to originate posts on your company page. You can make your content more relevant by sending personalized messages to specific audiences. Then test and retest a variety of content in real time to optimize performance.

You can generate quality leads by sharing insights that professionals seek. Then watch that content spread via the peer sharing that occurs naturally on LinkedIn.

Use this list of suggestions for what types of content to sponsor:

  • Company news
  • Blog content
  • Industry news and research
  • Case studies
  • Webinars and content produced by business leaders (both within and outside of your company)
  • Eye-catching visuals and statistics

Google keeps it short and sweet (and highly visual) in this promoted post as they search for top talent.

google linkedin ad to find talent

Find new talent for your company with promoted posts.

Percolate Inc. drives registrations for a webinar featuring industry leaders within and outside of the company.

percolate inc linkedin ad for webinar

Promote webinars and content produced by business leaders.

Tip: 75% of engagement with sponsored updates comes from mobile devices. Make sure your website or landing page design is responsive.

Use this list of suggestions to find success with LinkedIn sponsored updates and direct sponsored content:

  • Select a compelling visual (1200 x 627 pixel image).
  • Keep your caption short and sweet, using fewer than 150 characters.
  • Run 2-4 sponsored updates a week.
  • Run sponsored updates for three weeks, then test and iterate.
  • Add URL tracking codes to measure post-click. Track actions like site visits or conversions.
  • Set up campaigns by audience. Shift your budget to the audience with the highest engagement rate.

Dell highlights the results of recent research that their target audience craves.

dell linkedin industry target audience news share

Share industry news and research that will appeal to your target audience.

Check out some of the top trends in LinkedIn sponsored updates in 2015.

#5: Converse in Groups

Companies often talk about “joining the conversation” and “establishing thought leadership.” LinkedIn groups are a perfect way to build an engaged community on the platform.

Participating in groups is rewarding for many professionals and a successful group is often a direct reflection of the time, energy, and effort of the people who manage them: the group moderators.

Here are a few best practices for engaging effectively in groups:

  • Use groups as a forum for discussion (but avoid self-promotion).
  • Use groups as a catalyst for thought leadership and community.
  • Spark conversations about industry trends and challenges.
  • Ask questions to crowdsource sentiment.

This discussion in HubSpot’s Inbound Marketers group sparked a conversation about 2016 trends and shared a helpful framework for tracking success.

hubspot inbound marketers group conversation post

Join the conversation in LinkedIn groups.

Use this list of suggestions to find success with LinkedIn groups:

  • Create a group for your company and assign ownership and duties.
  • Ask for opinions and provide unique insights.
  • Keep your content focused.
  • Manage and monitor post submissions daily.
  • Highlight top contributors.
  • Promote your group across social media channels for increased membership.
  • Join other relevant industry groups.
  • Initiate and participate in group discussions.

Check out the LinkedIn Groups: A Moderator’s Field Guide to learn how to effectively engage and grow your group.

Over to You

As you can see, LinkedIn offers a number of opportunities to get your content in front of the business professionals who are waiting to consume it. This will help you build brand awareness, develop relationships with prospects, and drive quality leads.

What do you think? Are you using these LinkedIn content marketing tools? Have your efforts been successful? What tips do you have to share? I’d love to hear more in the comments below!

maximize exposure of content on linkedin

Tips about how to maximize your content exposure on LinkedIn.

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  • The majority of post that I see on LinkedIn are watered down regurgitation’s of someone else’s (curated) content the majority of which I find useless –

    The airheads talking about e-commerce and web hosting making a clear they’ve never been in the admin of an e-commerce site

    I find my best tool is just pissing people off which is also great fun – the more people I pass off more connection requests I get and I think I just hit 2000 connections

  • AkilBrown

    Great article and very useful tips we all can implement in a LinkedIn strategy to achieve our goal/objectives.

  • LinkedIN is one of the best source to outreach professional network.There are so many ways to maximize the content and most of them very well explained in this article.Groups, pulse and company page are few good options to use for getting maximum exposure for content through LinkedIn.
    Thanks

  • Great post and I’m very interested to try these out on LinkedIn myself! Thanks and I’ll be sharing this with my network today! 🙂

  • Mr. William Davis

    Thank you for posting this. I need to take an in-depth look at what you have shared. The problem I’m facing is that our organization has both a company and group page. Both were created prior to my arrival. And currently, it’s the group page that gets all the action and attention, and requests to join. Whereas the company page is more or less gathering dust. I’m not sure how to best bring the 2 together to make sure they complement one another.

  • Yes. I agree with you that you should avoid promoting your self when you are using groups as a forum for discussions. This has been very helpful to me. Thank you.

  • LinkedIn is driving more traffic to my blog posts than any other social media channel, by far. Given that I’m writing for musicians and performing artists, I’m pretty amazed by this!

    I’m using a two-pronged strategy of:

    a) simply posting a link to each new blog post in about a dozen different relevant groups I’m a member of – this has been driving as many as 50-60 visits per day to each of my posts, which is a pretty fantastic number for a small blog like mine.

    b) repurposing posts that are 3-4 weeks old as new Pulse posts with a different headline and header image.

    Both of these have opt-ins attached to them, and I’m generating new subscribers every day via LinkedIn.

    Thanks for the article Alexandra.

  • Taran Rampersad

    +1. Original content is generally hard to find.

    (I must also note that on a post about LinkedIn, I had to log in from Facebook to comment….)

  • Taran Rampersad

    This is definitely biased toward the company and not the individual. What would be suggested for the individual?

  • Alex Rynne

    Thanks Akil! Best of luck achieving your goals. Would be interested to hear what best practices you come away with!

  • Alex Rynne

    Thanks for the compliment Amit! It sounds like your LinkedIn marketing strategy has seen success. Do you have any other LinkedIn content marketing tips to share?

  • Alex Rynne

    Appreciate the share Steve! Best of luck with your LinkedIn marketing strategy.

  • Alex Rynne

    Definitely want to have a fine balance of your content in your company group. Glad you found the article useful!

  • Alex Rynne

    Hi William,

    Thanks for the comment. While there is no way to combine them, I would recommend cross promoting. You can also promote your company page organically across all of your other social channels – your blog, your website, your email signature, twitter, etc. Feel free to share the link to your company page. I would be happy to take a look and provide tips.

    Cheers,
    Alex

  • Alex Rynne

    Hi Dave,

    This is great to hear! So glad you’re finding such great success. Thanks for sharing your tips.

    Cheers,
    Alex

  • Copywryter

    What are some baseline engagement metrics for slides, sponsored and conventional posts? Especially as a percentage of follower audience.

    You could start by sharing your metrics?

  • or not be boring by posting bikini models representing your company

    Ask Candice Galek Founder & CEO @ BikiniLuxe.com https://www.linkedin.com/in/bikini

    she’s literally becoming one of the most connected people on LinkedIn (500 – 1000 connects a day) – her LinkedIn bikini posts landed her on Forbes 3 times last week

    http://www.forbes.com/sites/cherylsnappconner/2016/03/12/how-bikini-luxe-has-engaged-and-enraged-on-linkedin/#7469d6aa4e9b

  • <3