Content is king. It’s a phrase Bill Gates penned in an article almost two decades ago, now more than ever, the buzz
phrase is frequently used in the marketing and communications industry. Yes, content is still king but, now social is its
Examples of successful social content marketing can be found on one of the world’s most engaged social media
platforms, LinkedIn. With over 259 million users, worldwide and over 6 million in Australia, LinkedIn has become B2B
marketers number one channel to distribute content.
Sure, like many social channels, LinkedIn is an advertising platform, however although its paid solutions can help
generate leads and traffic, without brand awareness and credibility, it’s not easy to simply sell your product through
So, how do you get brand awareness and credibility that will convert to sales?
GREAT CONTENT! Thank you, Mr Gates.
Here are useful tips for creating great content for LinkedIn to help your brand become a trusted and credible authority
in its industry.
- Publish with purpose – Does your content reflect your key brand objectives for LinkedIn? Will it build brand awareness, increase brand credibility and trust or drive leads? Your content needs to be equally beneficial to your brand as well as
- Define content pillars – It’s important to clearly define content pillars; these align closely with your objectives and help you stay on track. Four basic content pillars that can be used by most brands are: thought leadership, trends, brand and
- Know your audience – One thing LinkedIn does well is targeting. Remember, unlike some social networks, LinkedIn’s affluent, career-minded audience look for, and engage with, clever, sharable content that helps them become more successful.
- Develop a content calendar – Align your content calendar with your audience, always stay current and be flexible to comment on breaking news and information. LinkedIn suggests three kinds content that its users expect: career information,
updates from brands and current affairs.
- Use snackable content – Keep it short and sweet! Publish content that will take two minutes or less to view. Videos and images are also highly engaging tools for LinkedIn.
- 4-1-1 Rule – Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute developed this rule for Twitter. However, it’s just as relevant for LinkedIn. For every one self-serving post, you should share one relevant post and most importantly share four pieces of relevant content written by others.
- Engage with your audience – Remember LinkedIn is a two-way platform so engage with your audience through comments and ask them questions. It’s a great way to build rapport with your audience while gaining insights.
- Shareability – In order for audiences on LinkedIn to share your content, brands have to work harder to develp content that is insightful, informative, inspirational and entertaining. This will help ensure you spread your messages and grow your audience.
For some more handy tips, The Sophisticated Marketers Guide to LinkedIn is a must read before you start a campaign on LinkedIn.