What You Need to Know About Content Marketing on LinkedIn

Blog Post by Sarah Malcolm, Chief Digital Strategist at The News Funnel

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Amongst the social media network superstars, like Facebook and Twitter, or the buzzworthy Snapchat and Pinterest, it’s easy to overlook the value of other platforms. LinkedIn, for instance, addresses a specific niche as a resume-based social network. LinkedIn acts as a valuable tool for professional networking, advertising personal skills, and self-promotion. Do not underestimate this social network’s content marketing potential. Done well, LinkedIn is as powerful a tool for driving traffic to your website as any other social media network.

Sure, the social network may not draw the billions of users like other social networks, but LinkedIn is reporting explosive membership growth. Statista reports membership nearly tripled since 2012. Last year membership reached 430 million subscribers. High membership is great, but what about content? On average each month in 2016, over 130,000 professional articles were published. The content-to-subscribers ratio means LinkedIn has less content overwhelm compared to other live news feeds where content marketers frequently repost the same content to maximize its exposure.

Numbers support LinkedIn as an excellent method of content distribution because its users are more likely to be exposed to published content. However, this platform works well for another particular reason about how the network promotes user information. LinkedIn notifies your entire network when you update your status. By publishing, all those individuals are exposed to your content in post, link, or download. When a follower likes your update, it’s shared on their network, magnifying the post’s exposure.

Sharing content on Linked more than doubled to 73 million from 2015 to 2016. For some topics, the share rates may even be better when posted on LinkedIn, even if the content never appeared on Twitter or Facebook. Business-to-business content on leadership led the way in LinkedIn shares from 2015-2016.

The expanding user base opens opportunities for further networking. As more young professionals enter the workforce and rise through the ranks, the number of LinkedIn users will continue growing. Reach out to contacts on first, second, and third degree relationships. LinkedIn further appeals to users with professional groups, business pages, and offering Influencer content.

Added bonus: when publishing content to LinkedIn, most of the followers are like-minded individuals who would be interested in your content. The more followers, the more exposure your content will receive.

The best-performing LinkedIn content is longer in form. Think extended blogs, white papers, thoughtful essays, etc. Why? LinkedIn is a professional network. People are not turning to LinkedIn for entertainment, but to mine the treasure trove of professional knowledge. Industry leaders engage with other knowledgeable insiders. Longer content establishes an individual’s or company's’ credibility and authority. If a subscriber on LinkedIn is searching content, they are seeking solutions. Research is encouraged.

There is no need to publish content on LinkedIn every day. Real estate professionals can maximize the effectiveness of a LinkedIn account with the right strategy. Start with a complete profile and then move onto a content strategy (see our LinkedIn page). Status updates can be more regular than long-form content. Remember to seek out exceptional content from thought leaders as part of building a strong LinkedIn network.


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