Why You Must Include LinkedIn in Your Content Marketing

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Why You Must Include LinkedIn in Your Content Marketing

Businesses hang out online on all sorts of places these days; Google+, Twitter and Pinterest, just to name a few. Social media is clearly still a driving force behind company branding, customer engagement, and an excellent source to share content. A lot of us have been caught up in the social media whirlwind for quite some time now, and you might be thinking you have hit your max for both social and content marketing.

If you find yourself nodding along in agreement, it’s time to hit the brakes. LinkedIn is on the rise as one of the most popular social networking platforms in 2015. In fact, a recent study has shown that LinkedIn beats Twitter at content marketing.

Not only that, its purpose is to connect with like-minded business owners in your field. It can even be used as a source for lead generation and luring in top talent to add to your company — and it’s all possible by using it as a content publishing platform.

Why You Must Add LinkedIn in Your Content Marketing | SEJ

LinkedIn’s Transformation as a Content Publisher

Initially, LinkedIn served as a professional networking platform for business professionals. As the need for powerful and engaging content grew, LinkedIn users began requesting the ability to publish content directly on the platform.

LinkedIn listened to their audience and opened a content publishing option to premium members. In early 2014, LinkedIn slowly began to unlock its publishing feature and allow all members to use it as a content marketing tool. LinkedIn moved forward with this decision as an effort to help businesses better build their brand and reach an untapped pool of audiences.

LinkedIn recognized that many professionals have valuable information, insight, and experience to share with their audience. Not only are brands now able to maximize their exposure with LinkedIn’s publishing platform, they are able to educate with content that can turn into conversions. After all, informative content is one of the driving forces behind the highest quality content that there is.

Benefits of Publishing Content on LinkedIn

While there are thousands of resources online where you can print and distribute your content, LinkedIn should be near the top of your list.

With that, Quick Sprout published a pretty impressive infographic containing some eye-opening stats, such as:

  • LinkedIn generates 184 million unique visitors per month
  • It has a conversion rate that is 3 times higher than Facebook and Twitter
  • It has 172,000 sign ups per day
  • There are over 2 million groups to join and network with those in your industry

Starting to see the benefits of LinkedIn yet?

LinkedIn Offers SEO Benefits

While creating fresh and relevant content will certainly help your SEO, you can double your efforts by publishing original content on LinkedIn. Since the social platform has a high domain authority (in other words, Google likes it), it can help you expand your organic reach in the search engines.

Don’t forget, you can also optimize your own profile for professionals to locate on LinkedIn. A few simple tweaks to your headline can make all the difference.

Fewer Distractions so Visitors Can Focus on Your Content

Think of how easily distracted you are when you are on Facebook; the photo of a cuddly puppy or your cousin’s new baby can easily get you sidetracked. Let’s not even get into the black hole known as Pinterest.

The advantage with LinkedIn is that users are almost always focused and in the business mindset. There’s a lot of noise you have to cut through on other social platforms, but there’s a lot less of it on LinkedIn. And let’s be honest — it’s kind of tough to compete with cute photos of puppies.

Taking Content Beyond Blogs

Even though LinkedIn’s publishing platform caters to blogs and articles, you can do so much more with LinkedIn in term of content marketing. Its publishing platform not only allows blogs, but it also encourages sharing for SlideShare slideshows, photos and videos. With LinkedIn, you are encouraged to go the extra mile with your content marketing efforts.

Strength (and Sales) in Numbers

Another advantage of LinkedIn’s new publishing platform is that members are able to reach professionals who are not in their own network. Furthermore, brands can build their own group of followers.

Imagine influencing a group of professionals who are ready and able to make buying decisions. It’s entirely possible with LinkedIn’s publishing tool, and it is super targeted to leaders and brands who are ready to buy your products and services.

LinkedIn Content Marketing Score Gives Insight to Your Best Content

Measuring the effectiveness and success of your content marketing can be an uphill battle. However, LinkedIn saw the need for a program designed to rate the quality and effectiveness of user content. With that, LinkedIn’s Content Marketing Score was born.

How LinkedIn Content Marketing Works

The Content Marketing Score uses its own algorithm to determine the success of your content marketing efforts on LinkedIn. First, it measures engagements from your company pages, LinkedIn groups, influencer updates, and employee statuses. It then gives you a score based against your competitive set.

The best part about LinkedIn’s Content Marketing Score is that it gives recommendations on how to improve your score that will help you achieve a better reach and engagement level.

This puts you in the position where you are always striving to add quality and relevant content to attract new customers.

Use LinkedIn Groups to Generate New Content Ideas

Engagement on LinkedIn is one of the keys to success on their platform. With that said, LinkedIn groups offer a lot of potential to not only network, but generate new content ideas and interact with other professionals.

As you interact with groups on LinkedIn, keep in mind that remaining helpful and informative is your best route to success. Keep questions and interesting takeaways on the backburner, as these can easily turn into new blog topics, slideshows, and more.

This can help with your efforts to continuously feed your LinkedIn audience with new content and not lose steam along the way.

4 LinkedIn B2C Marketing Content Marketing Techniques

You might think that LinkedIn is only effective for B2B marketing and prospect searching, but there are opportunities to reach customers in B2C fashion. In fact, Content Marketing Institute found that 71% of marketers use LinkedIn to market B2C.

With that said, here are a few techniques you can use on LinkedIn to keep your content B2C friendly.

  1. Make your content quick to absorb: One of the biggest differences between B2C and B2B content marketing is that B2C customers are often looking for immediate solutions. While many B2B customers need time to analyze and weigh cost factors, B2C content needs to be quick and to the point.
  2. Focus on what consumers care about: Generally, customers care about themselves and meeting their own needs. Always cater your content to your audience and describe exactly how your products and services will yield the results that they are looking for.
  3. Aim to entertain: B2B content marketing can consist of whitepapers and studies, but B2C can be a little more lax and creative. Put a creative spin on your content to help your company cut through the noise.
  4. Education is key: Whether you are marketing B2B or B2C, education is crucial for establishing yourself as a thought leader.

Ways To Use LinkedIn For Content Curation

Curating content is quickly becoming a solid foundation of many content marketing strategies. While there are all kinds of techniques to curating content to share with your audience, LinkedIn is perfect a perfect spot to find some of the best content on the ‘net. Here’s why:

  • Many marketers are focused on generating compelling content specifically for their LinkedIn audience. With this in mind, it’s safe to say that most content you will find on LinkedIn will be polished, educational, and full of helpful information that your audience will love.
  • Since LinkedIn offers the ability to post images (think infographics) and slideshows, you will have direct access to multiple types of media to share in one convenient place.
  • LinkedIn offers all of the benefits that content curation brings: establishing yourself as a thought leader, building new relationships, showcasing new points of view, and engaging your target audience.

If you are curating content, be sure to add LinkedIn to your curation efforts for some variety and new opportunities.

LinkedIn: The Missing Link to Your Content Marketing Strategy

LinkedIn is clearly becoming a powerful platform to generate, share, and create content. Regardless of your profession, if you aren’t using LinkedIn for your content marketing, you are depriving yourself of serious branding, networking, and client discovery potential.


Image Credits

Featured Image: Ken Wolter via Shutterstock
Image #1: Twin Design via Shutterstock

Julia McCoy
Julia McCoy is a bestselling author of So You Think You Can Write, podcaster, and serial content marketer. She’s the founder of Express Writers, a... Read Full Bio
Julia McCoy
Julia McCoy
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  • Matt LaClear

    Good points! LinkedIn is an excellent tool for business networking. It’s a networking “driver” whether a person is looking to get hired, hire someone or to sell a product, service or just to provide information. I respond to “authoritative” articles myself. On the other hand, I’ve seen some authors take a beating with controversial content, or content that others thought to be irrelevant to the LinkedIn platform. Whatever you post, my advice is to stay on topic with respect to what’s trending and what the majority of people will find useful. This way, you won’t encourage as many trolls.

    • Julia McCoy

      Thanks for reading & commenting, Matt! Great point – staying useful is typically one of the best goals you can abide by when publishing any content.

  • Tim Fehraydinov

    That’s a great article, thanks. Absolytely agree with all points, but I still think that LinkedIn works best for B2B. As for me, I’d leave B2C to Facebook.

    Here in Russia, LinkedIn is not as popular as I’d like it to be. It’s true that you can be easily distracted. When it gets to LinkedIn, there is nothing but the pure essence of content/useful and expert information. That’s why it feels bad to know that such a great network is know by few in Russia.

    Again, thanks for sharing your experience.

    Best regards,

    • Julia McCoy

      Tim, very interesting about your region of the world. It’s always neat to see what platforms do well in what countries. LinkedIn may grow in popularity where you are – it’s certainly done that here (I have never been involved in the platform as much as today).

  • Danny Ashton

    I’m a total advocate of Linkedin to support your content marketing but offering SEO benefit, seriously?

    Re-using the article will mean that it’s a duplicate and thus will not feature in the search engine results page. So no SEO visibility at all.

    Or am I missing something?

    • Julia McCoy

      Danny, I’m talking about publishing 100% original content when you approach LinkedIn to post. Never post something on LinkedIn (or anywhere else, for that matter) that you’ve published somewhere else before.

      When I type some keywords from the titles of the original posts I’ve put on LinkedIn into Google, I always see Google results with my LinkedIn post.

  • Vinícius

    Excelent tips. I was in doubt in the use of LinkedIn for use in my law firm. With this information , I noted the importance of this social network. Though in Brazil is still not widespread. Thanks.

    • Vinícius

      Anyway , my lawyer’s office is also using facebook and google plus. But I realized that LinkedIn is the ideal place to create a working page.

  • Garrett

    It’s refreshing to see a content marketing-themed article that separates itself from the usual crap that gets republished over and over again.

    Thanks, Julia, for some excellent tips that can actually make a big difference in one’s overall social strategy.

    • Julia

      Garrett, that is a great compliment. Thanks for reading!

  • Jim

    Interesting that knowing nothing about these things I had identified Linkedin as a “place to be” for our startup. As a startup business I find there are so many things to do and so much to research and know before you proceed that determining priorities is the real challenge. I’d love to see some articles about the mindset and social media philosophies of folks who have been successful in this area. How can you develop a strategy that will be good for your business when you are on a really tight budget. My personal philosophy of hire the best there is and get it done fast and the right way, and it will pay you back many times in the long run, doesn’t always fly when someone else is calling the shots. So you’re faced with bringing yourself up to speed as fast as possible.

    • Julia

      Speed is typically the wrench in the content marketing arena – everyone wants quick results, but content traction does not happen overnight. However, you WILL see results if you steadily and consistently do it right (invest in 2000 word blogs posted every week on Thursdays, consistently, for example).