4 Techniques to Use LinkedIn in Your Content Marketing Strategy

Wednesday 18th, May 2016

LinkedIn is the dark horse of social networks.

Once an ignored, boring professional network, LinkedIn is fast becoming the content marketer’s ideal destination for publishing content.

People are increasingly dependent on LinkedIn for their professionally relevant content. This has turned to be highly favorable for marketers looking to reach such demographic.

If you’re looking to target this segment, you have invest time and effort for marketing in LinkedIn.

In this article, let’s look at four techniques that will help you to meet your content marketing goals.

Use LinkedIn’s Publishing Platform – Pulse

LinkedIn has a great self-publishing platform called Pulse, using which you can post content for your subscribers. Once you have the access to this platform, you more or less have your own on-site blog.

So what can you post on Pulse?

Pulse is a great platform for publishing expert opinions and critique based on your area of expertise. Content that is published on pulse can be easily shared across groups and pages to maximize distribution and increase viewership.

If you run out of ideas, there is a tab labelled ‘Top Posts’ in the top-left corner of the window. This feature displays the most popular posts within a chosen category.

Another important point to note while publishing is to label the content according to appropriate categories such as ‘SEO’ or ‘Marketing and Advertising’. These categories will make your content searchable.

Leverage Slide Share

Adding slide share presentations in your LinkedIn profile or company page is a great marketing ploy. It helps you to reinforce your expertise in your field and helps build your reputation as a thought leader.

Slide share was integrated into LinkedIn in 2012 and been an integral component of LinkedIn’s goal of making it the largest warehouse of professional knowledge on the internet.

Users can upload files from PowerPoint, Keynote, PDF or even OpenDocument presentations while can be viewed in the site directly.

If your business has a premium Slide share account, you can add videos inside a slide presentation and have lead capture buttons as well.

Given that LinkedIn owns Slide share, your presentations will be displayed properly on both desktop and mobile platforms – which is a definite bonus, considering the importance of mobile.

Create Company Pages

Setting up a dedicated page for your business is one of the pre-requisites for LinkedIn marketing strategy. Creating a page is free and easy to use.

You can tell the story of your business, provide updates to your followers, providing customers a forum to learn about your products and services using an official page for your company.

LinkedIn’s own study suggests that customers are 50% more likely to purchase from a company they prefer and engage with.

Not just limited to large corporations, company pages are proving to be a great platform for small businesses to consistently publish content.

When marketing on LinkedIn, official pages provides the following opportunities:

  • Engage with new followers and provide updates on the latest happenings in your firm.
  • Drive word-of-mouth publicity.
  • Make use of the ‘Showcase page’ function to highlight your products and services to a particular demographic.
  • Diversify your company services into different regions to expand your reach.
  • Reinforce your brand’s vision and mission statement.

Videos

Videos humanize your brand. When people listen to well executed A/V’s they’ll trigger strong emotions that will lead to increase engagement and trust. This kind of trust is needed for converting a casual visitor to a paying customer.

You can share videos of interviews, conferences, demonstration of how to use your products, testimonials – pretty much anything you like.

If you’re not comfortable being on camera, you can still come up with videos that provide useful tips about your products and services.

There are many websites that allow you to create how-to videos which will be helpful for your audience. The idea behind this exercise is to create high quality, contagious content that will be popular on social media.

Once you start working on these techniques, LinkedIn will prove to be a great platform to tap into a huge audience.

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