People sign onto LinkedIn to connect with peers and learn about their industry. If you present your company as an industry insider – skilled in market education, with timely answers to important questions—your Company Page is virtually guaranteed to appeal to the right prospects. In this blog post we’ll illustrate the keys for LinkedIn content creation.
After you’ve optimized your LinkedIn Company Page, it’s time to start the content creation process. Using a social media management platform to schedule posts can be a great way to plan your content marketing via LinkedIn.
Make sure that you’re reaching your audience through your content in as many ways as possible:
- Use a mix of short form and long form content. Make your short form content, which can be as small as a status update and as useful as a short, educational blog post, “snackable” and thus shareable. Many LinkedIn users gravitate towards these smaller content pieces, and if you make them stand out, prospects can spread the word for you by sharing the info with their connections. Long form content, such as in-depth blog posts and case studies, satisfy the needs of users who spend a lot of time on LinkedIn enhancing their professional knowledge.
- Post status updates that contain links and feature visual elements. Status updates in LinkedIn function similarly to posts on Facebook—simple, easy-to-consume pieces of information viewed together in a chronological feed. Of course, they should never just be simple statements. Links drive twice the amount of clicks and visual elements result in a 98% higher comment rate. It only makes sense: all of your status updates should link to longer content on LinkedIn or elsewhere, and most updates should have an embedded image or video.
- Take every opportunity to engage. Lead engagement via LinkedIn can consist of simple actions:
- If someone makes an insightful comment on a status update, you should respond.
- If someone asks a question, answer it.
- If you find a fairly large portion of your audience asking the same or similar questions, create more content to address the issues.
- Place a “Follow” button on your corporate blog.
Being responsive is a necessary step in building customer relationships on any social platform. Proactive communications between B2B companies and interested professional prospects plays especially well on LinkedIn.
How does your company engage with B2B prospects and customers on LinkedIn? Let us know in the comments!