4 Ways to Drive Results with LinkedIn Content Marketing
For B2B marketers, LinkedIn is considered the most effective of the major social platforms, and not just for recruiting. 94% of B2B companies surveyed by the Content Marketing Institute use LinkedIn to distribute content, more than any other major social platform.
Although the network’s user growth has been growing steadily to half a billion users over the past five years2, the number of articles and social shares has recently seen more explosive growth.3
If you have a B2B content marketing strategy, and you’re ready to make LinkedIn content marketing your priority here are four ways to get started:
Make content marketing a priority or focus your efforts elsewhere.4
Content Marketing Institute
1. Know Your Audience
Before launching a LinkedIn content marketing campaign, as with any digital campaign, LinkedIn recommends that you first identify who you want to reach, and what you want them to do once you’ve reached them. To identify the “who,” ask yourself questions about your audience like what are the common attributes of the ideal customer, what are their job titles and interests, and what problem are they looking to solve. To identify the “what,” decide if you’re looking for engagement and responses or click-throughs and conversions.5
2. Hit Your Target
LinkedIn can help you achieve “very precise reach” with your LinkedIn content marketing campaign.6 There are three ways to reach your target audience through paid ads:
Target members using profile-based demographic information
Re-target visitors from your website
Upload lists of contacts or companies for your account-based marketing efforts
There is no one-size-fits-all solution for amplifying your campaign. LinkedIn recommends A/B testing no more than two targeting demographics in addition to location. Once your campaign is up and running, demographic reporting provides a detailed breakdown of who has clicked your ads, enabling you to see how your content is performing with different subsets of your audience.8
Content that misses the mark usually does so first by failing to know its audience, and second by failing to connect meaningfully with that audience.9
Content Marketing Institute
3. Connect through Storytelling
To create a more responsive, compelling and satisfying experience for your customers and prospects, you need stop relying on “random” one-off posts to broadcast your message. In the 2017 State of Social Engagement study, Lithium discovered that less than one-third of brands are using storytelling effectively. In addition to presenting story arcs and themes to make consumers care about your brand, keep these guidelines in mind when developing your LinkedIn content marketing campaign:
Successful posts follow 5 P’s, they are:
personal, practical, professional, portray a path for change and point toward
Long-form content (over 1,000 words) ranks
higher, is engaged with and shared more often
How-to posts dominate headlines for the most
Consumers would rather watch video about a
product than read about it
The most effective content has authors who are passionate about amplifying it. - LinkedIn
This may seem like a no-brainer, but if you want your content shared you have to share it. According to LinkedIn, “The most effective content has authors who are passionate about amplifying it.14 For content to reach its full potential, either pay to distribute it or use your own employees to share it.15 Better yet, do both.
An analysis of the impact of employee sharing found that just one employee sharing 3x per day can add up to 23 million in additional reach and 60,000 additional engagement occasions with your content per year.
Implement these four ways to drive results in your LinkedIn content marketing strategy today. Lithium Social Media Management can help you manage social campaigns and responses with precision and efficiency. Our Social Publishing enables you to manage your entire social strategy with a single tool and boost engagement by publishing the right content at the right time, driven by Klout data.