Want to create more LinkedIn content strategy for business? Wondering which new features can help? In this post, we will share with you tips and techniques how to optimize your LinkedIn content strategy for business.

Why Using LinkedIn Content Strategy?

LinkedIn is more than just a job social networking platform; since Microsoft acquired the platform in 2016 the network has undergone some innovative changes. Two features that particularly stand out on LinkedIn include:

  • LinkedIn pagesLinkedIn Statistics
  • LinkedIn video

Further Brand Salience With LinkedIn Pages

LinkedIn pages focus on the business brand, not the individuals within the brand, which provides your business with presence and identity. Moreover, LinkedIn pages provide more durable visibility and easier access for your content than LinkedIn personal profiles.

Anything posted to your personal LinkedIn profile will only be accessible in the feed for about 24–72 hours, unless it goes viral. LinkedIn pages prominently show content in the Updates tab, which is featured front and centre.

Linkedin Page Info#Fun Fact: 40% of users check LinkedIn daily, LinkedIn reports that companies who post 20 times per month reach 60% of their audience.

Create your business LinkedIn Page and start posting engaging content to grow your community and showcase your brand on the platform.

Use LinkedIn Pages as a Sales Gateway

Branding every step along the way matters LinkedIn pages is essentially a funnel to enhance your brand. For example, let’s say someone consumes a piece of content you’ve shared and is intrigued enough to search for you on LinkedIn. They find your page, see your experience, and read your company description. If they like what they see and are interested in learning more about your products or services, they click to follow you.

#Fun Fact: 40% of users check LinkedIn daily, LinkedIn reports that companies who post 20 times per month reach 60% of their audience.

Create your business LinkedIn Page and start posting engaging content to grow your community and showcase your brand on the platform.

Use LinkedIn Pages as a Sales Gateway

Branding every step along the way matters LinkedIn pages is essentially a funnel to enhance your brand. For example, let’s say someone consumes a piece of content you’ve shared and is intrigued enough to search for you on LinkedIn. They find your page, see your experience, and read your company description. If they like what they see and are interested in learning more about your products or services, they click to follow you.

Video LinkedIn Content Strategy For Your Business

Video brings the human self to the professional world and brings you much closer to your audience. LinkedIn video is an opportunity to inject your personality and experiences into real issues within the business world.

Producing Video Content for LinkedIn

People expect companies to provide value and education but creating content for LinkedIn doesn’t have to be overwhelming. For example:

  • Start small by posting a few times a week.
  • Test and figure out what works, weigh your results, and grow from there.

Developing a Video Content Strategy for LinkedIn

Making a big impact on LinkedIn is possible even if you don’t have a mammoth budget.Tip For Linkedin Video

How? Repurpose content used in other places and apply the same content practices for a company persona as you would for a personal brand.

For instance, you can edit 30- minute videos intended for your website into miniature videos for your LinkedIn page. The maximum video length for videos on LinkedIn is 10 minutes. However, it is recommended that video time should be around 1-2 minutes long, except for training videos.

The format you choose to shoot on LinkedIn does not make a huge difference, as it does on other platforms. You have all different formats that include square, vertical and horizontal format. What matters more is the quality of the content, lighting and sound these aspects mean more than video format.

A video can be beautifully styled but it simply will be overlooked if the content is useless.

Uploading Video to LinkedIn

LinkedIn’s algorithm purposely pushes native content over content that kicks traffic away from the platform. So post video natively instead of using YouTube links.

Videos uploaded should be a MP4 rather than a MOV file. Uploading MP4 files on LinkedIn allows you to include:

  • Title
  • Custom thumbnail
  • SRT file for your video, which optimizes the post for success.

By default videos are always muted so make sure to add captions with SRT files. Try using a transcription service like Rev this service makes SRT files for your video.

More LinkedIn Content Strategy Ideas

Don’t be boring and stick to posting only one type of content. Mix it up with:

  • Videos
  • PDFs
  • Links
  • Text posts

Anything that makes it look like a magazine.

Ask Questions & Keep Tone Conversational

The other way to make highly engaging content includes asking questions and tackling issues on your post.

Provide open conversations to your audiences about LinkedIn-specific topics. It does well because people like expressing their opinions.

By posing questions like “The best sales respond to objections with questions before answering. What’s your favorite objection-handling tip?”

Audiences can’t resist responding to topics like this. As a result, your company will have a great following on LinkedIn and will successfully make its followers feel like a community.

Conversational tone helps more comments and interactions without having to pronounce, “Comment below”. Present yourself as if you’re talking one-on-one with an individual, not necessarily as a company marketing to prospects.

Share Links & Images

LinkedIn has a reputation for not being a visual platform, but that has proven to be untrue, sharing photos and links works really well for LinkedIn audiences.

Show what your company is all about. To achieve this, use photos that are authentic and in line with your brand rather than stock images. For example, share casual, candid photos of employees, while adding some light branding and then share their story in the description directly on LinkedIn.

Don’t over complicate your content. Meet people where they are and share as much value as possible in your posts on the platform. If you want to close or convert lurkers to leads, you can do it on LinkedIn.

For instance, you can share employee stories on your website and social media and then on LinkedIn share an image and opening summary.

Look at the example below to get a better idea.

Share Links & Images

If you share a link do so in a way:

  • That gives a solid summary or shares one major insight from the article or site.
  • Provide in-depth and useful content
  • Give the reader the option to either glean some value from the LinkedIn post or click on the link to read more.

Upload Other Documents 

 LinkedIn recently introduced the option to upload PDFs, PowerPoint’s and other documents to organic posts from your home page, company page, or group. People love this feature, along with checklists, cheat sheets, and anything else that helps a busy professional feel like they’re getting things done.

Attain More Visibility on LinkedIn

Provide giveaways now and then, while giveaways are popular and effective on Instagram, many businesses aren’t currently doing them on LinkedIn. Take advantage of this on LinkedIn, this tactic is a fun and unique way to build a communinty. Always make sure to tie the prize back to business goals.

Boost Content From LinkedIn Pages

There are numerous ways to boost content from pages

  • Share content from your company page to your personal profile, encourage your employees to do the same and comment and interact with those posts.

This is especially key since LinkedIn members see posts in their feeds when their friends comment on them, even if there’s no prior connection between you or the company sharing the information.

  • Use LinkedIn’s publishing platform to amplify interesting articles or company blog posts with a call to action to follow your company page.

You can simply repurpose content from your site. Format it using LinkedIn’s drag-and-drop templates and publish it to LinkedIn.

LinkedIn Page Features

Over the past few months, LinkedIn introduced and announced a number of new features for pages, with more expected to roll out in the future. LinkedIn product teams confirmed plans to develop many of the features that have worked really well on other platforms.

These features include:

Custom Call-to-Action Buttons

These include Contact Us, Learn More, Register, Sign Up, or Visit Website. LinkedIn page owners can select a button and add the appropriate link to direct followers to any of these steps.

Taglines

With the option to add a tagline to your LinkedIn page, you can share a mission statement, a value proposition, or details on what to expect from your page.

Hashtags

Including hashtags on your page is another way to gain visibility and traction for your content. You can associate up to three hashtags with your page.

Descriptions in Different Languages

Another new feature on pages is the ability to share multiple About Us descriptions in different languages.

Post to a Page via Mobile

Permits you to post photos, videos, and updates on your mobile.

Content Suggestions

Clicking on the Content Suggestions tab on a page populates content topics and ideas that LinkedIn believes the page’s audience would be interested in.

Invite LinkedIn Connections to Follow Your Page

The ability to invite all of your connections to follow your page

 Subscribe to Page Updates

Employees will soon be able to subscribe to their company’s LinkedIn updates, which they can like, comment on, and share with their network.

All these features can be used to increase your businesses mental availability.

So, what are you waiting to improve your Linkedin Marketing strategy ? Go and start developing your LinkedIn page strategy now!

Author: Anthony Camerlengo