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How To Maximize Content On LinkedIn

Increase Website TrafficWhen it comes to social media marketing, many

brands focus their energy and resources on

engaging their customers and leads on Facebook

and Twitter. However, if you’re just focusing on

these social media outlets then you may be missing

out on an important opportunity to reach more

qualified leads.

LinkedIn offers excellent opportunities for brands

from various industries to reach both B2B and B2C

customers. Marketing on this platform for

professionals requires a bit more than the

occasional update, however. Below, we’ll discuss

how you can maximize your reach on LinkedIn with

actionable tips you can start using today.

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5 Ways to Maximize Your Content Reach on LinkedInAre you taking advantage of all the opportunities that LinkedIn offers for reaching

your target market? Here are just a few tips for maximizing your content reach on

LinkedIn so that your brand can increase brand awareness, generate more leads,

and drive sales.

1. Share unique, relevant, and engaging content on your company LinkedIn pageYour company can use its LinkedIn page to reach new prospects and generate

continued interest in your brand. It can also be a great place to establish industry

expertise and build stronger relationships with your current customers.

To do this, however, you need to create content that is relevant and valuable to

your audience.

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Here are just a few types of content

that you might share on your

company’s LinkedIn company page:

• Blog posts on your target

audience’s greatest challenges and

issues

• Registration information for

webinars or webcasts

• Invitation for a free demonstration

or consultation

• Links to relevant e-books,

whitepapers, or case studies

• Relevant industry articles from

reputable third-party sources

• Bright and attractive infographics

and other relevant visuals

1. Share unique, relevant, and engaging content on your company LinkedIn pageIn addition to sharing content on

LinkedIn, make sure that you are

also engaging with your

followers and responding to

comments or questions. This

helps you build stronger

relationships with leads and

customers, which in turn can

drive sales.

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2. Publish content on LinkedIn’s publishing platformWith all the places that your company publishes content, you may wonder, why use

LinkedIn’s publishing platform? One of the greatest advantages of LinkedIn’s

Publisher is that any content you post through the platform is searchable by

keyword in LinkedIn’s search box. This allows your brand to expand your reach on

LinkedIn by connecting with individuals who are searching for content that is

relevant to your brand.

You can publish a wide range of content via LinkedIn’s publisher, but there are some

topics that you might want to focus on:

• Unique insight or tips relating to trends in your industry

• Lessons that you have learned over the course of your professional career

• Professional expertise and experiences that may be relevant to your audience

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2. Publish content on LinkedIn’s publishing platformFor best results, try to publish original content on LinkedIn Publisher on a monthly

basis or more often if you have topics that you are passionate about. When

publishing content, remember to link back to relevant pages of your website and

blog or any other useful content you are trying to promote such as e-books and

whitepapers.

To see what is popular in your industry, check out LinkedIn Pulse. This can help

provide a little inspiration to get you started as well as give you a clearer idea of

what the most clicked on content on LinkedIn looks like.

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3. Create engaging visual content on SlideShareLinkedIn acquired SlideShare in

2012, and this platform has since

grown to become a popular place

for sharing diverse types of

professional content. According

to LinkedIn, about 70 million

professionals use SlideShare to

quickly learn more about the

topics that are important to them.

The site boasts over 18 million

uploads in 40 different content

categories, making it a great place

for brands to connect with

potential customers and clients.9

3. Create engaging visual content on SlideShareThere are a variety of different types of brand content that you can share on

SlideShare, including:

• Webinar and conference recordings with the accompanying presentation slides

• Tips and How-To guides for your company’s products and services

• Company presentations on topics that are interesting and relevant to your

target audience

• Infographics and other stunning visual content

• Influencer videos or other company videos containing relevant and unique

content

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3. Create engaging visual content on SlideShareIf you are going to use SlideShare to increase your LinkedIn content reach, it’s

important that you post weekly or monthly to keep your followers engaged. The

platform makes it simple for you to organize content into playlists and add lead

forms into your presentations to help with lead generation. In addition to forms,

you can also link back to your website.

Not only does SlideShare help you capture the attention of new leads, but it can

also help your company establish authority. The more relevant and useful content

that you publish on SlideShare, the more opportunities you have to build brand

recognition and demonstrate your industry expertise.

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4. Become active in industry groupsThough many brands understand the importance of social media, some forget one

of the most important aspects of social media marketing – engaging with your leads

and customers. LinkedIn groups are one of the best ways to join the conversation

and engage with others in your industry.

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4. Become active in industry groupsParticipating in groups is a great way to not only better understand those who need

or use your product or service, but also help establish thought leadership in your

industry. Here are a few key guidelines for participating in industry groups on

LinkedIn:

• Avoid self-promotion. These groups are a forum for discussion, not a marketing

platform.

• Share your experiences and contribute important insight. This helps you

establish thought leadership and encourage community.

• Spark conversations. If you don’t see a conversation about the industry trends

and challenges that you’re most interested in, why not start one?

• Get a feel for the crowd. While you are in these groups, you can ask questions in

order to help you better understand sentiment among your target audience.

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4. Become active in industry groupsTo get started, you can create a group for your company. Get others in your

company involved by assigning ownership and tasks to different members of your

team. Be sure to monitor these posts daily and respond to any questions or

concerns. To get others to join, promote your LinkedIn group on other social media

channels.

In addition to starting your own group, you can also participate in existing industry

groups. By initiating conversations and engaging with others in your industry, you

will gain important insight while also establishing your company as a thought leader

in the field.

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5. Promote your brand with sponsored updates

LinkedIn sponsored updates allow your

company to reach a targeted audience

of professionals outside of your group

of company followers on LinkedIn.

With direct sponsored content, you

can share relevant and engaging

content right in your feed. This type of

sponsored content allows you to

create personalized messaging that

works to interest and engage specific

target audiences. You can also test

different types of content in order to

optimize results.

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5. Promote your brand with sponsored updatesSponsored updates help you generate more quality leads while also having the

added bonus of allowing users to share the content they like best with their peers

on LinkedIn. Here are just a few types of content you might use for your sponsored

updates:

• Company news or updates, including job openings

• Some of your best and most popular blog posts

• Industry news and research that may be of interest to your audience

• Relevant case studies or white papers

• Webinars and other content that your company’s executive team has produced

• Eye-catching infographics and other relevant visuals

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5. Promote your brand with sponsored updatesThe most successful sponsored posts are typically short and sweet with engaging

visuals. It’s also important that you make sure that your landing page or website

(wherever the content leads to) is optimized for mobile devices as much of the

engagement with sponsored updates comes from mobile device users.

You can also add URL tracking codes to your sponsored posts in order to measure

post-click engagement. These codes track site visits and conversions, giving you a

better idea of how your sponsored content is performing overall. Be sure to

periodically look at your engagement metrics so that you can focus more time and

resources on the audiences that are most likely to engage with your content.

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SevenAtoms is a San Francisco based inbound marketing company that helps businesses market their products and services online to achieve tangible,

bottom-line results. We have a passion for inbound marketing and love helping our clients grow their brand and create sustainable lead generation sources.

Our expertise extends to SEO, PPC, social media, and content marketing, and we are especially adept at integrating these channels so that they work

together to drive maximum performance.

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