How to Leverage LinkedIn as Powerful Content Sharing Tool

Use The Power of LinkedIn for Content Sharing

LinkedIn boasts over 1 billion members in more than 200 countries (according to LinkedIn), making it the world’s largest professional network. This vast user base presents an incredible opportunity for digital marketers to connect with potential clients, partners, and industry influencers. Unlike other social media platforms, LinkedIn is designed specifically for professional networking and content sharing, making it an ideal platform for B2B marketers and service-based businesses.

One of the key advantages of using LinkedIn for content sharing is the ability to reach a highly targeted and engaged audience. LinkedIn’s robust filtering and search capabilities allow you to identify and connect with professionals based on their job titles, industries, locations, and even skills. This level of targeting ensures that your content reaches the right people, increasing the chances of engagement, lead generation, and conversions.

Why LinkedIn Content Sharing?

• Targeted Professional Audience: You put your content directly in front of a highly relevant audience, increasing your brand awareness and establishing you as an authority within your industry.
• Search Engine Visibility: LinkedIn content is indexed by search engines like Google, which can significantly improve your overall online presence. Sharing high-quality content can drive organic traffic to your website or landing pages, attracting potential customers.
• Lead Generation and Networking Potential: By consistently sharing valuable and targeted content, you can attract potential customers and leads who are actively seeking solutions and expertise in your industry. This establishes your thought leadership, builds trust, and positions you as a go-to resource. This helps you build meaningful connections within your industry niche, expanding your network and opening doors for potential collaborations.

Content Ideas to Share on LinkedIn

What to share and which types of content to use? Consider these types of content that perform well on the platform:

• Short-form Text Posts: You can share quick insights, industry updates, tips, or questions to spark engagement on LinkedIn.
• Articles: Use its built-in publishing platform for long-form thought leadership articles, case studies, and in-depth analysis.
• Images and Infographics: Catch attention with visually appealing, easily digested content.
• Videos: Upload your videos that tend to perform well. Share your webinars, product demos, or short tutorials.
• Company Updates: Update news stories about your company, product launches, events, and initiatives.
• External Links: You can even share curated articles relevant to your industry, but use this type of content sparingly and strategically.

Craft an Effective Content Strategy for LinkedIn

To make the most of your content-sharing results, it’s essential to develop a well-planned content strategy. Consider some of these key elements to include in your strategy:

• Your core topics and themes: They should align with your brand’s expertise and target audience’s interests. This will help you create a consistent and valuable content stream.
• Content formats: In addition to text-based updates on LinkedIn, consider incorporating various content formats such as videos, infographics, slides, and documents to keep your audience engaged and cater to different learning preferences.
• Headlines: Craft attention-grabbing headlines that entice people to click and read your content.
• Compelling Visuals: People are drawn to visual content. Choose relevant, high-quality images or create infographics that support your message.
• Content optimization: To increase the discoverability of your posts, use relevant hashtags, tag influential connections, and leverage LinkedIn’s content suggestions.
• Engagement: Ask thought-provoking questions, invite comments, and respond to your audience’s feedback. This will encourage a sense of community and build stronger relationships.
• Analytics: You need to monitor your content’s performance using LinkedIn’s analytics and make data-driven decisions to refine your strategy and ensure ongoing success.

Content Scheduling and Consistency

Maintaining a regular posting schedule can build an engaged audience. Here’s why:

• Consistency builds trust: Try to show up regularly. It builds a sense of reliability and expertise for your audience.
• Maximizing the Algorithm: LinkedIn’s algorithm tends to favor users who post regularly.
• Staying Visible: Frequent posting helps you maintain visibility in your network’s feeds.

Leverage LinkedIn’s Content-Sharing Features

LinkedIn offers several features that digital marketers can utilize to amplify their content and expand their reach. You can use these tools:

• LinkedIn Publisher: This built-in blogging platform allows you to publish long-form articles directly on LinkedIn. Use it to increase the visibility and discoverability among your network and beyond.
• LinkedIn Pulse: This content hub curates trending articles and insights from industry leaders and influencers, providing an opportunity for your content to be featured and discovered by a wider audience.
• LinkedIn Groups: Join and actively participate in relevant industry groups that can help you establish thought leadership, share valuable content, and engage with like-minded professionals.
• LinkedIn Showcase Pages: They allow you to spotlight specific products, services, or initiatives, providing a dedicated space to share relevant content and updates.
• LinkedIn Live: This live-streaming feature enables you to host virtual events, webinars, and Q&A sessions. This helps to enhance your brand’s credibility and foster real-time engagement with your audience.

More Tools for Efficient Content Sharing

You can use these tools to streamline your LinkedIn content sharing:

• Social Media Scheduling Tools: Plan and schedule posts in advance with tools like Buffer, Hootsuite, or Sprout Social.
• Content Curation Tools: Use services like Feedly or Pocket to help you discover and organize relevant industry articles to share.
• Design Tools: Use Canva or similar platforms to easily create engaging visuals for your posts.

Optimize Your LinkedIn Profile for Content-Sharing Success

Your LinkedIn profile serves as the foundation for your content-sharing efforts on the platform. By optimizing your profile, you can increase the visibility and credibility of your shared content, making it more likely to resonate with your target audience. Here are some tips to improve your LinkedIn profile:

• Complete your profile: Ensure that your profile is with a compelling headline, professional summary, work experience, skills, and recommendations. A well-crafted profile showcases your expertise and builds trust with potential clients and connections.
• Use relevant keywords: Incorporate relevant keywords related to your industry, services, and areas of expertise throughout your profile to improve its discoverability in search results.
• Display your content: Showcase your thought leadership by including samples of your published content, such as articles, blog posts, or whitepapers, in the “Featured” section of your profile.
• Leverage visual elements: Add a professional headshot and an engaging background image to make your profile more visually appealing and memorable.
• Stay active and engaged: Regularly update your profile with new accomplishments, skills, and endorsements to demonstrate your ongoing professional growth and commitment to your field.

Build a Loyal Following on LinkedIn

While content sharing is crucial, building a loyal following on LinkedIn is equally important for long-term success. Here are some strategic tips to help you cultivate a dedicated audience:

• Consistently share valuable content: Establish a rhythm for sharing. Share high-quality, informative, and engaging content that resonates with your target audience.
• Engage with your network: Like, comment, and share content from your connections and industry influencers to promote a sense of community and reciprocity.
• Participate in relevant groups: Actively participate in related LinkedIn groups, sharing your insights, answering questions, and building relationships with potential clients and partners.
• Leverage LinkedIn’s content suggestions: LinkedIn’s algorithm suggests content that may be of interest to your network based on their interactions and preferences. Use these suggestions to curate and share relevant content from trusted sources.
• Collaborate and cross-promote: Partner with complementary businesses, industry experts, or influencers to co-create content, guest-post, or cross-promote each other’s offerings. This will help to expand your reach to new audiences.

Amplify Your Content’s Reach Even More

Sharing content is only half the battle. Here’s how to boost its visibility even more:

• Encourage Employee Advocacy: Ask your team members to share company content to expand your reach through their networks.
• Respond to Comments: Foster a sense of community and build loyalty by engaging with those who comment on your posts.
• Run LinkedIn Ads: For targeted content promotion, you can run a paid LinkedIn advertising campaign.