The days of content marketing as a standalone entity are long gone. This doesn’t mean that content isn’t still a viable tool for brand outreach – quite the contrary. Instead, the reality of the modern content world is one that rewards brands willing to break the mold and embrace change. To keep in line with this theme, let’s talk about the best ways to maximize the constantly growing LinkedIn platform in terms of social presence and content outreach.
The Power of LinkedIn
As great as being a trendsetter sounds, is there really a reason to shift your focus toward LinkedIn when it comes to content promotion and interaction with your targeted audience? According to Julia McCoy of Search Engine Journal, the answer to this question is a resounding yes.
Aside from the 184 million unique visitors to LinkedIn each month, this social network also lays claim to a conversion rate that’s three times higher than either Facebook or Twitter. Additionally, with over two million unique groups creating riveting opportunities for interaction and 172,000 new sign-ups each day, it’s safe to say this LinkedIn fits the definition of rapid growth and development.
Maximizing the Value of the News Feed
Now that you understand the raw power of this platform, it’s time to talk about getting the most out of your time on LinkedIn. As ClickZ’s Roger Katz explains, this practice starts with maximizing your presence on follower news feeds via high quality content – like links back to relevant blog posts and selections on your branded pages. Naturally, this process becomes a lot easier as you gain more followers, but thankfully there’s still plenty of ways to get noticed if you’re new to the network.
First off is the ability to target updates and promotions via localized attributes, as well as by industry, seniority, company size, and a variety of other functions. If that’s not helping you get on the map, then sponsored updates could be the key. This practice does open up your brand to a huge new array of consumers and target demographics you may not currently have access to, but it does come at a price that might not always agree with your marketing budget.
Rubbing Elbows
If you’d rather take a more organic approach, Katz goes on to point out that LinkedIn has made a name for itself as a place of conversation and discussion, so why not rub some elbows with other thought leaders on relevant group pages? By sharing your own advice and expertise, as well as responding to queries with helpful and informative replies, your brand can emerge as a vital member of the community and a worthwhile option for social follows and interaction.
Skip the Sales Pitch
As far as the postings on your own LinkedIn page go, Gregg Schwartz of the Content Marketing Institute suggests skipping the sales pitch. Coming off as “salesy” is a major LinkedIn faux paus, so focus instead on sharing relevant content and links. The members of this community demand value and worthwhile content, so focusing on selections that both intrigue and educate is your best course of action. Obviously, this requires the two-pronged attack of both finding pieces on the wide web to share and developing great content in-house or via commissioned services. However, when compared with the response garnered by simply begging for shares, it’s easy to see why this method is well worth the work required to succeed.
Spread the Word on Other Channels
Finally, Schwartz recommends spreading the word on as many other platforms as possible. Whether you add a call-to-action (CTA) in your most recent blog post, or you leverage your Facebook followers, going “all-in” on LinkedIn promotion is the best way to get the biggest return on this front. When combined with the rest of what you’ve learned, becoming a must-visit page on this network isn’t just wishful thinking, it’s well within the reach of your brand.
