3 Ways To Use LinkedIn for Content Marketing

June 20, 2013 Mark Sherbin

LinkedIn has found solid footing in the world of social media. The professional network’s steady growth has helped position it as a rising star in the marketing world.

LinkedIn’s use as a marketing tool suddenly became much more viable with the launch of LinkedIn Today and Influencers, connected programs that focused on turning the social network into a content hub. According to LinkedIn spokespeople, even bigger updates are coming in the future.

Your audience already lives on LinkedIn, especially if you’re in the B2B space. For B2C professionals, the benefits are hazy at best. But that doesn’t mean they aren’t there. From enterprises all the way down to startups, B2C businesses are using LinkedIn for talent acquisition and thought leadership.

Just how well is LinkedIn doing? Below are a few stats to help paint a picture.

  • LinkedIn is the world’s largest professional networking site, including more than 200 million members across 200 countries.
  • Company pages are already way more popular than you think. As of the beginning of the year, more than 2.6 million companies use the “company page” feature.
  • A recent survey found that 87 percent of those polled trust LinkedIn as an information source for making decisions. (All stats found here.)

There’s no doubting LinkedIn’s potential reach for your marketing. The professional network offers plenty of ways to push your content out to your audience.

How can you use LinkedIn for content marketing right now?

You’ll definitely want to keep your eyes open for future developments in the world of LinkedIn. For now, though, it’s important to build up a presence. You’ll be prepared when new content-focused developments drop.

For B2B businesses, it’s time to stop tying up resources on Facebook, where your audience isn’t receptive to your content. Shifting to LinkedIn (instead of adding it as a channel) makes it easier to justify the resource allocation.

How can you get started using LinkedIn for content marketing right now? Here are three ways.

Like your Facebook brand page, a LinkedIn Company Page is a place to position your brand as a leader in your market.

For B2B companies, the difference between Facebook and LinkedIn pages is striking. It’s clear that professionals have very little interest in engaging in business activity over Facebook. Why spend time maintaining a page that lends little to your marketing?

LinkedIn, on the other hand, features an engaged professional audience. Through company pages, marketers can push content out to followers’ newsfeeds.

LinkedIn Groups represent the most underrated opportunities in a content marketer’s playbook. Here, you have a pre-segmented audience that visits in order to consume the type of content you’ve been creating on your blog.

Your content marketing strategy is all about helping your audience. That’s exactly what LinkedIn Groups gives you the opportunity to do—and on a much more personal level. Potential customers willingly identify themselves, querying the group for answers.

Groups are also goldmines for content creation. Think of them as inside tracks to the kind of content that excites your audience. Popular topics represent golden opportunities to create long-form content. You can actually prove people care about these topics, making it much simpler to justify the investment on creating that content. Done right, it’ll also lead to a more engaged readership of your content and a stronger bottom line tied to your content marketing.

When thought leaders steal the spotlight, your brand gets an honorable mention.

You probably know a few smart people in your organization. They have opinions on the future of your industry, best practices, current trends and the like. Encouraging them to share those opinions on LinkedIn can help them build their personal brands.

Besides offering direct benefits to your brand, watching your brand’s thought leaders interact over the professional network is inspiring. Here, you’ll get a rich source of ideas for content development. You’ll also get a glimpse into the topics that get them fired up. That way, you’re armed with a topic with which they’re sure to follow through when you approach them to create content.

How do you use LinkedIn?

Are you already using LinkedIn for your content marketing? Share your strategies with us in the comments.

About the Author

Mark Sherbin is a freelance writer specializing in technology and content marketing. He shares occasionally insightful information at Copywriting Is Dead, where he promotes authentic communication between organizations and their audiences. Say hello on Twitter: @MarkSherbin.

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