Hard to believe, but LinkedIn currently has 414 million members. The professional network has several different options for sharing content on its platform. But, how do you know which one to use?
To execute a strategic content distribution program on LinkedIn there are a few best practices that you should always keep in mind:
- Make sure the content has value to as broad an audience as possible. When your content is relevant and includes a benefit to your network, it is more likely to be shared.
- Plan what you are going to post in advance. Be strategic and thoughtful when considering what content you want to share. Is it pertinent? Is it helpful? Will it resonate with your network?
- Schedule out when your posts will run.
- Determine the frequency with which you will post. Too many posts can easily be seen as spam.
If you are doing it right, your content marketing efforts should garner new followers and an increase in the number of connection requests and views. Once people DO start connecting with you, make sure you engage. Have a conversation. Find out what interested them about your profile or the article you posted. These connections are what could open doors to new business and new opportunities.
LinkedIn is most definitely NOT Facebook. Your status updates should be informative and relevant. Link to interesting articles, attach white papers, tag members of your LinkedIn network about interesting things they are doing, talk about professional events you are attending and what you learned. It isn’t appropriate on LinkedIn to post about the frustrating morning traffic, anything controversial (e.g. politics!), or that your kid was cast in the school production of “Annie.”
Status updates should also be limited in frequency. Two times a day is maximum. Also, it’s important WHEN you post your status updates. Post during business hours only.
The benefits of LinkedIn’s long-form publishing format are many:
- A highly targeted audience and network of like-minded people, all of whom are potential business connections.
- Exposure as a thought leader to over 400 million potential connections.
- Increase in your followers as others share your content.
Here is a link to a great article that goes into more detail about two effective (and free!) content marketing options on LinkedIn.
If you’re ready to use your LinkedIn network to do some effective and strategic content marketing, give Avocet a call.