How to create a LinkedIn content strategy?

LinkedIn has always been a popular social media channel amongst people from the business community across all industries. Lately, more and more people are choosing to actively contribute to the LinkedIn community by publishing regulary. Many of them are sharing their experiences throughout their career paths, opinions on different business practices, and much more. But sharing posts on our personal profiles is very different than creating a LinkedIn content strategy for a Company Page.

If you’re a responsible person for this task within your company and don’t know where to start, you’re at the right spot. In this article, I’ll list a few tips on how to create the best LinkedIn content strategy to achieve growth on your Company Page.

LinkedIn_content_strategy

Who is your audience?

Before you start posting anything you must define the audience which you want to target on LinkedIn. To define this ask yourself: who do I want to attract and educate about my company and what I offer? Here are two examples of different target audiences depending on the industry of a company.

 If you’re a digital marketing agency your target audience on LinkedIn would be marketing managers of the different successful brands. They can then see your posts on different services you offer or different case studies about your projects. This can hook them in and get them interested in your services. They might contact you and ask for different services for their brand. On the other hand, if you’re an IT company that sells retail software solutions, you’d want to attract people from the retail industry. Those people should be the decision-makers for technology solutions within the retail sector and might be interested in finding more about your product.

LinkedIn audience

If you’re interested to find out more on the topic of audience and how to use those statistics in your favor, check out our blogpost: Two things you need to know before you start planning digital campaigns. 

Language dilemma

Another important decision is the language which you’ll use in your posts. If your company is from a non-English speaking country, you’re probably faced with a dilemma of which language to use in your posts. The good news is that this one is easy to solve.

  • If your product’s main target is your country and you want to build brand awareness for it go for your local language.
  • B2B businesses that are selling a service that is intended for the local market only should use local language for communication.
  • Those who have a product or service which is not limited to the local market and can sell them worldwide should try and attract an international audience by using English in posts.

LinkedIn_communication

What type of content should you post?

Once you’ve defined you’re target audience you can start creating a LinkedIn content strategy. As a company page, your content should be a mix of educational posts about your company and industry, employer branding posts, and informative posts on products or services your company offers.

Avoid being too sales-oriented in your posts. Try not to push your product or service into the limelight of every post. When planning content and copy, be genuine and offer some sort of added value to every post.

Here are a few tips on which content to include in your LinkedIn content strategy:

  • Share relevant industry news
  • Create posts with interesting historical facts about your company
  • Make sure to post about new business achievements that you’re proud of
  • Attract new employees by sharing posts about your work culture etc.
  • Share inbound content that you’ve created within the company (blog posts, podcasts, YT videos, etc.)
  • Share PR clippings about your company and its CEO or employees

If you want to see some great examples, check out this Brafton article on 6 awesome LinkedIn content strategy examples.

Be consistent!

To be successful in your LinkedIn content strategy you must be consistent in publishing. Choose the days you want to publish and stick to them. Some people don’t have a habit to use LinkedIn over the weekend so to avoid smaller reach try and stick to publishing during the working days. Test different time frames and finds out which works the best for you.

According to the Hubspot article, the best time to post on LinkedIn is Tuesday to Thursday between 8 AM and 2 PM. The worst time would be on weekends or outside business hours (after 5 PM).  

LinkedIn_post_timing

Engage with your followers

Now that you’ve defined your LinkedIn content strategy it is time to put it in place. So, when you start publishing posts do not forget to engage with your followers. Just like on other social media channels, interaction under your posts can boost your reach and create better visibility. Because of that, if someone comments on your post, be sure to reply and engage in conversation.

Also, regularly check section ‘’mentions’’ in your notifications tab. There you’ll see if someone mentions your company in a post or comment. I’d highly recommend always responding to these. This action shows you care about the community and you’re willing to engage with your peers as a company.

If you’re interested to find out more useful tips for creating content across different social media channels, read our blog post: Tips for creating a content plan across different social media platforms. 



Author

Darija Ilić

Account executive at Kontra agency. PR graduate, huge animal lover and travel enthusiast.