Best Tips to Build LinkedIn Content Strategy for Your Brand
Marketing
Imagine reaching thousands of people, brands, and potential investors on LinkedIn. LinkedIn marketing is not just a trend; it’s an effective tool that can take your business to new heights. From boosting visibility to driving sales, the benefits are endless.
Picture your brand driving interactions such that followers eagerly await your posts. Think about the increased engagement and revenue as your audience grows.
Ready to harness the power of LinkedIn marketing? This guide comprises proven strategies to elevate your marketing strategies.
The Importance of a Curated Content Strategy for LinkedIn
LinkedIn has established its reputation as the number one professional platform. It is home to multiple businesses looking to connect with industrial peers or their audience. A resounding 94% of marketers use LinkedIn as their primary channel for distributing content.
As a business, you can build closer relationships with your users and help them feel more connected to the brand through targeted posts. Apart from that, here are a few reasons why an objective-based LinkedIn content marketing strategy is vital for your brand:
- Ability to filter your target audience and showcase your value
- Ease in communicating the expertise of your brand due to the contextual nature of the platform.
- LinkedIn supports both text and video content to help you attract audiences.
- Continuous engagement with users provides you with more insights into their needs. This helps drive tailored experiences for better ROI.
- Cultivates a budding relationship with users who fit your ideal customer profile
As the most extensive professional platform, LinkedIn is the best place to build brand awareness.
Crafting a LinkedIn Content Strategy: A Brief Guide

Is your business committed to a LinkedIn content strategy? Many believe having a schedule and posting on various topics is a strategy. It is not. The prerequisites are complex, and you must know that each stage is essential for the success of your campaigns.
But the question is – how do you create a LinkedIn content strategy that works? What is the starting point? Now, here is how to start your LinkedIn content strategy:
Set Measurable Goals
Every single content marketing strategy must have a goal(s). It could be anything from:
- Increasing brand awareness
- Generating website leads, or
- Establishing thought leadership
Setting goals provides your marketing efforts with a purpose and direction. Instead of simply marketing for the sake of marketing, you focus your marketing efforts on specific goals.
Goal setting also holds you accountable by requiring you to track your progress and failures. You will understand where your ROI comes from and how you may improve your strategy.
Your LinkedIn content marketing goals can be simple. They should align with your broader marketing goals. For example, you might aim to build brand awareness or boost website traffic.
After you set one or two goals, decide how you will track and measure them. You can track your website’s performance with Google Analytics. To gauge brand awareness, check your website traffic and see if it increases over time. Or you might look at post engagement to see how it grows with your reputation.
Mark your Target Audience

One of the first questions to answer regarding LinkedIn marketing is: What should I post on LinkedIn? To answer this question, you must first understand who you want to talk to. As a business owner, you likely know your target audience thanks to your ideal customer profile (ICP). Since LinkedIn is a network of professionals, consider your audience’s job level.
For example, is your audience mostly made up of independent solopreneurs? Or are you speaking to managers and heads of companies? Or perhaps you are targeting mid-level employees who report to one or more bosses. Whatever your audience, understand their needs and ensure your content meets those needs.
Prepare for Analysis
It is difficult to keep tabs on your objectives if you don’t define measurable metrics. These metrics will help you track your objectives and know when you’ve achieved your goals.
Some of the most common metrics to measure are as follows:
- Number of users amassed due to each post on LinkedIn (followers, reach, impressions)
- Engagement rates across all posts (likes, shares, and comments)
- Conversion queries (requests for quotes or contact requests)
Based on the completion of each goal, you can increase the target and measure the performance of your campaigns.
Chalk out a Schedule
The primary aim of a content strategy on LinkedIn is to maintain the audience’s attention to your brand and keep you fresh in their minds. It is essential to create a content calendar to schedule your posts.
Without a calendar, you’ll lose track of posting and forget what has happened and when. You are more likely to miss posting at the right times or repeat content when, in fact, you want to do the opposite.
Here’s how to create a LinkedIn content calendar:
- Define your social media goals, including who you intend to reach
- Understand your audience’s journey and audience
- Map out your content format
- Create a calendar template on free platforms like Google Sheets, MeetEdgar, and Airtable
- Fill your calendar with engaging and relevant content
- Review and iterate your calendar regularly
Choosing the Content Topic
Sure, you have defined your goals, set a posting schedule, and confirmed the metrics to analyze. You have finished the essentials of a LinkedIn content marketing strategy. Now comes the part that makes or breaks your campaign – the topics.
Always remember the goal of content is to educate the audience by commanding their attention. Choose topics that show your expertise. Position your company as a leader in the field before publishing content.
To find your best topic areas, you need to hit two goals:
- The type of content you want to read.
- Your brand’s expertise.
Never guess what you should write about – always lean on your audience research. Tailor your content towards what they want to read and what format they’d prefer.
On LinkedIn, you have several content types/formats to choose from. You will need to rotate through a few to keep your audience engaged. Let’s break down the major content types.
Text Posts
Like Facebook, LinkedIn allows you to post short status updates or “mini-blogs.” These are typically a few paragraphs of text with a maximum of 542 words. These posts also may include hashtags and links.
Photo Posts
Unlike Instagram, LinkedIn is not a photo-driven social media platform. That said, some photo posts can add variety and boost engagement. They should be audience-relevant and connect to your brand and expertise.
You aren’t limited to posting one image either. You also have the option to post a carousel of photos that tie together.
Carousels
Think of this as a PowerPoint presentation but on LinkedIn. A carousel is a slideshow-style post that lets you share up to 10 images, along with captions and links. It appears in users’ feeds as a large card, enabling users to slide through your PDF presentation.
Long Form Posts
You can also publish long-form pieces on LinkedIn, as you would on your blog. LinkedIn often allows between 1,500 and 2,000 words for these essays. They should be in-depth, topical, and provide your readers with significant value.
A great example of this is Sara Stockdale, founder and CEO of Growclass. She regularly shares funny, memorable stories to drive home her message.

Polls
Use short polls to learn about your audience. It will help you find the most helpful content for them. Then, you can better tailor your content to your audience. This will create a more engaging experience.
Link Posts
Link posts are a great vehicle for sharing the content you publish elsewhere, like on your blog. They are a great way to drive traffic and lead to your desired landing page. Link posts include a preview that automatically pulls in imagery from the site you’re linking to.
Optimizing Your LinkedIn Profile
Whatever goals you’re pursuing, have a complete LinkedIn page. LinkedIn data shows that complete pages get 30% more weekly views. Use all relevant tabs and sections to optimize your personal or business profile. For larger organizations, Showcase Pages can extend your main business page.
They can highlight specific business units, brands, or initiatives. For example, if you have an exciting Q4 campaign to highlight, a Showcase Page can help draw attention. Don’t let your main page content get stale. LinkedIn recommends updating your cover image at least twice a year.
Optimize your LinkedIn personal profile in the following 5 steps:
- Step 1 – Choose a strong profile picture
- Step 2 – Utilize Background Photos
- Step 3 – Choose a catchy headline
- Step 4 – Put an effort into drafting your About Section
- Step 5 – Edit your profile URL
- Step 6 – Create your profile in another language
Final Thoughts
To boost content marketing reach, use LinkedIn, especially if your audience includes business professionals or industry experts.
However, don’t just post randomly—devise a content marketing strategy and develop as you go. Don’t focus wholly on LinkedIn, either. Instead, prioritize your website and blog for content, with LinkedIn as a backup.
Ultimately, you don’t want to build your brand presence on rented real estate. LinkedIn can effectively reach a wider audience, build brand awareness and nurture leads. Ensure you do it strategically. The team of experts at WrittenlyHub are on ground to help you get started on revamping your LinkedIn digital marketing strategy.
Frequently Asked Questions
1. Is LinkedIn Marketing Expensive?
LinkedIn marketing can be costlier than other social media. Most reports say the cost-per-click (CPC) on LinkedIn is $5 to $6. It’s crucial to consider the audience’s quality and the ROI for your brand.
If your audience is active on LinkedIn, consider moving your ad budget there if your ads do well.
2. What type of content performs best on LinkedIn?
Like other social media platforms, specific content types do better than others. For instance, Instagram favors pictures and videos; Twitter favors microblogs and tweets. In the case of LinkedIn, specific content types tend to do better. High-performing LinkedIn content includes:
- Industry insights
- Thought leadership articles
- Case studies
- How-to guides
- Company updates
- Infographics
3. What are LinkedIn Groups, and how can they be used for marketing?
LinkedIn Groups are communities where professionals with similar interests interact and network. Use them for marketing by joining relevant groups. Engage in discussions, share valuable content and connect with potential clients or partners.