Best Tips to Build LinkedIn Content Strategy for Your Brand
Author: Team WH
Published On: 01-07-23
Last Updated on: 03-07-23
Estimated reading time: 6 minutes
If you’re an avid LinkedIn scroller, you’ll notice snippets of several brand posts that talk to the customers. Whether it is a heartfelt story related to the company’s employees or the introduction of a new process, these companies engage their LinkedIn audience and give them a peek inside the brand.
This is a strategy that has witnessed resounding success, as 94% of marketers use LinkedIn as the primary channel to distribute content. A well-crafted LinkedIn content strategy can be the difference you need to push your brand into the spotlight.
But how can you achieve this? Crafting a content strategy for your LinkedIn company page is a step-by-step process that requires pre-defined goals.
Stay with us as we explore the importance of creating a content strategy and how to get started.
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, freelancers and clients looking to leverage its reach and connect with industrial peers or their audience.
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 assist you in attracting audiences.
- Continuous engagement with users provides you more insights into their needs and helps drive tailored experiences for better ROI
- Cultivates a budding relationship with users who fit your ideal customer profile
And the list goes on! As the most dominating professional platform in the market, LinkedIn is the perfect stage to build brand awareness and grow your user base.
Crafting a LinkedIn Content Strategy: A Brief Guide
Is your business committed to a LinkedIn content strategy?
Contrary to popular belief, merely having a schedule and posting about different topics does not constitute a strategy. The prerequisites are complex, and you must be aware that each stage is essential for the overall success of your campaigns.
But the question is – how to create a LinkedIn content strategy? What is the starting point?
Without further ado, here is how you can start building your content strategy for LinkedIn:
Set Measurable Goals
A content strategy that has no endpoint is counterproductive for your organisation. It continues to eat up resources while providing no promising results or reliable KPI metrics to analyse your performance.
Hence, the foremost step is to define and elucidate your goals. Defining short-term and long-term marketing goals will give direction to your strategies and allow you to reliably analyse marketing and sales results periodically. Most importantly, the goals don’t have to be too complicated.
Stick to the basics and focus on achieving metrics like engagement rates or brand awareness.
Setting and standing by your goals also helps you stay more accountable and aware of your campaigns. Tracking your goals will provide insights into the source of your ROI. In turn, this will lead to better decisions and better resource direction to nourish content creation strategies.
Mark your Target Audience
Your goals are set. But you cannot build marketing and sales strategies unless you know the reader. This brings us to one of the meatiest parts of the process – defining your ideal client profile.
Think about what your brand does. Relate your products and services to the real-life problems experienced by people. The group of people who stand to benefit from your offerings are the target audience.
Ask some basic questions after confirming your target audience, such as:
- What is the common characteristic shared between the group?
- What topics are relevant to them?
- What is the tone of voice appropriate to engage them?
Thinking about these questions will help you formulate a basic idea of the best kind of content on LinkedIn. You can also divide the audience according to age, location or industry type to execute a personalised campaign that covers their pain points for more effective lead generation.
Prepare for Analysis
It is difficult to keep tabs on your objectives if you don’t define measurable metrics. Choosing these metrics will help you track the progress of your objectives accurately and understand 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. As such, it is essential to schedule your posts in advance and stick to a regular schedule. This allows your brand to have a regular presence on the feeds of your target audience and makes it easier for them to find you.
The schedule must be comprehensive. The posting time is as important as the date.
You can analyse audience engagement and interaction to analyse their active hours and schedule your posts accordingly. The idea is to appear at the top of their LinkedIn feeds and communicate your presence with various insightful topics.
Choosing the Content Topic
Sure, you have finished the essentials of a LinkedIn content marketing strategy by defining objectives, setting up a posting schedule and confirming the metrics to analyse. Now comes the part that makes or breaks your campaign – the topics.
Always remember the goal of content is to educate and inform the audience by commanding their attention. Choose topics that communicate your industrial expertise and ensure you position the company as a leader in the domain before publishing content.
A LinkedIn content strategy can be the difference your brand needs to amass an expansive userbase and break into new markets. The important thing to remember is that it is a step-by-step process that starts when you define the goals. Having various long-term and short-term objectives helps you track the progress better and recognise the need to incorporate changes.
Key metrics like engagement rates and conversion requests provide a further boost by enabling an in-depth analysis of your content strategy. Commit to a posting schedule to streamline tracking and gain valuable insights into the progress of your strategies.
Lastly, don’t forget to choose a topic that resonates with the audience.
Craft a content strategy using these points to witness a difference and improve your ROI!
Frequently Asked Questions
1. How do I create a LinkedIn content strategy?
A LinkedIn content strategy demands five important pre-requisites:
- Setting up objectives
- Defining target audience
- Tracking metrics
- Deciding a posting schedule
- Choosing impactful topics
2. How do I promote my brand on LinkedIn?
Advertise your LinkedIn company page through different channels and include it in all brand communications. You can also ask your employee to follow the page and spread the message through posts.
3. What are the four pillars of LinkedIn content creation for content marketing?
The four pillars that dictate LinkedIn content creation are – authenticity, relevancy, engagement and targetability.