LinkedIn Content Marketing Strategy, Drive awareness and revenue
Because we meet our prospects online most often before we meet them offline, your goal is to build credibility and trust before pitching your services and the best way to do that is through a LinkedIn content marketing strategy.
A content strategy is part of your marketing plan where you create and distribute media either written, visual such as images and video and downloadable such as pdf reports.
Gaining a competitive advantage can be fairly simple if your competition is not creating content or more importantly, content that has no real value.
What isn’t surprising is the fact that savvy marketers are getting on board with a content marketing strategy. The Content Marketing Institute reports, 70% of B2B marketers surveyed say they are creating more content this year than they did in 2016.
Why consider a LinkedIn Content Marketing Strategy
B2B marketers use LinkedIn as a lead generation tool to find and connect with prospects. Taking those prospects through a sales funnel requires an awareness campaign to build trust and again, the best way to do that is with relevant content that informs and educates.
Think about the questions you most frequently get asked and answer those through content such as publishing content from your LinkedIn profile, sharing your company page blog posts in a update are two examples.
Start With Your Business Objectives
If you are just starting out with content marketing, you need to find the purpose that will drive your strategy and flush out who you are creating the content for. Do you see lots of random content being posted on LinkedIn? Those are the people who have no strategy!
Additional steps to consider in your LinkedIn content strategy
• What challenges will your content address?
• What is your contents mission? Once you decide on your mission all of your content should align with it.
• How will you differentiate yourself and your content?
• How will you provide value to your target audience, beyond our products and services?
• How will you get your content done ?
• Create a content calendar to plan out your themes and publishing schedule
Research Current Content Topics on LinkedIn – Write Better Content
When publishing on LinkedIn I suggest you do competitive research on your topic. This will show you the articles published and by whom. Look for the opportunities in your industry where you can jump in and lead.
Articles published on LinkedIn are searchable in Google, so be sure you begin with a solid, key word rich headline. Start a topic search: https://www.linkedin.com/topic/topicNameHere
Example of a topic search on LinkedIn:
A topic search also shows jobs, companies, and people. It will also ask you to add this skill term to your profile, so if might want to be you have added it.
Using LinkedIn Mobile App for Searching Topics
Members can now search for any topic and find relevant articles published on LinkedIn, either by third-parties, or shared by other members in their feed.
Search your home page feed. Enter the keywords in the search box and find what you’re looking for under the Posts tab of the search results page.
Tap into hashtags. Hashtags included in your posts (or others) are now linked and lead to search results so that you can discover other posts with the same hashtag.
Explore topics you care to write about, and look for ways to gain a competitive advantage and dominate a topic or niche.
Last, remember a content strategy requires a thoughtful approach and must emphasize what your ideal audience wants to learn from you. You will build trust and credibility in time and with consistency. Be patient and clear.