How to Plan a Successful Content Marketing Strategy for LinkedIn

POSTED: May 16, 2017 BY: CATEGORY:

LinkedIn is one of the most popular social media platforms. While it’s been around for a number of years now, LinkedIn has gone through a lot of changes, from being a place to post your online resume to the full publishing platform it is today.

Content marketing is an important marketing strategy for most businesses and for the majority of successful organisations, social media is a key channel for content distribution and promotion. You might be familiar with using Facebook and Twitter to promote content, but the value of LinkedIn is not to be overlooked, especially for B2B marketers.

LinkedIn has recently added a number of features to make it more effective as a content marketing tool, and it’s well worth taking advantage of these if you want to raise your visibility and grow your organisation. Using LinkedIn for content marketing requires a strategic approach if you want to get great results, so I thought I would share a few pointers.

Planning is crucial

Planning and documenting your content marketing strategy is essential if it’s going to be successful. Without a plan, it’s going to be extremely difficult to be consistent and keep on track with your LinkedIn content marketing.

One great way to plan for any social media marketing campaign is to create an editorial calendar. This helps you keep track of what you are going to publish and when. It helps ensure everything stays regular and consistent and also helps you maintain a good balance of different content types.

Nominate a person to manage your LinkedIn marketing

To get a consistent, strategic approach it’s a good idea to nominate a single person who can manage your LinkedIn postings. If you have too many people trying to look after it, you may end up with a lot of posts without any cohesion. It’s fine to delegate the content writing to multiple people, as long as there is one person who ensures everything is at a consistent standard and in line with your strategy.

Create clear brand guidelines

With any type of content marketing you’ll want to make sure the content you produce is consistent, recognisable and in line with your brand values. To do this, it’s a good idea to create a written set of guidelines that your team can use when creating content. Include visual guidelines to how your content should look, along with the tone and style of writing.

Make use of experts

You don’t have to produce all your content marketing material yourself. It’s a good idea to make use of collaboration and experts, both in house and external. Having a broad range of expert content is a real asset for your brand and can build your credibility.

LinkedIn is well worth pursuing if you’re keen to grow your brand through content marketing. With these tips you can save time and money on your LinkedIn content marketing strategy and get better results.

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ABOUT THE AUTHOR

#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.