Social content marketing: content tips for LinkedIn

We often forget it but all social media channels have their own specific characteristics and types of usage. While most of us ‘simply’ share content on social platforms, we can do much better if we also optimize our content for those platforms. A few content tips for LinkedIn, increasingly an important player in the content marketing space itself.

Just as we don’t only optimize content for search engines, we don’t only optimize for social content marketing and networking platforms such as LinkedIn. However, when adding some context to what we share on LinkedIn or even by creating content within LinkedIn by tapping into the nature and usage of the king of social content marketing platforms for business, we can achieve a lot.

Referring to the optimization for search engines example (optimize for people first), it’s at least as important to write, create, present, share and optimize content for the LinkedIn user and more specifically the people you are targeting for one reason or the other, for instance in LinkedIn Groups and even on your LinkedIn profile.

In the presentation below, marketing automation vendor and inbound specialist HubSpot provides some content tips for LinkedIn and we added some more.

12 LinkedIn writing and content marketing tips

1. Timing matters. Create and post content depending on the days and times the LinkedIn Groups you have joined or your own ‘communities’ are most engaged.

2. Language and tone of voice. Keep in mind the tone of voice and speak the language your target audiences speak.

3. Facts and data. Use facts and data in discussions or LinkedIn content, they tend to work well.

4. Questions as a technique and a way to engage. Ask questions to drive interest when adding context to the content or discussion you share and now and then to spark debate. Also respond to questions in a relevant way, being someone who provides directions.

5. Use the fields LinkedIn offers. If you share content via LinkedIn, use the additional fields to provide context and/or ask a question.

6. Teasing words. When starting a discussion or commenting on one use words that spark interest (as in the example from the HubSpot Slideshare below, the words ‘secretly’, ‘bet’, ‘no idea’, etc.).

Attracting attention with words in LinkedIn – source HubSpot via Slideshare
Attracting attention with words in LinkedIn – source HubSpot via Slideshare

7. Social engagement. Add to a discussion in a positive tone of voice, even if you disagree or want to provide more context. Acknowledge the opinion and respect it. Thank for sharing it and add your two cents in an informative way (remember facts and data) without being pompous or showing off.

8. Content + content = 3. Treat the words and sentences you use to provide context to content you share as content themselves. Be active, engaging, to-the-point, trigger emotions and reactions. Every sentence and often even word can make a difference.

9. Don’t just share content. Also actually create content within LinkedIn, for instance by launching a discussion based on a short message you put up in a Group (containing data or facts and – optionally – asking for opinions). Look at them as mini blog posts and treat them as such.

10. Use visual and multimedia content. LinkedIn is about professional connections and interaction so it makes sense to use charts or Slideshare presentations and add them (with context) to profiles, Groups, etc.

11. Be personal without being intrusive or all over the place. Passion is good, too much of it can scare people off. In the end it’s about business and the people in there are mostly business people too.

12. Pay special attention to your LinkedIn profile and the words you use to be found, spark interest and get contacted. There are literally hundreds of blog posts just about that. And of course treat your LinkedIn company page with the proper compelling content attention.

Bonus tip: keep the headline short if you connected your LinkedIn account and Twitter handle and decide to tweet what you share on LinkedIn.

Below is the HubSpot presentation. What content tips for LinkedIn do you have?

Author: J-P De Clerck

J-P is the founder of i-SCOOP. Born and based in Belgium, he likes to share information, thoughts, inspiration and anything regarding the convergence of marketing, management, customer-centricity, publishing, digital technologies, psychology, transformation, optimization, media and IT - in the hope it serves you. The mentioned areas are those he has been active in since 1992 as a marketer, a consultant, a publisher and a trainer. Connect on Twitter via @conversionation.

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