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If LinkedIn is primarily a business networking and recruiting social network, is content that important?
While some businesses regularly post content on LinkedIn, others just use the platform for networking and rarely add content to their page. Many of those who do add content might cross-post what they already shared on their blog or other social media channels because they don’t feel the need to create a content strategy specific to LinkedIn.
Research and results have shown that content on LinkedIn is not only helpful but an integral part of B2B marketing and networking.
Use this guide for creating LinkedIn SEO content that is high quality and optimized for generating leads and converting your readers.
Over 90% of marketers use content marketing in their strategy. This is because content marketing shifts the sales cycle from making a single sale to building relationships with customers. When you invest in a relationship, you increase their loyalty to your brand, encouraging them to continue purchasing from you and using your services.
About 65% of sales revenue comes from loyal customers.
When you have this long-term goal in mind, you use your content to generate a demand for your product, remove roadblocks, and educate them about the industry. These methods ensure that your prospects aren’t making a sudden emotional decision to purchase from your brand but truly understand their need to buy your products and how their life or career will improve from them.
That shifted mentality is what will keep customers coming back to your company.
People are online for an average of seven hours a day worldwide. They are constantly researching information, reading news, scrolling through social media, and checking emails. Therefore, having online content is essential for getting in front of your audience. If you don’t have content online, your audience is more likely to go with a competitor reaching them through their online channels.
However, merely creating content through platforms like LinkedIn isn’t enough to get your brand in front of your audience. You also need to optimize it, so it shows up in customer searches and their feed. That’s why content creation and SEO go hand in hand for a successful content marketing strategy in 2022.
Courses on LinkedIn Learning will give you more insights into how to use LinkedIn content for marketing purposes.
Get more insights about content creation on LinkedIn and managing your social media strategies:
Here are a few of the best performing formats of content you can add to your LinkedIn content strategy to generate more leads and increase your brand awareness:
LinkedIn articles with eight photos perform best on the platform and get the most views.
Through LinkedIn, you can edit and tag images you post. Tagging other people or businesses on LinkedIn helps get your content in front of more people.
LinkedIn also allows you to upload multiple photos at once. You can use this feature for brand storytelling by uploading several pictures that follow an event or story.
Videos are the best performing content on LinkedIn, even over articles with images. LinkedIn allows you to select a thumbnail or upload a thumbnail to ensure the most engaging image shows up in people’s feeds to increase your engagement. You can also upload captions for your video for your viewers who don’t turn on their sound when scrolling through their feed.
You can upload videos up to 5 GB in size, which allows you to share high-quality media with your audience.
There are two primary forms of text-based content on LinkedIn. Short-form posts are small text-based posts, similar to a Facebook post or Tweet. For example, you can give small updates on your business or recognize holidays.
However, long-form articles perform best on the platform. These full blog-length pieces educate your audience and establish yourself as a thought leader. The best-performing articles are between 1,900 and 2,000 words long.
Image from OkDork
Use these five steps to create content that converts on LinkedIn and ranks well in search engines.
If you want your LinkedIn content to make an impression, create a mix of cross-posted content and unique content. If you only repurpose content from other channels, your content will lose value as your audience that follows you on your other social media platforms isn’t learning anything new.
Instead, invest in creating LinkedIn-specific content optimized for the professional audience on the platform.
Here are a few strategies to help you come up with creative and new ideas:
LinkedIn is not an ecommerce site, and if you go into content marketing with the hopes of selling a product through LinkedIn, you will end up disappointed. Instead, you will see results far more valuable than selling a product because LinkedIn is the top platform for lead generation.
Conversion on LinkedIn means your audience completed your target action. Often this action is entering their information on a lead collection form. These leads are high-value prospects that will turn into loyal customers and brand advocates.
For an effective lead generation strategy, create content that focuses on your customer rather than your brand. You can cover topics that your audience relates to and solve real problems they face. Ask yourself, what are their biggest challenges or what information might help them at their jobs?
If they can trust you to help them with small challenges, they are more likely to trust you to help them with more significant challenges that your products and software solve.
Mix up the types of content you use on LinkedIn. For example, don’t just stick with long-form articles and neglect videos, images, and short-form content.
You should also create content for every part of the sales cycle. Some of your audience might never have heard of your business before. Instead of jumping right into topics for industry experts, create some articles that introduce your audience to your company and what you do. These demand generation articles create interest in who you are and increase your follower count.
Other articles will focus on lead generation by promoting webinars, free downloads, and newsletters that promise more thought leadership content.
Conversion copy is similar to lead generation articles, except it’s more strongly focused on converting the sector of your audience that has already expressed interest in your brand. Your conversion copy is what will move your audience from interacting with your brand through social media to visiting your website, where they will complete the sales cycle with a purchase.
Your LinkedIn engagement is one of the best indicators of your content’s success. Some examples of engagement include:
You can calculate your engagement rate by comparing how many total views your content received to how many of those viewers engaged with the content. For example, if 100 people viewed your article, but only one liked it, your engagement rate is 1%. A low engagement rate indicates that your article isn’t capturing people’s attention, it doesn’t have relevant information, or you’re targeting the wrong audience.
The LinkedIn search engine pulls content from all sources across LinkedIn. However, traditional SEO “hacks” don’t work on LinkedIn anymore because the platform changed its algorithm so that more relevant content appears in people’s feeds and searches.
To rank well on LinkedIn, you must focus on the quality of your content rather than completing a checklist of SEO to-dos. The reader now has more control over what types of content they want to see and what content they want to block. If your content isn’t quality and relevant to the user, they can block it from their feed, and no amount of SEO strategies will bypass those settings.
However, there are a few tips for improving some of your rankings. For example, LinkedIn searches list content primarily based on connections. Therefore, your followers will see content from brands they follow before content from other brands, which means increasing your following will also increase how many searches you appear in.
Hashtags are another key factor in your ranking. Hashtags are the primary way that users find content on relevant topics. Users can also follow relevant hashtags, which means the hashtags you use in your content will make it appear in people’s feeds.
Image from LinkedIn
While your LinkedIn posts only appear in internal searches, articles are also ranked in search engine results. To rank well in Google search, use traditional SEO strategies, including:
Our content creation team at Kubbco is ready to help you create unique and quality content for LinkedIn to rank well and generate more leads.
Contact us to learn more about our content creation services.