June 21, 2021 Content Chat Recap: How Marketers Can Optimize Their Use Of LinkedIn For Content Marketing

A #ContentChat header image that says today's topic is how to optimize your content marketing strategy for LinkedIn, with guest Louise Brogan.

What are your go-to channels for content marketing? The 2021 Social Media Marketing Industry Report found that Facebook and Instagram are most used by marketers, but LinkedIn remains a top priority with nearly 81% of B2B marketers using the site, surpassed only by Facebook.

In this #ContentChat, we’re joined by Louise Brogan, owner of Social Bee and host of LinkedIn with Louise, to discuss how marketers can optimize their use of LinkedIn for content marketing. Read the full recap below, where we discuss the essential LinkedIn profile elements all marketers should address, how to syndicate content on LinkedIn, the new features you may have missed, and more.

Q1: How is LinkedIn different than the other widely-adopted social media channels, and what unique opportunities does it provide?

LinkedIn is the most business-focused social media channel.

A1 – the main difference is that people go to LinkedIn with business already on their mind – seen as the ‘professional’ social media – a place to become known for your thought leadership as well as build business relationships #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

A1 When people use LinkedIn, they are mostly/usually/generally in a business or work frame of mind. As opposed to the other social channels, which are less business- and work-oriented. #contentchat

— Martin Lieberman (@martinlieberman) June 21, 2021

Agreed.

On Facebook, not as many of my friends are excited to talk about the geeky things about work that get me excited.#ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

A1: LinkedIn is a great place for all the professional content & thought-leadership. If used well, I think it’s a place to network with the people you admire & want to work with. Definitely apt to share what drives you and inspires you in your career! #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

A1 I actually joined in on a twitter chat last week with a LinkedIn expert (she was awesome)
A lot of people go to LI specifically for professional interests, and you can really optimize your profile to really showcase what you do
-Alyx #ContentChat https://t.co/UAeAlDF8cc

— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) June 21, 2021

A1: LinkedIn is great for context and connections. The context is work or industry-related. For both brands and personal profiles, lots of your valuable connections are there. #ContentChat

— Hushly (@MyHushly) June 21, 2021

But posts with a more personal/human element (opposed to promotional or blatant marketing material) typically perform well on LinkedIn.

I will say, I find more personal/human posts on LinkedIn (eg: promotions and other announcements) perform much better than generic “thought leadership” posts do. #contentchat

— Martin Lieberman (@martinlieberman) June 21, 2021

I am constantly baffled by people who do post less professional posts on LinkedIn that manage to get a great number of interactions (though many not positive). It seems to work really well for some people even though that’s not why most are on the channel. #contentchat

— Derek Pillie 🎯 (@derekpillie) June 21, 2021

Users are not limited by word counts (unlike Twitter).

And without character count limits. Sometimes I’m not sure whether the character limits work for or against conversational engagement. #ContentChat

— Dan Goldberg (@Jonas419) June 21, 2021

LinkedIn groups provide a unique opportunity to share thoughts and network with other professionals, and new features may help increase the popularity of LinkedIn groups. Facebook also offers groups.

A1. The #LinkedIn Groups are a great opportunity to share your thoughts on relevant topics and establish social authority amongst your peers and within your industry. It requires consistency. #ContentChat

— Zen Yinger (@ZenYinger) June 21, 2021

you can now get notified when someone posts in a group you are interested in, which is a real gamechanger #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Are they? I see very few groups on LinkedIn that are active with a lot of participation. Most of them get very little engagement. #contentchat

— Martin Lieberman (@martinlieberman) June 21, 2021

A lot of my LinkedIn groups moved to other platforms. Will be interesting to see if there is a resurgence with the new functionality that community managers have been asking for. #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

Direct or private messages are abundant, and potentially valuable, on LinkedIn.

A1b The real opportunities on LinkedIn exist in the private messages. Semi-social media is the place to be. #contentchat

— Ken Gordon (@quickmuse) June 21, 2021

Q2: LinkedIn constantly introduces new features and capabilities. What new features from 2021 should marketers know about?

The new Creator Mode allows users to add topics they’d like to be followed for, upload a video cover story, and other features focused on content marketing.

A2 – the main one is the new Creator Mode – with a focus on the content YOU create, the ability to add up to five topics you want to be followed for – personally I love the new video cover story option #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

so you will see it on someone’s profile if you both have it which is weird.. I have a YouTube video on it you can see in action here #ContentChat https://t.co/wUMqJwk2pT

— Louise Brogan (@LouiseBrogan_) June 21, 2021

A2: Creator mode on LinkedIn is new and quite cool because it prompts you to add the topics you’re interested in and what you like to talk about, which is always a great conversation starter! #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

LinkedIn has a new email newsletter feature to directly publish newsletters for your subscribers. Check out Allen Gannet’s The Creative Brief as an example.

A2: Not sure if it’s a 2021 or late-2020 feature, but email newsletters. We’ve seen a lot of users enable these.

From what we understand, it’s an option available to a percentage of users. Lets you send email when a new Article is published to your profile. #ContentChat

— Hushly (@MyHushly) June 21, 2021

LinkedIn Stories allows users to share temporary images and short videos.

A2: This was a late-2020 addition but Stories. Along with “Fleets” on Twitter, a “stories” type function seems to now be a social media platform standard #ContentChat

— Jennifer L. Dawson (@JLDContentQueen) June 21, 2021

The My Company tab helps brands better empower their employees with content. Check out Louise’s article for more details on how to use LinkedIn’s My Company feature.

From a business page perspective, the new MyCompany tab allows you to share content with your employees to share with their networks (new #employeeadvocacy tool) #ContentChat

— Keith Lewis (@KeithLewisComms) June 21, 2021

I use that functionality a lot with my clients. It helps cut through the noise for their employees, and easily see what the company would like employees’ help with amplifying. #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

It still needs some development (it ain’t no Elevate yet!) but an opportunity to get some help boost content and to help raise employee influencers #Contentchat

— Keith Lewis (@KeithLewisComms) June 21, 2021

Dan, I wrote about it here for @SMExaminer https://t.co/jeWFdveStm #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Q3: What are the core LinkedIn profile elements that all marketers should address?

Your LinkedIn headline and “about” are the two most important profile elements. Be clear and concise, and include keywords.

A3 – writing a headline that attracts your target audience to you – be concise and use your keywords, good head and shoulders headshot, and focus on your About section – write it in a way that draws the reader in #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

A3: I think having a strong summary written on your profile is critical because when someone glances at your profile, this is the first thing they see. A strong summary that explains who you are and what you do can really help 👏🏻👏🏻 #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

A3: Like a good piece of content, we’d start with headline and bio (“About”). Spend time to get those two right and you’re off to a good start 🚀 #ContentChat

— Hushly (@MyHushly) June 21, 2021

Include a profile photo that is just you (not a team photo, family photo, or picture with your pets, unless that is brand relevant) and business appropriate.

You would think it goes without saying, but, people really should make sure their profile photo is 1) just them and 2) business appropriate. #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

A3:
>Clear, professional head shot
>Descriptive headline
>Engaging and descriptive summary/about that #ContentChat

— Melanie Graham (@WriterGirlMel) June 21, 2021

And ensure that you fill out every section of your LinkedIn profile. You should include your contact details, a link to your other channels or sites, details of your past work, and more.

A3 Another lesson I learned from last week – take advantage of every space LI gives you to educate on who you are and what you do, and make it clear to understand
-Alyx #ContentChat https://t.co/W08rNaMOej

— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) June 21, 2021

Q4: How can brands promote their upcoming online or in-person events through LinkedIn?

The LinkedIn Events function allows you to create an event, invite your network, and start conversations with those interested in the event.

A4 – LinkedIn events has come a long way – you can invite your network, start conversations, drive people to your email list, get found by people interested in your topic and create a real buzz whether your event is online or offline #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Consider paying for sponsored posts or ads on LinkedIn to increase your reach.

A4: Ads (if you have the budget for it) are a great tool, but I’ve seen brands promote upcoming events by doing short, live videos. It’s an interesting approach. As a user/follower, I get a notification anytime someone goes live, so it can certainly grab attention! #ContentChat

— Melanie Graham (@WriterGirlMel) June 21, 2021

A4. Since you can target particular audiences and communities while sharing posts you can directly address your target audience. #ContentChat #LinkedIN

— Zen Yinger (@ZenYinger) June 21, 2021

Share update posts about your event.

A4: Sharing a post about what is coming up always helps. The post should contain some information about the content of the event & the logistics of it so it’s easy to read/understand! #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

Videos perform well on LinkedIn. Create a sizzle reel, a series of mini sneak peeks, or regular LinkedIn Live conversations to promote your event.

A4: Video performs really well on LinkedIn—so why not create a “sizzle reel” to promote your upcoming event? #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

or a series of mini sneak peeks of what is to come! #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

A4: I learn about quite a few virtual conferences and networking events via LI. A lot of brands make great use of regular Lives (which are like mini-events). I watch and engage on @adage Creativity Editors on LI every Friday. #ContentChat

— Jennifer L. Dawson (@JLDContentQueen) June 21, 2021

Q5: Can marketers syndicate their company’s content on LinkedIn? What content hosting features does the site offer?

Upload company blog posts as a LinkedIn article, or break your content into individual updates. Your LinkedIn Company page will also allow you to share articles.

A5 – share your blog as articles, upload video and chop up your content into smaller conversation starters. Company pages can now share articles as well. LinkedIn Stories, uploading native video, apply for LinkedIn Live and test out the features available to you. #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

the new feature on Pages to be able to write articles is a BIG thing that few people probably are aware of… #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Native video on LinkedIn performs well. Consider uploading raw video and directing your community to your YouTube or other video hosting site.

I have noticed that embedding video in the LinkedIn feed generates views. Adding images and linking to videos elsewhere has worked less well. Anyone else? #ContentChat

— Dan Goldberg (@Jonas419) June 21, 2021

definitely – native uploading my videos works SO much better than sharing my YouTube channel but I am also trying to grow the channel views so… got to balance it! #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

I love the idea of creating small pieces of content that then link to a deeper-dive. This works for contributed content too. #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

Use hashtags to reach other users who may be interested in your content.

A5: I’ve found that by sharing something interesting about an article or piece of writing, you start a conversation & get people engaged with it. Adding hashtags that correspond with the brand also helps. Shorter and concise content does really well on the platform #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

Q6: What is a LinkedIn Company Page, and how can teams create these?

Your LinkedIn Company page represents your business or brand on LinkedIn. People can follow your page and comment on your content (like with a typical LinkedIn profile), and you can add team members that also create content.

A6 – company page represents your business or brand on LinkedIn – people follow your page and comment on your posts – add team members to create content. You can link to your website, add the company to personal profiles. Create one via drop-down ‘Work’ menu #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Without a company page, your employees will have a difficult time connecting with each other. They may even create disjointed communities for your brand that are not officially approved and maintained by the brand.

A6: Cannot stress how important it is for a company to have a LinkedIn page because:
1. All employees get linked to it when they add their position to their profile so it creates a community
2. Brand identity – Best place to share what the company stands for! #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

An employee advocacy strategy, including social media guidelines, is vital for supporting and growing your team’s success on LinkedIn.

Can be really hard work and algorithm works against them – hence need get #employeeadvocacy set around it. But can be great showcase of your firm & what it stands for #ContentChat

— Keith Lewis (@KeithLewisComms) June 21, 2021

Post open job positions on your LinkedIn company page.

A6: Additionally, if you’re looking to recruit/reach prospective employees, you have to be on LP AND be listing your open positions. People aren’t going to your website for “career openings.” They’re on LI looking for openings, looking for connections in companies #ContentChat

— Jennifer L. Dawson (@JLDContentQueen) June 21, 2021

I think it used to be seen as more of a platform for bigger companies and just knowledge worker jobs, but now, it feels like that’s broadened. #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

And optimize your page so that it accurately reflects your employer brand.

and checking out what your Company looks like as a potential employer….#ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Louise shares a video on how to create your LinkedIn Company page in 10 minutes.

also… I think everyone who is in business on LinkedIn should have a Company Page and I know not all LinkedIn consultant teach that, but I have written extensively about it! #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

It’s so useful! Even if you are not going to be posting with a regular cadence, having the company page and pointing people to where you ARE active is a help. #ContentChat https://t.co/b70PpJjO0Q

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

Plus I made a video to show you how to do it … slightly longer than a tweet to answer 🤣 https://t.co/HR0GV1gU3L #contentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

just filling out all the details helps with SEO for starters.. #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Q7: How can marketers audit the success of their LinkedIn activities?

The community shares a handful of ways to audit your success on LinkedIn. Measure the traffic going to your site, amount of engagement on your posts and total number of visitors.

A7 – measure traffic going to your website, monitor the personal dashboard of the account or the metrics on the Company Page. Aim for engagement, comments and shares – and DM’s asking about your services! #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

A7: Measure visitors (new and existing) coming to the site from LinkedIn as well as how they’re interacting with your site. Are they converting? Which pages are they visiting? How long do they stay? #ContentChat

— Melanie Graham (@WriterGirlMel) June 21, 2021

measure followers to company’s linkedin page as well as profile and posts views and engagements #ContentChat

— Roni Reshef (@ReshefRoni) June 21, 2021

Test and tweak your content strategy to find when your LinkedIn community is most active on the site.

A7: What helps me is looking at a few things: when people are the most engaged, even in terms of geographies – what’s the best time to post; what types of content works and doesn’t work; checking how many views each post gets, etc. Doing this routinely helps major! #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

LinkedIn is the biggest social media driver for many of Erika’s B2B clients, so it is worth investing in the channel.

YES!

LinkedIn is the biggest social media referral driver for most of my B2B clients, with click-throughs typically 2x higher than the other engagement types. #ContentChat https://t.co/HciF3gVfJd

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

Q8: What general tips do you have for someone looking to boost the success of their content marketing through LinkedIn?

To be successful on LinkedIn, come from a place of wanting to help. Show that you are an expert in your space and actively engage with other users. Optimize your profile so your community can understand who you are and what value you can provide.

A8 – come from a place of wanting to help – be a resource for those in your network, build relationships and start conversations. First things first – get an optimised profile, a good network and decide what your content is going to be about. #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

A8: What you post on LinkedIn should be authentic and should make a difference/start a conversation/be impactful.

This is SUPER important! #ContentChat

— Rhea Mathew (@rhea_mathew) June 21, 2021

Stay committed to your LinkedIn page and any Groups you create. Deliver a consistent stream of high-value content, and encourage engagement to build relationships with your community.

LinkedIn groups came up briefly earlier. Any advice for gaining traction with members? TIA #ContentChat

— Dan Goldberg (@Jonas419) June 21, 2021

stick with them – I think there are plans afoot for groups – for now, you can ask members to request to be notified of new posts, but generally make them a place where your network want to go to ask questions #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

Use LinkedIn polls to quickly gauge your community’s thoughts on relevant topics and open a door for discussion.

I’ll relay one I received earlier today— what are LinkedIn polls and who can use them? #ContentChat

— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 21, 2021

I love polls! I have one running today – anyone can use them – make sure you allow space for conversation e.g. leave the fourth option as ‘let me know below’ rather than four solid options – open up with a question! #ContentChat

— Louise Brogan (@LouiseBrogan_) June 21, 2021

To optimize your ad strategy on LinkedIn, Louise recommends checking out content from AJ Wilcox or Alex Curtis.

Do you have any must-have tips for launching ads on LinkedIn? #ContentChat

— Melanie Graham (@WriterGirlMel) June 21, 2021

I recommend checking out AJ Wilcox for ads, or @tweetacurtis #ContentChat – not my expertise!

— Louise Brogan (@LouiseBrogan_) June 21, 2021

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