Best Practices: How to Post Organic Content Effectively on LinkedIn

Previously, we talked about best practices for posting content on Facebook. Some of these same practices can be translated across platforms with good results. Despite these similarities each social media platform is different, and has its own “personality.” Who would LinkedIn be if they were a person? They’d be the thought leader with an entrepreneurial spirit that loves to network and meet new people—because new people mean new business opportunities.

 

In less imaginative terms, LinkedIn is predominantly a B2B social network revolving around careers, and a place where professionals can connect and share content with one another. It’s also a great space to promote your business and form partnerships with others in your industry. As with all social media platforms, there are plenty of options for paid advertising, but it’s also important to build your presence with organic content. Below, we’ve listed the best practices you should be following to post content that will stand out, help grow your network, and keep your brand top of mind.

 

1.    Define your target audience

Before you start writing content, you need to know who you’re creating it for. It can be helpful to develop personas for potential customers and followers, so you can cater your content to address their interests and pain points. Be sure you’re being relevant to your industry, and posting things that your followers will want to see—not what you want them to see.

 

2.    Have a strategy

If you’re posting at random with no real strategy, you’ll only be hurting your chances of growing a loyal following and gaining valuable connections within your industry. Be sure that you’re posting consistently, and have a plan for the type of content you’ll be posting to keep things fresh and interesting. Develop an editorial calendar so you can have a basic guideline of what you’ll be posting and when.

 

3.    Timing matters

While the best times to post can vary based on industry and platform, there are some benchmark statistics that show certain days and times result in more engagement. The early morning hours and evenings after the business day tend to get the highest engagement. LinkedIn also recommends posting daily, reporting that having at least 20 posts per month can help you reach 60% of your target audience.

 

If you don’t have enough quality content to post daily, Tuesdays, Wednesdays and Thursdays are typically the best days to post. Again, these numbers can vary, especially based on industry, so there can always be exceptions. Make sure you do your research and keep track of what works and what doesn’t.

 

4.    Utilize Analytics

Analytics are your friend when it comes to tracking your successes (and your failures). Pay attention to the “updates” section of analytics, where you can see how many impressions and clicks your posts received. More in-depth analytics, like click-through rates, can also be calculated. Keep what works well, and learn from the things that don’t.

 

5.    Keep it brief

As with most news feeds on social media platforms, LinkedIn’s feed is crammed with content. If you’re writing an update (a short-form post), make sure to keep it brief and to the point, as possible customers and useful connections will be more likely to read it in its entirety instead of skipping over it.

 

6.    Be unique

Another way to get noticed? Use what LinkedIn calls “rich media.” This means going beyond text by including photos, engaging videos, or useful infographics. Whichever type of content you decide to go with, make sure it is educational and informative.

 

7.    Become a thought leader

Speaking of educational posts, LinkedIn is a great platform to showcase your brand as an industry leader. LinkedIn Publisher is a tool that allows you to post longer content in the form of articles. If you have high quality content that will resonate with your target audience, publish an article about it!

 

8.    Use Internal resources

If you’re trying to expand your audience, getting your posts shared is important. The good news is if you have employees, you already have a solid group of people to help you build awareness. Encourage those employees to share and like your posts. They’re your best advocates, so don’t overlook them.

 

9.    Engage with others

Engagement begets engagement. If you expect to have others share or like your content, or tag you in posts, you need to do the same for them. Connect with other businesses or individuals in your industry, and join groups that resonate with your brand. LinkedIn is all about networking.

 

10. Consider sponsored content

Organic content can be effective on its own, but supplementing it with paid advertising will make for a far more powerful marketing strategy overall, and help you further promote your organic presence. Currently, there are three main types of advertising on LinkedIn: Sponsored content that appears directly in the newsfeed, InMail sent through LinkedIn messenger, and pay-per-click text ads that appear on the side of the page. Experiment to see what works best for you.

 

Looking for more ways you can improve your social media marketing strategy? Our social media experts are here to help with anything from content development to paid advertising. Feel free to contact us!