The 4-Step Guide to Mastering Content Marketing on LinkedIn
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The 4-Step Guide to Mastering Content Marketing on LinkedIn

It’s a misconception that the sales funnel on digital platforms starts with lead generation. There’s one crucial step that forms the base to lead generation, which often goes amiss — prospecting

Team PepperTeam Pepper
May-20,-2021 4 min read
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Want to know where to spend your marketing budget before you jump into the digital ocean? LinkedIn is the place to be!

It’s a misconception that the sales funnel on digital platforms starts with lead generation. There’s one crucial step that forms the base to lead generation, which often goes amiss — prospecting. A foundational exercise to essentially test the waters, prospecting helps you find out where your most lucrative leads are. It’s also what gives inquisitiveness some traction. Although more important for B2B organizations, several large B2C entities also make good use of prospecting. 

Gone are the days when cold-calling was the only way to perform prospecting. LinkedIn is touted as the kingpin for prospecting as it allows you to connect with a host of primary and secondary decision-makers on a professional medium. 

This article gives you the content marketing blueprint to leverage LinkedIn for calibrating your digital marketing goals. 

Who’s on LinkedIn? Understanding the demographics

Before unpacking the content generation cycle, it’s important to understand who the LinkedIn audience is.

The basic stats:

It may seem that the total number of users worldwide is minuscule compared to other social media platforms, according to this report. 

But there’s more than meets the eye. To truly understand the capabilities of LinkedIn, we need to dig deeper into the demographics.

According, to the age and gender distribution of Facebook, the majority of Facebook users are in the age group of 18 to 34. That would mean that most users are either college students, freshers, or early-career professionals.

According to the data for Twitter, another favorite among B2B professionals, the distribution of user groups age-wise is good, with 25.2% falling in the 18 to 24 category and over 50% falling in the 25 to 49 category. This means that the age group is equally divided among youngsters and mid-career professionals. However, the gender gap is too vast, with 68.5% males compared to a mere 31.5% females, according to Statista.

And, now for LinkedIn

LinkedIn users clearly lean toward early and mid-career professionals. What’s more interesting is the analysis of gender distribution.

As you can see, the gender distribution is much more even with LinkedIn compared to Facebook or Twitter. 

So what does this mean for a content marketer? How can you benefit from LinkedIn?

1. Qualified prospects and leads 

If you’re looking to connect with mid-career professionals, entrepreneurs, C-Suites, and business owners (which is likely the target audience for B2B marketing), LinkedIn is your best bet. 

The platform has over 180 million senior-level influencers, making up nearly 25% of its total user base. Despite the popularity of woke entrepreneurs like Elon Musk on Twitter, LinkedIn trumps Twitter on CEO representation among Fortune 500s by a margin of 67.5%.

2. Superior engagement

According to Alexa, the average daily time on site for LinkedIn is 11 minutes. Note that those who spend time on LinkedIn are clearly here to look for answers in the professional ecosphere. This is very much unlike the time spent on other social media sites, where people log in just to ‘tune out’ from work. 

3. Better representation

LinkedIn clearly distinguishes itself as a professional network, and as a result, more women entrepreneurs are open to keeping their public profiles limited to LinkedIn. You are likely to be more well-received by women professionals if you connect through LinkedIn.

Now that we’ve established the benefits, gear up with these content marketing tools to build your authority on LinkedIn.

4 Steps to Master Content Marketing on LinkedIn

1. Getting the basics right

As with any other platform, you need a LinkedIn page for your business. Here are some tips to help you make your page look neat and professional:

  • Company description: Provide a clear description that establishes the brand’s voice. Here’s an example of popular streetwear brand OBEY clothing:

Notice how the first few lines establish character and history straight away. This is because it’s optimised for Google’s meta description, a preview or summary of the brand page with a 156 character limit.

While this example is for B2C brands, here’s one for B2B organizations.

  • Hashtags: Pick up to three hashtags to make your profile search-friendly.
  • Profile photo: Add a polished background that is uncluttered and impactful. Recommended size is 1584W x 396H pixels.
  • Make sure you also set up individual LinkedIn pages for your company’s top executives and managers.

Last but not least, don’t forget to add the appropriate links and buttons to your website.

2. Understanding the content marketing types for LinkedIn: 

  • Publish quick status updates: Post exciting news about your organizations by linking appropriate individuals. You can also share interesting articles, websites, or videos.
  • Publish and share articles on LinkedIn: This type of post is limited to individual LinkedIn influencers, like the company CEOs or brand managers. On your LinkedIn profile, you can set featured posts of long-form content and articles.
  • Publishing video content: Much more than articles and blogs; LinkedIn loves video content. This may be because users can view videos without leaving the platform, unlike blogs and articles where they’ll be redirected to the company website.

LinkedIn has a special section for recently posted videos, and it immediately follows the about section of your page. It’s no surprise that videos are the most reshared form of content on LinkedIn, meaning you can expect good engagement. 

3. Planning your content strategy

It’s important to plan your content in advance so that your content marketing analytics can provide you with solid insights. Here are some tips to help you plan content for LinkedIn:

  • Start by finding time to research and share the right type of articles on personal pages. For business pages, collate the most noteworthy blogs and infographics from your existing content and post it regularly.
  • This can’t be stressed enough — use a content calendar. This will help you optimize your strategy and ensure consistency.
  • Determine the frequency of posts. Although this may be tweaked by industry and size of your organization, here are some general guidelines
    • Post status updates 2-3 times a day
    • Post long-form publishing 1-2 times a week

4. Integrating LinkedIn and SlideShare

Think about diversifying your content marketing strategy by leveraging SlideShare. SlideShare is LinkedIn’s built-in professional content sharing tool for quickly uploading portfolios, artworks, and reports. If you have a whole bunch of pitch-decks and company presentations, simply upload on SlideShare with a follow-through button to LinkedIn. This is one of the easiest ways to help you get traction. 

Measuring Impact

LinkedIn offers a host of analytics that help you track how well your content marketing strategy is working. Using LinkedIn analytics, you can track metrics on:

  • Visitors 
  • Updates 
  • Followers
  • Activities – likes, shares, comments, and mentions
  • Post impressions
  • Profile analytics

LinkedIn also provides a comprehensive view of both sponsored and organic content with its Updates dashboard. Make sure to keep a close eye on the engagement metrics and compare them to your competitors to see if you can improve your strategy.

Most of all, note that companies with a complete and active LinkedIn page get 5X more views.

So, repurpose your existing content, promote blogs and articles from your website on LinkedIn and stay consistent. That’s all the secret sauce is to LinkedIn marketing! Share your thoughts on your LinkedIn strategy in the comments below.

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