Touted as the world’s largest social network for professionals, it’s no surprise that 94% of B2B marketers rely on LinkedIn as part of their content marketing strategy to distribute and promote content, according to the 2016 B2B Content Marketing: Benchmarks, Budgets, and Trends report from Content Marketing Institute (CMI) and MarketingProfs.
But with so many individual marketers and brands around the world creating and publishing new content on LinkedIn every day, how do you cut through the noise with your content to make sure it is seen by your target audience?
Alexandra Rynne, who manages both the content marketing and social media strategy for marketing solutions at LinkedIn, shares her top four tips on how you can improve your ability to drive more awareness, leads and sales with your content marketing efforts on LinkedIn and beyond:
- Create “High-Five” Content
Rynne says LinkedIn’s content approach is about creating content that will make your readers want to give you a high-five or fist-pump after reading it. You want your target audience to come to you and thank you for helping them alleviates their biggest pain points.
You want to deliver content that provides relevant and valuable insights which solve the key challenges or problems that are keeping your target audience up at night.
Great content marketing is about demonstrating your expertise by creating and sharing content that adds value to your prospects and customers, to initially “hook” them on your content and your brand, and eventually your products or services.
At LinkedIn, Rynne says employees are encouraged to innovate and take risks. And what this means for her team is that they are always experimenting with the content they create, everything from testing background colors to headlines and frequency of posting and more.
It’s important that not every piece of content will be a big success, and that is okay. The key is to learn from each piece you create, so you can push yourself to improve the content you create, to better resonate with the target audience you are trying to reach.
- Add Eye-Catching Visuals
Visual is the “new headline” at Linkedin, Rynne says. With the flood of content readers see in their newsfeed every day, you need “thumb-stopper” visuals that get their attention, pique their interest to stop scrolling and read.
This means using original, fresh or eye-catching visuals wherever you can. To Rynne, stock photos are like a “dirty word” that people should stop using.
The LinkedIn marketing solutions team’s visual content strategy also includes using images of their own employees within their content. This is important because these images help humanize the brand.
By showcasing the real human beings behind your brand, employee or personal photos help add authenticity and transparency, which are key to building trust and emotional connection with your audience.
You need more than credibility and thought leadership to connect, engage and convert today’s consumers, trust and emotions play a critical role as well. According to the 2016 Edelman Trust Barometer study, 68% of people will only buy a product or service from a brand they trust. And today’s consumers trust employees and individuals like themselves much more than a company’s CEO.
- Go Beyond Telling, Show With Videos
Rynne believes video might be the next “big thing” in content marketing on LinkedIn. While she couldn’t share what exactly LinkedIn has in the works, she did say that they have some top secret video projects going on, so that’s something content marketers will want to keep an eye out for.
Currently on LinkedIn you can embed and share videos in your blogs, posts and on your profile page through third party vendors like YouTube or Vimeo. According to this Silicon Valley Business Journal article, it’s possible that LinkedIn is working on bringing native video functionality to the platform, allowing users to directly add and share videos without having to upload externally first.
Whichever video feature LinkedIn will be launching, it’s clear that video is an increasingly important area to focus on in content marketing, not just on LinkedIn.
Leading content marketing brands like Red Bull and Netflix have already been leveraging videos to drive awareness, engagement and consumer loyalty. If your brand hasn’t invested in video marketing yet, it’s time to add it to your content marketing strategy.
What other tips or best practices do you have for marketers to help them get the most out of their content marketing efforts on LinkedIn? Please share your ideas below!
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