It is a fact that many B2B marketers find creating and distributing informative and insightful content in Linkedin as a highly unfamiliar and hence intimidating task.
More than creating fabulous content like article, blog, webcast, white paper, newsletter, video, e-book, etc what is crucial is, reaching them to the right audience.
The simple fact is nearly 85 percent of B2B marketers are today using social media to distribute content and interestingly, LinkedIn is the predominantly used social channel for B2B content marketing.
Here are some valuable suggestions for creating/ marketing content on LinkedIn:
- You will have to necessarily maximize the LinkedIn news feed as your content delivery mechanism.
- Please know that LinkedIn lately unveiled ‘Sponsored Updates’ that permits brands to reach their targeted members who are not already followers. This, in fact, virtually opens up a vast fresh addressable audience.
- Make it a point to include images with your updates. It is reported that LinkedIn updates with images attract 95% higher engagement than plain text updates.
- Do not forget to include links to YouTube videos. Please be aware that YouTube videos play directly within one’s LinkedIn stream. This simply means people will not leave your update to watch a video.
- Try to encourage the followers to share brand content as some of Facebook’s known practices equally apply to LinkedIn. Please know that consumers invariably trust recommendations coming from their social network.
- You should further facilitate sharing of conversational content in LinkedIn groups. Conversations in a LinkedIn group form part of content marketing like the distribution of videos, webinars, case studies, white papers etc.
- B2B brands with systematically organized content can target that content to the right persons by inviting visitors to log in using their LinkedIn credentials before they browse the content.
LinkedIn users favor content that is short, snappy and witty. Intelligently use LinkedIn to push traffic to your website, blog and social media marketing channels.
LinkedIn is an extraordinarily resourceful medium for professionals to strengthen their existing bonds connections and forging new ones. LinkedIn has turned into a somewhat publishing platform, making it a powerful tool for B2B marketing.
Your Turn:
What is your LinkedIn B2B content marketing strategy? We’d love to hear your thoughts.