3 Tried-and-True Tactics for Brands Competing in LinkedIn’s NewsfeedBrian HonigmanBlogger ExtraordinaireSimply Measured
LinkedIn can be a powerful social channel for distributing branded content and reaching highly-targeted business professionals. Consider these three creative tactics as you plan your brand’s LinkedIn marketing strategy.
Share Visually Compelling Content to Attract Attention
Visual content is statistically more effective at generating more audience engagement than other content forms. This doesn’t necessarily come as a shock, but what is more surprising is that few businesses on LinkedIn are directly uploading image or video content.
Their loss is your gain—visual content is an excellent opportunity for you to grab the attention of your personal connections, company page followers, and LinkedIn group members.
One way that you can start experimenting with visual content is by publishing an image through your personal network update. When writing a network update, click the “upload a photo” tab or select the small image graphic to the right of the text box.
Experiment with a variety of visual content types, such as images with text overlay and videos published at different types of the day, to find what resonates best with your connections. For example, author Michael Hyatt often shares motivational quotes combined with a background image to generate audience engagement.
This tactic can also be used to promote content through your LinkedIn company profile. Company updates are similar to a network update, but they only appear in the news feeds of people who follow your company. For example, when American Express publishes an update, it is shared with their over 350,000 followers.
For best results, you can increase audience reach by encouraging your employees to share your company updates with their personal LinkedIn connections.
Syndicate Content Through LinkedIn Pulse
If you have been developing your own branded web content, such as articles, infographics and whitepapers, you can tactfully promote your content with a syndication and repurposement strategy using the LinkedIn Pulse publishing feature.
LinkedIn Pulse content is announced to each of your connections and followers through a notification, which can increase the chances that your content will be seen by your audience—it’s essentially an extension of your content distribution efforts.
When syndicating your content for LinkedIn Pulse, it’s important to understand that you are not simply copying and pasting your writing, links, or images directly into the platform. LinkedIn users are busy professionals who often don’t have time to read entire articles and likely won’t tolerate a poorly formatted article.
Your content should be well-organized with clear headlines, and each idea or specific concept should be broken into easily digestible sections for stronger readability. For example, author Lewis Howes wrote this well-organized Pulse article to promote his podcast series.
Howes uses clearly formatted sections, a visually compelling image, bulleted lists, short blocks of writing, and a call-to-action at the end of the article to maximize the effectiveness of his Pulse content.
While this particular format works well for introducing a podcast, it’s not the only way to format your Pulse content.
If you’re sharing an infographic or some video content, consider writing a brief introduction to explain why it’s important to your readers to capture their attention. Then introduce your content in a visually pleasing manner that is easy to consume. Finally, write a short summary with content highlights and include a call-to-action or author biography for readers who want to learn more.
Develop Compelling Presentations with LinkedIn’s SlideShare
While many LinkedIn users have written content in their summary and experience sections to highlight their expertise, it seems that few know that you can also publish visual content directly into these sections.
One method of accomplishing this is by encouraging your employees to share content under their work experience sections to help them tell a better story about your brand. This could include blog articles, whitepapers and infographics; however, this is also an opportunity to showcase a branded presentation through LinkedIn SlideShare.
LinkedIn SlideShare, which was recently rebranded, offers a unique multimedia format that can be used for creative, branded storytelling and improving your SEO efforts. SlideShare is free to use, includes built-in analytics features, and is highly measurable, which can help you better track your content efforts on LinkedIn.
Additionally, SlideShare content is easily embeddable into your other content marketing efforts, such as your website or Pulse articles, making it easier to serve more of your content channels.
MarketingProfs Chief Content Officer, Ann Handley, created some of the strongest examples of content marketing using LinkedIn SlideShare.
Handley’s presentations stand out because each slide is visually compelling, well-designed, and contains information relevant to her followers. Consider repurposing your own branded content into a SlideShare presentation and publicly highlighting it in your LinkedIn profile.
Check out Simply Measured’s 2016 Social Marketing + Digital Predictions for more of my insight on what’s to come in the year ahead.
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Brian Honigman is a social media and content marketing consultant, speaker and adjunct professor at NYU. He's a regular contributor to the Wall Street Journal, Forbes and others. Download his free Content Marketing Style Guide.
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