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5 quick tips for choosing the best content to share on LinkedIn and how to promote it

Content sharing on LinkedIn is powerful for many of us in the B2B sector. But uncertainty about how to get started and what to post can be an early stumbling block, delaying businesses from utilising the platform for their business. We believe that choosing the correct type of content to post on LinkedIn is simple if you know what to look for – so here are some of our top tips for LinkedIn content that will help you to get ahead of your competitors.

1. Post on-platform content! Did you know that in posting directly onto the LinkedIn platform you are likely to increase your contents performance 15-fold? No seriously, see the stats for yourself here. The easiest way to do this is by publishing personal thoughts as ‘updates’ and longer form content like blogs as ‘Publisher Posts’ or ‘Articles’.

2. Are your colleagues up for sharing the love? Get them to reshare your content on the platform and bask in your engagement rates doubling! Sharing really is caring when it comes to content promotion and we encourage all our clients to take a company wide approach to LinkedIn promotion.

3. Slideshare isn’t dead. We don’t talk about Slideshare enough, whether you are repurposing existing content or making new, LinkedIn’s SlideShare has 80 million unique users and is also discoverable on search making your content that much easier to find and read!

4. The topics you choose for sharing matter also and luckily for us in the retail technology sector our interests top the bill for most consumed content in Q4 2019. The top ten most engaging topics on LinkedIn in order were, Technology, business and management, science and the environment, society and culture, finance and economy, marketing and advertising, health, politics and law, the internet and education and leading. If you want to go that much further socially listen to your followers, if you are seeing trends in their conversation join in and follow up with ABM tailored content.

5. Think outside the content ‘box’. A good piece of the written word will always be king but don’t overlook video! Video on LinkedIn is shown to be highly affective with Wyzowl finding that 38% of marketeers post video content onto LinkedIn and 75% of those found the video to be highly successful. Our hint for the best performing video content is to keep it short. Most users only watch 10 seconds of video content so short snappy video content is king!

Need more help and advice? Why not read some of our top performing social case studies, like Klarna where with one of our integrated campaigns they secured 10 face to face meetings as well as two multi-country contracts. Or if you are looking for more help on an integrated paid social and PR campaign, our work with Italian Deda may be more up your street, read it here.

To get in touch with our digital marketing team to discover exactly how you can optimise your LinkedIn performance in 2020. Email us, on >


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