Successful content marketing revolves around producing and sharing high-quality content and building relationships with the people who can benefit from that content. As the world’s biggest professional social network, LinkedIn creates a unique opportunity to match content to readers who will find it professionally relevant and useful—and then will share it and link to it, providing more opportunities to reach potential customers and create conversions. If you’re doubting whether you should invest content marketing time in LinkedIn, read on to discover how this social platform can help you meet your business goals.
Relationships
If content is about building connections, then LinkedIn is a necessity. Part of the reason LinkedIn is a useful tool in any content strategy is due to how people use it. While many people spend time on other social media networks, users invest time in LinkedIn. In a 2013 survey of LinkedIn users, 75% of respondents note that LinkedIn helps them research people and companies. But that’s not all. Professionals find LinkedIn helps their businesses in the following ways:
• Build new relationships with potential customers (38.5 %)
• Build networking relationships with people who may influence potential customers (45%)
• Increase branding/marketing presence in the market place (35.8%)
• Generate identifiable business opportunities (28.3%)
Employee Advocacy
In the realm of social media, the voice of your employees can be a useful tool in building brand awareness and trust. Data suggests that customer brand perception is determined by experiences with people. Therefore, every single one of your employees is a brand ambassador. Your employees can advocate on behalf of your company and may deeply affect how potential customers will view you. PeopleLinx offers a webinar all about employee advocacy and how companies are leveraging it to build brand awareness and new relationships.
Business Knowledge
Back in February, LinkedIn opened its publishing platform to all members. Any LinkedIn member can now publish long-form content. This feature gives anyone with valuable business knowledge the opportunity to become an Influencer in their industry. It also makes LinkedIn a forum for ideas and learning as well as a targeted opportunity for connecting with your audience. With the Follower feature and Status Updates, you can make use of valuable businesses opportunities to connect with potential customers and help them become brand ambassadors.
LinkedIn’s Showcase Pages are an excellent example of ways that you can share business knowledge. They’re all about content. These pages let you highlight specific areas of your company and then connect with people who are interested in those aspects on your business. Each aspect of your business can have its own dedicated page that reaches out to a specific audience with targeted messages. Here’s one example of a Showcase Page from Adobe Marketing Cloud:
As in all content marketing, when using Showcase Pages, be sure to target your message to the audience for whom you’re creating content.
Why does your company use LinkedIn as part of its content strategy? What results have you seen? Share your thoughts and findings in the comments section. And check back with us for tips on how you can best use LinkedIn to illuminate your brand and build relationships.
Contact Filament to get started using LinkedIn and other social media as part of your content strategy.
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