From the outside looking in LinkedIn is usually thought of as a networking and job hunting platform. However, I like to think of it as a powerful place to do business, drive sales, build networks and drive success for your business.
With the recent release to all members of the Newsletter feature, blogging is once again a valid and powerful content medium. If you’re not aware of how Newsletters work read this recent post I shared recently.
Why you should be publishing newsletters
Blogging on LinkedIn when used correctly is an extremely effective and powerful tool for networking on the platform. The Platform allows you to be able to target highly specific audiences within your industry which should be music to the ears of any Business to Business (B2B) company that wishes to market its products or services on the platform.
Why is blogging important? Not only will it provide exposure for your business, but it will also provide you with a platform to build and become a trusted source in your industry.
Let’s run through why you should be blogging below and some handy tips that will help you increase engagement on the blogs you are posting.
Here’s why you should start blogging on LinkedIn Today!
LinkedIn is a highly specialised social network, it’s currently used by over 810+ million users and is the go-to marketing platform for any B2B’S marketing strategy.
For example, 94% of B2B marketers use LinkedIn as one of their primary sources for leads.
Whilst it does have paid ads on the platform, it’s not the best way to engage your target audience. I find the best way to engage and build your network is by providing valuable content for your audience, here then is where blogging comes in. It’s one of the multiple ways you can create content on the platform and a great way to reach your audience.
Here are some top reasons to start blogging:
- Build your online presence/brand
- Build your audience and connections on LinkedIn
- Drive traffic to your website
- Use repurposed blog content for other social platforms
- It can help convert traffic into leads (Use a quality CTA in your blogs)
- It drives long term results (Long term marketing strategy)
- Use your creative mind to create quality content that drives engagement/traffic
- Position yourself as the expert
Top tips to publish successful blog posts
If you consider yourself a novice at writing content don’t worry I have some tips for how to create successful blog posts. First, let’s talk about who you will be targeting, your audience is the first thing you need to consider before creating your content.
#1 – B2B content
When creating any type of content for LinkedIn remember it should be part of an overall marketing content strategy. By now you should know your audience and what types of people/business you are looking to attract. Whilst on the other platforms different forms of content might work well, but I highly recommend that for LinkedIn you look to create content for the B2B market. Writing to companies is a little different from just writing to individuals and as such you need to consider what type of content is going to resonate with these companies and the people running them.
Here are some examples:
- Information about upcoming events
- How to optimise a process (Sales, Marketing, Training)
- Opinions on key matters in your field of operations
- How-to guides and handy tips on key aspects of your industry
Focus your attention and content on the latest developments within your industry, the latest business trends, technologies, relevant topics and popular products or services that you provide. This is going to help maximise engagement from within your target audience.
A great way to find topics relevant to your industry is to look up hashtags related to your industry. This will allow you to see what is being talked about in your industry, what is popular at this current moment and it will help keep your finger on the pulse so you can stay relevant.
One thing to keep in mind is when using more popular hashtags it will be more difficult to stand out and garner your audience’s attention. Always use multiple hashtags (I recommend at least 3) that are relevant to your service and industry.
#2 – Share other content via your feed to build a following
When publishing new content on LinkedIn it will automatically appear on your feed, to start building a following on the platform you will need to mix your content up and share content from other users relevant to your industry on your feed.
This is called curating content, your ability to curate content well is going to be a key factor in building your following on the platform. By mixing it up and curating content from other trusted sources you will start to get seen on more user feeds which is going to start building some trust within the community. The more trust you build, the more you get seen and the more likely it is that they will reach out to connect with you.
This is why hashtags are a great tool, following multiple is going to provide you with a plethora of content options to choose from and share. Keep in mind when sharing content from other sources you will need to quality check everything as not everyone is an expert on LinkedIn and it pays to be selective with what you share.
#3 – Use the following blog guidelines
When posting content you always want to ensure it’s of the highest quality, you will need to stick to some basic blog formatting guidelines and here is a list of things to follow:
- Use Subheadings throughout. It will allow you to break up the article and easier to read.
- Use images, videos, and any type of references that relate to your topi..
- Use lists to display information. It’s much easier to follow.
Making your article as easy to read and consume as possible is the key here.
Whilst there are many new ways to produce and post content on LinkedIn in 2022, using blogs is still an effective way to reach your target audience and build your brand on the platform.
Get Blogging Guys!
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