LinkedIn has become more than just a platform for professional networking. A few years ago, LinkedIn opened the use of its publishing platform for all members, which allows everyone to post blogs or promote content. This changed the dynamic of the platform, which was originally a B2B social media platform, to now both B2B and B2C. If you’re looking to ramp up your content marketing, LinkedIn is a great place to improve upon those efforts. However, the platform still varies compared to other social media platforms. Here’s some things you should know about content marketing on LinkedIn.

Have a Content Strategy Prepared

Based off observations, short-form status updates tend to get more engagement than a long-form post on LinkedIn. With this in mind, it’s important to strategize what kind of content you want to post on the platform. Here are some basic strategy tips to keep in mind:

• Provide content that is valuable to your core audience
• Schedule posting times (3-5 times a week, etc.)
• Use hashtags to differentiate content and make it more discoverable

People on LinkedIn want to either discover new industries, network with others, find out what other businesses are up to, etc. In order to get people interested in what your posting, a good mix of blog posts and status updates are solid strategies for engaging people.

Utilize Video for Engaging Content

LinkedIn allows you to post video status updates, or even add video to your company profile. Video has been a great tool to engage audiences and get more content views on various platforms, so it’s no surprise it works so well on LinkedIn. Similar to short-form posts, videos shouldn’t be too long either. 1-3 minutes is usually a good time frame before people start to lose interest, even shorter if the topic isn’t relevant to them. Video on LinkedIn can be as simple as a day-in-the-life at the office, or under today’s circumstances, home office set-ups. Sharing how your company has gone through changes and prospered can be engaging, or talking about upcoming developments can spark conversation as well.

Repurpose Content on LinkedIn

Do you already have a blog section on your website? If so, share it on LinkedIn! Not only will you have a new post, but you’ll also be driving traffic to your website. there are many ways to repurpose content on LinkedIn. For example, if you have a blog about the top 5 things you need to know about your industry, you can make a series of five status updates on LinkedIn – one with each of the points – and link to the original article.

LinkedIn has become more popular for industries and people in general who want to have either more exposure to businesses or network. It’s also been a great tool for businesses to improve their content marketing. It’s important to remember that your content should still be relevant to your audience when posting, and take the time to understand LinkedIn features and how they can be best used for your content marketing efforts.