It’s an odd thing. Too many people are either intimidated or disinterested in posting much on LinkedIn. It’s viewed as a site to network with work affiliations and connections, not to share entertaining content. Thus, few people have a LinkedIn content strategy.
We’re here to help break you out of that mindset when we tell you that LinkedIn is actually an untapped goldmine of potential to grow your following.
In this post, we’ll go over one major premise for how to win at LinkedIn through a structured content schedule.
Single Grain enables us to increase our impact without increasing our headcount
The Dearth of Content on LinkedIn
LinkedIn’s content creation landscape is vastly different from other social networks:
- Instagram, for example, boasts a whopping 69.8% of its users creating content.
- LinkedIn, meanwhile, struggles with a mere 1% of its users actively producing content.
And, yet, this is probably the lowest-hanging fruit when it comes to growing your following on LinkedIn. You just have to post consistent content.
LinkedIn is craving more content from users simply because people don’t post enough content on it. It has a lot of competitive strengths going for it, given its learning library and job boards, but the area where it’s admittedly lacking is content.
You can easily build a much more attentive following on LinkedIn by committing to periodic posting. Unlike Twitt– *ahem* “X” where content circulates at breakneck speed, your posts on LinkedIn have a really good chance of hanging around in the feed longer since is a much less competitive environment.
Don’t Neglect the Comments Section on LinkedIn
While creating great content is first step of any social media content strategy, successful LinkedIn engagement is nested in the comments section.
It’s plain and simple. The more comments you receive, the better your content will perform. To that end, your posts should contain some element that prompts your followers to comment on your posts.
Since LinkedIn prioritizes engagement within the first 90 minutes of publishing, higher engagement in the first hour and a half boosts your chances of better reach and growth:
Like Facebook, LinkedIn’s algorithms respond well to comment activity on your posts. To get things off the ground, try asking your connections on LinkedIn to pop a quick comment on your post. A little bit of a spark is all you need to get LinkedIn to start prioritizing your posts.
Moreover, you should encourage your followers to drop meaningful comments that, in and of themselves, inspire more comments.
For example, if you’re sharing tips on SEO, someone leaving a comment with additional ways to optimize meta descriptions for better click-through rates adds value and encourages more engagement. This kind of relevant interaction enhances the chances of your content going viral, spreading your message far and wide.
Analyzing LinkedIn Analytics
Understanding the performance of your content is vital to refine your LinkedIn content strategy continually.
LinkedIn post analytics can shed light on the data behind your content, helping you identify which posts resonate the most with your audience:
For instance, let’s take a look at the data between two of Single Grain’s LinkedIn posts:
- One received 80,000 impressions, 1,647 likes, and 89 comments.
- The other got 50,000 impressions, 143 likes, and 169 comments, leading to almost the same level of reach as the former.
It just goes to show that the comment section holds more weight in the eyes of LinkedIn than just likes alone.
Leveraging Influencers and Pages
It can be highly beneficial to get someone with a large following to interact with your posts. When someone with a substantial follower base comments on your post, the algorithm recognizes it as a signal of high-quality content, granting it more visibility.
The reason this works is because LinkedIn recognizes the momentum that can be gained when an account with a large following is impressed by content with a smaller amount of followers.
This organic reach boost can be a powerful tool in expanding your network and engaging with a broader audience. However, it’s essential to stay updated with platform changes, as algorithms can evolve over time, affecting the impact of such strategies.
Build a LinkedIn Content Calendar
To maintain consistency and plan your content strategically, a LinkedIn calendar is a handy method for organizing and plotting out a predictable stream of content each week.
A LinkedIn content calendar like this can help you map out your content ideas, schedule posts at optimal times, and ensure a well-rounded mix of content types:
Timing plays a pivotal role in maximizing the reach and impact of your posts. This strategic posting not only increases the chances of visibility, but also enhances the likelihood of receiving valuable interactions.
Moreover, a well-thought-out content calendar ensures a well-rounded mix of content types. Variety is key when it comes to engaging your audience on LinkedIn.
Try to aim for a medley of content types including:
- Informational posts
- Thought leadership articles or commentary
- Industry insights
- Visual content
- Light-hearted posts
A healthy mixture of content types will keep your audience engaged with your brand and messaging.
However, prominent personalities like Erika Kullberg on LinkedIn and TikTok are renowned for their dedication to one consistent form of content. With Erika, she’s a lawyer who posts a rhythm of videos that highlight legal loopholes for her audience while also inserting a fun spin on it each time.
While her videos aren’t focused on being highly produced, they’re structured in a way that is sustainable and repeatable so she can easily develop recurring material. Her videos are fairly humble and simple in scope, yet they generate consistent engagement in the way of likes and comments.
A diversified content approach allows you to showcase your expertise and personality, making your brand more approachable and relatable.
Furthermore, a content calendar enables you to stay relevant to your industry and maintain a cohesive brand message. When you plan in advance, you can align your content with industry trends, seasonal events, and important dates, fostering a sense of timeliness and relevance.
Perhaps one of the most significant advantages of the LinkedIn content calendar is the bird’s-eye view it provides of your content strategy. It allows you to assess the overall content flow, identify any gaps or redundancies, and make necessary adjustments to optimize your approach.
Last Words on a LinkedIn Content Strategy
LinkedIn’s immense potential for growing your business should not be left by the wayside. It’s proven to be an untapped land rich with spectators, but a significant lack of contributions. That’s where you can sweep in and place yourself among the 1% of posters that drive engagement.
All it can take is producing a steady stream of posts, consistently contributing valuable content and encouraging meaningful interactions through comments. If you do that, you can set yourself apart from the competition and rise above the 99% of users that don’t contribute to LinkedIn.
It’s time to start crafting your LinkedIn content strategy, and watch your brand’s visibility soar.
Remember, the key lies in striking the perfect balance between valuable content creation and building genuine connections within the LinkedIn community.
If you’re ready to level up your content on LinkedIn, Single Grain’s LinkedIn marketing experts can help!👇
Repurposed from our Marketing School podcast.
