LinkedIn: Social Media’s Content Treasure Trove

8 Types of LinkedIn Content

While, for many, LinkedIn is merely an enhanced electronic rolodex for job search, the reality is that LinkedIn is a business-oriented treasure trove of social media content that’s user-generated and user-curated. From a content marketing perspective, LinkedIn enables bite size chunks of content creation across your enterprise. As a result, area experts can develop and post content when and where it’s needed without additional editorial or creative support.

8 Types of LinkedIn content

Before integrating LinkedIn into your marketing strategy, whether you’re looking  to source new sales leads or position your firm (or find your next job,) it’s important to assess the different types of content that can be published on LinkedIn and determine which will be best for achieving your goal(s). (See why LinkedIn is social media’s matchmaker.) Here are eight types of LinkedIn information:

  1. Personal profile. Presents an individuals business credentials. Created by the individual, it provides content about their professional experience and the companies for which they worked. Works best for individuals when positioned for the future.  The downside for businesses is that former employees may modify their titles to be more in line with general business practices.
  2. Recommendations. Shows how an individual is viewed by past bosses and peers. They provide insights about both individuals and reflect on the firm’s organization. On the downside, recommendations are only offered by business colleagues and bosses who appreciated the individual’s talents. While the more recommendations, the merrier, understand that individuals may swap recommendations.
  3. Status updates. Useful, insightful tidbits about an individual’s business activity that provides portraits of your company and the individual. Remember that the Internet’s memory is forever. Think about how you position yourself and the firm with your activities. Don’t share confidential information.
  4. Links. Position an individual and/or a firm based on the information you share. Craft LinkedIn-friendly content to share within your network. Although Twitter and other social media networks can be connected, think in terms of what’s important for your network instead of re-purposing your tweet stream. Bear in mind, this is a great way to expand your content distribution to a wider audience.
  5. Q&A. Gather information or provide insights by answering questions related to your area of expertise to improve your standing in the community. By paying it forward in terms of help, you show that you understand social media and are part of the community. It also spotlights your talents to those who need them.
  6. Groups. Participate in and start groups to extend your reach and connections. The real power is in starting a group since it links back to your website and helps build your profile. As a participant, make new connections and broaden your circle.
  7. Company pages. Position your firm on LinkedIn. Encourage your employees to participate and share their knowledge. Consider which products you want to promote.
  8. Advertising. Expand your reach with paid content. Use LinkedIn’s targeted advertising to reach a well-defined audience.

LinkedIn isn’t as sexy as other social media options. That said, it’s quite useful for engaging with business peers. Further, as a corporate tool, it’s relatively easy to implement across a company with lower investment and strong pay back.

Have you used LinkedIn as part your organization’s marketing strategy? If so, what did you do and how did it perform?

Happy marketing,
Heidi Cohen

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