5 Proven Practices to Implement When Posting Content

• LinkedIn recommends posting at least once each business day to add value consistently, but at a minimum, you should share twice a week.
• Your “Proud to Share” pieces don’t always have to revolve around the company directly. While it is important to share how your company is growing and/or being recognized, there is also a lot of value in sharing the important events of team members.
• Check out our recent Newsletter for easy to follow templates that will help you get the word out about what’s important to you.

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In today’s blog, we will discuss five of the best ways you can use LinkedIn to grow your business, how you can optimize the content you share, and how to know if what you’re doing is working.

🛑 Stop! Before you dig in, please join us at Substack where we share bi-weekly insights and events not available on LinkedIn.

LinkedIn favors content creators and brands who post regularly on the platform. The more you share and use the platform, the more likely you will be discovered and seen in the newsfeed.

LinkedIn recommends posting at least once each business day to add value consistently, but at a minimum, you should share twice a week. Throughout the week, there are three models you can consider using to get you started.

 

3-2-1 Model

This Model consists of 3 pieces of industry-related content, 2 pieces of content you’re proud of, and 1 piece of content related to a specific product.

Below we share a small example for each content piece:

3 Industry Related Content Pieces

1. Recent marketing research shows that as people continue to pivot and adapt, they seek comfort, peace of mind, and satisfaction in the brands they support. So tell us, what strategies are you using to instill confidence, trust, comfort, and joy in your clients/potential clients?

2. As the technology for AI continues to advance, more and more companies are choosing to pull the uses of AI from their marketing toolbox. Here’s what the statistics show: {Insert statistics & source}.

3. If you’re not ahead of the personalization curve when implementing your marketing strategies, you need to take a step back to evaluate what your audience wants the most. Here are __ tips to get you started.

2 Proud to Share Content Pieces

1. Our team at {Insert Company Name} is proud to announce that we have been nominated for {Insert Award}.

2. Help us congratulate {Team Member} for the recent birth of her baby boy/girl! We can’t wait to meet this new member and welcome him/her to our work family!

Note: Your “Proud to Share” pieces don’t always have to revolve around the company directly. While it is important to share how your company is growing and/or being recognized, there is also a lot of value in sharing the important events of team members. Those you employ reflect your brand, and your audience wants to know about those who help make the company successful. 

 

1 Selling Content Piece

1. Are you searching for actionable steps you can take to make LinkedIn your personal success story? Then, you need to follow our column, “Moving Forward: Back to Basics.” Here we share bi-weekly articles that feature LinkedIn, Marketing, and Business How-Tos and Inspirational and Success Stories.

OR

2. Have you been struggling to gain traction on your LinkedIn Page? Whether you’re looking to increase your connections, gain new clients, or change jobs, a solid LinkedIn Profile is detrimental to your success on LinkedIn. Our team at Linkability has helped hundreds of clients build Profiles that have gotten them in front of their ideal audience, and we’d love to help you as well. Contact us today to learn more.

 

5-3-2 Model

This Model is similar to the 3-2-1 Model and is based on the company posting twice a day throughout the business week. If you choose this Model, you will:

Share 5 industry-related content pieces based on what you find from other professionals. i.e., statistics, trends, etc.

Share 3 bits of useful and valuable content related to your audience. This should not be sales focused but can share offers and promotions within reason.

Share 2 content pieces that are personal and humanize your brand. You can share personal stories, client testimonials, proud moments, etc.

 

4-1-1 Model

More of a rule than a model, the 4-1-1 Rule says that for each piece of content you share about yourself or your company, you should share an update from an outside source in addition to four articles of content written by other industry-related professionals.

 

Pro tip:

For every piece you create, don’t forget to include your logo in a place that is easy to see. To make things easier, we suggest scheduling each content piece, so you don’t have to drop what you’re doing daily.

 

As with all social media platforms, LinkedIn content performs significantly better when there is a visual component to go with it, so ditch the basic wording-only posts and add a visual element. This can include a short video or a graphic. Here are some tips to keep in mind when you’re sharing visual content:

• Decide if your video is best in landscape or vertical format and stick with it. Do not switch back and forth.
• If you’re doing the videos yourself, use a tripod to get a more professional result.
• Be aware of the noise around you and cut out any unnecessary background noise.
• Remain creative and learn basic editing techniques if you opt out of hiring an outside source.
• Add a clickable link to your image or video.
• Much like the first sentence in your written content, the first 6 seconds are detrimental to the success of your video
• Use templates to create professional-looking visual content. (We use Canva.)
• Choose a catchy headline that pairs well with your text.
• Pick colors that stay true to your brand and instantly catch the eye.
• Keep your updates short and sweet while remaining exciting and thorough. You can then boost your best-performing posts to get even more views.

LinkedIn reports that 57% of all engagement with content takes place on a mobile device, so make sure you design your graphic/video content to be mobile-friendly.

 

Note: You can find a video on how to use the LinkedIn tool, Content Suggestions here. This will tell you the top trending content for your target audience.

Active employees on LinkedIn statistically provide business pages with more followers. Engaged employees also play an essential role in employee satisfaction and business success. In addition, engaged employees can provide positive value to the company by speaking positively about the organization, which further increases your network base and reach.

On average, employees have a network that is 10x larger than the company, so when an employee shares a post or creates their own company content, you’re expanding your reach exponentially.

Of course, you want to intrigue your audience to learn more and respond to what you share. So, your content should revolve around conversations that captivate your audience. You can see what’s trending on LinkedIn by going to your newsfeed and clicking the box that reads, “What People Are Talking About.”

Here are two LAB content examples that got a lot of participation.

Note: Don’t forget to add relevant hashtags to each thing you share to add potential new followers from outside communities following the topics you share.

 

Newsletters are a new (ish) trend that has gained much traction within the thought leadership space. When you create a newsletter, you can show off your expertise, bring a new perspective to the table, provide your audience with valuable knowledge, tips, and tools, and significantly increase brand awareness. Similar to the regular content you share, you want to write on topics your brand community cares about.

You can use our personal newsletter as an example to get you started: Moving Forward Back to Basics.

Need a little extra help to get you started? Linkability is here to help. Just shoot us a message, and we can go over your goals.