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Building Content to Share on LinkedIn

What Content Should I Share on My Company LinkedIn Page?

LinkedIn is an excellent platform to build an engaged audience and a reputation as a thought leader in your industry. It’s also an opportunity to share your company culture with potential new customers and recruits. The social channel is different because of its business-to-business (B2B) nature. LinkedIn’s focus on business often leaves newcomers unsure of how to post and interact on the platform.

LinkedIn Company Pages Best Practice

  • Add Photos or other Media: Always include an image or other media in the post. Other media that can be included are PowerPoint, PDF, Word, etc. YouTube videos will play directly in the LinkedIn feed and are a great media form to share on LinkedIn.
  • Add a Call to Action: When compared to updates without a link, LinkedIn updates with links are said to drive double the engagement. Usually the call to action will be a link to a web page. When posting a link, make sure that an image appears with the link. If it doesn’t, you can add your own image.
  • Know Who you are Reaching: Unlike the minimal Facebook Reach that has been said to reach less that 5% of the followers on average lately, LinkedIn status updates are said to reach 20% of your followers. So if you only have 50 followers, you can estimate that about 10 people are seeing a single status update. As you grow your followers, and post more frequently, you will reach more of your audience.
  • Ask Questions: Will your followers have some insight or feedback on a question? Start a conversation by asking a relevant question on your company’s LinkedIn Page.
  • Post Industry Insights: LinkedIn has reported that 6 out of 10 LinkedIn users are interested in industry insights. Second to industry insights, they want to see company news, and lastly new products and services. What trends or industry knowledge can you share?
  • Share your Expertise: Post content that is helpful, informative and relevant to your followers. They are following your company for a reason – be transparent and share information that they cannot get anywhere else.
  • Post During Normal Business Hours: Unlike many other social networks, research has shown that most people are on LinkedIn during normal business hours – Monday through Friday, morning and mid-day.
  • Post Consistently: Although LinkedIn’s research has found that 20 posts per month (that is every week day!) can help you to reach your greatest audience, most small to medium businesses do not have the content to post that frequently. I think starting with a weekly post, and bumping that up to as many updates and your content supports is a great plan.

As you create content to share on LinkedIn, keep your business goals and branding at the top of your mind. Share and create content that’s relevant to your objectives and to your audience. Be helpful to your LinkedIn community. Think leadership, productivity, and support.

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