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Use These 12 LinkedIn Content Marketing Strategies to Standout From the Crowd

December 7, 2014 By John White | 6 Comments

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LinkedIn is an amazing tool for business social networking. Many people are using LinkedIn effectively to expand their sphere of influence and create new career opportunities. Others are getting lost in the huge crowd of 315 million users. So, how do you make yourself standout? I recommend implementing an effective content strategy. Here are 12 content strategies that have worked for me, and many others in my network that I have coached on social networking.

1) Start a blog. Then share the content on LinkedIn and other social sites. Blogging is a very effective way to stand out as a thought leader in your industry. It can also be a highly effective tool to draw visitors to your website. LinkedIn is in the process of rolling out their publisher feature to all members. Blogging has done amazing things for my career.  If you are curious, read the post below to see how blogging helped make 2014 my best year ever professionally:

Career benefits from writing on LinkedIn.

2) Join the maximum number of groups allowed on LinkedIn (50). Put out your posts on as many groups as possible that are a good fit for your material. However, don’t let it be a one sided relationship. Make sure to comment, like, and share other’s content in your groups. This will grow your exposure within the group. Other members are more willing to share your content if you engage with them on their own content.

3) Use Twitter to broadcast your posts. There is a huge business audience on Twitter. Every time they favorite or retweet you your material goes out to thousands more people. Use strategically placed hashtags in your posts emphasize key words. Much like Google’s algorithms that use keywords to rank your website on search lists, Twitter uses the hashtag along with key words to increase the distribution of a tweet out to a broader audience, which will exponentially increase the number of views on your content. Hashtags are not just to look cool with the younger generation! Unlike Facebook and LinkedIn, popular posts don’t get re-circulated automatically on Twitter. Studies show that the average shelf life for a Twitter post is fifteen minutes.

What’s that? You don’t have time to update Twitter multiple times per day because you’re too busy? That’s why I use Hoosuite to schedule my Tweets, and; automatically send them out at the scheduled times throughout the day.

Of course, other social sites are very effective to grow the viewership on your LinkedIn content. However, I found that with Twitter, I got a substantially higher response rate to my posts.

4) We live in a very visual world. For successful content on social media you need to make sure to have strong visuals. Use a catchy picture to draw in readers, include YouTube videos, or other media in your content. The cover picture is many times the bate that gets people to click on your post.

5) Network with others that are in your industry and that are putting out their own content. I have hundreds of other writers that are putting out great material, have a large network of followers, and are looking to engage in mutually beneficial relationships with other bloggers. Once you have seen the value in each other’s work, begin sharing their content across your network, and have them do same with your content to their network.

6) Distribute your content at work. This one can be a little tricky. However, when the post is work related, it is absolutely appropriate to distribute it there. If your material can be a value add to a specific team or project, not only will they help with distribution by sharing it, you will gain exposure to other areas of the company. Word of mouth can be a very powerful marketing tool. I know that I picked up a significant lift in the viewership of my posts from my co-workers sharing it across their networks. When your coworkers endorse your work it adds substantial credibility.

7) If there are people in your LinkedIn network that you think would benefit from a piece of your content, send it to them directly. When sharing your content there is an option to share with your network, groups, and individuals. Make sure to do all three. In regards to sending it to individuals, include a brief professional message stating what the content is that you are sharing with them, and what value they should expect to gain from reading it. This is a great way to stay top of mind with your network, and expand relationships with those that you would like to be doing business with that you are not currently. Occasionally, sending valuable content will help you stay in front of them of, and increase your credibility with your prospective customers.

8) Interact with your audience. When you are lucky enough to get a comment on your post, do your best to engage with them by responding to as many of them as you can. I have learned a tremendous amount from interacting with the readers in the comment section. In one of my articles a reader aptly pointed out a typo in the article. I took advantage of the little edit button that comes along free with my account and went back in and changed it. So what, the first 5,000 viewers saw the typo. The next 495,000 never knew it was there! Boom, take that print media! In all seriousness, interacting with your audience shows them that you appreciate the time it took them out of their busy day to read your post. Doing so builds a relationship with your audience which increases the chances that they will continue to read your subsequent posts, as well as, share your content with their own network.

9) Put out quality content that your target audience will relate to and take value from. This may seem obvious. However, putting out content that will resonate with an audience is easier said than done. Once you begin blogging, you will become more of an expert in your own fields of interest from the research you put in while writing each article, and the quality of your content will improve over time.

#10) Follow up with the people that view your profile. Profile views are like a warm lead. If the person that views your profile can add value to your network, add them as a connection. Do not send them a generic stock message. Make sure your message is customized, “Thank you for taking a few minutes out of your busy day to view my profile. I would be honored to be a part of your LinkedIn network. Please consider adding me so that we can collaborate professionally at some point in the future.” This is a great way to grow your network and follow up on potentially valuable leads. The other choice is to not contact the people that view your profile, and ignore the opportunity knocking.

11) Send a professional message out to your top 100 power networkers using the most viewed connections feature. This list can be found under the who’s viewed your profile tab. Once you are there click on the “how you rank for profile views tab,” in the upper right. Then click on “your connections” tab on the left underneath your profile picture. Make sure that that the message you send is reciprocal in nature by offering to help them by sharing their content, website, following them on Twitter, etc

Why send a message out to your top 100?

A) They are your most influential connections. When they share something people take notice.

B) They typically will have massive networks. A share from someone in your top 100 can go a long way in terms of expanding the reach of the number of eyes on your content.

12) If you have a global network that includes people in different time zones, make sure to repost your content late at night. This way people that are in a different area of the world that is active on LinkedIn while you may be sleeping has a chance to see it. Don’t want to stay up late at night? Refer to #3 and schedule your Tweets via Hootsuite.

What methods have you used to grow your network on LinkedIn? Please add to the conversation below!

About the Author: John White is the Social Media Marketing Director at Career Toolbox USA and Social Business Strategies, a proud dad, MBA candidate, digital marketing expert, and influential blogger.

Follow John on Twitter: @juanblanco76 & @CareerToolboxUS & @SBSpartnersLLC

We hope you enjoyed this post! For the latest in personal branding, job and career-related updates, please consider following on Facebook at CareerToolboxUSA or join us on LinkedIn.  

Comments (6)

  1. Wow John, what a incredibly valuable article. Thank you!

    Here is another tip that I’m using with success. Use LinkedIn advance search, search for things like company name, keywords, and zip code to identify optimal targets. Of course you next need to send the target the custom invitation you covered in your article.

    When sending a custom invitation, I found greatest success by mentioning things we have in common like connections, groups, or industries. I avoid anything related to selling when I send a custom invitation.

    How about you John? What type of invitation works best for you?

  2. John White says:

    Doug: You are spot on. Anything you can do to both personalize and show value in the connection request, increases your odds for success. Thank you for your comment!

  3. Great advice. I just started writing articles for LinkedIn and am having fun. These tips help tremendously, thank you!

  4. Sunshine says:

    That’s the best answer by far! Thanks for contributing!

  5. Greg Johnson says:

    John, This is absolutely great advice. Sounds almost exactly what I have been blogging about and teach every Thursday in my LinkedIn workshops. The only point I have not done and teach is point 11, and I will be looking to implement it.

    This strategy has worked tremendously for both myself as well as my clients, and like you, 2014 has been my best year. I can not stress enough, LinkedIn is not just a job search tool, but a career management tool. That is why point 6 is so critical. Share content about your company, industry and function, establishing yourself as a subject matter expert, and giving value to your current employer.

    Also your points on engagement are so critical. Is this time consuming? If you do it right, you do need to invest some time every day, but really the return so so rewarding.

  6. Sam P Lark Jr says:

    John, I’ve just started writing on LinkedIn. I wanted to improve my writing skills, share knowledge that could benefit others, and increase my social media exposure.

    I immensely benefited from this article. I plan to implement several of your tips that I haven’t used as of yet.

    As I shared your article on twitter, I took your tip to add the “#”. I used #career. Within seconds, I received notifications that people, whom I’m not connected to (yet) have favorited the tweet. Yureka! I realized that I should add “#” to my articles when I tweet them. I’m excited and curious to see how my views will grow.

    Thank you so much for such an inspiring and thought provoking article.

    Sam

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