How to use content marketing on LinkedIn

LinkedIn is the No 1 social media for B2B marketing and content distribution driving 50% of all website traffic.  How to use content marketing on LinkedIn is crucial for success. With over 2 million pieces of content loaded each day and 9 billion impressions the  platform is a bonanza of professional value.

Yet only  between  .05 to 1% of members post and many are missing the mark due to the explosion craze of native car videos (and other weird places) alongside posts which are observed as self-indulgent.

Video fatigue has become a real issue in the last 12 months needing redress.  The pressure to record videos in anyway shape or form is causing a lot of angst for members, notwithstanding a lack of critical thinking as to purpose, quality and preferences. Car videos and poor quality bedroom/lounge room shoots are not a good look generally.

Educate – Enlighten – Entertain

Great content should Educate, Enlighten or Entertain, ideally delivering a trifecta.  And what is one person’s treasure is another’s trash as no market is 100% aligned.  Horses for courses and content preferences are never linear.

Podcasts, videos, posts, long form articles are all part of the rich multimedia mix on LinkedIn.  A trap for many is assuming that their consumption preferences are akin.  Some folk have a skill for the written word, a dulcet voice for radio or a confident manner for video.  No judgements made, but we must play and deliver to our strengths and consume from what we most benefit.   Expecting everyone to do and enjoy the same thing is simply nonsense.

Quality vs Quantity

Quality vs quantity is always key on LinkedIn.    But I’m seeing a disturbing trend to post 10+ times a day. This looks desperate and the algorithm will generally penalise sometimes to LinkedIn jail status.

The optimum number of new posts per week is 5-8 per.  And don’t overuse hashtags.  The AI machine does not favour hashtag stuffing preferring an optimum number of 3-4 per post.  Circa 10 to 30 hashtags looks desperate and risks a SPAM classification.

Posting (aka feed dumping) more than twice a day is a big NO.  Ideally no more than once a day to post content.

Further, recent research in the global LinkedIn training community has evidence of a drop off in video view metrics. This is without doubt in line with video fatigue and the volume of self-aggrandizing, look at me videos.  Members seek tangible value not just platitudes and thought bubbles with wet hair as someone had a thought that they so want to share that very minute.

Don’t get me wrong, video is an awesome part of the content and personal brand building mix. But it needs forethought, better training and a strategy on the how and why. Fun is key as we are humans not robots.

Content Genres

Use a variety of multimedia genres. Focus mostly on the type that suits your style and that you feel most comfortable with.

Posts Text only or Image and Text.  We are all visual and an image tells a thousand words.  Note: Bold and fancy fonts (Unicode) do not work on all devices. Don’t use them as they can be all garbled on android devices. Not good for your brand.

Videos Native, embedded, YouTube – important to have for sure. Good reach but declining due to video fatigue. Just because you can, doesn’t mean you should.  Don’t fall into the trap of following the car seat et al trends.

Note:  LinkedIn Live is still being rolled out with an Application only system.  2020 will be interesting to see the uptake.

Document-PDFs – these are really cracking the code as they allow up to 300 pages to be read in the feed.  Awesome and under-utilised feature with strong algorithm push reach, Use to showcase training, value, and interactivity. Audio can be embedded also which takes engagement to the next level.

Articles (Pulse & External)

PULSE:  whilst the algorithm has demoted the reach these are absolutely essential.  They are a permanent body of your work and expertise and Google index articles.  They are also an powerful tool to use to support and give guidance to topics your network struggles or needs support with.  A great repository to attach to issues that may arise within a conversation and a quick marketing value to share.

EXTERNAL: Posting URLs from external content articles is a fabulous way to build your brand and share others content.  Its always best to use the original URL and add your commentary and thoughts to the post.

Podcasts – these do well in targeted reach as they indicate a commitment to depth of knowledge and thought.

Content Topics

Along with multimedia mixing the topics of content genre is pivotal to build on that old cliché of ‘know-like-trust’.   Horses for courses again but a good rule is to focus on a mix of the above.

But NO humblebrag posts… be clear and powerful in the context of Celebrations  with direct conversations

I predict more changes in content weightings and value in 2020.  And I hope the subscriber Newsletters become available to all.   What content formats LinkedIn promotes in 2019 may change in 2020.   And for the record, yes I would love to see car videos banned, especially when members are driving simultaneously.  Can you just imagine the police ticket report?

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