The Definitive Guide To LinkedIn Content Creation (Best Tips & Tools)

Imagine landing a great job, only to find LinkedIn is your company's primary communication tool with clients and businesses. You think, “I can handle this,” but soon realize LinkedIn isn’t just personal posts—it’s a hub for professional content by companies and brands. Many professionals are surprised by LinkedIn’s potential beyond job hunting. It’s a powerful platform for researching employers, learning about corporate culture, and connecting through employee-authored content. Why not stand out by mastering LinkedIn content creation yourself?

This blog will introduce you to LinkedIn content creation, its benefits, and how to get started.  Creating content for LinkedIn can help you get noticed, improve your search results and reputation, and even attract job offers. It can also help you nail your interview and get your desired job. Bluecast's AI content tool for LinkedIn can help you achieve your objectives, such as learning about LinkedIn content creation for brands and businesses. 

LinkedIn Content Creation for Brands

LinkedIn content creation is a powerful way to grow your brand. Regularly sharing content on LinkedIn helps increase your brand’s visibility and allows you to position your business as a thought leader within your industry. The more you post, the better — especially regarding the types of content LinkedIn users want to see. 

For example, research shows that 96% of users want to see posts from companies they follow. Additionally, 70% of users report that the content shared by their connections and industry leaders is more valuable than posts from their friends. With LinkedIn content creation, you can amplify your reach, showcase your expertise, and open doors to partnerships and sales opportunities.

What Does Quality LinkedIn Content Look Like?

Writing guidelines for LinkedIn content creation aren’t all that different from best practices for other social media platforms. However, high-quality content on LinkedIn is typically more professional and targeted than posts on other networks. 

Your content must resonate with the professional mindset, address fundamental challenges, offer value, and spark conversations to stand out.

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• How Many Words Should A Linkedin Post Be

7 Benefits of LinkedIn Content Creation for Brands

1. Exposure to LinkedIn’s Massive User Base

LinkedIn has over 600 million users, providing a massive potential audience for your content. Approximately 250 million users are active every month, exposing you to a broader audience and the ability to generate more high-quality leads directly from your content.

2. Access to Decision-Makers

Since LinkedIn is a professional platform, many users are decision drivers. Those individuals are tasked with making decisions for:

• Companies
• Corporations
• Brands

3. Expansion of Your Reach

Publishing or sharing content on LinkedIn expands your reach. You can connect with current customers or potential customers and their networks. Also, if you use hashtags in your content, you can reach others interested in your offer, helping them find you more easily.

4. Increased Networking Opportunities

The structure of LinkedIn consists of connections and followers, increasing your networking capacity. You’ll be able to cultivate relationships with your followers and continue to do so with your connections. 

When you post relevant and engaging content that directly speaks to your target audience, you increase your chances of sharing what you know with those not currently in your network, enticing them to follow or connect more readily.

5. Potential to Drive More Traffic to Your Website

LinkedIn increases traffic, especially to B2B websites. Sharing content can encourage users to navigate your website to learn more about you and your offerings.

6. Lead Generation

Lead capture forms are essential tools websites use to collect information from visitors. These forms help businesses gather details about potential customers, allowing them to understand their interests and needs better. The quality of the data collected through these forms is crucial, as it directly impacts the effectiveness of your marketing efforts. 

High-quality data enables more targeted and personalized interactions, increasing the chances of converting leads into customers. LinkedIn is highly effective for generating quality leads.

LinkedIn: A B2B Marketing Powerhouse

According to Sprout Social statistics, 62% of B2B marketers find LinkedIn a valuable source of leads, accounting for 33% of purchase intent. This means that LinkedIn helps acquire leads and significantly influences their decision-making process. 

By leveraging LinkedIn’s advanced targeting options and vast professional network, businesses can attract the right people, those who are more likely to convert. This makes LinkedIn a powerful platform for B2B marketing, connecting you directly with the business professionals who matter most to your goals.

7. Leveraging LinkedIn for Recruitment

To effectively leverage LinkedIn for recruitment marketing, follow these key steps: 

• Raise Awareness: Increase the visibility of your company and its job opportunities. 
• Engage with Potential Candidates: Interact with candidates through relevant content and meaningful conversations.
• Tailor Your Approach: To make your outreach more effective, consider the needs and preferences of your target candidates.
• Focus on Hiring: Streamline your hiring process to convert interested candidates into employees. 

Boost B2B Growth with Bluecast's AI for LinkedIn

Bluecast empowers B2B professionals to amplify their LinkedIn presence through AI-powered content creation and management, helping them grow their audience and drive revenue without the typical content creation bottlenecks. Whether you're repurposing existing content from various formats or crafting original posts that match successful writing styles, Bluecast's AI content tool for LinkedIn streamlines the entire process from ideation to scheduling. 

Perfect for marketers, founders, and agencies looking to maintain a consistent, engaging LinkedIn presence that delivers business results. Get started with a 7-day free trial today. No credit card is required.

Creating a LinkedIn Content Strategy In 5 Steps

1. Set Specific Objectives

Before jumping in, brainstorm and set specific objectives for your LinkedIn content marketing. You don’t need to create too many, just enough to show what means the most to you or your organization, making sense for reaching your marketing goals. Is your primary focus on:

• Increasing brand awareness
• Building trust and authority
• Gaining more high-quality leads
• Boosting conversions by promoting your:some text
  • Brand
  • Services
  • Products

Once you answer such questions, you can develop a content strategy to help meet your chosen objectives.

2. Define Your Buyer Persona

Before posting anything on the social platform, consider what audience or buyer persona your content will be for, then tailor all messaging for that specific group. For instance, if your persona is a financial professional, you’ll want to select topics of interest to them specifically. 

Another factor to consider regarding your buyer persona is whether it consists of decision-makers or those in lower to mid-level positions who are often tasked with finding solutions to report to higher-ups. When identifying your personas, you can develop a targeted content strategy that gets results by being as specific as possible.

3. Identify the Best Content Types

Today, you can share various types of content. Yet, you shouldn’t just assume that any of these will attract the attention of your target audience, especially when it comes to posting on LinkedIn. 

The platform allows you to:

• Publish or share short updates
• Videos
• Documents
• Blog posts
• Interactive content
• Events
• Live sessions

Determine which speaks to your audience and focus on them in your content strategy.

4. Stay Away from Salesy Language

While underneath your marketing strategy is the desire to promote your brand, products, or services in the best possible way, that doesn’t mean you need to use salesy language and tactics when creating your content. 

Consumers today dislike salesy content and prefer authenticity and genuineness from the brands they buy from. For this reason, inbound marketing techniques should focus on informing, educating, inspiring, and engaging with consumers.

5. Include Hashtags

You may have the best content in the world, but if your target audience can’t find it, what good is it to your business or brand? To change this, include hashtags in all your content. 

The purpose of LinkedIn hashtags is to categorize all content and help you reach your target audience and those with similar interests.

6 Best Practices for Sharing Content on LinkedIn

1. Change It Up: Diversify Your LinkedIn Content

Repetitive content gets boring fast, and your audience will tune out when they see the same thing repeatedly. If you’ve been blogging on LinkedIn without seeing much engagement, it’s time to change things. Instead of focusing on a rigid schedule, aim to produce content that addresses the needs of your audience. 

You can also vary the format of your content. What may be a simple topic for you to address in a lengthy article could be better communicated through an infographic or video. By diversifying your approach to LinkedIn content creation, you’ll keep your audience engaged and attract the attention of the LinkedIn algorithm.

2. Build Connections: Foster Relationships on LinkedIn

LinkedIn is fundamentally about relationships. Its bare bones are about building digital, professional connections that can ultimately help you to get ahead, do better business, and find new customers and clients. As the shift in marketing has moved towards content, those underlying goals remain. How can you utilize content and social media marketing to the best of your ability to tick those boxes? 

Start Consuming

Who are the thought leaders in your industry that inspire you? They might be your local firm kicking content, client or start-up goals, or a multi-million dollar global giant. Make an effort to regularly check in and read what they’re putting out there. 

Now, respond. Be interested, actively comment on posts, and reach out to those for whom you have genuine questions. It’s a great way to nurture real connections; you never know where it might lead.

3. Work Smarter, Not Harder: Curate Your Feed

When creating your content, think about how to work smarter, not harder. The pressure of making three or four ground-breaking new pieces of content every month can be overwhelming. After all, you still have a business outside your social media marketing plan. Instead, I look at repurposing where possible or critiquing or responding to posts I’ve read or current events. 

These techniques can fill in the gaps in your unique content while keeping your feed interesting for your followers. A few outstanding posts are far better than many average ones. Take the time to craft a quality piece and experiment by boosting it with social media advertising. After some trial and error, you’ll find the right balance of what works for your business.

4. Get Visual: Focus on Video Content on LinkedIn

All this talk of LinkedIn social media marketing can be overwhelming for those just starting—we get it. Knowing some excellent leaders doing things right is a great way to start. Video needs to play a significant part in your strategy, but those unfamiliar with this medium may be lost for inspiration. 

One member that we love to watch is String Nguyen, and we recommend that you check her out, too. She’s the founder of Content Video Machine and has successfully grown her own LinkedIn audience by over 25,000 in the last year. 

String Nguyen: Authentic Video Content That Inspires

What we love about video is that it doesn’t have to be polished. Gone are the days of the studio, and your smartphone holds all the software and equipment you need to get started. String regularly takes video on her phone, and the results are impressive. She creates authentic, genuine content for her followers.

5. Establish Your Expertise: Be a Thought Leader

What String does well is take charge of a niche area. While she’s a guru on all things content, and she certainly does talk about more general social media strategy, she’s ensured that all her followers know her as the video queen. Why? Because instead of doing what others do, she’s a trailblazer. She tests things, learns from mistakes, and then tries something new. 

Following her lets her viewers know they’ll be ahead of the curve. That’s what you should aim to do, too. Be your own thought leader. 

Building Thought Leadership Through Authenticity and Learning

It might involve refining your opinion on a particular matter and developing an argument piece. It might include reviewing recent literature and commenting or expressing my views on recent industry trends. You may have the means to research and put that out there. It will probably mean making mistakes, but this is the ground for thought leadership. 

We learn Through failure and can help others learn from our mistakes. Whatever you choose to focus on with content on LinkedIn, make sure you’re making genuine connections and not looking for a quick fix. You’ll be the one shared and cited, and you can sit back and watch your engagement climb.

6. Know Your Audience: Understand What Your Target Audience Values

Over half of marketers (57%) find creating content that resonates with their audience is challenging. Like any solid marketing strategy, it all starts with understanding your target audience's values. Generally speaking, LinkedIn users are looking for content that educates, inspires, and addresses their specific challenges. 

Here’s how you can find out what to deliver to your LinkedIn audience: 

• Conduct audience research.
• Analyze top-performing posts in your industry using LinkedIn’s analytics tools.
• Look at what content gets the most likes, comments, and shares. 
• Are there recurring themes? 
• Is the content educational, inspirational, or solution-oriented? 
• Run audience surveys. LinkedIn polls can help you gather insights on what topics your audience is most interested in.
• Questions like “What are your biggest challenges in [industry]?” or “What topics would you like to learn more about?” can provide a great deal of data. 
• Follow relevant thought leaders.
• Find the most popular thought leaders within your niche and look into the topics and post formats they use on the platform.

You can gain a lot of inspiration from what is already engaging your target audience and then put your spin on things.

Related Reading

• What to Post on Linkedin
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7 Best Tools for LinkedIn Content Creation

1. Bluecast: The AI Content Tool for LinkedIn You Need to Know About

Bluecast empowers B2B professionals to amplify their LinkedIn presence through AI-powered content creation and management, helping them grow their audience and drive revenue without the typical content creation bottlenecks. Whether you're repurposing existing content from various formats or crafting original posts that match successful writing styles, Bluecast's AI content tool for LinkedIn streamlines the entire process from ideation to scheduling. 

Perfect for marketers, founders, and agencies looking to maintain a consistent, engaging LinkedIn presence that delivers business results. Get started with a 7-day free trial today. No credit card is required.

2. AuthoredUp

A LinkedIn content management tool with pricing starting at $16.63-$20 per month. While offering features like text formatting, post previews, and 300+ hooks, it has notable limitations. The tool lacks AI content generation and an engagement feature, which can be crucial for LinkedIn growth. Some users report potential browser extension compatibility issues and delayed customer support. Its strengths include unlimited drafts, content analytics, and easy post reuse, but it may fall short for creators seeking comprehensive content creation tools.

3. Shield Analytics

A LinkedIn performance tracking tool focused on providing detailed insights into content engagement. While specific pricing isn't mentioned in the search results, the tool helps creators analyze post performance, track profile views, and identify optimal posting strategies. However, users should be aware that the analytics might not be 100% reliable and may require additional interpretation.

4. Writesonic

An AI-powered content generation tool that can create LinkedIn posts. The tool conducts research before generating content and offers a Chrome extension for convenient drafting. While it provides quick content creation, some users find the output can feel generic and may require personal editing to maintain authenticity.

5. Loomly

A content management platform with social media scheduling capabilities. Pricing details were not explicitly provided in the search results. The tool offers content calendars, post scheduling, and team collaboration features. It helps generate post ideas based on trending topics and provides basic performance tracking.

6. Taplio

Taplio is a LinkedIn-focused AI content creation tool that helps professionals enhance their personal brand through automated, strategic content generation. Priced between $39-$199 monthly, the platform offers AI-powered post creation, viral content libraries, and advanced analytics specifically designed for LinkedIn. With features like a Chrome extension and AI-generated carousels, Taplio enables users to quickly produce engaging professional content. While the tool provides significant advantages for content creators, potential users should consider its platform-specific limitations and tiered pricing structure.

7. Anyword

An AI-powered content generation tool that creates multiple copy variations for LinkedIn posts. While specific pricing wasn't detailed in the search results, the tool offers performance prediction features to help estimate post engagement potential. It supports both regular posts and image ads, providing flexibility for content creators.

Related Reading

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• Authoredup vs Taplio
• Taplio vs Supergrow

Get Started with a 7-day Free Trial Today - No Credit Card Required

Bluecast helps B2B professionals grow their LinkedIn audience with AI-powered content creation and management. Its tools take the work out of writing for LinkedIn so users can increase their revenue and profile without the typical bottlenecks with content creation.

How Can Bluecast Help You?

Bluecast's AI content tool for LinkedIn streamlines the entire process of creating posts for LinkedIn, from ideation to scheduling. Whether you're repurposing existing content from various formats or crafting original posts that match successful writing styles, Bluecast gets you there faster. 

Maintain a consistent, engaging LinkedIn presence that delivers business results. The tool is perfect for:

• Marketers
• Founders
• Agencies

Engaging LinkedIn presence that delivers business results. Get started with a 7-day free trial today. No credit card is required.

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