How To Create A LinkedIn Content Strategy In 8 Steps
Creating content for LinkedIn is no easy feat. It takes time, effort, and a good amount of strategy to get it right. If you’re starting to think about your next post or article, you might feel overwhelmed and unsure of what to say to engage your audience and help you reach your goals. LinkedIn content creation requires a clear understanding of your target audience and the value you aim to provide through your posts. The good news is you don’t have to start from scratch. This blog will offer insights into building a LinkedIn content strategy to help you create less stressful, more efficient, and more effective LinkedIn content.
Bluecast’s AI content tool for LinkedIn helps you achieve your goals by simplifying the creation of LinkedIn content. With Bluecast, you can uncover fresh, relevant topic ideas based on your unique target audience and business objectives. This way, you can create LinkedIn content that meets your goals, attracts your ideal audience, and boosts your performance on the platform.
Why You Need a LinkedIn Content Strategy
Running a business is no easy feat. You must juggle various tasks, from managing employees and finances to serving customers. Among these responsibilities, marketing is one of the most crucial for long-term survival. Create a strong business presence on LinkedIn and develop a content strategy to help improve your visibility and attract the right audience.
The more you post, the better your chances of reaching your target audience. Regularly sharing content on LinkedIn will help signal to the algorithm that your business is active. This will improve your chances of appearing on your target audience's and industry professionals' pages. Furthermore, the right content will help you connect with your audience and attract them to your business.
Tone Down the Professionalism
LinkedIn is a social platform, and like any other social media network, users want to connect with real people. While it’s good to maintain professionalism on LinkedIn, your content shouldn’t be overly formal or stuffy. Instead, aim for a tone that is relatable and conversational. A good way to achieve this is by writing for your audience and not for LinkedIn.
What I mean by this is that you should look to connect with your target audience and industry professionals to build your network—not impress LinkedIn. So, forget about the algorithm and focus on creating content that will resonate with your connections. As you build your reputation and network, your visibility will improve on LinkedIn organically.
Build Trust with Your Content
Content is king on every social media platform, including LinkedIn. Research indicates that about 96% of B2B buyers want to consume content before talking to sales. Moreover, social media content is trusted 61% more than traditional advertisements. Among social media platforms, LinkedIn is the most trusted for B2B marketing.
The information businesses share on LinkedIn is trusted by people, which is key to building a successful business and winning new customers. So, craft informative posts about your business with high-quality images that attract people, make a reputation, and form a strong relationship.
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How to Create a LinkedIn Content Strategy in 8 Steps
1. Analyze Your LinkedIn Presence
Before you create your LinkedIn content strategy, it helps to analyze your current presence on the platform, even if you’re a newbie. For LinkedIn beginners, this means checking to see if any other LinkedIn accounts have mentioned you. A quick way to do this is to type your company name into the LinkedIn search bar.
You can filter the results to posts by other users or any other options LinkedIn offers. If you find that people are talking about you, pay attention to what they’re saying, whether good or bad. Maybe they share links to my educational content or recommend your services to their friends. You may want to lean into whatever content your audience shares.
Optimize Your LinkedIn Strategy with Analytics
This information will enrich your social calendar. Now, for my people with an existing LinkedIn presence, you can build on those LinkedIn mentions with the data you have from your existing content strategy. Look at how your content previously performed using LinkedIn’s content analytics.
LinkedIn’s built-in analytics can tell you more about the engagement on the platform. You’ll want to note which topics got the best engagement, which days of the week you had the most success, and which post format, like:
- Articles
- PDFs
- Videos
To determine the impact of your LinkedIn content on your website traffic and general business goals, turn to an external analytics platform like Google Analytics. This will help you tie your social efforts to business goals rather than the platform-specific metrics like:
- Shares
- Comments
- Reactions
Once you understand your LinkedIn presence, it’s time to analyze your competitors’ LinkedIn content marketing.
2. Check Out Your Competitors
If you weren’t aware, LinkedIn has this cool feature within its analytics tools where you can save a list of your competitors and track their follower growth, content performance, and trending posts. If you have admin access to your company page, you can open the competitor tab, select the button to edit competitors, and start typing in names until you hit your limit.
Do a similar analysis of your competitors to the one you did on your account. Look at the engagement they get on their posts, which ones performed best, and what types of content they shared most often. You won’t have as much data on your competitors as you do for your page, but you can learn a lot just by scrolling through their pages.
3. Choose the Types of Content You’ll Share
Based on your analysis, you should know what posts will work with your LinkedIn content strategy. You should make a general plan of what content you’ll share on the platform — even creating a calendar for everything you’ll share. I’ll get to that in just a bit. Keep in mind that while sharing links to your content does have its place in your strategy, natively.
LinkedIn content performs very well, getting you a lot of engagement on the platform. Native content refers to formats specific to LinkedIn and uploaded directly to the platform. Video is an excellent example of native content on LinkedIn. It’s proven to get engagement rates that are five times higher, with one study concluding that video is especially effective at boosting engagement for accounts with up to 10,000 followers.
Boost Engagement with LinkedIn Content Formats That Work
That same study shared that native documents, which are PDFs uploaded to LinkedIn, got three times the clicks when compared to:
- Images
- Links
- Videos
LinkedIn PDFs appear as carousels that you can swipe through. We can’t forget about images. Data from LinkedIn shows that posts with images get two times more comments. I know I’m throwing a lot of options at you. LinkedIn newsletters, like email newsletters, are available on LinkedIn. People can subscribe for regular updates from your company, whether:
- Weekly
- Bi-weekly
- Monthly
What you include in a newsletter is up to you — whether you want to share the latest industry news or tips that help your audience succeed. If you’re not ready for a full-on newsletter, consider publishing helpful one-off articles and sharing them with your audience. But, as I’ll say often, use the formats that work best. Don’t be afraid to test new content. That’s how you learn what works best.
4. Make a Content Calendar
It helps to have a document that outlines all of the content you’ll share each month, week, or however often you plan new posts. A social media calendar can also help you map out the frequency of your posts, which days and times you’ll share content, and your goals for each day or week.
Some social media scheduling tools have a built-in calendar feature, like this one from Buffer, but a spreadsheet is the easiest way to manage your content. It’s up to you! How often you post or what days work best depends on what you find when you review the data from your LinkedIn marketing strategy.
5. Create Eye-Catching Posts
Whether you’re writing articles, designing PDFs, or writing some fantastic copy, you’ll want to make it stand out. You know what your competitors post now, so you should know what you can do to be different.
Five pieces of advice to hook your audience:
- Grab their attention with a bold design or introduction — just don’t use clickbait
- Spark their curiosity with a question or interesting statistic
- Acknowledge an issue they often face
- Tell them how a topic impacts them
- Once you have their attention, you’ll want to make sure the content of my post is clear, concise, and easy to skim. If it’s not, they’ll just keep scrolling.
6. Schedule Your Content
You could post everything manually OR use a tool that schedules content for you. You could also schedule directly within LinkedIn, a new feature we made when we made this video.
Why not post everything manually? Well, mainly because it takes a lot of time out of your day — time you could spend reviewing your analytics and engaging with your audience. Speaking of which…
7. Engage With Your Followers
Engagement impacts whether the LinkedIn algorithm promotes your content or buries it. Don’t just post and forget—check back regularly to respond to comments, answer questions, and address feedback. While some feedback may be spam, genuine complaints should be handled thoughtfully. Providing advice or solutions can help resolve issues and build trust with your audience.
The best thing to do may be to provide your company’s contact information so you can continue a discussion off of LinkedIn. Don’t let that discourage you from posting. You may get a lot of positive feedback from your audience and very little negativity. You just need to be prepared for the bad if it does happen. Either way, engagement is an integral part of your LinkedIn content strategy.
8. Learn From Your Content Performance
This brings us full circle. Just as your strategy should start with an analysis, it should wrap up with one. Use LinkedIn’s built-in analytics and any third-party tools to determine if you hit those benchmarks you set for yourself when you laid out your initial plans.
This should happen before you plan your next content cycle so you know what to lean on and avoid. If something doesn’t work, but you keep doing it, you won’t be happy with the results you get.
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15 Best Tips for Posting on LinkedIn
1. Know Your Audience
Tailor your content to resonate with your professional network. This increases the likelihood of your network engaging with your post, helping you to foster connections, showcase your expertise, and build a network of like-minded professionals.
For example, if you work in education and your audience comprises teachers, your content should address topics relevant to education.
2. Keep It Concise
Don’t lose your audience with a long-winded post. Craft a concise and impactful message to make it easy for people to absorb your key points without feeling overwhelmed. It’s OK to share longer posts. Just make sure every sentence adds value.
3. Write a Compelling Hook
To stand out in your audience’s LinkedIn feeds, start with a compelling hook—an attention-grabbing sentence at the beginning of your post. To write a good hook, you can pose a:
- Thought-provoking question
- Start with a statistic
- Use a personal anecdote
Good hooks generally lead to compelling LinkedIn posts that draw an audience’s attention and stand out in other posts.
4. Add Visual Appeal
Visuals can boost your post’s appeal even further. Add eye-catching images, infographics, or videos relevant to your text to increase its impact. Visual content captures attention and helps convey information that may be harder to digest, such as:
- Complex data
- Statistics
It also increases the odds of other people sharing your post with their audiences, which can help build your network.
5. Use Hashtags Wisely
Boost your post’s visibility with well-chosen hashtags. Use relevant tags to help your content get discovered by a broader audience. This simple strategy increases engagement and connects your post with users interested in similar topics on LinkedIn.
6. Tell a Story
Share personal anecdotes or experiences to make your post more relatable. Whether overcoming a professional challenge or celebrating a success, these anecdotes make your content more engaging and relatable, fostering a stronger connection with your audience.
7. Ask Questions
Spark engagement by asking questions. Two great approaches are using LinkedIn’s polling feature or asking open-ended questions. Encouraging your audience to share their thoughts makes the interaction less one-sided and more conversational.
8. Experiment with Formats
Experiment with post formats to discover what resonates best with your audience. For example, try sharing lists, quotes, or infographics and see which formats get the most interaction. Then, tailor future posts based on your audience’s preferences.
9. Provide Value
Share insights, tips, or actionable strategies that directly benefit your audience. This can include:
- Industry-specific knowledge
- Time-saving hacks
- Innovative approaches to common challenges
Offering practical advice establishes your credibility and positions you as a valuable resource within your professional network.
10. Include a Call to Action
Include a clear call to action (a “CTA”) in your post to turn passive readers into active participants. By directing your audience’s next steps, you create a more interactive experience that extends beyond a single post.
For example, you can encourage your audience to share their thoughts in the comments, repost my content, or click a link.
11. Be Authentic
Share genuine experiences—both successes and challenges—that have shaped your professional journey. Authenticity creates a relatable professional presence, whether a behind-the-scenes look at your work process or a candid reflection on a lesson learned.
Authenticity also sets you apart. Your experiences, thoughts, and ideas are unique, helping your posts stand out in a busy feed of professional voices.
12. Remain Timely and Relevant
Share insights on new technologies in your industry, discuss current events that impact your field, or offer insights on emerging trends. This content informs your audience and helps you establish yourself as a credible thought leader in your field.
13. Tag Relevant Connections
Boost your post’s visibility by mentioning or tagging people in your network who are relevant to your content. This not only notifies them but also increases the likelihood of your post reaching a broader audience through their connections.
14. Post Educational Content
Position yourself as an industry expert by posting educational content. This content informs and empowers your audience with valuable insights and knowledge.
For example, if you work in finance, you can share an analysis of recent market trends, offer tips for effective financial planning, or provide updates on significant regulatory changes.
15. Review Before Publishing
Check for grammatical errors, verify the relevance of your content to your professional goals, and confirm that your message aligns with your intended tone and audience. Taking these extra steps before sharing your post helps maintain a polished and professional online presence.
Boost Your LinkedIn Presence with Bluecast AI
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.
How to Promote LinkedIn Content Through the Website
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One excellent tactic for strengthening your LinkedIn marketing strategy is embedding a LinkedIn feed on the website. This allows businesses to showcase their LinkedIn posts directly on a dedicated place on the website. Businesses can easily showcase the best LinkedIn post on the website using an aggregator tool like Tagembed.
An aggregator tool will seamlessly collect the best LinkedIn posts in a LinkedIn widget and integrate them on the website using embed code. This method lets you promote LinkedIn posts and elevate your business website's content game when your visitors can elevate your business website's content game them and drive their trust to convert.
Case Studies Can Help Promote Your LinkedIn Success Stories
Suppose you run a successful LinkedIn marketing campaign on LinkedIn that drives significant business growth for your brand. You were able to convert a massive crowd of my targeted audience and build partnerships with some big names in the industry through the campaign. It is a milestone for my business that must be shared with my audience.
Highlight the whole LinkedIn campaign in the case studies and related statistics, and add valuable words from the audience to showcase it on the website. Sharing case studies on the website is a great way to promote your LinkedIn success stories to your valuable customers and target audiences. Such case studies can encourage visitors to visit your LinkedIn business page and connect with you.
Promote LinkedIn Events and Webinars on Your Website
The business website is a great medium to showcase successful LinkedIn webinars and events. This tactic helps your business:
- Boost awareness
- Drive the crowd
- Engage with broader audiences
Companies can create a dedicated landing page or blog posts discussing the event or webinar. Create a landing page highlighting every LinkedIn webinar or event aspect.
Mention the date, time, slogan, and name of the speaker to be available at the event with a call to action button and a direct link to the LinkedIn event page. Write a blog post about the LinkedIn event and webinar and add a link that redirects readers to the LinkedIn event. A blog post is a good idea to provide the event context and attract organic traffic.
Get Started with a 7-day Free Trial Today - No Credit Card Required
Bluecast empowers B2B professionals to amplify their LinkedIn presence through AI-powered content creation and management, helping them grow their audience and drive revenue. 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.
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