Chris J “Mohawk” Reed – No.1 LinkedIn Expert – CEO & Founder of Black Marketing – 1,600 LinkedIn Recomendations, 4 Best Selling Books
Content marketing is all about how you market your personal and company brands, and LinkedIn is a great place to post content. Here are six ways you can do your content marketing on LinkedIn.
1. Focus on the content of others.
The first and most obvious strategy is to concentrate on other people’s content and like it, share it and comment on it. That way you’re taking part in a conversation. By involving yourself in others’ content, you’re letting people know who you are and where you stand.
For example, by using LinkedIn’s Sales Navigator, you can closely identify and target promising leads. Once you’ve done that, you can focus on their content. In doing so, a notification will pop up both in their LinkedIn and email to say that you have commented on, liked or shared their content. In this way, these potential leads get to know who you are. Social selling begins here.
Over time with your regular engagement with their content, they may investigate your profile and will likely get a favorable impression of what you do. They’ll think, “That’s fantastic. Irene shared this. Irene liked this. Irene commented on this.” They could start paying attention to you and engaging with you. In this way, a relationship begins to build.
2. Curate content from outside sources.
This second content marketing strategy involves sharing relevant and provocative content from outside sources — that is, content you’ve found but not created yourself. This is a curated content strategy. You can do this by looking for information anywhere — Forbes, The Guardian, Channel News Asia, Marketing Magazine, the Financial Times — sources that reflect your personal brand.
In this strategy, you pick content you think is relevant to your target audience of peers, clients and others you’d like to engage with, and you share it. It’s important that you share content that’s valuable and interesting in a business context.
3. Post photographs in a business context.
As simple as it sounds and as easy as it is to do, posting original photographs on LinkedIn is an effective content marketing strategy. People like seeing photographs on LinkedIn because it’s your original content, and it’s you being personal while also doing something in a business context.
And remember: People buy from people. Photographs show you as a person. When you post photographs with other people in them and those people see their image on your page, it can make them feel seen and valued.
4. Specialize in infographics.
Infographics — charts or diagrams that visually represent data or information — are an amazing and effective way to communicate interesting content on LinkedIn. You can find intriguing infographics and share those, or you can make your own.
An infographic can also be a simple thing like a screengrab and should always have a personal view from you as an introduction.
5. Be a thought leader; create your own content.
Probably the hardest thing to do on LinkedIn is to create original content. It takes time and effort, but it can portray you as a thought leader. You come up with an idea you’re passionate about, and you write an article or make a video.
When you make original content, you need to get comments, likes and shares, not just views, because that means your content inspired some kind of action. Someone was inspired to say, “I disagree. These are the reasons,” or “I agree passionately for these reasons.”
Position yourself as a thought leader. Push boundaries, and challenge people. Let people know what you think in a business context, and engage with their reactions, positive or negative. It’s reactions that elicit engagement and social activity. That’s what you want to happen with any content marketing you do.
People want to know who you are, what you want out of life and what your views are. Your personality and your personal brand are communicated effectively through your content.
6. Strategically time your content sharing.
Use a time-based platform like Hootsuite or Buffer to strategically time when your content will hit particular groups of people. LinkedIn has peaks and troughs in terms of when people view content. People most often use LinkedIn in the morning on the way to work, at lunchtime and on their way home. On top of that, people are in different time zones.
No matter the content marketing strategy you use, or what combo you use, they all rest on the same principle: Content is at the heart of social selling. The content you and others like, share, post, create and comment on is what allows engagement to happen.
The content you choose to focus on, whether that be in terms of creating it yourself, posting it, liking it or commenting on it, is the springboard off of which others will engage with you and vice versa. This is how relationships are built and how your social selling is put into motion.
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