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How to Build a Great LinkedIn Content Strategy

As the social hub for professionals, LinkedIn can and should be used for marketing your products and services to your audience. If you’re not yet using LinkedIn content to attract and engage your audience, you’re already a step behind.

LinkedIn can serve as a valuable tool within your greater content marketing strategy, but you have to be able to effectively manage your posting schedule. The best way to do this is by creating a LinkedIn content calendar.

The World of LinkedIn Content

There’s no question that LinkedIn is an essential channel for content marketing, especially for building B2B relationships. In fact, more than 50 percent of B2B social traffic comes from LinkedIn, and 94 percent of B2B marketers say LinkedIn is their best distribution channel. 

Marketing professionals praise LinkedIn as the best hub for information and material – 91 percent of marketing executives rate LinkedIn as the best place to find high quality content.

What’s the purpose of all that content though? Well, 80 percent of B2B leads come from LinkedIn, and quality content most definitely plays a role in that generation.

But with all this content, isn’t there some overlap? Doesn’t it get dry? Well, no, and here’s why: there are tons of different kinds of LinkedIn content, and it creates an engaging, diverse range of material for you to digest.

Different kinds of LinkedIn content include the following:

How To Posts

How to posts have one primary goal – to teach the reader something. It’s informational content that provides instructions on how to complete a task. This could include any number of topics, from “how to develop your content marketing strategy” to “how to train your dragon.”

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Also, if you’ve noticed – this article is a “how to” post, because we’ll eventually be guiding you through how to create a LinkedIn content calendar.

List Posts

List posts often encompass “top” or “best” categories, and provide insight into specific areas. For example, you might find list posts that have the titles “top thought leaders in marketing” or “best ways to procrastinate.”

Templates

Templates are guidelines or worksheets that readers can use to shape the creation of material. For example, HubSpot has a bunch of different useful templates available, such as their template to help marketing professionals develop buyer personas.

Ebooks

Imagine a book, but on the internet. And shorter than a regular book. Behold, the ebook. Your ebooks should provide valuable information to your audience, so it’s important to distribute them across the most relevant professional channels – like LinkedIn.

Webinars

Webinars aren’t so much involved with posting content as hosting an online conference that provides information and topical commentary on your industry. As a professional hub, LinkedIn is a great place to hold webinars for your targeted audience.

Live Events

LinkedIn is especially good for promoting upcoming live events. Whether you’re hosting or attending a professional event, creating a promotion complete with visual content, a brief descriptor, and a strongly enticing CTA will encourage your target audience to attend!

SlideShares

SlideShare is a LinkedIn tool that allows you to host professional presentations online for a wide audience. You can upload slideshow presentations, videos, infographics, and much more. It’s a hub for a massive amount of informational content.

Video

Self explanatory but also very important to not forget – LinkedIn allows you to upload videos, which is the most influential kind of marketing content in the industry.

Images Featuring Stats

Reading about an impressive statistic is sometimes less impressive when it’s stuffed amongst other content in a report. To make important statistics more impactful, get a little creative with Photoshop and overlay core text on a relevant image that ties into the campaign or research results.

Company News Updates

LinkedIn is a great place to post quick company updates to keep your audience and partners in the loop at all times. While you don’t necessarily need to share a whole article to broadcast a new hire, you can (and should) use one for something like a new product launch.

For the smaller stuff (like introducing that new intern named Steve who gets the coffee order wrong every single day, damn it Steve!), a simple status update will suffice nicely.

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Original Research

Conducting original research and sharing it on LinkedIn is a great way to establish yourself as a thought leader within your industry. It puts you at the forefront of conversations and development within your area, and helps you stand out from your competitors.

Third Party Content

Engaging with industry relevant content produced by third parties will show that you’re active within the greater conversation of your area of expertise. Share insightful and impactful articles that you find valuable, praise a good video campaign, etc., and your audience will appreciate your breadth of attention.

Why You Need a LinkedIn Content Calendar

As with every marketing initiative, you need a documented plan in place in order to set yourself up for success.If you launch a new campaign without first developing an organized, comprehensive strategy, it can easily crash and burn.

Luckily, content calendars are here to save the day. LinkedIn content calendars help you plan out your publication schedule, but they can also help you in a myriad of other ways as well, such as the following:

    • Gives you time to generate new ideas for the short and long term
    • Helps you align messaging with certain initiatives
    • Assists in planning ahead for noteworthy events
    • Guides with mapping your content to certain themed campaigns
    • Shows your entire team the bird’s eye view of all things
    • Ensures content is persona-targeted and aligned with the buyer journey

Elements of an Awesome LinkedIn Content Calendar

In order for your LinkedIn content calendar to be successful, each piece of content that gets scheduled into it needs to consist of the following elements:

Author

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First and foremost, who is responsible for creating this content? Who’s going to write this blog post, record and edit this video, etc.? It’s important to assign these tasks ahead of time so your content team members can prepare and schedule time for creation.

Working Title

A piece of content without a title is like a novel with no name. It lacks direction, and honestly, do you even know what it’s about? No. You don’t need a finalized title immediately, but at least come up with a working title to get a base set.

Summary of Content

The summary of content is the most important element to include on your LinkedIn content calendar. For starters, it helps the author know what exactly the content they’re producing is about. But it can also provide direction for the piece as well, if you’re looking to have it take a specific point of view or display information from a certain angle.

Content Format

Basic, but important. What kind of format is the content going to take? Is it a blog post, a video, an event promotion, a simple status update about Steve? Add this detail upfront. 

Targeted Keywords

This element is essential for your SEO. Including keywords in your calendar ahead of time will allow the author to incorporate them within the content more efficiently during the creation process. This method will streamline your SEO efforts, making them much smoother than researching keywords and plugging them in after initial creation.

Buyer Persona

One of the most important elements of quality content is understanding the audience of the content. Developing buyer personas will help you determine the purpose of the article, such as the pain points it addresses, and what it seeks to accomplish.

If you don’t know who you’re writing the article for, then how do you know what to discuss and how to express your points in a convincing way?

Scheduled Publication

Possibly the most obvious element given that this is an article about editorial calendars – make sure you remember to actually schedule the article into your calendar, so your team can know who needs to create what content and when. Staying on top of this task will help your team maintain organization and stay on schedule to achieve goals.

How to Create Your LinkedIn Content Marketing Strategy

Unfortunately, you can’t snap your fingers and have your content calendar appear before your very eyes. Wouldn’t that be nice? Nevertheless, we’ve put together a step by step guide to help you build yours.

1. Set Your Goal

Before you develop a LinkedIn content marketing strategy, you have to determine what you hope to achieve from it. Are you looking to boost traffic to your website? Increase brand awareness? Generate leads? Maybe even foster a B2B partnership?

Once you figure out what the overall goal of the strategy is, this will help you better shape it to create more efficient campaigns and effective, targeted content aimed at achieving that goal.

2. Audit Your Existing Content

In order to build a better LinkedIn content strategy, you first have to audit your existing content presence. What kind of content are you already posting on LinkedIn? How is it performing? Understanding this will help you understand how you can improve your content. 

Where are the gaps in your content? For example, do you only post blog articles, and no videos? Are there important topics within your industry that you don't address or discuss within your content? 

3. Research Trends, Topics, and Keywords

In order to know what kind of content you should be posting, you need to research the latest trends, topics, and keywords within your industry. What information is your audience looking for right now? What are people talking about? Do some digging into your competitor's content to see what they're writing about and how you can improve upon it. 

Put together a list of key topics that are relevant to your industry, and do thorough keyword research for each one. There are plenty of great online keyword research tools available, such as Moz.   

4. Analyze and Evolve

The work isn't done once you post your new content to LinkedIn. In order to build more effective campaigns and create more efficient, impactful content, you need to analyze how your material performs so you can determine what is and isn't working. 

It may take a while to perfect the art of reaching your target audience with valuable content that they want. Keep track of which content gets high response and share rates, and see if you can find patterns within the engagement. 

Develop Your Content Strategy for a Better Overall LinkedIn Presence

Developing a LinkedIn content strategy is one of the best ways to improve your professional, advantageous use of LinkedIn. Doing so can have a myriad of different benefits for your company – it can improve your recruitment marketing strategy, drive new leads, and foster B2B partnerships. 

With a LinkedIn content plan in place, and an organized editorial calendar to manage it, you and your team will be ready to attract and engage targeted users to drive marketing results.

Download the LinkedIn tipsheet

Claire Cortese

Claire Cortese

I am a content creator here at Bluleadz. In my free time, I enjoy hugging dogs, watching reruns of The Office, and getting sunburnt at the beach.