How to use LinkedIn to support your content marketing strategy

Creating and distributing content can sometimes be a challenging and time-consuming process.

LinkedIn has traditionally been a social network for professionals. However, it has quickly evolved into a powerful platform for B2B marketers. We explore how LinkedIn can be a formidable commercial opportunity for content marketing.

1. Pulse

LinkedIn’s self-publishing platform, Pulse is a valuable tool to use when publishing long-form content on expert opinion and information based around your area of expertise.

Content written in Pulse can easily be shared among other communities and groups, as well as being published on your own company page.

Pulse also has a feature called Top Posts. This is a great tool to use if you are looking to find inspiration for content. The Top Posts tool prioritises the most popular or “trending” posts written within your category (such as “marketing and advertising”).

When publishing a post on Pulse, it is important to label your post using the relevant tags. These may include, “SEO” or “digital marketing”. Tagging your post will make it easier for people to find it, maximising your views.

2. SlideShare

Purchased and integrated into LinkedIn’s architecture in 2012, SlideShare has made strong progress toward LinkedIn’s goal of making the platform the largest online repository of professional knowledge.

Users of SlideShare can upload files from Keynote, PowerPoint, PDF or OpenDocument presentations, where they can then be viewed on the site.

There are two ways SlideShare can be used to support content marketing, you can add the presentation to individual profile pages, or you can upload it to a company page. Here the presentations can be “liked” and shared, another way to increase brand awareness.

3. Company pages

One of the best content marketing opportunities LinkedIn provides is the company page option. This is a free and relatively easy to use service.

Through a company page, you are able to market your business to the LinkedIn network. You are able to tell your story and give potential customers a forum to learn about your brand, the business and your employees.

Research by LinkedIn has shown that users are 50% more likely to purchase from a company they like and regularly engage with.

Company pages are not limited to larger brands either. They can also be utilised by smaller business, provided content is consistent. A company page poses many opportunities, such as displaying your brand vision and mission statement; keep followers updated with industry news and using the “showcase page” function to highlight products or services to your target market.

Read and comment on the original Econsultancy article.