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June 10, 2024
Share with you practices of developing a LinkedIn content strategy that attracts engaged followers. Discover tips for understanding your audience, crafting compelling content, and leveraging LinkedIn's features.
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Developing a LinkedIn content strategy that draws in your ideal audience and inspires them to hit the "Follow" button is essential for growing your network and establishing your brand. By understanding your target audience, crafting compelling content, and engaging actively with your community, you can attract a highly engaged following on the platform.
Summary:
Key insight: Knowing your audience's preferences is essential to create content that resonates.
LinkedIn's analytics provide valuable insights into your audience's interests and preferences. By analyzing data such as post views, likes, comments, and shares, you can identify the topics and formats that resonate most with your followers. Pay close attention to the posts that generate the highest engagement rates, as these indicate the type of content your audience finds most valuable and relevant.
Let's consider the following example: if you notice that your posts about industry trends consistently receive higher engagement compared to product announcements, this insight suggests that your audience is more interested in thought leadership content. With this knowledge, you can adjust your content strategy to focus more on sharing industry insights and trends.
Once you've identified your audience's preferences through analytics, adjust your content strategy accordingly. Focus on creating more content around the topics and themes that have proven popular with your followers. By aligning your content with your audience's interests, you'll be more likely to capture their attention, encourage engagement, and inspire them to follow your page for more relevant insights.
For instance, if you discover that your audience engages more with posts featuring practical tips and tutorials, consider creating a series of "how-to" videos or articles that address common challenges faced by professionals in your industry. By consistently providing value that aligns with your audience's needs, you'll establish your page as a go-to resource and attract more engaged followers.
Saviez-vous que 90% des visites sur une page LinkedIn proviennent des 4 premiers mots du profil ?
Key insight: Irresistible hooks make people eager to read more and follow your profile.
To capture your audience's attention and encourage them to engage with your content, craft compelling hooks that pique their curiosity. Start your posts with intriguing questions, surprising statistics, or thought-provoking statements that make readers want to click "see more" to get the full story. By leaving them wanting more, you'll increase the likelihood of them engaging with your content and following your page for future updates.
Let's take the example of a cybersecurity software company targeting IT decision-makers. Instead of starting a post with a generic statement like "Cybersecurity is important," try a curiosity-inducing hook such as "What's the one cybersecurity mistake that 90% of companies make?" This introduction will make readers eager to learn more about the common pitfall and how to avoid it, increasing the chances of them engaging with the post and following the company's page for more valuable insights.
While curiosity-inducing hooks are important, it's equally important to deliver on your promise and provide valuable insights right away. Give your audience a taste of the valuable information they'll gain by reading your full post or article. By offering educational content, industry insights, or thought leadership pieces that address your audience's pain points or interests, you'll demonstrate your expertise and give them a compelling reason to follow your page for more.
For example, if you're sharing a post about a new industry report, instead of simply linking to the full report, provide a few key takeaways or surprising statistics in the post itself. This way, even if readers don't have time to read the entire report, they'll still gain valuable insights from your post and appreciate the knowledge you share, making them more likely to follow your page for future updates.
Key insight: Frequent, timely posting increases your content's visibility and reach.
Consistency is key when it comes to growing your LinkedIn following. By posting fresh content at least once per day, Monday through Friday, you'll maintain a steady presence in your followers' feeds and increase your chances of being seen and engaged with. Pages that post at least weekly see twice the engagement lift compared to those that post less frequently.
To illustrate the benefits of consistent posting, imagine two companies in the same industry: Company A posts sporadically, sometimes going weeks without sharing any new content, while Company B posts thought-provoking articles and engaging videos every weekday. Over time, Company B's followers will come to expect and look forward to their daily content, while Company A's page may be forgotten or overlooked due to its inconsistent presence.
In addition to posting frequency, timing also plays a role in maximizing your content's impact. The best time to post is between 9am and 5pm on weekdays. By scheduling your content during these peak hours, you'll be more likely to reach your audience when they're actively scrolling through their feeds and ready to engage with your posts.
For example, a B2B SaaS company targeting decision-makers in the finance industry might find that their audience is most active on LinkedIn during traditional business hours. By consistently posting valuable content between 9am and 5pm, the company can maximize its visibility and engagement, attracting more followers from its target audience.
To create a consistent posting schedule:
Key insight: Varying content types appeals to different audience preferences and prevents fatigue.
To keep your followers engaged and prevent content fatigue, experiment with a variety of formats beyond simple text posts. Eye-catching visuals, especially videos and custom image collages, have been shown to boost engagement and help your brand get noticed. Video content performs marginally better than other formats on LinkedIn, closely followed by image and carousel posts.
For instance, a management consulting firm could share insights from a recent industry survey using an engaging infographic or a short video featuring key takeaways. These visual formats can make complex data more accessible and memorable, encouraging followers to share the content with their own networks and attracting new followers in the process.
In addition to visual content, diversify your posts by alternating between different types of written content. Mix up short text-only posts with longer-form articles, PDF carousels, and newsletters to cater to various audience preferences and consumption habits. By providing a mix of quick, snackable content and more in-depth, valuable resources, you'll keep your followers engaged and coming back for more.
Let's take the example of a marketing agency targeting small business owners. The agency could share a variety of content, such as:
By offering a diverse range of content formats, the agency can appeal to different learning styles and preferences, ensuring that there's something valuable for every follower.
One of the most effective ways to attract followers and establish your brand as an industry leader is by publishing compelling thought leadership content. C-suite executives and decision-makers are always on the lookout for innovative ideas and insights that can inspire their own business strategies. By sharing your organization's unique perspectives and experiences, you'll position yourself as a go-to resource and give business leaders a reason to follow your page.
For example, a B2B technology company could publish a series of articles written by its CEO on the future of artificial intelligence in enterprise software. By sharing forward-thinking, well-researched content, the company can demonstrate its expertise, spark meaningful conversations, and attract followers who are interested in staying ahead of industry trends.
In addition to thought leadership, share educational content that provides value to your followers beyond what they can find on other platforms. By offering industry insights, tips, and best practices that your audience can apply to their own work, you'll demonstrate your expertise and give them a compelling reason to follow your page. Focus on creating content that helps your followers solve problems, improve their skills, or stay up-to-date with the latest trends in your industry.
Let's consider the following example: a human resources consulting firm could share a series of posts featuring unique strategies for improving employee retention, based on the firm's proprietary research. By providing actionable insights that followers can't find elsewhere, the firm can establish itself as a valuable resource and attract HR professionals who are eager to learn from their expertise.
To create valuable thought leadership and educational content:
Key insight: Responding to your audience shows you value them and encourages more interaction.
Engaging with your community is just as important as publishing great content when it comes to growing your LinkedIn following. Respond to every thoughtful comment and question on your posts to show your audience that you value their input and encourage further engagement. By actively participating in conversations, you'll increase the visibility of your posts and attract new followers who appreciate your responsiveness and dedication to your community.
For instance, if a follower leaves a comment on your post asking for clarification or additional resources, take the time to provide a thorough and helpful response. Not only will this make the individual feel valued, but it will also demonstrate to other followers that you're committed to fostering a supportive and engaging community.
While it's tempting to focus on raw follower numbers, remember that the goal of your content should be to build meaningful connections, not just reach as many people as possible. Engage with your audience in a way that fosters genuine conversation and encourages them to share their own insights and experiences. By prioritizing quality interactions over quantity, you'll cultivate a loyal following of engaged professionals who are invested in your brand and content.
Let's take the example of a sustainability consulting firm. Instead of simply aiming to attract as many followers as possible, the firm could focus on building a tight-knit community of professionals who are passionate about environmental issues. By sparking thoughtful discussions, soliciting feedback, and showcasing follower contributions, the firm can create a sense of belonging and encourage active participation from its community.
"The goal of your content should not just be to reach as many people as possible but to engage with your audience and build meaningful connections."
Developing a LinkedIn content strategy focused on understanding your target audience, crafting compelling content, establishing a consistent posting schedule, diversifying your content formats, sharing valuable insights, fostering engagement, and collaborating with influencers will help you attract a highly engaged following of professionals who are eager to consume and interact with your content. By implementing these key strategies, you can establish your brand as a go-to resource in your industry and build meaningful connections with your audience on the platform. For more tips on maximizing your LinkedIn presence, be sure to check out our article "How to Optimize Your LinkedIn Profile for Greater Visibility and Engagement.
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