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4 reasons why LinkedIn matters to your content marketing strategy

You’d be hard pressed to find a business that wasn’t leveraging social media as part of their content marketing strategy in one way or another. Whether it’s posting pictures of weekly food specials or tweeting about software discounts for SMEs, social media provides a platform for us to easily reach our audiences while identifying new prospects for your business.

In fact, research from the Digital Marketing Institute found that 66 percent of companies who spend a mere 6 hours on social media marketing saw notable increases in lead generation. When people think about social media their minds often jump to Facebook, Twitter, Instagram and even Snapchat – LinkedIn can get lost in the shadows of these flashy platforms.

Yet, when it comes to marketing it is one of the most effective uses of your budget. Perhaps that’s why 94 percent of B2B marketers use it as a part of their strategy.

Why is LinkedIn important to your content marketing strategy?

The reach of LinkedIn alone is considerable. When posting collateral on this social media platform you are reaching over 430 million users – 40 percent of whom check the platform daily, according to HootSuite. Moreover, a whopping 49 percent of key decision makers use LinkedIn for their business needs.

Not sold yet? Don’t worry we’re just getting started. Here are 4 more reasons why LinkedIn matters to your content marketing strategy.

1. It improves your search engine ranking

Any good marketing strategy pays close attention to Search Engine Optimisation (SEO). From selecting the right keywords to ensuring your content is original, there are a lot of different things to consider to get a good ranking.

Part of Google’s algorithm places a high value on LinkedIn company pages and posts due to their generally authoritative nature. By populating your LinkedIn page with good content and using SEO best practices you can up your LinkedIn pages’ ranking. This, in turn, can drive traffic to your company page, meaning more overall visibility for your business.

2. Two words: Network growth

LinkedIn is used to connect with professional colleagues, it’s what the platform is all about. This in itself presents a great opportunity for your business. If you current audience considers your content interesting enough to share you will be instantly connected to an audience of a similar demographic, opening you to a whole new network of prospects.

3. Your insights will reach an engaged audience

While we wish everyone got excited about the intricacies of any given specialised product or service, that’s just not always the case. However, when you tap into the powers of LinkedIn you can find a group of people that are genuinely dying to hear your insights on where your niche industry is headed and how to get ahead.

This kind of shared interest is exactly what sparks meaningful engagement. LinkedIn is a space where you can have dialogues about your industry, share expertise and show off your knowledge all at the same time. In fact, according to international digital strategist Warren Knight, LinkedIn is the social media platform that drives the most engaged traffic.

4. LinkedIn helps you become a real thought leader

Speaking of expertise, LinkedIn is your platform for establishing your business as a thought leader in your space. Using LinkedIn as a publishing platform gives you access to over 430 million readers. The more relevant and insightful content you post, the more your brand will be associated with credible and actionable information. Unlike other platforms, LinkedIn is strictly a network of professionals, meaning your insights will reach the right people to propel your content to thought leadership.

Quick content marketing tips for LinkedIn

Okay, you’re sold. LinkedIn is the secret sauce your marketing strategy has been missing. Here at Castleford, we know a thing or two about content marketing so before we send you off on your exciting LinkedIn journey, we have a few quick tips on how to create the most successful content possible.

  • Make that headline pop: Your headline carries a lot of responsibility. It’s what makes someone click ‘read more’ as opposed to scrolling down their timeline. Keep this in mind whenever you’re writing. Building a headline that generates the interest of fellow professionals will only work to improve your engagement rates.
  • Timing is everything: Make sure to do your research when it comes to posting times. Sure you could have a top-notch article but who cares if no one ever sees it? According to HubSpot, LinkedIn sees peak activity between Tuesday and Thursday either early in the morning, during lunch hours or right before the end of the workday – use that knowledge to your advantage.
  • Follow up on that engagement: When you execute a stellar LinkedIn strategy you’ll start seeing a spike in activity. Keep that momentum going. This is the time to strike up conversations with your network – respond to those comments, send some direct messages. Whatever you do, don’t let that engagement go to waste.

Want more? Download 50 Tips For Your LinkedIn Marketing


Sabrina Dorronsoro
Sabrina Dorronsoro About the author

Sabrina is the Editorial Manager overseeing the Enterprise team here at Castleford. Home to some of our largest and most high profile clients – Sabrina ensures the likes of Greenpeace, Hilti Australia, WWF, and BDO get the best from her team of writers, Strategists and Project Managers.

Read more of Sabrina's articles