How to Create a LinkedIn Content Strategy

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Do you ever feel like you’re spinning your wheels when it comes to content marketing? Like you’re creating content, but it’s not getting the desired results? You’re not alone! Many businesses struggle with devising a content strategy that works, especially on LinkedIn, because it’s such a diverse professional platform. 

And if you’re like most professionals, LinkedIn is the first place you turn to when looking for new opportunities. That’s why it’s so important for professionals and brands to have a strong LinkedIn content strategy in place. But crafting an effective LinkedIn content strategy is no walk in the park when you aim to reach a broad audience base. 

The process can be quite straightforward and stress-free if you equip yourself with all the right tools. If you want your LinkedIn content to reach the right people and garner excellent engagement, we hear you. 

In this article, we will provide you with some useful tips on developing an excellent LinkedIn content strategy. We’ll also address everything you need to do to make your personal LinkedIn profile and company page stand out.

So whether you’re just starting with LinkedIn or looking to take your content strategy to the next level, read on. You’ll have a well-thought-out LinkedIn content strategy in place without wasting your time! 

What Is a Content Strategy for LinkedIn?

A LinkedIn content strategy is a plan for creating and sharing content on LinkedIn that will help you achieve your business or personal goals. 

When crafting your strategy, it is essential to consider what content will be most effective in achieving those goals. Will you be sharing blog posts? Writing articles? Posting updates? Creating videos? 

It is also important to consider how often you’ll share new content. Once a day? A couple of times a week? Once a week? Depending on the goals of your strategy, the frequency of your postings may vary. 

Plus, your LinkedIn content strategy must have your target audience at its heart. Who is your target audience? What kind of information are they looking for? What type of language will resonate with them? 

By tailoring your content to your audience, you will be more likely to engage them and achieve your desired results. 

Now that we’ve answered the question “What is a LinkedIn content strategy?”, let’s look at some native LinkedIn features that can help you implement yours.  

Read also: How To Become a Content Writer

LinkedIn Groups 

One of the best native features of many LinkedIn accounts is getting access to groups. Joining relevant groups on LinkedIn lets you connect with others in your industry who may be interested in your products or services. 

Many groups also allow members to post updates and articles, providing yet another avenue for promoting your brand on LinkedIn.  

LinkedIn Company Pages

The easiest place to post LinkedIn content is your company page or personal profile. When you open your LinkedIn home page, you’ll find an option saying ‘start a post’ followed by the ‘write an article’ button. 

If you post content using these buttons, it will show on your LinkedIn profile, and your followers can interact with it. For better reach and engagement, it is a good idea to share these posts with others and engage with them in the comments so that more and more LinkedIn users are engaged.

LinkedIn Pulse 

LinkedIn Pulse allows users to write articles and post on the professional network.  These Pulse articles were allowed to reach up to 1,300 words in length, along with images, videos, and links. 

Publishing an article on Pulse helped users show off their industry expertise and build credibility with other LinkedIn users. Unfortunately, this feature is no longer available – if you want to share long-form content on LinkedIn, you can post it directly from the ‘start a post’ tab instead of a separate feature. 

Read also: What is Copywriting?

Best Practices for Sharing Content on LinkedIn 

In addition to taking advantage of native features like Pulse and Groups, there are also some general best practices you should follow when sharing content on LinkedIn: 

• Make use of keywords so that your content appears in relevant searches. 
• Use images, infographics, and videos whenever possible – visual content is more likely to catch someone’s eye as they scroll through their feed.
• Keep Your posts short and sweet – readers are likelier to engage with something easy to digest.
• Proofread everything before hitting “publish”– poor grammar and spelling errors reflect poorly on you or your company.
• Always add value – if all you’re doing is trying to sell something, people will tune out quickly.
• Use calls to action sparingly but effectively – too many calls to action can come across as pushy, but including one in your content can prompt people to learn more about your offer.
• Monitor analytics to see what works well and tweak your strategy.
• Take advantage of tools like Hootsuite Insights or Google Analytics for social media monitoring.
• Try paid boosted posts or sponsored InMail messages if you’re having trouble getting organic reach.

How Does Content Strategy for LinkedIn Work?

As a business-oriented social media platform, LinkedIn is a great place to share content that will reach other professionals and thought leaders in your industry. 

This LinkedIn content strategy overview will help you get started.

Types of Content to Share on LinkedIn

When it comes to the types of content you can share on LinkedIn, the sky is the limit. That said, some types of content tend to perform better than others. Here are a few examples:

• Original blog posts: Share your original blog content on LinkedIn to drive traffic back to your website. Include a brief teaser and link back to your website so readers can easily find the full post.
• Industry news articles: Sharing news articles related to your industry is a great way to show you’re up-to-date on the latest trends. When sharing news articles, include your commentary, so readers know why the article is significant.

• Infographics: People love infographics because they’re easy to consume and usually contain interesting information. If you have an infographic relevant to your industry, share it on LinkedIn along with a brief description of what it covers.
• Slideshows: Slideshows are similar to infographics in that they’re easy to consume and usually contain useful information. If you have a slideshow relevant to your industry, you may want to share it with your LinkedIn connections. 

A solid LinkedIn content strategy has three main purposes: to build relationships, generate leads, and create a strong LinkedIn presence. Also, remember that each piece of content should have a different purpose. 

For example, some posts might be designed to increase brand awareness, while others might be meant to nurture relationships with potential customers. It’s important to clearly understand your goals before creating any content. 

Once you know what you want to achieve, you can create a strategy to help you reach your goals. A good LinkedIn content strategy will include a mix of different types of content, such as blog posts, articles, infographics, and videos. It’s also key to post regularly and vary the content types you share.

Building Relationships

Content strategy is the process of planning, creating, and distributing content to achieve specific business objectives. And as a business professional, you know that relationships are the cornerstone of success in the corporate world. 

And that’s true whether you’re trying to connect with potential customers or other companies or professionals in your industry. Content strategy on LinkedIn is all about building relationships — with leads, potential customers, clients, or existing customers; with other businesses; and with influencers in your industry. 

Generating Leads

LinkedIn is one of the best platforms for generating leads because it allows you to target your audience with laser precision. When used correctly, LinkedIn can help you generate more qualified leads than any other platform — including Facebook, Twitter, and Google+. 

A strong presence on LinkedIn starts with optimizing your profile and company page. Once that’s taken care of, you can begin sharing relevant, high-quality content that will attract your ideal customer or client. 

As you continue to post valuable content and engage with your audience on LinkedIn, you’ll start to generate leads naturally. You can also use LinkedIn Ads to target specific groups of people with laser precision. 

Benefits of LinkedIn Content Strategy for Businesses

LinkedIn has become an increasingly powerful tool for B2B marketers. Let’s take a look at the top five benefits of a LinkedIn content strategy for businesses:

1. Generate Leads 

As mentioned above, by regularly publishing high-quality content on LinkedIn, businesses can attract the attention of potential customers and clients. Once you have established yourself as a thought leader in your industry, people will be more likely to do business with you. This will help you generate more leads.

2. Brand Awareness 

When you publish high-quality content on LinkedIn, your articles have the potential to be seen by millions of people. If you can get your target audience to read and share your articles, your brand’s reach on the platform will significantly grow. 

As your content reaches more people, your brand awareness will grow. This will help draw potential customers to your business and boost your sales.

3. Establish Thought Leadership

A strong LinkedIn content strategy can help professionals establish themselves as thought leaders in their industries. If you can consistently produce valuable and insightful content, people will begin to see you as an expert in your field. 

This is a great way to differentiate yourself from competitors and build trust with potential customers. And it is sure to give you a great return on investment in the long run.

4. Increase Website Traffic 

Did you know that by including links to your website in your LinkedIn articles, you can increase traffic to your site? This drives qualified leads to your website and converts them into customers or clients. 

Since the LinkedIn community actively interacts with value-loaded content, your helpful content will likely catch their eye. And once you accomplish this level, you’ll see a surge in your website traffic. 

5. Enhance SEO 

Including strategic keywords in your LinkedIn articles can enhance your SEO and help you rank higher in search engine results pages (SERPs). This tactic will help more people find your articles when searching for information related to your industry or business. 

Say you want to be a niche authority by posting unique LinkedIn articles and using LinkedIn live, where you educate your followers. Now, if you have a well-thought-out LinkedIn strategy for business, your posts will reach your preferred audience. 

6. Personal Brand Building

Sure, becoming a well-trusted name on LinkedIn is no easy play – it takes a lot of planning and ingenuity. But if you want to rise above your competition, a LinkedIn content strategy for personal branding is inevitable.

You can add LinkedIn live, articles, regular posting, and everything in between to your content strategy for impressive results. Once you build your standing in your professional network, you’ll get more leads and better work opportunities (as we explained above). 

Related article: How to Build Your Brand on LinkedIn

What Makes a Good LinkedIn Content Strategy for Personal Branding and Businesses?

At this point, you might be thinking, “Why do I need a content strategy on LinkedIn? I’m not trying to sell anything.” But whether you’re a business owner or an individual, personal branding is important. 

Why? Because we live in a world where first impressions matter, people will make assumptions about you based on what they see online. 

If you’re job-hunting, potential employers will Google you (yes, even if they don’t admit it) and check out your social media presence before deciding whether or not to invite you for an interview. 

If you’re a business owner, your potential customers will do the same thing. In other words, if you want to put your best foot forward, you must have a strong LinkedIn presence. So how do you create a good content strategy? 

Here are some factors that a good LinkedIn content strategy always has:

A Clear Goal

Like most people, you probably set goals for yourself all the time. Whether it’s a New Year’s resolution to finally get in shape or a personal target to save up enough money to buy a new car, having a clear goal is essential to achieving success. 

The same is true regarding your LinkedIn content strategy – to ensure your content has the desired effect, you must start by setting a clear goal. But what exactly should that goal be? Here are a few ideas:

• Increase brand awareness among LinkedIn users 
• Drive traffic to your website from LinkedIn 
• Generate leads and convert them into customers 
• Enhance your reputation as an industry thought leader 
• Boost SEO rankings by publishing informative, keyword-rich content on LinkedIn  

Regardless of your specific goal, it’s important to remember that it should be SMART: Specific, Measurable, Achievable, Relevant, and Timely.

In other words, don’t just set a goal of “getting more leads” or “increasing brand awareness.” Ask yourself how many leads you want to generate within a specific timeframe or what percentage of LinkedIn users you want to reach with your content. 

Setting specific and measurable goals will enable you to track your progress and adjust your strategy to succeed.

A Profiles That Pops

We know this is a no-brainer, but you’d be surprised how many LinkedIn users forget to work on their profiles when devising a content strategy. 

If you’re also unsure about this aspect, here’s why an optimized profile must be a part of your strategy:

• You need to stand out from the other 875 million+ LinkedIn users.
• Your competition is probably already using LinkedIn to its advantage.
• A strong profile means more opportunities for business deals and partnerships.
• Recruiters are increasingly using LinkedIn as a tool to find candidates.
• A well-optimized profile can help you position yourself as an expert in your field.
• It’s a great way to stay up-to-date on industry news and trends.
• Your profile is a reflection of your brand.
• You never know who you might meet through LinkedIn.
• Because it’s just good common sense!

Consistent Posting

Posting good content is essential to winning at LinkedIn. So, how do you go about posting good content? It’s pretty simple. Just ask yourself three questions: 

• Is this something my audience will find interesting? 
• Is this what my audience will find helpful? 
• Will my audience find this content valuable for their business? 

If you can answer “yes” to all three questions, you’re on your way to posting good content. And when you post good content, people will start to pay attention to you. They’ll read your posts, they’ll share your posts, and they’ll comment on your posts. And that’s how you win at LinkedIn. 

A Mix of Visual and Text-Based Content

Let’s face it, we all scroll through our LinkedIn feeds quickly. We’re looking for content that will capture our attention and hold it long enough for us to read. That’s why a mix of visual and text-based content is crucial for your LinkedIn content strategy.

Think about it this way; if you’re checking your feed and you see nothing but text, chances are you will keep scrolling. But if you see a mix of visuals and text, you’re more likely to stop and take a look. And that’s what you want, right? You want people to see your content.

Now, this isn’t to insinuate that every piece of content you post needs to be a meme, a video, or something like that. But mix things up a bit. Post an article with a humorous headline one day, followed by a short video the next, or share a link to an article with an eye-catching image.

How a LinkedIn Content Strategy Can Help Your B2B Sales

LinkedIn has an undeniable ability to connect you with decision-makers in nearly any industry. It also lets you showcase your thought leadership and build credibility for your brand. 

But did you know that LinkedIn can also be an effective tool for generating leads and closing sales? 

Here’s how a LinkedIn content strategy can help your B2B sales efforts:

Prospecting on LinkedIn is Easy 

Gone are the days of cold-calling and blindly adding people on LinkedIn. With LinkedIn Sales Navigator, you can easily target and find the decision-makers at your ideal companies. But, is LinkedIn Sales Navigator worth investment?

You can also use Boolean search to find prospects that match your ideal customer profile. Once you have a list of potential customers, you can start reaching out and building relationships with them.

Related article: How to Create a Prospecting Plan

Your Prospects Are Already on LinkedIn 

According to recent statistics, over 80% of business decision-makers use LinkedIn as part of their buyer’s journey. If you’re not using LinkedIn as part of your sales strategy, you’re missing out on a huge opportunity to reach your target market. 

Humans Buy From Humans 

People like doing business with other people, not companies. This is especially true when it comes to B2B sales. When selling to another business, it’s crucial to build relationships and establish trust before trying to close the deal. 

Thankfully, LinkedIn is the perfect platform for relationship building. With LinkedIn, you can easily connect with other professionals in your industry and start building relationships with them.

You Can Position Yourself as a Thought Leader 

To win more B2B sales, you need to position yourself as a thought leader in your industry. Luckily, LinkedIn is the perfect platform for sharing your thought leadership content. 

By regularly publishing blog posts, articles, or even video content on LinkedIn, you can position yourself as an expert in your field and build credibility with potential customers.  

8 Steps to Building a LinkedIn Content Strategy

No business can survive without a content strategy in today’s age. This is especially true for small businesses looking to build a name for themselves. 

But what exactly goes into a content strategy? And how can you make sure that it works for your specific business? 

Well, now we’re going to take a step-by-step look at the process of developing a content strategy that will help you achieve your marketing goals. Let’s get started!

1. Define Your Marketing Goals

The first step in any content strategy is to figure out your objectives. 

What do you want to achieve with your content? Do you want to increase brand awareness? Drive traffic to your website? Generate leads? 

If you put time and effort into creating a LinkedIn content strategy, you need to have defined goals for what you want that strategy to achieve. Without goals, you’ll have no way of measuring whether or not your strategy is successful. Once you know your objectives, you can create content aligned with those goals.

Some common marketing goals that businesses use LinkedIn to achieve are: 

• Increasing brand awareness 
• Generating leads 
• Boosting website traffic 
• Growing Engagement 
• Improving Sales 

Consider your business’s specific goals and ensure that your LinkedIn content strategy is designed to help you achieve them.

2. Understand Your LinkedIn Audience/Do Thorough Market Research

The next step is to research your target audience. 

Who are you trying to reach with your content? What are their interests and needs? What kind of content do they engage with on LinkedIn? 

By understanding your target audience, you can create content that appeals to them and gets them to take action. 

LinkedIn is home to a wide variety of professionals from all different industries. And while it might be tempting to try and appeal to everyone, that’s not an effective use of your time or resources. After all, you can’t be everything to everyone. Focusing on a specific target audience and tailoring your content to them is much better.

Fortunately, LinkedIn provides you with a ton of data to help you better understand your target audience. Take some time to look at their job titles, company size, location, age, gender, etc. 

This will give you a pretty good idea of who you should be targeting with your content. Once you’ve narrowed down your target audience, it’s time to start creating content that appeals to them. 

When creating content for LinkedIn, you must use keywords strategically. This will help ensure that your content is seen by people interested in your words. To find the right keywords, consider what potential customers might search for when looking for content like yours. You can also use tools like Google AdWords Keyword Planner and BuzzSumo to research popular keywords in your industry.

3. Devise the Content You’ll Share

Once you know who you’re targeting and what you want to achieve, it’s time to start creating compelling content. This could be blog posts, infographics, videos, or any other type of content that will capture the attention of your target audience. 

Creating content on LinkedIn isn’t just about posting random thoughts or links to articles. If you want your content strategy to be effective, you need to put in the time and effort to understand your target audience and create content that appeals to them.

Keep in mind that LinkedIn is a professional platform, so ensure your content is high-quality and informative. You should publish high-quality content regularly if you want people to read and engage with your LinkedIn content. 

This doesn’t mean you need to post new content daily, but you should aim to publish at least one or two new pieces each week. Plus, when creating content, focus on relevant topics for your target audience and offer value in some way. 

For example, you could write an educational blog post or create an infographic that breaks down a complex topic into easy-to-understand language. Moreover, your content should include engaging imagery – people are visual creatures and tend to be drawn to images more than text. 

Once you’ve created great content, share it broadly within LinkedIn so people can see it. The best way to do this is to post on relevant LinkedIn groups. But you can also share your content directly with your connections or run Sponsored Updates – paid advertisements that look like normal posts but appear in the feeds of people who fit your target audience criteria.

4. Leverage LinkedIn Videos for Better Engagement

If you want better engagement on your LinkedIn posts, add a video! 

Videos are more likely to be seen and shared than text-based posts, so if you’re looking for better results, include a video in your content strategy. 

You can create original video content or repurpose existing videos from other channels (like YouTube or your website). 

Now, you must think: “I don’t have time to post videos and live sessions as part of my LinkedIn content strategy. I’ve got a business to run!” And you know what? You’re right! You do have a business to run. But that doesn’t mean you can’t find time to post videos and live sessions as part of your LinkedIn content strategy.

Here’s the thing: people love videos and live sessions. They’re engaging, they’re informative, and they’re just plain fun to watch. By posting videos and live sessions as part of your LinkedIn content strategy, you’re giving your audience something they want to see.

And when you give your audience what they want to see, they’re more likely to keep coming back for more.

5. Benefit From LinkedIn Curated Content 

What if we were to tell you that LinkedIn is a goldmine of content-sharing opportunities? 

Curated content, or content created by others, can keep your LinkedIn company page active without worrying about coming up with original content. 

Of course, you don’t want to overdo it – no one likes a spammer. But sharing valuable content from other sources a few times a week can do wonders for your LinkedIn strategy.

Why should you share curated content on LinkedIn? Here are some good reasons:

• It shows your audience that you’re up-to-date on the latest industry news and developments. If you’re constantly sharing quality content from other sources, your audience will begin to see you as a thought leader in your field. 

And when they see you as a thought leader, they’re more likely to do business with you.

• Sharing curated content on LinkedIn helps build relationships with other professionals in your industry. When you share an article or blog post written by someone else, they’ll usually get notified (assuming they have their notifications turned on). 

This aspect can even help you build relationships with other influencers in your industry – we all know that relationships are key to success in business.

6. Use LinkedIn Ads for Better Company Reach 

If you want to reach out to other professionals, generate leads, and build authority in your industry, you must be active on LinkedIn. And one of the best ways to ensure your target audience on LinkedIn sees your content is to use LinkedIn Ads. Here’s why: 

• These ads are effective in reaching professionals on the platform. Ads let you target your audience very specifically so that you can deliver your content to the people most likely to be interested in it. 

You can target your ad campaign by job title, company size, or even specific keywords that users have included in their profiles.

• Running ads is also very affordable. You can set a budget for your LinkedIn Ads campaign and only pay when someone clicks on your ad. This makes LinkedIn Ads a cost-effective way to reach your target audience on the platform.
• Lastly, LinkedIn Ads are an excellent way to promote your content. If you have a blog post, white paper, or e-book that you want people to read, you can use LinkedIn Ads to drive traffic to it. 

You can even include a call-to-action in your LinkedIn Ad so that people can click through and download your content directly from the ad. You can also use LinkedIn’s native advertising capabilities to promote your best pieces of content to a broader audience. 

7. Link Your LinkedIn to Your Blog or Website

If you’re not already linking your blog or website to your LinkedIn profile, you’re missing out on a valuable opportunity to promote your content and reach a wider audience. 

Here’s why it’s wise to link your blog or website to your LinkedIn profile, along with some examples of how to do it:

• When you link your blog or website to your LinkedIn profile, you’re essentially giving LinkedIn users a preview of your content and inviting them to check it out. This is a great way to increase your site or blog traffic and get more people to read your content.
• Also, linking to your site or blog from your LinkedIn profile helps increase the number of inbound links pointing to your site, which can help improve your search engine ranking. 

Plus, if someone reads and likes one of your articles, they’re likely to click through to read more of your content, increasing the number of people exposed to your work. 

• Linking your profile to your blog or website from LinkedIn helps build credibility for you and your site. 

When readers see that you have an active online presence and regularly publish high-quality content, they’re more likely to trust what you have to say and visit your site for even more great information. 

Now that we’ve gone over why it’s wise to link to your blog or website from LinkedIn, let’s look at how to do it. 

If you want maximum exposure for your site or blog, there are two ways to go about it: adding a link in the “Website” section of your “About” page or including a link in the “Publications” section under the “Experience” heading. 

If you choose the former option, any visitor who navigates to your profile’s “About” section will see the link prominently displayed near the top of the page. However, this approach won’t allow you to show off any recent articles or publications.If you want people who view your profile to see what kind of great content you’re producing, linking from the “Publications” section is the way to go. Not only will this give visitors quick and easy access to your latest articles, but it will also add credibility and authority by association. After all, if you’re writing for high-profile publications, you must be an expert in whatever field those publications cover.

You can even take things one step further by customizing each link with anchor text that includes keywords related to what you do or write about — just be sure not to use too many keywords, as this could come across as spammy.

8. Analyze the Results

“You can’t improve what you don’t measure.” 

This statement is true in life and especially in business. If your content gets results, you must track your analytics to see what’s working and what’s not. 

But which analytics should you track? Below are some key business metrics to pay attention to: 

• Post Views: This one is pretty self-explanatory. The more views a post gets, the more people see your content. If you notice that certain types of posts get more views than others, make a note of it and try to replicate that success in future posts. 
• Likes: A like on LinkedIn is a thumbs-up from a reader saying they enjoyed your post. The more likes a post gets, the more popular it is. Keep an eye on which posts get the most likes and try to identify patterns between them. For example, your how-to posts may perform better than your opinion pieces. Or maybe readers respond better to videos than they do to articles. 
• Comments: Comments are valuable because they give you insight into what people think about your content. If you’re getting a lot of comments on a particular post, that’s a good sign that people are engaged with what you’re saying. Likewise, if people leave negative or critical comments, take note of that and try to avoid writing similar content in the future. No one wants to read something that will generate angry reactions. 
• Shares: A share on LinkedIn means that someone liked your post enough to share it with their network of followers. This is perhaps the highest compliment you can receive as a LinkedIn content creator because it means people not only enjoy your content but also believe their followers will enjoy it. 

LinkedIn Content Strategy Ideas

Here are two clever ideas you can implement in your LinkedIn content strategy:

• First and foremost, don’t spam your connections with sales pitches or overt marketing material. No one wants to be bombarded with that stuff, at least on a platform like LinkedIn, where people are trying to build professional relationships. 

Instead, focus on creating valuable, helpful, informative content for your target audience. Things like blog posts, whitepapers, infographics, etc., are great examples of content that will resonate with your LinkedIn connections.

• Another thing to understand is that LinkedIn is not a hard-sell platform. You’re not going to close any deals by being pushy or sales-y on here. The best way to approach LinkedIn is by using it as a way to build relationships and trust with potential customers or clients. Share interesting articles, start discussion threads around relevant topics, and be genuinely interested in what others say. If you focus on providing value instead of selling, you’ll be more successful in achieving your business goals on LinkedIn.

LinkedIn Content Strategy Examples

If you’re unsure how to go about LinkedIn strategy, why not take some inspiration from companies already seeing success? 

Here are some examples of companies using effective LinkedIn content strategies to reach their target audiences and achieve their marketing goals.

1. Salesforce 

Salesforce is a global leader in CRM software, and its LinkedIn content strategy reflects its commitment to its values and mission. 

The company uses its LinkedIn page to share news about its product innovations, customer success stories, and insightful blog posts from thought leaders. 

In addition to being informative, Salesforce’s content is highly engaging, with plenty of visual elements and calls to action.

2. HubSpot 

HubSpot is another sales and marketing powerhouse, and they’re also crushing it when it comes to content on LinkedIn. 

Their strategy focuses on providing value to their audience by sharing helpful blog posts, infographics, eBooks, and other resources. 

And like Salesforce, HubSpot’s content is visually appealing, making it more likely to stop scrollers in their tracks.

3. Adobe 

Adobe needs no introduction; the company is behind some of the most popular software programs in the world ( Photoshop, Acrobat Reader, etc.). 

When it comes to its LinkedIn page, Adobe uses a mix of original content and repurposed blog posts to appeal to both B2B and B2C audiences. 

And given the visual nature of their products, it’s no surprise that Adobe’sLinkedIn page is full of beautiful images and videos.

4. We Work Remotely

We Work Remotely is a job board that helps businesses find talented remote workers. Their target audience is businesses that are looking to hire remote employees. 

Their LinkedIn strategy involves creating content that appeals to their target audience. This kind of content is not only relevant to their target audience, but it’s also the kind of thing that people will share with their connections.

5. Hootsuite

Hootsuite is a social media management platform that helps businesses save time and boost productivity. Their target audience includes small businesses and solopreneurs who want to streamline their social media efforts. 

Hootsuite’s LinkedIn strategy focuses on thought leadership. They achieve this by publishing articles written by industry experts on topics related to social media marketing. 

By featuring articles from influencers in their field, Hootsuite positions itself as a thought leader in the social media space and attracts new customers simultaneously.

Conclusion

And so, we come to the end of our journey together. We hope that you have found this guide helpful and that you now have a better understanding of creating a content strategy on LinkedIn. 

Remember, content marketing has no one-size-fits-all approach; the key is experimenting and finding what works best for you and your business. Keep your goals in mind, and be creative in how you approach LinkedIn as a tool for promoting your business.

Also, keep your goals SMART – Specific, Measurable, Achievable, Relevant, and Timely – and you’ll be well on your way to achieving the results you’re after. 

With that in mind, we wish you the best of luck in devising a practical and effective content strategy for LinkedIn.