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Creating a Content Strategy on LinkedIn

Posted on: Tuesday, November 10th, 2015

content strategy

The proliferation of social networking sites such as LinkedIn makes it easy to take your content marketing into your own hands. However, in order to maximize your effectiveness on such sites, it’s important to know how to create a winning content strategy.

Plan Your Content

A crucial step in a winning content strategy is planning out what you will post in advance. Start by defining your purpose or goal with creating a post; what do you hope to achieve with this specific information? Who are you targeting? Then, brainstorm topics that can help you fulfill this goal. Eventually, narrow your focus to one specific topic, and create your post around that angle.

Understand When to Post

One of the fastest ways to be ignored on LinkedIn (or any social networking site, for that matter) is to flood your connections with a constant stream of posts, which many will soon start to consider spam. However, you also don’t want to post too infrequently and run the risk of being unnoticed. As a general rule of thumb, you can share short posts 2-3 times per day to maximize effectiveness, and long form articles once or twice a week.

Know Your Audience

Everything that you write should be tailored to your audience. How old are they? What do they like and dislike? You wouldn’t write posts about retirement if you have an audience of mainly twenty-somethings. Consider who is reading your posts and fit your content to their demographic.

Build Your Brand

Your goal should be to demonstrate how you fulfill a unique niche in the market or otherwise distinguish yourself with your brand. The main way to execute a winning post is to share something new. No one wants to hear what they have already heard a thousand times before, so do your best to present the information that you generate in an interesting and unique way.


Getting content out there is only half the battle. After you post, you should follow up on any comments that you receive and reach out to anyone who interacts with your content. One way to increase audience engagement is to reference specific connections in your posts. You can thus utilize these people and their connections to spread your content on LinkedIn.

Stay Professional

Above all else, LinkedIn is a professional networking site; that means that your content, as well as your style and format, should reflect that emphasis on professionalism. Make sure to keep your posts relevant to your business interests, and double-check everything that you post for grammar, spelling, punctuation, and appropriateness.

If you’re ready to start creating content on LinkedIn that separates you from the norm, Social Connect offers a variety of packages including individual training, company training, and corporate training. So let us help you expand your brand and contact Social Connect today!

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