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Writing Content for LinkedIn

August 2018

As of 2017, LinkedIn has half a billion registered users. While the network isn’t as big as Facebook or as active as Twitter, it’s arguably the best network for businesses to post and share content. One reason is that you can actually post content on LinkedIn. With Twitter, you’re limited to 280 characters. With Facebook, the general expectation is that your posts won’t be much more than a paragraph of text. With LinkedIn, though, the rules are different. You can post entire blogs on LinkedIn itself, using them to engage with followers, increase brand visibility, and establish your business as an industry authority.

Related: Why You Need Social Media as Part of Your Law Firm’s Marketing Strategy

Understanding the LinkedIn Audience
Your LinkedIn content shouldn’t just be blogs from your website ported over to LinkedIn. Not only could you be penalized by search engines for having the same content in multiple places, but your LinkedIn audience might also not be the same as the audience on your website. Professionals who check LinkedIn regularly normally do so in limited gaps throughout their days: coffee breaks, lunchtime, during their morning email check. As such, any content that can’t deliver its point in the form of a five-minute read probably doesn’t belong on LinkedIn.

Understanding that you are writing for busy professionals is the best thing you can do when drafting LinkedIn content. Keep it short. Keep it sweet. Break it up into headings, bullet points, or numbered lists. Make your tips or data points quick and actionable. You want to give your readers enough time not only to make it to the end of the article but also to share or comment.

Sparking Conversation
Writing informative, engaging content that makes good points and supports them with evidence will spark conversation among colleagues, industry contemporaries, customers, and clients alike. You should be willing to participate in these conversations. Interact with your readers, respond to their points, and focus on the back and forth. One of the best things about posting content on social media is that you can have these kinds of discussions. So, don’t just do a “drive-by post” and then forget about it. The more you engage with commenters, the more visible your post will become.

Sharing Your Content
Just because you are writing content for LinkedIn doesn’t mean it can’t make an impact outside of LinkedIn. On the contrary, you can still share links to your posts on other social media sites, or via your website itself. You should also apply the same SEO strategies to your LinkedIn posts as you would to any content on your website. Using keywords, links, and optimized titles/headlines are all strategies that can help your post gain traction on search engines. Embedding other media in the post—like photos, slideshows, or videos—can also improve your searchability while also adding authority to your post.

Conclusion
LinkedIn is not the world’s most popular social network, but it is the place where professionals are most likely to congregate and talk about their industries. As such, it’s a terrific spot to share content and build authority for your business. If you need help finding your feet in the world of LinkedIn content, call Inherent for some assistance.