If your goal on LinkedIn is to elevate your profile, develop meaningful connections, and grow your business, it’s essential to approach it with a strategic plan. This article will guide you on how to effectively plan your LinkedIn content for the next six months.
Start with Your Strategy
1. Define Your Audience
Identify the people and organisations you want to engage with on LinkedIn. Make a list of potential connections, thought leaders, and organisations whose content you can share and interact with.
2. Set Clear Goals
Determine what you aim to achieve on LinkedIn. Are you looking to expand your business, hire new team members, or connect with existing clients?
Set SMART goals—Specific, Measurable, Achievable, Realistic, and Timely.
Examples could include:
- Connecting with five new people per week.
- Engaging in conversations with at least two key decision-makers each month.
- Publishing a thought-leadership article on your Company Page monthly.
3. Purpose of Your Content
Your content should serve multiple purposes such as increasing brand awareness, educating potential clients, generating leads, closing deals, and fostering customer advocacy
4. Why Content Marketing Matters
Statistics show that B2B buyers engage in an average of 18 meaningful interactions with a company before making a purchase. While people might spend time on other social media platforms, they invest time on LinkedIn. Notably, 80% of B2B leads come from LinkedIn (Oktopost). Companies with blogs generate 67% more leads monthly than those without (DemandMetric). Blogging can serve as a cornerstone for your content strategy.
5. Understanding Pillar Content
Pillar content is a key piece you create regularly, such as a podcast, blog post, or YouTube video. For instance, if you write a regular blog on your website, you can share excerpts on LinkedIn or repost the blog as an article. This not only raises your profile but also drives traffic back to your website.
6. Effective Content Marketing on LinkedIn
In 2021, audiences prefer to be entertained or educated rather than marketed to. Engage with your audience on LinkedIn by telling stories, showcasing your expertise, and providing insights into your products or services. Consider using a mix of content types, including:
- Videos
- Blog posts/articles
- Webinars
- Eye-catching visuals and statistics
- Industry news and research
- Client case studies
7. Drawing Inspiration from Your Network
One effective way to create content is by engaging with your network. Ask for their thoughts on relevant issues or LinkedIn usage tips.
8. Thought Leadership
According to research, 74% of prospects choose the company that first guided them in their buyer’s journey. Share your perspectives on industry news, trends, product how-to’s, and articles that reflect your company’s vision.
9. Practical Implementation
Identify your main content topics and break them down into subtopics. For example, if your focus is on manufacturing windows, subtopics can include domestic window tips, Inspiration ideas, new techniques and equipment coming to market, your customer journey process. Use a simple spreadsheet or a scheduling tool to plan out your posts, labelling columns with dates, topics, and subtopics.
By following these steps, you can effectively plan and execute a LinkedIn content strategy that elevates your profile, engages your audience, and drives business growth.
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Further blogs on LinkedIn can be read here.
