Discover 6 types of content that spark engagement on LinkedIn: blog posts, industry news and research, quick tips, in-depth how-to guides, photo updates, and company updates.
LinkedIn is a popular, business-to-business (B2B) social networking channel for professionals. Over 1 million publishers contribute more than 130,000 posts a week. About 45% of readers are company managers, VPs, CEOs, or other senior management.
LinkedIn is an excellent platform to build an engaged audience and a reputation as a thought leader in your industry. It’s also an opportunity to share your company culture with potential new customers and recruits.
The social channel is different because of its business-to-business (B2B) nature. LinkedIn’s focus on business often leaves newcomers unsure of how to post and interact on the platform.
In this article, we’ll show you 6 types of content that do well on the platform. We’ll also share some secrets about what doesn’t do well, and conclude with a few tips on how to make your content stand out.
Here are the 6 types of content you should be sharing on LinkedIn.
1. Blog Posts
Sharing your blog posts on LinkedIn is a great way to increase your reach, build brand awareness, and spark engagement.
When sharing blog content to LinkedIn, be sure to:
- Introduce the post with a personal comment.
- Shorten the URL with Bitly or a similar app.
- Check to be sure the thumbnail looks great.
SEO expert Rand Fishkin shares content from his blog on LinkedIn by including the blog post’s link, as well as a personalized comment on what it’s about.
Amplify the reach of your blog by promoting articles on LinkedIn.
2. Industry News and Research
LinkedIn is a business-to-business platform whose users are actively looking for content related to their industry. This makes it an ideal platform for sharing research-based case studies, reports, and whitepapers.
For example, Aleranyx IT Services shared an industry report to engage their LinkedIn audience.
LinkedIn users are often looking for industry updates and news. By sharing them, your business’s LinkedIn page can become a go-to source for that information.
3. In-Depth How-To and List-Style Posts
Publishing content directly to LinkedIn bypasses your blog and website, but offers more visibility on the social channel. Consider publishing how-to and list-style posts exclusively on LinkedIn.
According to a recent study, LinkedIn posts between 1,900 and 2,000 words in length perform best and gain the greatest number of views, likes, comments, and shares.
The same study found that how-to and list-style posts receive the most attention.
Marketing guru Neil Patel has built an empire around the type of B2B how-to style posts that do well on LinkedIn.
Given their easily digestible formatting, informative how-to and list-style posts do well on LinkedIn.
4. Quick Tips
Simple posts that include leadership tips and tricks do well on LinkedIn. Since it’s a professional network, keep your topics to subjects that encourage productivity, leadership, and professional success.
Another way to approach this style of update is by offering a simple text quote that’s appropriate for your audience.
Award-winning author Dr. Travis Bradberry gained 6,118 Likes and 118 comments in under 2 days by posting one simple sentence:
LinkedIn is a hub for business thought leadership. Offering helpful advice and inspiration can make your posts stand out.
5. Photo Updates
Sharing a photo is a great way to show off your company’s personality. Attractive and compelling photos taken at business events or at your offices can gain a lot of attention on LinkedIn.
Posting photos of your company’s employees and activities adds a human element to your LinkedIn posts.
6. Company Updates
If you can find a way to make company news visual and interesting, then it’s a great fit for LinkedIn.
In the example below, Mohit Bhasin shares a photo gallery from an event that his company, KPMG, is a part of.
Richard Branson creates compelling updates by sharing interesting tidbits with compelling videos.
HubSpot writes their LinkedIn company updates with a goal in mind – for example, recruiting new employees.
Company updates are a great way to let your followers get to know you better. They personalize your company and encourage people to engage at a whole new level.
What Not to Share on LinkedIn
A recent study suggests that there are two types of posts that do not do well on LinkedIn:
- Anything with a headline that poses a question
This may be counter-intuitive to our 2018 understanding about what inspires people to engage with content, but every social channel has its own personality.
How to Make Your Content Stand Out
To make your content stand out on LinkedIn, try the following:
- Use eye-catching visual images.
- Share content that offers real value to businesses in your industry.
- Engage with people who comment on your posts.
A LinkedIn survey of more than 9,000 members revealed that 44% of them said the last piece of content they read on LinkedIn was inspirational and straight to the point.
LinkedIn Content Should Reflect Your Business’s Goals
As you create content to share on LinkedIn, keep your business goals and branding at the top of your mind. Share and create content that’s relevant to your objectives and to your audience. Be helpful to your LinkedIn community. Think leadership, productivity, and support.