What to Post on LinkedIn: Content Types That Work Best

Introduction

With over 740 million active users, LinkedIn is a proclaimed heaven for brands and individuals looking for opportunities to promote themselves. About 80% of digital brands view LinkedIn as a global platform to form B-2-B and B-2-C relationships. But, there have been talks in LinkedIn Town that the company has updated its algorithm that warns the users, “You can’t post that on LinkedIn.” This message is nothing less than a punch in the face of the expectations that we underpin.

The LinkedIn Mentors have been claiming to have cracked the website’s algorithm. Candidly speaking, these are mere claims. Forget these self-styled gurus and their tricks and techniques. It is always safer to learn the dos and don’ts and create posts in a manner that LinkedIn’s AI itself promotes.

SocialInsider and Cloud Campaign looked at over 141 thousand LinkedIn posts from 1,126 pages to find out on LinkedIn what type of content gets the most engagement, clicks, and other metrics.

Here is a list of five topmost common denominators:

1. Videos

It has been observed that users like watching meaningful videos more than any other media. While images can boost user or customer engagement, videos can help to streamline the entire process, from lead generation to customer retention.

Videos on LinkedIn generated over 300 million impressions in a year, making them three times more engaging than articles, reports Hootsuite.

We can create a variety of video content, including product demonstrations (Property Technology), latest news and newest updates, video and/or virtual tours, and how-to guides. As a result, we can drive more traffic to our company’s website and increase sales, resulting in higher returns on investment (ROIs). Depending on our requirements or needs, we may require high-quality equipment and video editing software, in which case you should consult a professional.

2. Images

LinkedIn is not comparable to Instagram. So not everything requires a picture; in fact, some research indicates that text-based LinkedIn posts perform better without an image. (I know my kids do!) That being said, high-quality images are a one-of-a-kind way to increase engagement with your contacts. Because visual content is more appealing and digestible, users can understand the message without having to read long-form blog posts.

Make sure you use high-quality images to represent your brand – get rid of any fuzzy images right away. To get the most out of your images, you can use software applications to edit them, add filters, and perform other necessary actions.

Adding images to your LinkedIn blog posts can increase user engagement and clicks; the only way to find out is to test your posts. Avoid using click-bait images that have nothing to do with your post.

3. E-Books, White papers, Downloads

An eBook provides more detailed and in-depth information than blog posts, allowing users or your target audience to access relevant guidelines that solve their problems. An eBook can help us demonstrate our industry knowledge.

Businesses typically do not have the time to create eBooks and instead focus on blog posts and articles. It means that by creating eBooks, you can avoid competing for blog content. Remember that an eBook is a collection of several blog posts that provide users with step-by-step instructions on a specific topic i.e., “Guide to Scaling Your Business”

LinkedIn users come to connect with others and to learn relevant, valuable, and meaningful information about their interests, products, or services. As a result, a downloadable eBook or whitepaper would be extremely beneficial.

4. Updates and Blog Posts 

Status updates or mini-blog posts are acceptable. These are an excellent way to highlight your company’s products, services, knowledge, and expertise, resulting in increased credibility and reputation, as well as your value and expertise as an individual and brand ambassador for your company. Owing to a large number of blog posts, it is important to create compelling content by identifying trends and popular searches.

The goal is to create meaningful content that benefits your reader or potential customer. LinkedIn is an excellent platform for blog posts, written content, articles, and guides. It is advisable to write 1,500 to 2,000-word-long articles. You can publish the entire article, a short excerpt, or a link to the blog post on your company’s website.

5. Third-Party Content

LinkedIn isn’t just about you, your company, or your products or services. If you come across an interesting and relevant article for your business, share the link on your page. Similarly, if you see an interesting tweet from a competitor, share it. Sharing third-party content is fine as long as it does not harm your company’s reputation.

Although linking to third-party content is not directly beneficial to your business, it will provide meaningful information to your potential customers. It means you use third-party content from authoritative, credible, and reputable websites to build relationships and interact with your customers. For example, an article in Property Week, a trade body, and so on.

Points to Ponder

1. Make meaningful content for your target audience.
2. We can create a successful LinkedIn content strategy using available data but do not exaggerate or create click-bait content.
3. LinkedIn, of late, updated its algorithm to discourage this type of content. Because the channel’s user activity is constantly increasing, it was only natural for some “growth hackers” to try to take advantage of over-posting engaging types of content, particularly polls.
4. Because LinkedIn is one of the best social channels for organic strategies and has record levels of engagement, every brand and influencer should be aware of it.
5. But, as marketers, how can we ride that engagement wave? Understanding what the audience wants and providing it. We’re talking about a professional social network, so the most common content is career and market-related.
6. As marketers and content creators, we can use new types of content to reach new audiences and increase engagement, but we must do so responsibly.
7. We must produce high-quality content that genuinely captures the user’s attention and leaves them with a favorable impression of our brands.