In a previous post, we discussed the importance of posting content on social media (including LinkedIn) that links back to your company’s website. Since we, as content creators, do not “own” the followers we have on social media, it is imperative that we direct them to our sites to read our content so that they can also learn more about our company and potentially sign up for any newsletters, etc.
In this post, we explore the type of content to consider posting across platforms for a strong content strategy. Content can come in many forms – written posts, podcasts, infographics, animation videos, or a combination thereof. It can be new ideas, top 5 lists, interviews with successful companies or managers, articles, and more. The content should span your company’s expertise as managers, problem solvers, customer specialists, salespeople, etc.
Here are some ideas for content:
- Articles on advancements and news within your target industry.
- Helpful advice and tips from experts in the field.
- Interesting statistics, uses, stories, etc. about your products.
- Statistics, stories, etc. about the industry at large.
- Photos and posts of new products and innovations.
- Videos on how your product/technology/company works.
- Case studies of your solutions in action.
- Human interest pieces on company personnel.
While all the content you create will be housed on your website, on LinkedIn (as with all social media), it is vital to share just as much content you do not create. Exclusively sharing your content can seem too pushy or too focused on sales. Rather, you want to convey that you want the audience to succeed and provide them with information they would view as helpful and beneficial. Therefore, all LinkedIn posts should be informative and should adhere to the right mix between content (70%) and selling (30%). Follow the model: “First, you inform; second, you entertain; third, you interact; and last, you sell,” per the article “The Power of Word of Mouth: Adding Social Media to the Marketing Mix” by Guillermo Armelini and Julian Villanueva.
Additionally, with LinkedIn, you want to use your company page to highlight your company culture. Therefore, posts should also include write-ups with pictures and videos of your staff at work and play. You could post photos from any internal celebrations you do, when you have customers or potential customers in town (if appropriate and not confidential), when you are participating in outside webinars, behind the scenes pictures of what goes into making a product for one of your customers, etc. These types of posts serve a dual purpose: they humanize your company and brand while also serving as recruiting tools if you choose to expand your team.
A good rule of thumb to live by – would you want to read the content you are producing? If not, why would anyone else?