The Content Marketing Institute found that 97% of all B2B marketers use LinkedIn as part of their content marketing efforts.
Among the social media platforms that respondents used, they rated LinkedIn as most effective at helping their organizations achieve specific objectives.
If you’re posting in LinkedIn, chances are you are using, or are interested in using, LinkedIn to achieve your business objectives. But do you have a clear idea of what those objectives are?
Your content marketing objective should fall into one of three categories:
- brand awareness
- thought leadership or consideration
- thirdly, lead generation or conversion
Let’s take a deeper dive so you can decide which is most aligned to your business needs.
First, let’s talk about brand awareness.
Brand awareness helps you build relationships with your audience by getting your brand’s word out and actively engaging prospective customers on LinkedIn.
With LinkedIn, you can shape perception amongst your target audience to increase awareness of your brand, products, and services.
For example, at LinkedIn they keep their followers updated with product launches and feature enhancements.
These are a couple of examples taken directly from the LinkedIn Marketing Solutions showcase page. According to SAVO 74% of prospects choose the company that was first to help them along their buyer’s journey.
That’s why thought leadership, also known as consideration, is so important.
You can establish thought leadership by sharing perspectives on industry news and trends, helpful product how-to’s, and articles that reflect your company’s vision.
Key performance indicators for this would be website visits and engagement.
For example, we use LinkedIn to grow our audience in our Validation and Regulatory Compliance Professionals Group, which has over 10,000 members.
You can see here that we used an InMail to drive blog subscriptions. LinkedIn also had sponsored content. And they also had blog footers.
Finally, LinkedIn can help you with lead generation or conversion. Your LinkedIn page followers are already interested in your content and can easily convert to customers.
To attract promising buyers and drive higher quality leads you’ll want to be sure to feature a good mix of genuinely helpful upper funnel and lower funnel content, including eBooks and case studies.
One of LinkedIn’s evergreen pieces of content, The Sophisticated Marketer’s Guide to LinkedIn, continues to generate the highest number of downloads and the highest number of marketing qualified leads for their team. LinkedIn recommends and employs a healthy mix of all three.
Created by LinkedIn, The Sophisticated Marketer’s Guide is a white paper that will give you all the help you need to create killer content this social media.
Download the Guide and you will get to know The Sophisticated Marketer’s Guide to LinkedIn better as we will look into:
- Based on your goals you can test and find the optimal mix for your business. You’ll want to be sure to organize your content portfolio to ensure a healthy balance.
- For example, smaller teams might want to focus on lead generation as a main goal. And as the team expands you can delve into brand awareness and thought-leadership campaigns as well.
- With your objectives and audience in place, you can take advantage of LinkedIn to achieve your goals and run more effective campaigns.