5 Ways to Increase Engagement with Your Content on LinkedIn
Tips from LinkedIn's top performing LinkedIn Sponsored Content posts
August 31, 2016
Even with all the data in the world, identifying exactly what content to publish and in what format to deliver it will always be a mix of art and science. However, there are some proven best practices as well as some new trends in content marketing that can help better position your brand for success on LinkedIn.
Below are five tips to help increase engagement with your content on LinkedIn as well as examples of brands and posts that have achieved success utilizing them.
Keep it concise and prompt an action
Drive higher engagement by keeping description copy (see below outlined in red) <70 characters and feature a call to action. Keep in mind that copy will get truncated on desktop after 100 characters and likely adversely affect your engagement rates. AIG does a good job of succinctly communicating what value their content will provide.
Don't just report the news, analyze it
Yes, your audience wants to stay up to speed on industry news and trends. But they also want to know the subsequent impact it will have on them. On top of reporting key industry news and trends, take it a step further and try to provide key insights, takeaways and your unique perspective. Kinnser Software and Bloomberg are two examples of companies who are providing that kind of value-add content to their audiences.
Repurpose compelling 3rd party research
Creating great, in-depth content can be time and resource intensive. Try and find 3rd party sources that are already developing the type of content that aligns with your audience’s interests. In the example below, both SugarCRM and Alteryx utilized Gartner’s new 2016 Magic Quadrant for Advanced Analytics Platform report to generate engagement.
Use the power of video to tell your story
YouTube, Vimeo and SlideShare videos play natively within the LinkedIn newsfeed. This allows you to engage your audience without disrupting their experience. It also allows you to tell your story in a much more vivid, creative format. NanaWall used the video post format with great success to showcase their new FoldFlat wall technology.
Professionals are people too
While it's always an effective strategy to aim to create content that helps solve your audiences' business challenges, keep in mind that they are also people too. Human interest stories can be a great way to help establish your brand in an engaging, less overt manner, as well as diversify the type of content you are publishing. Visa tells a story of swimmer who has persevered to become a two-time world champion to illustrate their commitment to partnership and innovation.
To learn more tips and see examples specific to the Education, Technology and Financial Services industries, check out the SlideShare deck below: