The Content Marketer's Bill of Rights

December 16, 2013


This week, we celebrate the 222nd anniversary of the Bill of Rights. After four years of intense debate, the newly formed United States of America adopted the Bill of Rights on December 15, 1791. The Bill of Rights is the first 10 amendments to the U.S. Constitution that affirm the fundamental rights of American citizens.

Shouldn’t content marketers have their own set of rights? We think so – especially when it comes to LinkedIn marketing. Today, we celebrate the LinkedIn Content Marketer’s Bill of Rights. And in creating this set of rights, we feel it’s most important to keep in mind the ultimate judge on how you exercise these rights – the customer. No matter how free we are, we are ultimately held accountable by the almighty customer.

Cook What Your Customers Want

Asserting your own rights and ignoring the needs of your constituents is like being an owner of a restaurant and only cooking what you want. If the customers don’t like it, they won’t be back. When you are accountable, you are acting responsibly for the benefit of your client base.

If you want to start a revolution, speak whatever’s on your mind. However, if you want to grow your business or help another business with LinkedIn marketing, be accountable.

On average, B2B content marketers are using five social distribution channels – the most popular being LinkedIn. If you want to improve your LinkedIn content marketing results, make sure you are taking advantage of your freedoms. Here are 10 amendments to the Content Marketer’s Constitution that can help you engage customers through LinkedIn marketing:

As a LinkedIn marketer, you have the right to…

  1. Renovate your Company Page. Give it some curb appeal. Your Company Page connects your business with millions of professionals. Make it pop. Make it a space that screams, ‘you found the place for great content.’
  2. Highlight what you do best. Write about what makes your company stand above the competition.
  3. Spread the word about your company by posting status updates to stay top of mind with your followers.
  4. Think about what your customers want and then deliver. Ask yourself “what would be useful to them?” Useful content has longevity.
  5. Write for your audience with compelling content. LinkedIn lets you pull your audience into your content with visuals in the feed.
  6. Involve your team. Whether you have 5 employees or 5,000, your team can link their personal profiles to your company and provide creative content to promote your brand.
  7. Tell your story how you want to tell it. You can use tools like SlideShare and video to clearly show your audience how you make life better for your customers. You can also use rich media to create compelling use case scenarios and testimonials and then share that content on LinkedIn.
  8. Be group-minded. Share your knowledge with others by partaking in LinkedIn group discussions.
  9. Optimize. LinkedIn marketing works best when you evaluate what is working well with your audience and optimize for highest performance.
  10. Sharpen your messages with LinkedIn Company Page analytics.

You are now free to engage!

Get started marketing on the world’s largest professional network today.