3 pillars for a winning corporate reputation content strategy on LinkedIn
With LinkedIn, you get access to the world’s largest professional community numbering over 660 million members. Because we cultivate a high-quality, brand-safe environment, people trust the information and content shared on LinkedIn. In fact, for the third year running, LinkedIn was the most trusted social platform globally in Business Insider’s Digital Trust report.
And on LinkedIn, we’ve assembled the right audience. These are the world’s business leaders, decision makers, influencers, today’s daily practitioners, and tomorrow’s future leaders. It’s everyone who matters to your brand. In other words, it’s quality reach at scale.
Quality conversations and content thrive in the LinkedIn feed, driven by member engagement and reputable content from reputable brands. With that in mind, we recommend incorporating three pillars into your corporate reputation content strategy:
Corporate communications. The most effective content efforts are always-on and build cumulative impact. You can adopt this approach by sharing breaking news, an inside view of what’s happening in your corporation, and company milestones, to name a few. And the best place to share all that is your LinkedIn Page. It’s often one of the first pages LinkedIn members visit to learn about your company, and it’s where you get to attract and interact with your audiences.
Executive thought leadership. Thought leadership is an essential part of any successful content marketing strategy. As your audiences digest and connect with your thoughts and ideas, they begin trusting you as a reliable source and brand. You can cultivate a reputation as a trusted authority on LinkedIn by encouraging your C- suite executives to be visible and publish on LinkedIn. Recent research from Edelman found that 64% of respondents say CEOs should take leadership roles in policy. And 54% say executives that are transparent on social media are the most trustworthy.
Third-party amplification. Sometimes it’s best for others to do the talking. Here are two ways to enable that. First, when you receive good press, amplify those articles as a means of third-party validation. Second, take advantage of the valuable audience sitting right under your nose: your employees. LinkedIn research shows that content shared by an employee has a 2x higher click-through rate than the same content shared by the organization itself, so equip your employees with the tools to share as well. Learn more about LinkedIn Pages best practices.
Once you understand the topics and information that interest your audiences, develop and publish a mix of content to drive higher engagement. To get started executing your winning corporate reputation content strategy on LinkedIn, go to linkedin.com/ads or reach out to your LinkedIn Marketing Solutions account team.