LinkedIn has been one of the continually growing social networks on the Internet for years. But like Pinterest and Reddit, it has such a deep internal culture focused on recruiting & jobs that it gets written off by small & large content marketers alike.
- Users are all B2B – so influence on LinkedIn has an influence multiplier. Get a brand CMO to like your content, instant leverage.
- LinkedIn’s business model makes success much more transparent. There’s less algorithm guessing and less spam.
- LinkedIn has lots of different features & uses. Beyond the feed, there are groups, search, a learning platform, networks, direct outreach, etc.
- You can build a true “moat” that no other business can replicate. The cliche that your network is your net worth is especially true on LinkedIn. It pays to organically build success.
- Your LinkedIn audience is much “stickier” than other audiences. Everyone is building their LinkedIn network for future use – not for an instant payoff. Any audience that you build will stick with you for longer.
- LinkedIn itself is not going anywhere. Sure, Google and Facebook have tried & failed to build professional / job hunting functionality. But since LinkedIn is owned by Microsoft and is profitable on its own….any investment you make will be around for a while.
It has a lot of potential to benefit your marketing efforts – here are the lessons I’ve learned helping clients use LinkedIn for SEO and content marketing efforts.
Referral Traffic & Brand Awareness
The first and most obvious content marketing strategy for LinkedIn is to, well, post your content on LinkedIn.
Side note – like most social networks, LinkedIn’s links are all “nofollow”. Any links you get from LinkedIn will not directly help you with Google/Bing search engine optimization.
Posting content on LinkedIn requires a bit more strategy and effort to get the full benefit. To drive referral traffic, you’ll need to get your post in front of people. But there is a bit of a tradeoff between maximizing reach and maximizing traffic.
The Basics of LinkedIn
LinkedIn allows a few ways to share content on their platform. There’s the “normal sharing” of links, but there’s also LinkedIn Pulse, which is their editor for composing & sharing content native to LinkedIn.
The tradeoff is that using Pulse (native content) reduces the traffic to your site, but can travel faster & farther in the LinkedIn “ecosystem.” Posting links from your site makes traffic easier, but won’t travel very far or fast without engagement.
Before promoting your content, think through your goals and make adjustments depending on what you want to do and your resources.
Optimizing for Social Distribution
If you want maximum distribution, then post original content with Pulse. It will show up on most feeds and generate more engagement…but not necessarily with traffic to your site. It does require more work and more thought. Again, that all depends on your priorities and goals.
Adjustment – however, you *can* send traffic to your sites within the comment section on the post. Claim the top comment and use it to post a link or email sign up. You’ll get maximum distribution and still have an opportunity to grab traffic.
Alternative – you can also use comments to maximize reach with a normal link share. The tactic here is to use the title and comment section to generate additional engagement that will put the link into more feeds than it would normally appear in.
Optimizing for Referral Traffic
If you want maximum clicks to your site or email sign-ups, then post actual links to your website. The post will likely get shown to your followers, even if it doesn’t move as far as Pulse content.
Adjustment – you can try to engineer engagement with comments & controversial titles. It’s a bit hit or miss, but it’s a small tactic that can increase engagement.
Additionally, LinkedIn will reward any feed that has consistent, long-term, quality posts in high quantity. In other words, post a lot, post well, and post consistently, whichever strategy you choose.
On-Page SEO & Content Ideas
Beyond actual traffic and brand impressions, the real value of LinkedIn is in data. Since LinkedIn has its own “walled garden”, there are lots of ideas, concepts, and content tactics that are locked up. If you can find them and bring them to the Open Web – you’ll benefit from Google Search and other platforms.
Here are my favorite research angles for LinkedIn.
Find Top Performing Content
Find content with lots of LinkedIn shares (which harder than it used to be), and re-create it in a better way. Bonus points if the content is native to LinkedIn. More bonus points if it only did well on LinkedIn and failed in some way elsewhere.
You can track this content manually, but it’s much easier to use a tool like Ahrefs or BuzzSumo to pull metrics in bulk.
The key is to identify and understand exactly why a piece of content performed so well and how you can make it even better or build on its success.
Find Useful & Underestimated Content
You can also look for content that, while not top performing, did have some traction. With content, traction is everything. When most content goes unnoticed, any content with some success means that it did something right.
You can find useful content & underestimated content to rebuild it into something top performing. Look for content that is not formatted well, incomplete, or has lots of feedback / unanswered questions.
Find Old & Forgotten Content
There is very little that is genuinely new on the Internet now. Most trends and strategies have played out. So start thinking like a fashion designer.
Filter LinkedIn content by date and see if there is something that did well, but simply needs an update. There are plenty of business & career ideas that are useful…but simply need new cultural references.
For example, freelancing is not new, but UpWork and WeWork are. Building a new audience with video is not new, but TikTok and Snapchat are.
Look for the old & forgotten and bring them up to date.
Find Experts & Sources
Experts and authoritative sources can make your content compelling and unique. But experts are kind of hard to find, corral, and learn from.
But LinkedIn provides a unique approach. You find experts in your orbit who are more likely to respond. Or, you can use LinkedIn search to find less famous experts who can respond & help with your content.
In a world where current gold-medalist get all the attention, you need to find last year’s bronze medalist. LinkedIn is perfect for that approach.
Research Industry Jargon
Jargon is a problem in content. To write solid, useful content – you need to use just enough of it to assure readers & experts of legitimacy & accuracy. But also not so much that your content is gibberish and unapproachable.
Since LinkedIn is a professional social network, you can use it to find trade & industry groups discussing actual industry jargon. Not only does this tactic make for fast education, but it also makes for amazing keyword research.
For example, even if your reader refers to “outdoor faucets” – the fact that you can refer to, explain, and research “sillcocks” means that you can be more accurate, more relatable, and find a broader topic to address. And you’d never know about sillcocks without a LinkedIn plumber’s group.
Research Industry Problems & Trends
If you want to cover a trend before everyone else knows that it’s a trend…you’re going to have to find better sources.
LinkedIn industry groups & industry feeds are an incredible source of insider knowledge. Most people in an industry will talk about problems and trends before it percolates to the wider world.
Use LinkedIn to get insight into these problems & trends.
Build Unique Datasets
LinkedIn is the only place on the Internet with massive datasets around businesses, professionals, and careers.
Those are also the most inherently exciting datasets for content (since they involve money). Whether you are looking at job titles, cities for startups, or simply industry quirks, LinkedIn is where you can go to build these unique datasets.
Mine for Cross-Performing Content
The last angle to research is similar to top performing content. But it is to look at content that seems to do well on LinkedIn plus another platform.
If you are in B2B and see that something does well on LinkedIn and Facebook, then it will likely do well on Reddit or organic search with better formatting and/or targeting.
Off-Page SEO & Content Promotion
Content ideas & research are only one side to effective SEO & content marketing. The flip side is getting links & eyeballs on that content.
LinkedIn offers something that no other social network provides – an active channel and a near comprehensive database for contacting people at work.
If there’s any single reason to use LinkedIn with your off-page / promotion efforts, that’s the reason. Facebook, Pinterest, and Instagram lean too personal. Twitter is hit or miss. Reddit is interest-based and anonymous. Email is crowded and overwhelmed with spam. But LinkedIn…is different.
Here’s how you can put it to use.
Do Direct Outreach & Promotion
This tactic is a bit obvious, but I list it because direct outreach & promotion is seriously underestimated.
Just last week, I hired a freelancer off a cold pitch because it came through LinkedIn’s InMail feature with a perfect custom pitch. I checked it out because the InMail represented slightly extra effort and expense compared to the thousands of pitches I get via email.
Whether you are pitching for links, gigs, content promotions, etc – LinkedIn’s ability to help you do direct outreach & promotion is the #1 reason to use it.
Use Excerpts & Cross-Posting
You can use content excerpts and discussions to cross-post to LinkedIn as original content – and vice versa.
LinkedIn represents an audience that is likely nowhere else. Even if you can’t create original content, go a little bit extra to create a custom share excerpt for LinkedIn.
Research for Smarter Outreach
Even if you don’t use LinkedIn for your outreach, you should use it to inform your traditional outreach.*
*Note – yes, this is a polite, professional way of creepily stalking people.
In a link building world where less than ~20% of emails sent get opened and less than ~5% turn into links, emailing the right person the right message is more important than ever.
If you can use LinkedIn to do even cursory research to email the right person at a company, you can come out far ahead.
For example, one key variable in link building is talking to the person who can actually implement the link on the website. For some websites, that person is the Webmaster or content manager. They are often not listed on the contact form. You can use LinkedIn to find that person within the company.
Even if you aren’t pitching links, LinkedIn can be useful. My B2B sales rep neighbor used LinkedIn to dig down and find the specific procurement manager than he needed to talk to – instead of using the standard contact form. The extra work paired with LinkedIn led to a huge contract.
Find Underestimated Prospects
Similar to using LinkedIn for finding experts, you can also use LinkedIn to find underestimated prospects. Underestimated prospects are anyone who wields more influence or reach than you would expect.
Think about the content managers and webmasters mentioned earlier who hold the actual keys to adding a link to an article. Or think about a moderator of an influential or active LinkedIn Group.
Those are the kind of people that you can both find & reach on LinkedIn.
Find New Audiences for Promotion
So much of the consumer Internet blurs together that it’s hard to define specific audiences…which means it’s hard to define new audiences.
B2B has less of that issue. Generally, everyone working in an industry stays within their industry. That makes it easier for content marketers to find discrete industries (like architecture) and understand how it overlaps or relates to other industries (like structural engineering).
You can also see how influential people have moved up and across different industries to see how people & thought in one industry can influence another.
Create New Outreach Angles
Since LinkedIn is a different type of user with different intent than a typical social network (professional advancement vs. entertainment), you can test completely different angles for sharing & promotion. Sometimes those are easier to push (ie, not having to obscure a financial motivation) and sometimes they are truly different and worth rolling out elsewhere.
Do Paid Promotion
LinkedIn, like every other social network, will allow you to take a shortcut to the front of the line.
It’s called paying for promotion.
It’s fantastic…but also costs money. I wrote an entire post on LinkedIn Advertising here.
LinkedIn is an interesting platform for SEOs and content marketers because it has a different audience, a different intent, and different business model from other social networks.
Additionally, it has a lot of the research & promotional advantages of the typical social network. If you are planning content ideas, execution, or promotion, LinkedIn is an excellent place to look for research.