There’s no denying that LinkedIn has emerged as the go-to platform for professionals to connect, network, and showcase their expertise. It’s one of my favorite platforms for business growth and I coach my clients to use LinkedIn effectively for their development and professional opportunities. If you’re looking to attract bigger opportunities for your growth, you must be actively positioning yourself in front of key decision-makers. You can do this by sharing value-based content with your network and I’m here to help you get started. In this article, I share some of my best content marketing tips to help you leverage the power of LinkedIn and establish a solid content marketing strategy to bolster your professional brand.

Understanding What Works: Types of Content That Perform Well on LinkedIn

Thought Leadership Articles: Crafting well-researched, insightful, and thought-provoking articles that provide valuable knowledge and solutions to industry challenges can position you as a thought leader in your domain.

This shows the reader that you’re an expert. It’s one thing to say that you’re an expert, but it proves your expertise when you provide tips and solutions that help readers with their nagging problems.

Engaging Posts: Short-form content, such as text posts with eye-catching visuals or infographics, is a fantastic way to spark conversations and increase engagement with your audience.

Educational Videos: Video content is gaining tremendous traction on LinkedIn. Share informative videos, webinars, or tutorials that showcase your expertise and establish credibility.

You can also feature these videos in the work experience and project areas to enhance your profile. This is a great way to stand out when people are viewing your page to learn more about you and the work you do.

Industry News and Trends: Sharing updates about the latest trends, news, and developments in your field demonstrates that you are actively engaged and knowledgeable.

Newsletters: Create and share insightful newsletters on relevant topics to keep your connections informed and engaged consistently.

The newsletter feature is similar to publishing articles natively on LinkedIn; however, it allows people to subscribe to your newsletter which sends a notification every time you publish. To utilize the newsletter creator tool, you must activate the “creator mode” on your profile.

Mind the Specifications: The Art of Creating LinkedIn Content

While crafting content for LinkedIn, it’s crucial to adhere to the platform’s specifications to ensure your posts look professional and visually appealing. Depending on the type of visual content you want to incorporate, it’s best to check LinkedIn specifications to ensure your images are displaying correctly.

For videos, consider using subtitles or adding captions, as many users tend to watch videos on mute while scrolling through their newsfeeds.

The Power of a Content Marketing Strategy

Developing a content marketing strategy tailored to LinkedIn can yield remarkable benefits in building your professional brand. Don’t throw random content at the wall and hope something sticks. Develop a clear plan for optimal results.

Increased Visibility: Consistent, high-quality content attracts a larger audience, resulting in increased visibility and connections.

Thought Leadership: Thoughtfully curated content showcases your expertise, positioning you as a trusted authority in your industry.

Lead Generation: Engaging content can drive potential clients and collaborators to your profile, resulting in new business opportunities.

Networking and Relationship Building: By sharing valuable content and engaging with your audience, you foster meaningful connections within your industry.

Delivering a Clear Messaging Strategy

When you publish content on LinkedIn, ensure that your messaging is clear, concise, and aligns with your brand identity. Craft attention-grabbing headlines that pique curiosity and compel readers to explore further. Avoid using industry jargon and focus on delivering actionable insights that resonate with your target audience.

Maintaining consistency in tone and style throughout your content helps reinforce your brand and fosters a sense of familiarity among your followers.

Embracing Diversity: Exploring Different Content Types

LinkedIn offers a versatile platform for sharing various types of content. Whether you prefer long-form or short-form, text-based or visual, LinkedIn helps you connect with your audience and define your brand. Also, don’t just stick with one type of content. Keep your content fresh by mixing it up.

Text Posts: Short and engaging posts that highlight industry insights or share personal experiences.

Articles: In-depth pieces that discuss complex topics, showcasing your expertise and knowledge.

Newsletters: Curated collections of relevant news and resources sent directly to your connections’ inboxes.

Videos: Engaging video content, such as webinars, interviews, or product demonstrations, that captivates your audience.

Use These Content Marketing Tips to Define Your Thought Leadership

LinkedIn’s content marketing potential is a goldmine for building a powerful professional brand. By understanding what performs well, adhering to platform specifications, formulating a clear messaging strategy, and diversifying content types, you can harness LinkedIn’s immense reach and establish yourself as a thought leader within your industry. Use these content marketing tips to refine your strategy and watch your professional brand thrive on LinkedIn.

Is your LinkedIn marketing strategy up to snuff? Take My FREE QUIZ

BONUS: Content Marketing Tips for LinkedIn Success

Watch this episode of As it Relates to Podcasting hosted by Simona Costantini for more content marketing tips for LinkedIn mastery. This interview is part three of a four-part series discussing what you need to level up your LinkedIn game.


About Rich

My name is Rich Perry and I am a Communication Strategist. I help you build the brand your customers will trust. Entrepreneurs who have an important message to share, hire me when they want to design an optimized and powerful communication strategy to reach their audience, build brand authority, and turn casual visitors into lifelong customers.