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LinkedIn Content Domination

Content Domination by LinkedIn


In the last lesson, we discussed the importance of having a company page. You learned the best strategies for optimizing it and how to get more views to it. This week you’ll learn how to dominate your LinkedIn content. This guide discusses the tools, types, and tactics to be used to post content regularly on LinkedIn.

The content you share on LinkedIn builds your reputation. If it’s quality, relevant information, and entertaining, your reputation excels. If it’s not relevant, is inconsistent, and poorly constructed your reputation takes a hit.

Like any part of an online business, keeping consistent with your content in social media can be difficult. It’s hard to determine what to post, what type of content you should be using, and what will get the most engagement for you.

In this lesson, we’re going to look at different styles of content and the best uses for each. Should you be posting videos of your employees or videos of products? Are SlideShare presentations allowed on LinkedIn? What is Pulse and how do you use it?

Then we’ll look at choosing the right content. You’ll also learn what types of content you shouldn’t post on LinkedIn. Finally, we’ll share tips on how to use content curation, Private Label Rights content, and other rebranded content to make it easier to stay consistent.

Let’s get started.

Styles of Content

The content you share on LinkedIn doesn’t have to solely written posts. Instead think of all the ways you share content on your website, other social media accounts, and within your company. You want to use content that will be the most engaging to your audience and distribute your brand message across the platform.

Here are the main types of content recommended on LinkedIn and their different uses:

Videos – Videos are one of the easiest ways to grab attention. You can share stand-out content that others will find compelling by sharing your professional tips or demo, lectures, and conversations. Record and share an explainer video. Use video to engage viewers by asking a question. Video is also great for sharing everyday work moments to give the LinkedIn network a backend view.

Best tips:

  • Hook viewers quickly by having a striking visual or thought-provoking opening line.
  • Show your followers what you see.
  • Keep the length around 30 seconds to two minutes long.
  • Film in a quiet spot if possible, Otherwise, use your headphones or an external microphone for clear sound.
  • Create quality videos with a clear picture and good lighting. Film vertically for the best view.
  • Use the right #hashtag to get your content discovered.

Post with a video

Images – Images are one of the most effective types of content when it comes to time and cost. Images help you stand out by attracting like-minded customers who relate to your brand. Images can be used in both posts and articles. Images can be easily repurposed in other content.

The types of images you can present are unlimited:

  • Lifestyle featuring your product or service
  • Events
  • Company atmosphere and culture
  • Cartoons
  • Memes
  • Gifs
  • Behind the scenes images
  • Product creation images

Best tips:

  • Tell a story of your brand.
  • Use clear high-quality images
  • Use strong keywords behind your image alt tags
  • Use images that people can relate to or that evoke emotion.

SlideShare – SlideShare is LinkedIn’s hub for professional content including presentations, infographics, and other types of documents. Sharing slides can help you build your reputation while encouraging more opportunities to grow. Design is an important part of the world’s visual learning style.

Access the SlideShare screen by clicking on the work tab arrow, then on the SlideShare button.

Best tips:

  • Use the fundamentals of good design: Balance, Emphasis, Unity, and Movement on your presentation.
  • Draw your viewers eye to upper third or lower third
  • Choose text-friendly images and photos
  • Use images that people can relate to or that evoke emotion and support your theme
  • Use typography as an emphasis on text or support a certain style

Posts – Posts are short, quick bursts of text to stay connected to your community. Sharing posts on LinkedIn will spark engagement, increase your brand reach, and build your relationships. These posts are then broadcasted to the LinkedIn feeds of your connections’ homepage. The text limit for posting is 1300 characters which are about five lines. Anyone can post an update on their LinkedIn page.

Best Tips:

  • Share consistently to build relationships around your content
  • Use relevant hashtags to help your content get discovered
  • Share quality insights and fresh perspectives on trending topics
  • Join other conversations and engage your network by asking questions
  • Invite people into your conversations by @mentioning them in the post.
  • Use images and other rich media such as videos to draw people in and add life to your post.

Pulse – Pulse is LinkedIn’s publishing platform. This is mainly the place for publishing full-length articles to share your knowledge and expertise. It can include links, videos, and images as well. You can write in-depth about your challenges, opportunities, professional expertise, trends happening in your industry, and anything relevant to your company. Articles have no word count limit.

Best tips:

  • Longer articles get the best reception- around 500-1,000 words
  • Use compelling headlines that prompt readers to click through
  • Use cover photos to get more engagement
  • Use relevant keywords within your article
  • Have publishing schedule and publish fresh content frequently
  • Cross-promote your content on your other social sites
  • Publish at times when business professionals are most likely to check their feed

When trying to decide what content or article to write, ask yourself these questions:

  • What will or should your industry look like in 5, 10, or 15 years? How will it get there?
  • What are some important trends people in your industry know?
  • What challenges have you faced or opportunities have you seized?
  • What is the biggest problem that needs solving in your industry, in your opinion?
  • What advice would you give someone just entering your field?
  • What skill is essential in your job? Why
  • How has your industry or profession changed since you began?
  • How did you get started in your industry, profession, career?
  • What advice do you have for advancement in your profession?
  • What would you do or do differently if you started all over and why?

Sponsored Content. If you have a LinkedIn company page, you can take your most valuable content and turn it into sponsored content. This content reaches the people most likely to need your information.

Best Tips:

  • Use genuinely valuable content like an ebook, guide, how-to or template
  • Add visually inviting images, thumbnail size
  • Use a captivating headline that answers the “What’s in it for me?” question from your prospect
  • Take advantage of curated content as it might have a higher click-through potential

The types of content you can use on your LinkedIn Business/profile are varied. You want to post a variety of content consistently to stay in front of your audience. You can do this by creating a content schedule and plan incorporating images, posts, articles, videos, and SlideShare presentations.

Using PLR content

Consistently producing content is necessary for growth. But creating all that content can be exhausting. To post content continuously without the overwhelm, you can use private label rights (PLR) products and other types of rebranded content.

Private label rights products are prewritten content that is sold with the rights for you to use as your content. By adding to, changing to fit your niche, and personalizing it, PLR is a quick way to add content to your LinkedIn account. Many PLR providers provide articles, videos, and other types of content in their packages that can easily be posted.

You can use PLR products to create articles on LinkedIn, videos, or quick post updates. Use the PLR to create SlideShare presentations, social media graphics, or any other type of content.

If your business has a blog (and it should), you can republish your posts on your LinkedIn profile or as an article in Pulse. Once your article is published on your website, wait a day or two and then republish it on LinkedIn.

Use the “Write an article” button to begin a new article. Add your image at the top of the article. You can use a different image or the same one from your original post. Paste in your content from your blog post. Tweak the headline so that it’s different from the original post.

Make any changes to the content such as highlighting the important points. You don’t want an exact copy of the original post. You want to expose your message to a wider audience. Include a call to action in your article and link back to the original post.

Another option for your blog post is to share snippets or quotes from the post and publish as a post update on LinkedIn

You can repurpose content from its original form into another form to share on LinkedIn.

  • Turn your webinar into a video tutorial
  • Turn a video tutorial into an article
  • Turn your webinar slides into LinkedIn graphics
  • Update old blog posts with new content you share on LinkedIn
  • Turn a PowerPoint Presentation into a SlideShare presentation
  • Share Interviews as case studies
  • Turn your visual content into inspirational graphics to share on LinkedIn
  • Convert your Q & A / FAQ into an infographic to share on LinkedIn
  • Turn an infographic into a SlideShare presentation
  • Transcribe a podcast episode into an article to share on Pulse

Content repurposing and using Private Label Content allows you to get many uses from a single piece of work without having to completely create something new. The research and work have already been done, it’s just a matter of putting it into a new format.

Importance of Engaging Content

Providing content that engages your audience is key to building your network. Engagement is one of the main goals of social media marketing. In fact, according to LinkedIn Marketing Solutions, 50% of LinkedIn members will buy from companies they have engaged with.

Content plays an important role in attracting your audience. Creating engaging content is key to keeping them. You can do this in many ways.

  1. Tell a story. Storytelling can and should be a part of every piece of content you produce. You can incorporate how you came to the solution, your process along the way, or some story that leads well with the article.
  2. Use awe-inspiring images or images that tell a story. Don’t just show your product on a plain white background. Instead, show images of customers using your product.
  3. Create compelling headlines and engaging first sentences. The first line should grip your attention: interesting, unusual, emotional, shocking are all human emotional needs that grab our attention.
  4. Personalize it. Even though LinkedIn is where B2B professionals hang out, people still want to do business with real people. Let your personality and your brand’s personality come through in all your content.

It helps to understand how the LinkedIn algorithm works as well when creating engaging content. It’s designed to make your homepage feeds inviting. The LinkedIn feed has a spam filter that determines whether your content will show in the feed, how far an audience it reaches or if you are a spam user.

Here is how the algorithm works:

Stage 1: A computerized bot evaluates your content as spam, low-quality, or clear. You want to have clear content to move to the next stage.

Stage 2: The algorithm then measures the initial user engagement such as likes, comments, and shares. This signals that your content is good enough to move to the next stage. If you are flagged for some reason as spam by users or hide it from their feeds, LinkedIn’s algorithm believes it as negative content. Make sure your content is relevant to other’s professional lives. Is it offensive? Are you over-posting? Is your post unique and insightful?

Stage 3: The algorithm further checks for spam and credibility and quality based on your account and network to determine if the content is spam. The algorithm determines the usefulness and relevance of the post. Engagement is very important at this stage.

Stage 4: In this stage, human editors review the content. They determine whether it should be displayed, boosted, or demoted.

Create engaging content that passes the LinkedIn algorithm is necessary for people to see your updates. Learning how LinkedIn’s algorithm works help you create content that will be seen over and over.

Content Curation and Automation

Now that you know why you need to create engaging content and the algorithm for LinkedIn, it’s time to learn about ways to automate your content creation. Content curation and automation tools make being consistent easier. Many types of content can be used for all your content needs.

Content curation is gathering a collection of content and adding value and your voice to it. The content comes from a variety of sources, around a specific topic which you share with your followers. You sift through articles on the internet, collect those that are the most interesting and relevant to your industry, and share them in blog posts and on LinkedIn.

Content curation allows you to create posts quickly using other people’s content the right way. You’re sharing resources and rare content that isn’t the same article found on a million other feeds.

Benefits of Content Curation:

  • Saves you time and energy
  • Elevates your brand visibility
  • Establishes your authority and thought leadership

Best Tips for Curating Content

  • Instead of automatically posting regurgitated content, add meaning and value that is relevant to your potential customers. Add detailed comments, comparisons, and your opinion on the subject or just a short blurb to summarize the content.
  • Monitor trends and curate content that is current as well as evergreen content.
  • Ask your viewers what they are interested in.
  • Mix your content with curated content to make it promotional as well as educational.
  • Include your user-generated content.
  • Share your observations about developments that have happened over the past 5 to 10 years in your industry.
  • Give your audience what it wants. Research what they are sharing, what information they are seeking, or the latest industry trends they are following. Are they looking to be entertained or inspired?
  • Source only valuable content using automated tools.
  • Make it look good. Don’t just throw a bunch of content together. Make it flow and consistent with your brand style.
  • Always be ethical and credit the creator of the work.

Next, you want to automate as much as you can to keep content consistently in your LinkedIn feed. Use a social media calendar to determine what you’re going to post. Then use tools and programs to schedule your posts. This way the work is done once and then can be posted hands-off.

Automation tools are great for scheduling any batch writing you do as well. By creating and scheduling posts in bulk, you free up time that can be used in better ways.

Use one of these suggested programs:

  1. Hootsuite offers a bulk composer feature to make it easy to schedule posts across different social networks at once, including LinkedIn.
  1. Pocket is an app that lets you gather content in one place from your browser or apps like Pulse.
  1. Feedly is the most popular RSS and blog reader online. It allows you to subscribe to your favorite websites, blogs, publications, and YouTube channels, getting the content to read, save, or share it.
  1. DrumUp is an app that goes through tons of web content to bring you the freshest and most relevant stories.
  1. Share allows you to research and capture, collaborate and create content, plan your sharing strategy, and share the content on social media.
  1. Buzzsumo is packed with helpful features. You can search for the most shared content using keywords, domains, or specific types of content like guest posts or videos.
  1. Quuu offers a free plan. This content curation program is the only tool where every piece is hand-reviewed by humans. Quuu sends the content directly to your Hubspot or Buffer schedule.
  1. Curationsoft is a desktop-based curation software that allows you to find, evaluate, and curate content into a drag and drop HTML editor. It can be used to create a blog post that you share on LinkedIn or used as an article on LinkedIn.

Content curation is a time and money saver every business should be incorporating in their marketing strategy. Using one of the many tools available to curate the content for you makes it even easier to share quickly.

Types of Content

Now that you know why you need to curate content and how to do it easily, you might be wondering what types of content to post. The type of content can be anything, well, almost anything.

It can be things like …

  • Everyday stuff (related to the business and not related) This can be as simple as what or where you had dinner with your amazing team or the fishing trip you made with your family. Take on a spicy (and tactful) point of view on a trending non-business topic
  • Industry information. LinkedIn is a business to the business platform so it’s only logical to share content related to your industry. You can share reports, whitepapers, long-form content, videos.
  • Post Results. Did your company participate in a competition recently? Post the results of how you did. Post results of how a new marketing campaign or product launch fared.
  • Case Studies. Show your audience how others have used your product and services through a case study.
  • Share articles you like. Don’t just talk about you and your company. Share articles from your competitors and others in your industry that are trending and interesting.
  • Post industry statistics. People love statistics so share industry and company stats as part of your marketing campaign.
  • Share client testimonials. Gather testimonials and endorsements from your satisfied clients to boost your authority and leadership.
  • Share how-to videos and articles. Share videos along with articles on how to use your products or services for the best results. Use list-style posts as well.
  • Marketing guru Neil Patel has built a following using this style of posts on LinkedIn.
  • Product launches and feature updates. Keep your audience aware of the latest products or services you have.
  • Offer quick tips. These simple and short posts include leadership tips and tricks that encourage productivity, leadership, and professional success. Or offer simple text quotes relevant to your followers.
  • Share company updates. Find interesting and visual ways to share company updates on what’s happening in your company. It’s a great way for your audience to get to know you and your company better.
  • Share photos of your company, your employees, and the activities they do daily. Share photos were taken at business events you attend.
  • Humanize your company. Highlight your best employees as thought leaders.
  • Use Showcase pages to drive registration to events your company is hosting or sponsoring.
  • Share lessons learned. It doesn’t matter what your age or industry is, you have learned important lessons that others can benefit from. Share them with others.
  • Make predictions. It doesn’t matter whether you are right or wrong, predictions are a way to get a discussion going.

What Happens Next

Content is the key to building your following on LinkedIn. You want to dominate with your content through consistency, quality, and variety. To do this you need to use tools for automating the process, use other people’s content correctly, and post a variety of types of content.

The styles of content you use depend on your topic as much as how you want to present it. A video might be the right fit for certain topics while a SlideShare presentation would fit better for others. Sometimes a quick funny image is all you need to share.

Whichever style of content you choose, the key is making it quality and relevant. One way to do that is to curate content about your industry. Curated content can save you time and money. And with automation tools, you can put together a curated piece in a fraction of the time of doing it yourself.

The type of content you present is as wide as you want it. Post updates on your company or products, show research you’ve done, or share videos about your employees or brand. Keep your followers up-to-date on what’s happening in your business, the industry, and upcoming trends. Finally, humanize your brand by posting about non-business events occasionally.

In the next and final module, you will learn the proper way to reach out to prospects on LinkedIn and how to introduce yourself and your business. Reaching out to prospects is necessary for building relationships and getting more business.

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