Are you using LinkedIn to your company’s best potential? At Super Content Marketing 2016 in Stockholm Jamie Pham, LinkedIn in-house expert on content marketing and native advertising best practices, talked about the components that make your company successful on the social media platform.
To begin, in order to succeed with content marketing it is important to understand that it is about both content and marketing. According to Pham many people believe that it is only about marketing and forgets about the content. This creates a disconnection, which makes it difficult for companies to use LinkedIn to their company’s full potential, she said.
So the question is, how do you create successful content? The LinkedIn in-house expert said that in order to really be great at LinkedIn you need to be familiar with your audience: where they are and what they want. You also need to find your company’s expertise that your audience want.
One of the biggest mistakes companies do, according to Pham, is to gate their content. With all the information available offline and online people can find the information they want without filling in a registration form, she said. Research carried out by LinkedIn showed that if your customers’ first engagement with you is gated information then your losing 25 to 30 per cent of those perspective customers. Pham added: “And if you gate all your content you’re loosing about 75 per cent of your perspective audience.” Pham also noted that this is the challenge of content marketing; you need to be there every step of the way.
Once you have created successful content and made it accessible to your audience make sure to use it. Pham noted that many companies try to replicate their star content instead of using it in every possible way.
She added: “If you have a video that you’ve created, make a behind-the-scenes video of what it took to make it, have someone take an interview and write it down in print, do an image series of what the video star was doing. Use the heck out of it. When you have finally put the investment and the resource and you have tested this thing and you have proved that it will resonate, use it.”
Why is this important? Again, it is about making it accessible to your audience. The LinkedIn expert also said: “When you’re trying to earn that engagement from that customer, they may or may not want long form articles or they may or may not be on that social media platform. Your job, as a content marketer, is to make sure that when you have a piece that works, that you are really making it available in whatever form your audience chooses to engage with it.”
Lastly, how do you successfully spread your content on LinkedIn? According to Pham, many companies seem to forget the power of their employees.
“If you have 100 000 followers on LinkedIn you might have a million first degree connections in your employee base. If you took one story and managed to get every one of your employees to share it the result would be exponential grater than if you just shared it on the company’s page,” she said.
She also added that many people forget about the social side of LinkedIn and by sharing content through your employees people will be more open to it, because it is seen as more human when it is coming from people rather than from a company.
3 Key take-aways: