How to Create a Content Marketing Plan Using LinkedIn?


How to Create a Content Marketing Plan Using LinkedIn?

Harris Melvin
| November 18, 2019 Last Updated 2019-11-20T02:28:10Z
LinkedIn content marketing

While most marketers in Singapore today invest heavily in social media marketing, there’s always one missing part of the puzzle; LinkedIn. This is the most reliable, albeit overlooked network for professionals on the digital platform.

LinkedIn today boasts close to 660 million members, with 303 million of these being active monthly. Singapore boasts over 2.3 million LinkedIn users. LinkedIn is a powerful platform to bring you the most relevant business-driven results. It should not be an afterthought in your marketing strategy. If you partner with the content marketing agency in Singapore, this is one of the platforms they will use for your campaigns. Below are some of the factors that will help you create an effective content marketing plan for LinkedIn.

Basics of Publishing on LinkedIn

Senior-level influencers, decision-makers, B2B marketers, employers, employees, and professionals from across the globe are on LinkedIn. Publishing content here allows you to engage directly with serious clients across the world. You can do this through the LinkedIn Publisher for long blog posts or a LinkedIn status update for short and concise updates.

The content-type includes blog articles, how-to guides, images, videos, podcasts, and tutorials. On the platform, you can publish content from different media such as personal profile, your company page, groups, direct messages or in-mails, emails, and other people’s content.

LinkedIn favors native LinkedIn content, which is easy for viewers to find and interact with.

For the best results, your content ratio should be 10%–20% promotional content and 80%–90% high-quality content. Make sure you mix different forms of content with an emphasis on video. You should also optimize your content for engagement and visibility using hashtags, questions, and calls-to-action (CTA).

Through this content, you can nurture leads and persuade potential customers that you have the expertise and skills to solve their pain points.

Understand the LinkedIn Difference

LinkedIn’s dynamics are different. Here, you want to get endorsements, comments, follows and engagement with influencers and decision-makers in your industry. The idea is to attract the attention of stalwarts from the industry to show you are an authority in your line of work. For this reason, you need an organic and independent LinkedIn content marketing strategy. It will differ from the rest of your social media marketing strategy.

Define Your LinkedIn Marketing Goal

Every business has unique LinkedIn marketing goals. You should first identify these goals and list them as part of your strategy. They range from generating more leads for your business, brand awareness, products and services promotion, increased engagement with clients, and building a community around your business.

Choose Your Topics/Themes

For most new Singapore businesses on LinkedIn, finding the right content is a confusing process. To identify the best topics, make sure you find something that interests your audience while at the same time showing off your expertise.

The content should also help you qualify your audience. To maximize engagement, create a good content mix of different topics and themes.

Use a conversational tone and avoid corporate speak in your posts. A good digital marketing agency in Singapore comes in handy to help with content creation. From opinion pieces, how-to blogs, events, life and business lessons to strategies and tactics, there’s so much you can share with your followers.

Set Up a Company LinkedIn Page

A LinkedIn business page gives an identity to your business. Many business owners and executives in Singapore have impressive personal LinkedIn pages but forget to build similar platforms for their companies. On the page, share details about your business, company logo, contacts, physical address, and other crucial details.

This page offers you another avenue to share updates and grow your network. Your company’s LinkedIn page can boost visibility on search engines and on the platform itself. You should share regular relevant information, including tips, trends, company newsfeed, and much more. Avoid being self-centered and instead focus on resolving your reader’s pain points.

Share interesting posts and ensure you run a goal-centered LinkedIn advertising campaign. A reputable marketingagency Singapore comes in handy to help actualize your content strategy.

Organize the Editorial Workflow

It is easy to get overwhelmed by the LinkedIn content creation and publishing process without a clear-cut plan. Assign tasks, create a content schedule, identify topics, establish deadlines, and set specific content goals. You should have a team of writers delivering the content to avoid overworking one person. This improves diversity in the content you publish.

Grow Your Network

The idea on LinkedIn is to connect like-minded people in your line of business. Identifying and inviting such people to connect is the most basic way to grow your network.

However, you can also grow your network through an optimized profile page, adding an email signature to your LinkedIn URL, joining and participating in relevant groups, sending personalized messages, among other things.

Engage, Engage and Engage

Creating good content on LinkedIn is not enough. Anyone who shows interest in the content through likes, shares, or comments is a potential lead. Reply and connect with these people to continue the conversation. It is also smart to engage with other people’s content through likes, sharing and high-quality, meaningful comments.

Wrapping Up

LinkedIn is a powerful social media marketing and networking tool in Singapore, and you can harness its power to boost your content marketing campaign. Take time to understand your target audience, define your marketing goals, create a content schedule, identify the suitable content and keep engaging with your followers. These tips will help you create an effective content marketing plan for LinkedIn.
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