Just like many of the other social media platforms out there, LinkedIn plays very well with Content Marketing.
If you’re looking to gather B2B leads with the help of content marketing, you may not know exactly how LinkedIn can be used as part of the process.
What’s surprising is that there are actually some simple steps that you can take to combine the power of content marketing with LinkedIn.
In this blog post, we’re going to examine the steps that are required of you, if you want to combine the two.
We’ll go through what causes content marketing campaigns to thrive on the platform and what causes them to fail.
By the end of this blog post, you’ll feel sure about what needs to be done to get the best results, when combining content marketing with LinkedIn.
Know who you’re creating content for
Keep in mind that the principles that we’re going to discuss apply to all forms of content marketing. However, when it comes to B2B content marketing, these principles carry even more weight.
Now, let’s look at what these principles are.
First… if you want to create superb content, you first need to know who you’re going to be creating content for.
You can’t be broad in your approach.
When it comes to B2B content marketing and content marketing on LinkedIn, specifically, knowing on a granular level who you’re creating content for can help big time.
That’s because by using the advanced features provided by LinkedIn (something we’ll touch on later), you can reach specific demographics of people who are using the platform.
And, because of LinkedIn’s ability to get your content in front of the right people, not knowing who your exact prospect is would amount to wasted time and opportunity.
So, get super clear, ahead of time, about exactly who you’re creating content for.
For example, say you’re a company that sells IT services.
Are you looking to create content that is designed to educate the IT Director of a company (the person who often controls the budget) or are you creating content that is designed to educate IT technicians?
There might be overlap, in terms of what content the two demographics consume – but you’ll get the best ROI on your content if it caters to just one demographic.
This is because people like to consume content that’s relevant to them. But, it’s also because different ‘levels’ within a company consume different types of content.