How to Build a Powerful LinkedIn Content Strategy ?

Want to create a strong LinkedIn content strategy? But don’t know where to start? 🤔

Nowadays LinkedIn has become an increasingly competitive social network in terms of content strategy. So, you need a good on LinkedIn and understand the algorithm to be able to improve your reach to a major audience. 🎯

What does a LinkedIn strategy include?

Here are the points we’ll cover below: 🔎

• Creating a digital content strategy on LinkedIn to reach 1M views per month and increase your credibility.
• You don’t need to be an influencer or marketer to know what to publish on LinkedIn!
• Develop brand awareness and work on lead generation at the same time!
• Q&A on how to go from never having published to reaching a global audience thanks to our digital content marketing tips.
• How to get past the 1st post on LinkedIn and how to overcome the imposter syndrome.
• The importance of having fun publishing on LinkedIn and creating your own network of qualitative connections.
• The main lines of the editorial social media content strategy and how to optimize it afterwards to save time.
• Defining an editorial line that works, writing engaging posts on LinkedIn.

If you want to see the LinkedIn live afterwards, you can check out the “replay” over here. 😉

Why define a LinkedIn strategy?

In order for your profile to be visible, you need to stand out from the crowd and stand out! On LinkedIn, you can:

• Showcase your products / services.
• Develop your network.
• Prospecting.
• Match with professionals in your sector.
• Increase visibility and awareness.

Here are 5 reasons to set a LinkedIn strategy ⬇️.

#1. Be visible to your customers

LinkedIn is THE number one professional platform in the world! 🌍 With no less than 810 million users, this platform is for entrepreneurs, job seekers, employees or even recruiters. Who says professional, says gathering of professionals! LinkedIn allows you to share, promote and exchange on a theme, a product, a company and many other things. By sharing interesting and engaging content, you can reach an audience and persuade them that you are THE person who will solve their problems. To learn more, check out our LinkedIn Marketing guide 📖.

#2. Promote your LinkedIn company page

Creating a LinkedIn company page is a free way to grow your business, as most users will be tempted or want to know more and click through to your website. Don’t hesitate to fill in as much information as possible about your business, the more complete it is, the more you increase your visibility! 👀

What should I put in my company page?

Imagine that your LinkedIn company page is like your business card. Everyone can quickly learn about your information and company culture. Here are some quick tips for your company page:

• Remember to add the company description (between 250 and 2,000 characters max).
• Don’t forget your website URL 🌐.
• If you have an international target, optimize the name and description according to each of them.
• Add a profile picture and banner adapted to your market and your company.
• Don’t hesitate to add a CTA “contact us” or even “check the website”.

You can find more information about creating a LinkedIn company page here!

Should you use your LinkedIn company page?

You may be wondering if you should dwell on your LinkedIn company page, the answer is no. Don’t bother with your LinkedIn company page, you’ll waste your energy for results that won’t live up to your expectations! We’ll briefly explain why : 👇🏼

We want the real thing!

Even though LinkedIn is a professional social network, you don’t have to constantly post hypercorporate content and promote your “brand new X-3000 coffee machine and its tank that can hold up to 1kg of coffee, available in all retail stores!” Personally, this doesn’t appeal to me too much, we want something more novel and crisp, that stands out from a lambda ad.

Behind every company there are humans

We often tend to put forward the product, the company, the premises, the functionalities but we leave aside the human aspect, the employees, the CEOs. However, we get attached much faster to a person than to a company, because their publications arouse emotion in us. Let’s take the example of Google, here is an example of a publication they posted via the LinkedIn Google company page ⬇️.

And now, here is a publication from an employee at Google ⬇️.

The results are unmistakable, we can clearly see that the engagement rate is significantly higher 📈 on the publication of the employee at Google rather than the company itself.

Low LinkedIn engagement rate

As you saw earlier, one is hooked more by the employee’s content rather than the company’s content. As a result, people like and comment on company pages less often and they get fewer views. The ratio of “time spent” on the company page and “return of analysis” leaves something to be desired…

LinkedIn algorithm

LinkedIn is a free professional social network. Just like Facebook or Instagram, LinkedIn’s algorithm decreases the organic reach (free) of page posts in order to sponsor to get more visibility and more leads. Basically, you will get on average 5 to 10 times less views for the same post, without increasing the visibility of your network. At this rate, you might as well focus more on your professional profile rather than your LinkedIn company page.

#3. Build a community around your brand/product

Why should you create a community around your brand you might ask? 🤔 The answer is simple:

• Develop trust between you and your prospects.
• Your prospects generate interest in your brand.
• People in your community can call other customers.

From a general perspective, knowing your audience better is paramount to the successful development of your community. Don’t hesitate to interact with your community through posts and surveys in order to gain their trust and to better know their tastes. Plus, you’re going to reap the benefits, but which ones? 👀

Work on your loyalty

You will be closer to your customers, be at the heart of their problems. Thanks to this, a climate of trust will be established, which will make your community become your first loyalty lever, and that, we love! If you want to know more, everything is in this article!

Your members become your ambassadors

What if I told you that some of your sellers were members of your community? Yes, you read correctly, by inviting prospects to come to your community, they can directly interact with members and discover your brand without your intervention. Do you see where I’m going with this? Your community becomes a trust lever for your prospects! 🤝🏼

#4. To prospect on LinkedIn

In order to grow your business, it is essential to set up a prospecting campaign. As you know (or not), LinkedIn allows you to collect information about a prospect:

• Location.
• Company.
• Position.

• Length of time with the company.
• Experience.
• Education.

What is LinkedIn prospecting?

LinkedIn prospecting allows you to :

• Contact prospective professionals who have not yet joined your network 🧑🏽🤝🧑🏼.
• Use specific search filters to target prospects 🎯.
• Expand your visibility 📈.

Why prospect on LinkedIn?

Known as the first professional social network, LinkedIn is THE social network best suited for business prospecting of all kinds. Keep in mind that users on LinkedIn are there for business purposes only, so you’re not likely to stumble upon Chloe’s breakfast or a gag video from a chat (though) 🤔.

Prospecting allows you to find potential prospects, who later on (if they are interested and trust you), can invest in your product.

Prospecting in addition to e-mailing

For many years, e-mailing has been used to contact a very large number of people at a low cost. However, it is all very well to send e-mails, but to whom? Indeed, it is necessary to have a big e-mail database, and for that, it is necessary either :

1. Scrape the database ➡️ this solution will take you a lot of time and will be less effective.
2. Buy the database ➡️ this solution will cost you a lot of money.

On LinkedIn, you have an already existing database, free of charge, which is just waiting for you! With more than 600 million members, you already have all the information you need for your prospecting (location, position, sector of activity, experience…). Thanks to the use of the Sales Navigator, you can achieve almost infinite targeting! ♾️ You will have understood, thanks to LinkedIn prospecting, your prospects feel personally addressed, privileged ❤️.

#5. Automate your LinkedIn prospecting

Automating your LinkedIn prospecting includes: 👇🏼

• Collect data.
• Requesting connections on LinkedIn.
• Sending emails.
• Tracking your users’ behaviors.
• Tracking leads.

Gone are the days when you spent hours focusing exclusively on prospecting, now you have the time to focus on other things. On LinkedIn, it’s entirely possible to automate your prospecting with automation tools.

Free automation tool on LinkedIn

It’s time to tell you about our little LinkedIn automation tool: Waalaxy 👽. With our tool, you will be able to:

• Import and export a database, like a CRM.
• Create LinkedIn scenarios.
• Prospect by e-mailing.
• Visit profiles automatically.
• Automatically track profiles.
• Send personalized bulk messages.
• And much more.

If you want to know more, be patient, you will have a more detailed review of Waalaxy below.
In the meantime, check out the top 3 things not to do when prospecting on LinkedIn ⬇️

1. Exit the capital letters in your LinkedIn message

A LinkedIn message is not like a Youtube title, no need to assault your reader’s eyes by capitalizing every word! (Image LinkedIn message capitalization) So, be sweet and cute when writing on LinkedIn and unlock the shift key on your keyboard. 😄

2. Don’t forget to proofread yourself

It may not seem like a big deal to you but, LinkedIn prospecting messages filled with mistakes are not very credible… Tips: if you’re not comfortable with French, there are many spellcheckers like LanguageTool, which you can add as an extension and no more mistakes!

3. Forget about 1,000-word poems

Ok, I imagine that you have a maximum of information to transmit in your LinkedIn prospecting message, I understand you. However, put yourself in the shoes of your prospect when he opens your message and sees a novel of more than 1,000 characters, personally, it would just make me want to close the message. Prefer short, impactful messages that will catch his eye and pay attention to your message. If you want to know more about how to do LinkedIn prospecting, we did an article on this topic. 🥰

#6. Find clients on LinkedIn

Whether you’re a freelancer or a business, LinkedIn is a great place to find your future clients. To do so, you need to follow its few small steps 👇🏼

LinkedIn profile

In order to find clients, it is crucial to fill out your profile, which, can be similar to your storefront! Don’t forget that, the interaction you are going to have between you and your prospect is virtual, so you have to take care of your image and your profile, and it starts with these steps : 👇🏼

• LinkedIn profile picture: opt for a professional profile picture, with a neutral background (exit selfies in the bathroom), and smile! 📸
• LinkedIn banner: very important, the LinkedIn banner has enough space for you to integrate your current offers, some keywords, or a quick presentation of your activity.
• Linkedin title: your profile is a bit like your CV, and the title is part of it. Describe what you do, and make an impact! If you’re in need of inspiration, here’s a list of good LinkedIn titles 📓.
  

• Experience and education: highlight your experiences that support your pitch, tell your story and your job. The more information you put, the more the user will know about you.

Interact with your targeted prospects

The more you interact on LinkedIn, the more visible your profile will be. Don’t hesitate to comment, like or share a post that you think is relevant to your field of activity! PS: emojis are all the rage on LinkedIn, so be greedy and feel free to use them ❤️.

Be active on groups

Joining groups is a great way to showcase your expertise and expand your professional network. Remember, if you’re not active, LinkedIn won’t put you forward, it’s part of the LinkedIn algorithm. Take the time to join groups related to your field, it takes a little time but in the long run will save you many minutes ⏲️.

What strategy to adopt on LinkedIn?

We can’t repeat it enough, defining a LinkedIn strategy is crucial to increase your visibility and therefore, your network. But, with all the strategies present, one can ask the question which one is the most effective according to my field? The answer below 👇🏼

Prospecting strategy

We usually hear that LinkedIn is only used for recruiting, this is not the case! You can certainly recruit, but you can also look for new clients, share professional experiences (and not only) and even spread the word about your brand. And it all starts with finding prospects on LinkedIn, (I promise, it’s not complicated) 😉.

Finding your personas

The persona is your ideal customer, the one who best matches your expectations. Without it, it’s hard to create a good marketing campaign, so take the time to do it. 🥰

 

 

If you don’t know how to make it, here are 5 tips to create it. 👈🏼

Take care of your profile

We can’t tell you enough, your LinkedIn profile is like your resume, it needs to be attractive and polished. A quick reminder on the best practices to have for a good LinkedIn profile:

• Have a clear title: don’t forget to indicate your position and the company you work for, be clear, your prospect must know directly who you are and what you do.

• Have a professional profile picture: for pity’s sake, avoid selfies in the middle of a party with a drink in your hand, we are not on Tinder, but on a professional social network, so adopt a professional outfit and attitude, you will gain credibility. 🔝
• Have an impactful summary: LinkedIn allows you to write a bit more about yourself, your background, your experiences, what makes you you. Don’t overdo it, remember, we want the real thing! 😊

Filtering your searches

This is an essential step in your prospecting, targeting your prospects. Relevant keywords, Sales Navigator, search volume, it may impress you but, in reality, it’s not very complicated in place, we explain everything in this article. 📕

The AIDA Method

Although I don’t mind, we’re not going to talk about Giuseppe Verdi’s four-act opera AIDA here, but about the AIDA method, often used in marketing.

• Warning.
• Interest.
• Desire.
• Action.

It’s all about hitting your interlocutor with a short, relevant and selling message, while finding the right balance between inciting sales techniques and inciting curiosity. You will understand better in pictures ⬇️.

LinkedIn content strategy

Unlike a LinkedIn Ads strategy, publishing content regularly keeps you visible, with no time limit, whereas an ad, people see your post once, then the interaction is over. As you can see, publishing content is good, but how often? 🤔 There is a method called “TOFU-MOFU-BOFU” that allows you to find the right publishing rhythm according to your audience.

TOFU: “Top of the funnel”

This method consists of publishing from broad topics, to more specific topics, 3 times a week. Focus on broad topics in order to reach a maximum of people, such as news, current events, recruitment, management, etc. The more you talk about various subjects, the more you will interest people from different fields, the more you will reach users.

MOFU: “Middle of the funnel”

 

As the name implies, the “middle of the funnel” is the middle of your sales funnel, that is, the link between your core target and your broad target 🎯. We start to go into a little more detail, with content related to your field, to enhance your brand image, tips, tricks, expert advice, in short, anything related to your field of expertise. We are not yet targeting users who will succumb to your services or products, but rather those who are hesitating and who have the same problems.

BOFU: “Bottom of the funnel”

Here you are in the heart of the tunnel, you write directly to your target 🔥. Still, be careful with your type of content, avoid too much “self-promotion”, LinkedIn does not like that. Focus on your already defined objectives: acquisition, loyalty, visibility, notoriety.

LinkedIn communication strategy

Competition on LinkedIn is tough, so you have to be able to stand out from your competitors. This is where personal branding comes into play! An indispensable element in your communication, it allows you to tell your failures, your successes, your anecdotes, your advice, your motivations and inspirations, your recommendations.

Amandine Bart has published a success story, the release of her first SEO book, congratulations to her! 🎊👏🏼

To best guide you in your communication strategy, here are the top 3 important LinkedIn elements! 🚀

#1. The different types of content on LinkedIn

On LinkedIn, you can publish content in different ways : ⬇️

• Written posts: the most valued by LinkedIn. ❤️
• Photos & videos.
• Qualified surveys.
• PDF carousels.

• The “memes.”

As you can see, there are multiple types of content, but focus on the written format, it’s the most popular! 🥰

#2. Interactions on publications

Just like Facebook, LinkedIn offers the possibility to express your emotions and react to publications via different types of interactions:

• 👍🏼The like: in different forms of emojis, depending on your mood, such as “support”, “love” or even “funny”.
• 💬The comment: effective to leave a message, express yourself on the publication.
• ️ The share: useful if you want to re-share a publication that you care about or that is related to your field on your news feed.
• 💌 The private message: a publication reminds you of one of your relations, send him the publication in private message.

#3. Linkedin connection

Do you know the difference between following someone and connecting to them on LinkedIn? It’s quite simple!

➕ Following someone allows you to see their activity, posts and articles on your news feed, without needing to be connected to them.

🤝🏼 Connecting with someone allows you to do the same thing, with the only difference being that this person can, also, see your posts and activity.

As you can see, it’s often better to connect with a person. To do so, you just have to click on the blue “follow” button on a user’s profile. Don’t hesitate to attach a personalized message to your request, to improve your chances of being accepted.

If you’re in need of inspiration, we’ve concocted some free LinkedIn connection message templates for you. 😉

LinkedIn marketing strategy

Despite the fact that this professional social network is free, LinkedIn offers a marketing tool: LinkedIn Ads.

LinkedIn Ads

Thanks to it, you will be able to improve your brand awareness, generate qualified leads and develop your business by increasing your website traffic. Ok, but, in which formats?

• 📩 The sponsored message: it is possible for you to send personalized messages on the LinkedIn messaging of your prospects. Ideal to generate traffic on your website.
• 😝 Dynamic ads: this personalized advertising is done through the use of data from a profile, such as company, location, experience etc. Very handy to increase your traffic!
• ⌨️ Text Ads: displayed as “Text Ads”, you can create CPC (cost per click bid) or CPM (cost per impression), and even add a CTA (call to action). 🎯

 

 

• 😊Sponsored content: it is displayed directly in the news feed of your targeted audience, thanks to accurate data.

As for the price, it varies, because LinkedIn Ads works with a bidding system. To put it simply, you have the choice to choose between cost per thousand, to build your brand image, or cost per click, to generate leads. 📈

Don’t hesitate to estimate your budget so that you can later optimize it as best as possible. I invite you to read this article if you want to know more about LinkedIn Ads.

Automation strategy

Saving a lot of time and money, automation on LinkedIn allows you to send several connection messages automatically, no more time to go manually on each profile. Come on, let me briefly explain why you should adopt an automation strategy.

Save time

“Time is money” – Benjamin Franklin

This oft-heard phrase expresses the benefit of automation. No need to spend hours writing the same messages and sending them manually to each target. Now you have the time to focus on more complex tasks!

Request a connection

 

Yes, you can also automate your connection requests, that’s life, right? 🔥 You can even add a targeted message that addresses your prospect ‘s need and details your product. It’s a good thing, below, I tell you about our automation tool: Waalaxy 👽

As you can see, automation allows you to:

• Personalize your message according to your targeted prospect.
• Send a large number of connections in mass.
• Analyze your campaign results.
• Expand your prospecting funnel.

Why should I publish on LinkedIn for my content marketing strategy?

T. Louis answers this question with: 👇

“Everyone has an interest in publishing on LinkedIn regardless of their profession. 800 million users worldwide, in France 80% of professionals have a LinkedIn account.
We use it to hunt for qualified profiles, but also, it is a platform to attract people, there are plenty of opportunities. You’ll get spontaneous notoriety when several members of a company post on a regular basis on LinkedIn.”

So LinkedIn is also a part of content marketing tools to create your “personal branding”, asset for employees who post content with their own network, not just a prospecting medium used by companies. 📈

They are several ways to “scale up” for a company, either do actions that will have more results i.e. the work to publish a post seen by 1 person or 1 million people is the same. 🤲

Except LinkedIn makes sure to show regular content to a larger audience over time, so persistence is key to success. 💪

 

What are the major benefits of having a digital marketing strategy on LinkedIn?

If you pay a thousand in LinkedIn Ads, people will see it once, your ad and the interaction will be over. 🙈 Whereas if you publish media on a regular basis, it will grow your personal brand, which is an intangible asset serving your company or business.

LinkedIn is a traction network, which allows you to have a major “reach” rate than other networks i.e. have more views, relative to the people who follow you. So remember to “unfollow” from your news feed the posts that don’t interest you, to have only a quality content feed. 😏

 

How long does it take to publish on LinkedIn?

You need to vary the frequency of post types and “frameworks” (ways to engage): post minimum 2 times a week to start, going up to 2 times a day maximum thereafter. 🌳

Also, consider varying the type of content strategy in your posts according to the themes of your TOFU-MOFU-BOFU, e.g. more serious topic area at the beginning of the week and funnier ones at the end of the week. 🤡

You can find the “playbook” for writing killer posts, with a guide to creating your own TOFU-MOFU-BOFU funnel here! 💥

 

What is meant by LinkedIn content? Increase your value from awareness on social media networks

Some employees often feel less legitimate to speak up than leaders or people with more advanced knowledge in a business field. 😳

However, LinkedIn is an open network, you can tell your experiences as an explorer of a topic area in general and not a general truth. 🤗

Being visible allows you to cultivate your personal brand regardless of your professional situation ✅ (employee, executive, job seeker, freelancer).

You can play on readers’ cognitive biases and satisfy them, through an engaging digital content strategy on LinkedIn. ✨

Being more visible = being more credible! 😎

 

Post regularly on LinkedIn to increase visibility

Please also note that persistence is an iterative process, it’s a key element to successfully getting views and a growing audience. 🙌

T. Louis tells us about this:

“Treat your audience like gold” i.e. cherish your audience and take all possible feedbacks when you start your digital content strategy on LinkedIn or elsewhere.

Here are some tips to follow as well 🤩

• Break the idea of “I have nothing to say” and structure your content ideas in a dedicated file.
• Write with empathy and put yourself in the reader’s shoes before publishing.
• Think about reciprocity, to get likes and comments, you have to do some too.
• Interact with others, LinkedIn encourages exchanges and offers similar great content to your audience.
• Before writing posts, start by leaving comments to make your profile stand out, let others see you!
• Filter your news feed for quality content and engagement to appear in others’ feeds.
• Make 2-3 posts per week and take time to engage with your connections on a regular basis.

Now let’s move on to the creative process techniques that will help you come up with good post ideas and build them effectively. 👌

 

What content strategy framework on LinkedIn?

How to create content marketing? What do you write in your first LinkedIn posts?

🟣 T. Georget asks T. Louis:

“From a copywriting standpoint, what is the “framework” you use?”

🔵 T. Louis replies:

“Make a chart with 4-5 columns for broad (vertical) topic area, in a tool like Trello/Notion to find posts with a focus. Then combine with the four A’s method: Anthropological, Actionable, Analytical, Ambitious (horizontal lines).”

• Anthropological: taking a step back from a topic, “why this or that?”
• Actionable: the 5 actions to do X or Y thing.
• Analytical: the 5 trends of X topic.
• Ambitious: “5 years ago I started in this, now…”, etc.

 

Content strategy example

💡 In this example, T. Georget notes his content ideas in a table Notion:

 

🟢 T. Louis reminds us:

“Write down your content ideas as you get them, while walking, talking with friends, in the shower, etc. Adopt a “detective” mindset everything can be an inspiration Remember to write downthink about writing down everything that comes to mind and then refine the content later (make a first draft with everything that comes to mind in relation to that topic).”

🟡 T. Georget completes this idea:

“In relation to creativity, often content ideas come in quiet moments of the day, to encourage reflection and introspection. Dedicate time to doing nothing. Systematically write down your ideas The more content you create, the more ideas you will have. Keep one idea per post, one idea can lead to another content idea. Creativity comes at times when you are doing nothing! Stay in meditative processes, force yourself to get into that state of mind, like when you take a shower, long walks, sports.”

 

1 post = 1 idea!

Therefore, if the content idea comes, do the action right away or else look for sources of inspiration through meditation, free time, etc. 💆

Have a clear idea, with hook and release in focus. Nevertheless, the content ideas scraps (“R.I.P. ideas” 💀), you have to reuse and re-note them in your board to exploit them afterwards, in another dedicated post.

👉 Be synthetic even if it means 5 lines, it’s ok, as long as it’s understandable and you keep one idea per post!

 

Tips for successful copywriting for your social media marketing strategy

If you are not familiar with the term “copywriting” here is its definition:

Copywriting, often called “design-writing” or “copywriting”, is the art of persuading others through keywords. 🤭

People who practice it are called “copywriters” or copywriters. Their job is to write copy for blog posts, sales sites, landing pages, calls to action, etc. ✍

 

Method #1 Digital content strategy:

To get started, you need to know how to use a tagline: think about the long-term benefit, avoid being misleading or falling into clickbait. 🎣

Summarize the main idea of the post in one sentence. Explain how you’re going to solve your caller’s problem, right from the catchphrase. 🙏

🟠 T. Georget tells us:

“Think of the catchphrase as the subject of the email and the content of the email, you need a good title to catch on, but you need to remain consistent with the body of the text. Take care of your credibility, instead of looking for more open rates.”

 

Method #2 LinkedIn content strategy:

Deliver the content info of the post 75% in your teaser: for example, give answers in “5 easy steps.” Then the heart of the post should be the solution to the problem being discussed, so that’s the other 25%. 👏

Take care of the hooks and exits. Think of the post as a “sandwich”, the bread on top is the hook, the meat is the content itself and the bread underneath is the exit. 🥪

Measure performance in views, however be careful about virality, as that could also discredit you. 👀

However, if you want to know how to go viral on LinkedIn, read this article! ⚡

 

How to get 1M views on LinkedIn using a content strategy outline?

1. Digital Content Strategy on LinkedIn TOFU-MOFU-BOFU:

“Top, Middle and Bottom of the Funnel”: we often think that we should be as “niche” as possible on LinkedIn publications, when there are 3 levels of topic area even outside your expertise topics. 😋

Here is more or less the formula to adopt, BOFU = expert topics (40% of blog posts) + MOFU = more global topics (40% of blog posts) + TOFU = broader topics (20% of blog posts). 🤝

 

2. Accelerate on content creation:

To stand out in multiple people’s “feeds” you need to post on a regular basis. At least 2-3 posts per week to start, then 3-4 posts per week: 2 MOFU blog posts, 2 TOFU/BOFU blog posts for example.

 

3. Use current post trends:

We’ve all seen “Hello everyone, except…” posts, or LinkedIn polls go by, so take inspiration from current trends to get the most reach possible. ⚡ Post the more general or humorous posts on the weekend and more serious or specialized posts during the week.

 

4. Types of digital content strategy on LinkedIn:

Written posts are the most valued by LinkedIn! 👀

Photos/videos, qualified surveys, and PDF carousels require good visual creation + a lot of creative time. Plus, the views are less viral. However, “memes” do hit the spot if you ever want to go viral.

 

5. Highlight the “Follow” button on LinkedIn:

Instead of having the “Connect” button on your profile, you can put it in “creator” mode and have a “Follow” button instead. 🤓 This allows you to have more connections following you, but less adding you, to keep a quality network when you start attracting people/views to your profile.

 

6. Alternate TOFU-MOFU-BOFU content:

Break down your content ideas into long, medium and short posts depending on the nature of the post in question. Remember to be “punchy” and don’t hesitate to make posts on a regular basis, to create an omnipresence effect with your connections.

 

7. Exploit the simple exposure bias:

The more exposure you get to someone’s content, the more likely you are to have a positive image about that person/brand. Creating engagement and building loyal connections, by posting twice a day makes you more visible and makes you show up in news feeds daily. 💥

 

8. Use post automation “pods” to optimize posts:

Using “pods” on LinkedIn creates a social media proof bias effect, it makes you want to engage organically, because other people will have already commented. Pods help increase engagement to boost LinkedIn ‘s algorithm , which notes the amount of likes and comments in posts.

 

9. Use 1st comments:

You can use the 1st comments of posts to put a “punchline” or start the discussion, share your contact/newsletter link or “lead magnet” on LinkedIn. 🧲

Give life and a specific tone to your posts, use “hashtags” for a laugh and target audiences outside your network. Create quality content posts + 1st comment “call to action“.

In addition, in serious posts, using an offbeat sentence at the end creates a break in the “pattern” or a shock effect, and it makes people want to go and comment, as this reflection provokes a reaction in readers.

10. Choose the language to publish continuously:

You need to be concise and choose the right language for your audience. Use a dedicated profile for each language you want to publish in or choose a standard language. 😀

Conclusion: LinkedIn content strategies

Digital content strategy on LinkedIn, is not the same as on other social media networks like Twitter or Instagram. So save the professional content for LinkedIn! 🏆

Iterate on content and test multiple formats to stand out from the rest. Differentiating yourself and taking risks when publishing is what will help you reach your business goals faster. 🏹

Resume : 4 Questions you should ask yourself before starting

Q1: Why do you want to develop a strategy on LinkedIn?

You’re about to write posts and therefore invest a minimum amount of time in content creation. What is your goal? What do you hope to gain from this strategy?

Basically, we learn that there are 3 distinct communication objectives:

• 👀 Create awareness: this is the cognitive side. Your brand or company doesn’t really exist in the minds of your potential customers, and you want to create discovery.
• ❤ Make people like you: you play on the affective side. You are known. You want people to like your brand and talk about it.
• 🏃‍♂️ Make people act: this is the conative bias in the register of attitudes, you want to create the intention to buy.

Once we’ve defined your objectives in order of priority, we’ll need to get a little more specific:

• What do you want to get across first: brand, products, a particular offering?
• What is the feeling you are looking for from consumers: i.e. you want to be loved, of course, but for what characteristics (your values, your design, your options, your benevolence, your performance…). Of course, there can be several answers, in order of priority.
• What is the “mentalization” sought when purchasing? Mentalization is more precisely “the feeling that a customer perceives during the purchase, in possession of your product/service. Does it make them feel younger? (Example of Evian) Does it feel cooler and more in tune with the times? (Example of Levis or Apple).

There are thousands of reasons to publish on LinkedIn. What is yours?

Play on the familiarity bias? Educate your prospects? Showcase your expertise? Raise awareness? Become a star?

Defining the “why” helps you find the who and the how. To define your goals, it is important to know (also) if they correspond to your target.

Q2: Who is my target audience on LinkedIn?

Obviously, you would like the whole world to see your content on LinkedIn. But you have to decide: who is the primary audience for your posts?

Like any marketing strategy, define the niche at the beginning. A persona that you can then expand.

Talking to everyone is talking to no one.

Everything starts with the target and all the more so your messages: To create content, you must define your target audience FIRST.

• 😎 Create buyer personas to better understand your target consumers .
• 🔥 Make sure you have several: Hot, lukewarm, and potentially transformable prospects.
• 🔍 Do LinkedIn search to isolate and analyze their profiles and behaviors on the network: Are they active? Do they write posts? Do they follow specific LinkedIn pages?

🅰 Your target on the network is not necessarily your main target. It all depends on your strategy on social networks, if your goal is to find partners on LinkedIn then there’s no point in taking the same persona as your consumers, you’re going to screw up.

Always ask yourself what your target’s issues are, it will help you know a little better what to post.

• What are my target’s recurring tasks?
• What are their schedules?
• What are her issues and challenges?
• What are the difficulties they face in not meeting these challenges?

Q3: What to post on LinkedIn?

You know why you want to post and to whom? Now you need to know what you are going to talk about. Not so simple, is it?

Over the past few years, we’ve conducted dozens of experiments. Published hundreds of posts. Generated millions of views and hundreds of thousands of interactions. We’ve made some important conclusions that we want to share with you.

ℹ Our advice: prepare your topics well. Brainstorm with your colleagues and friends. Come up with a list of broad topics (you can talk about anything on LinkedIn, contrary to what some people want you to believe). Then prioritize.

ℹ The two most important conditions to get maximum views and comments on your posts is: that they are qualitative and regular.

ℹ,I invite you to have 3 months of precise ideas (title of the post) in front of you and 3 other months of more vague ideas (thus depending on the frequency of publication you want to set up).

ℹ The best method among all those we tested is the one of TOFU-MOFU-BOFU and we swear by it.

What type of content to post on LinkedIn?

You have several format options on LinkedIn. You can post:

• Plain text, with short or long posts,
• Images,
• Videos,
• Carousels.

Each of these options has advantages and disadvantages, but they are all appreciated by the Internet users on the network.

ℹ Our advice is to have a graphic charter really to you, for example :

• Optimism only makes visuals.
• Pauline Beauté only makes Carousels.

Make it so that people recognize you.

🅰 The amount of time a video takes is significantly more than a plain text post, so don’t overdo it if you don’t have the time.

🅰 (Please note that videos absolutely must be captioned).

Q4: How often you should be creating content on LinkedIn?

Regularity is the key to content creation on LinkedIn, and all social networks for that matter. It’s better to post less but consistently over time than to post a lot at some times and not at all at others.

Depending on how much time you want to spend creating content set an attainable frequency.

ℹAfter all the tests we did, we came to the unanime conclusion that 3 times a week was really the most effective frequency. Now, it’s better to have 2 quality contents per week than an overloaded editorial calendar but poor added value content.

ℹ Start low and work your way up. It’s better than the other way around.

The creative process is paramount to holding consistency. You don’t make a living from content marketing on LinkedIn. It’s a separate job. So we shouldn’t spend all our time on it.

You can read about my own content creation process to get inspired and find yours.

FAQ LinkedIn content strategy

How to publish a post on LinkedIn?

To publish a post on LinkedIn, you must be registered on the social network.

If you are not yet registered, click on the “Register” button at the top right of your screen.

Once you are on your profile, click on the “home” button, then you will see a space appear where it says “start a post”, this is where you write or add your visuals. Then click on the “publish” button. 😁

To create an original layout, here are some cool links we’ve compiled for you here.

What are LinkedIn content strategies?

The best way is to differentiate, iterate, take risks, use 2d degree to give your personal touch, interact with your network and of course, apply a TOFU-MOFU-BOFU method before publishing. 🥇

Here’s an article on how to write good LinkedIn posts, to give you even more content ideas. 🧐

You can also use LinkedIn to :

• Publish your Blog content and give visibility to your website.
• Write articles on LinkedIn Pulse,
• Follow influencers and see what do they write and why it’s working.

Your content strategy on LinkedIn is what will help you achieve your business goals, be persistent and the algorithm will reward you! 🤞

What type of content works best on LinkedIn?

As mentioned in the article, the best LinkedIn posts are either:

• Clever: they attract attention through boldness,
• Tutorials: They teach your audience something,
• Emotional: Emotion is the key to the best posts, and this for all social networks, even B2b.

What to avoid at all costs. ❌

• Constantly selling your product.
• Talking about a topic that is not relevant to your target.
• Talking about topics that are too personal or too taboo, such as political opinions.
• Writing without formatting,
• Not having an established social media strategy.

What type of post on LinkedIn for Business?

Posts on LinkedIn should always be professional. You can of course (and we advise you to do so), talk about yourself, your experiences, your failures and your successes… But, don’t go into the private sphere; Always keep your goal in mind: to have an audience interested in your product/service. 🎯

How to post on LinkedIn?

We advise you to post on LinkedIn using the TOFU-MOFU-DOFU method mentioned above, and thus to regularly post engaging content for your target. The best way to employ a marketing strategy is to post 3 times a week 😉.

Should you add videos on LinkedIn?

Yes, and no. It all depends on your communication strategy. What we recommend is to have a regular style. If you publish carousels twice a week and text once, then keep it up and wait several months before analyzing the overall results. Posting on social networks is a long process, you won’t see the first results in one day.

Ask yourself:

• Is my target audience sensitive to videos?
• Will I be able to publish videos regularly?
• Do I know how to make quality videos?

Also, always consider putting subtitles on videos, LinkedIn users rarely put sound on. 🔇

Do you need LinkedIn Business to develop a content strategy?

Well, no! You absolutely do not need to have a LinkedIn premium to develop your LinkedIn content strategy.

If you’re interested in premium subscriptions, you can check out our comparison on the subject.

What are the best practices to use LinkedIn for your brand?

The best practices for using LinkedIn are the following:

• Know how to identify your target audience,
• Publish on a regular basis,
• Optimize your LinkedIn profile as much as possible,
• Use automation, but not excessively,
• Bring quality, rather than quantity to your audience.
• Now you know everything about the right LinkedIn content strategy.

How to make great posts on LinkedIn?

How to create particularly interesting content on LinkedIn? For that you need to find your topic of expertise and gravitate around it. To help you understand your audience’s interests and create relevant content, we’ve added some key sources.

• Tweethunter shows tweets that have received high engagement on topics of your choice.
• Sparktoro helps you understand what people are searching for associated with certain keywords.
• AnswerSocrates is based on Google data to help you find content trends.

How do I start a Personal content strategy on LinkedIn?

If you want to start your personal branding and you don’t know where to start, please read our guide on Personal Branding and how to become successful with our social media strategy.

Here you go, you have everything you need to start your LinkedIn content strategy. 😄