These days, to be successful at content marketing, you've got to be just as good at getting your content in the right hands as you are at actually creating it. It’s like that saying – “If a tree falls and nobody hears it, does it really make a sound?” In this case, if you spend a lot of time, effort and resources to produce great content, how much does it matter if nobody is reading it?
Channels like LinkedIn, Twitter, Slideshare and Youtube can be great vehicles to help you create buzz around the thought leadership you produce and get the most out of your investment. For One North, LinkedIn has proved to be a useful tool that helps us not only make connections and build relationships, but also extend the reach of our content. Recently, I had the chance to sit in on a LinkedIn Content Marketing Best Practices webinar presented by Jaime Pham, one of LinkedIn’s Content Marketing Consultants. Jaime shared some great ways to boost the visibility and engagement of your LinkedIn updates. Here are some of my favorites:
- More than 50% of sponsored update engagement comes from mobile devices. You've probably heard so much about mobile in the last couple years that this may fall on deaf ears. I know, and I get it. But 50%? Hearing this stat was like getting a knock on the head similar to those V8 commercials, only instead of hearing “shoulda had a V8,” it was like Jaime was saying, “shoulda thought about your mobile users." Moving forward, I know how important it is to consider every touch point my audiences might have with One North and optimize them all for multiple devices.
- Including images can help double the engagement your updates get, and videos can help boost their share rate by 75%. Adding a visual element to your updates will not only help grab the attention of those you hope to reach, but it will also make them more likely to click, like and share that update. Jaime suggests uploading a compelling image to add to the update if one isn't automatically ‘scraped’ from the original post for you.
- Users are more likely to engage with updates that have concise intros (about 90-140 characters). Again, pretty interesting. I sometimes catch myself writing longer intros on LinkedIn than I do on Twitter, but after hearing this I’m starting to realize that shorter is better. Which makes sense when you consider the first point. Your audience, whether on the go or at the office, is looking for you to make your point quickly, and help them understand the main point at a glance.
- The more frequent you post, the higher your LinkedIn reach will be. Just because your intros need to be short, doesn't mean they shouldn't happen often. Jaime says companies with a healthy amount of traffic, engagement and followers post about 20-30 updates every month, or about 1-2 times a day. It’s important to find the right frequency for you and your team, but keep it consistent for your followers.
Status updates on company pages only scratch the surface of the available marketing opportunities within LinkedIn. If you’re interested in a few best practices for building out successful Company and Careers pages, tips for improving individual profiles and other tools you can utilize to help you engage with your marketing and recruiting audiences, check out our recent webinar, presented by Terry Stewart, Senior Relationship Manager at LinkedIn.