Creating ridiculously good content for LinkedIn- excerpt from “Everybody writes” #1
Recently I read the book “Everybody Writes” by Ann Handley about creating great content for any niche. The book focuses on the part that writing is a habit and not art. So for those who believe they cannot write, this book is for you.
It is no surprise that LinkedIn is the workhorse of the world. But is a busy place. People spend time on other social networks, but they invest time in LinkedIn. So what makes a personal and professional page stand out?
Each year for the past four, LinkedIn has released a list of the top buzzwords and phrases culled from LinkedIn member profiles. How do you use the buzzword?
Here is a summary of the chapters about LinkedIn content creation in the 320 paged book. The key takeaways were answered by Jason Miller, LinkedIn’s senior director of content marketing.
3 things everyone should have on LinkedIn:
- Optimized profile- what comes in this?- keyword-rich profile description, attractive headline, back-linking to blogs, Twitter handle, and an active sharing of content CONSISTENTLY. When you put in the efforts daily, you grow.
- The company page should have a full description and a great banner.
- Habit to create useful news from company page- From following influencers to diving into Pulse each morning to following relevant companies and other thought leaders, it’s easy to find, curate, and share relevant content.
Is it better to share content as an individual or through a Company page?
The short answer is both. While I think that the Company page is the hub for your company messaging, encouraging employees to share relevant updates with their network is a very powerful way to increase both reach and engagement.
What time should you post, and how often?
Three to five times per day. If you have an international presence, then send targeted messages overnight as well.
Do different kinds of updates work for Sponsored Updates? Or does that just give engaging posts a needed boost?
It depends on your business goals and marketing objectives. Sponsored Updates are very effective for driving leads, brand awareness, event registration, and thought leadership. Once you have defined your goals, then try posting content to your page and optimize your messaging for the best results.
Here are a few tips for driving results:
- Optimize introductions and headlines and add your point of view.
- Think like a journalist by using concise intros and snappy headlines for higher conversion.
- Always include a clear call to action, such as a link.
- Include an image or some type of rich media. Images generally result in an 89 percent higher comment rate.
- Align content to your member’s needs and interests.
- Make your content snackable and valuable.
- Manage your updates by measuring engagement and following up on comments
As for the buzzwords, LinkedIn tells its users the popular buzzwords every year. But you do not need to sound like everyone else. Find out words that differentiate you from others.
Differentiate yourself by uniquely describing what you have accomplished . . . and back it up with concrete examples of your work by adding photos, videos, and presentations to your LinkedIn Profile that demonstrate your best work. Providing concrete examples to illustrate how you are responsible or strategic is always better than just simply using the words.
I hope this article was helpful.
Keep creating good content!.