7 content ideas on LinkedIn for small businesses

7 content ideas on LinkedIn for small businesses

Content marketing strategies focus on sharing useful resources to gain meaningful engagement.

Secrets of LinkedIn - How to Harness the Potential of Your Profile 1

Secrets of LinkedIn - How to Build a Personal Brand

Learn the strategies that will transform your profile into a powerful networking tool on LinkedIn.

But should brands use LinkedIn for content marketing?

With nearly 800 million users in 200 countries, LinkedIn allows like-minded business people to interact, share knowledge and collaborate.

With this in mind, LinkedIn must play an important tactical role in today's B2B content initiatives.

Depending on business goals, LinkedIn can help companies establish themselves in the market and generate leads. 80% of B2B leads come from LinkedIn.

The challenge, however, is to generate content that is relevant to your target audience.

Sharing the same content on multiple social media platforms is a mistake. Most of the time you'll have the same followers on all platforms, so it's best not to oversaturate them with duplicate content.

So what exactly should you post on LinkedIn?

We're here to help you with some LinkedIn best practices and B2B page ideas that you can incorporate into your LinkedIn marketing strategy.

Organic LinkedIn B2B content ideas

  1. LinkedIn content ideas for brand pages
    1.1 Employee highlights
    1.2 LinkedIn newsletters
    1.3 Interactive content
    1.4 Company achievements

  2. Content ideas on LinkedIn for business owners
    2.1 Embrace storytelling
    2.2 Use video content
    2.3 Share industry tips

  3. Best practices on LinkedIn
    3.1 Publish at the right time
    3.2 Use the right hashtags
    3.3 Use social media tools to manage content on LinkedIn

  4. How to know if your content strategy on LinkedIn is working

1. content ideas on LinkedIn for brand pages

Social media managers, take notes. 🤓📝

If there's one thing the pandemic has taught us, it's that now more than ever people are looking for meaningful and long-term connections - even if we're talking about B2B communications.

Marketing fails with brands that present a flat, impersonal and passionless personality. People find it difficult to relate or relate to them.

This is where brand humanization comes into play.

It is crucial that your potential customers understand that they are dealing with real people.

By showing that you care about them beyond just doing business with them, you can more easily gain the trust of your consumers.

Humanizing your brand is about being honest and transparent, identifying the people behind your brand, admitting mistakes and making connections.

Here are some ideas you can use to boost your brand profile on LinkedIn and secure business relationships.

1.1 Employee distinctions

Show the relatable side of your people.

Employee recognition posts are a fantastic opportunity to share employee experiences, strengthen employee relations, and enhance your company and employer brand.

Employee recognition is also an endless source of content inspiration. You can create content around an employee's history with your company, achievements, personalities, work anniversaries, challenges and more.

This way you will give potential new clients more information about the people they will be working with.

Innocent employee spotlight on linkedin

If you like the idea but don't know where to start, you might want to take a look at these 10 examples of brands putting their employees in the spotlight.

1.2 LinkedIn newsletters

Unfortunately, after following your brand on LinkedIn, many people will stop thinking about it.

That's why newsletters on LinkedIn can be a key component of your inbound marketing strategy.

A newsletter can help you increase brand recognition and position yourself as an industry leader. By creating valuable content, your connections will consider you as a reliable source information.

The main advantage of LinkedIn newsletters over other types of content is that your subscribers are notified every time you publish. This increases the likelihood that they will actually read your content.

An article, for example, enters your timeline when it is published. Only those of your connections who scroll through your feed will see it.

If you want to try this feature, you must first learn how to set up a LinkedIn newsletter.

1.3 Interactive content

In today's over-saturated digital market, interactive content is the key to success.

51% B2B buyers say interactive content is helpful in solving business problems.

Many brands fail to provide interactive content, resulting in ineffective content, and companies are struggling.

Surveys, polls and quizzes are fun, unique techniques for collecting valuable data, such as audience opinions and purchase preferences.

socialinsider interactive poll on linkedn

1.4 Corporate achievements

It's always good to take time away from deadlines, meetings and endless emails to appreciate even small victories at work.

Some LinkedIn milestones worth mentioning are the first 1,000 connections, the first client or the first advertising opportunity. The list goes on.

Don't let these significant business milestones elude you.

Take the opportunity to express gratitude to everyone who has helped you succeed. Recognizing accomplishments can do wonders for your company culture.

And who wouldn't want to work with a brand that is on the winning side?

2. content ideas on LinkedIn for business owners

A long-term view is crucial to a content marketing strategy.

Running ads and campaigns may be beneficial in the short term, but nothing compares to the importance of establishing solid, authentic working relationships outside your company's doors.

If you want to increase brand awareness among industry professionals, establish yourself as an authority in your field, or build relationships with industry leaders, potential investors and business decision makers, here's what you need to do:

2.1 Embrace storytelling

Social media marketing is all about promotion - this is true.

However, this does not mean that you have to market yourself and your brand from a hard-sell perspective.

People are still at the center of the app - even if LinkedIn is home to professional conversations.

And stories sell, we all know that!

It has been proven that storytelling is the greatest marketing tool ever adopted by brands.

To build a human-centered experience, you can start by creating an emotional personal or professional narrative. If possible, you can also include an overview of your brand's processes and services in the mix.

The more inspiring and relevant your story is, the better it will perform.

📌 If you're having trouble coming up with a topic, you can start by asking yourself these questions:

  • How did you start building the company?
  • What was your vision? What prompted you to start the company?
  • What aspects of your professional and personal life are you most proud of?
  • What was the most difficult moment you had to overcome while building your business? What was the feeling?
  • How did you get your first customer(s)?
  • What are you grateful for today? How does this relate to the brand you are building?
  • What is the best way to build a great team? Do you have a story that could help your reader better understand what's going on in your business?
  • How do you motivate people in your team to go all the way?
  • What do you want to achieve next?

2.2 Use of video content

According to a recent Socialinsider study of more than 141,000 posts on LinkedIn, video is the most engaging type of content on the platform.

You can use videos on LinkedIn to share industry knowledge, thereby establishing more meaningful relationships and increasing engagement.

Video generates the highest engagement rate per impression for small and medium-sized accounts.

If you would like to do something a little more interactive, such as a Q&A or interview, you can also use LinkedIn Live Streaming. This feature is a great way to expand your network.

According to LinkedIn, brands using Live Stream saw 7X more responses and 24X more comments compared to standard video posts.

The same mentioned study shows that native documents generate 3 times more clicks than any other type of content.

This means that your followers are more likely to respond to something that doesn't require them to leave the platform.

So if you want people to actually engage with the content you share, you'd better put yourself out there and create the video yourself.

2.3 Share industry tips

An overarching strategy that keeps your marketing efforts simple is to lean toward educating and informing your target audience.

Since LinkedIn enthusiasts typically use the site to advance their careers, sharing content that supports this goal is likely to be successful.

On LinkedIn job ads, Interview tips and inspirational career advice are core content, which can be very effective in building a vibrant community of experts.

industry advice on linkedin

3. best practices on LinkedIn

In today's fast-paced world, standing out can be a challenge.

Whether you're just starting out on LinkedIn or have been on it for a while but want to start posting more often, here are some best practices to maximize your social media efforts.

3.1 Post at appropriate times

LinkedIn recommends sharing up to 20 posts per month, which would mean posting one piece per business day.

When it comes to the best time to post, social media experts seem to have slightly different opinions.

In a recent article on the best times to post on the platform, Influencer Marketing Hub listed what some of the leading social media SaaS' have to say.

best posting times on linkedin 2022

You can start by following these recommendations, and from there experiment with other posting times to see if you can increase interaction and move toward your goals.

3.2 Use the right hashtags

LinkedIn recommends using no more than 3 hashtags per post.

You can use hashtags on LinkedIn to increase brand awareness and reach a wider or more specific audience with your content.

Depending on the keywords in your post, the platform will suggest several hashtags to add, so you can provide high-quality, relevant content.

Here are all the ways you can use hashtags on LinkedIn to more effectively engage with your audience.

3.4 Use social media content management tools on LinkedIn

Thanks to the many excellent tools available on the market, it is now easier to develop and carry out a social media strategy.

Social media managers can use social media tools to plan social media content for their brands and manage online communities.

If you want to handle your activities on LinkedIn more effectively, you can look at the following services to see how they can benefit your brand:

4 How do you know if your content strategy on LinkedIn is working?

If you're actively using LinkedIn, but aren't sure if your content is doing a good job, it's time to audit LinkedIn.

A profile audit on LinkedIn can help you assess the current state of your brand and determine what needs to be improved.

Some of the most important LinkedIn metrics, which you can track through an audit, are demographics, impressions, reach, organic engagement (reactions, shares and comments) and follower growth.

For this, you will need a social media analytics tool that LinkedIn supports.

Fortunately, we've compared 7 LinkedIn analytics tools to help you decide which one is ideal for your marketing ambitions and budget.

Final thoughts

To keep up with the constant demand for information and changes in trends, you need to constantly update and improve your LinkedIn B2B content strategy.

Developing a successful LinkedIn B2B content strategy requires long-term dedication.

As a social media manager or business owner, you will need to share innovative and high-quality content to educate and engage users, and most importantly, help secure business deals.

Finally, remember to be authentic - non-sales.

A strong voice and quality content will always outperform an empty sales speech. People can detect dishonesty faster than you can imagine.

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