For many B2B marketers, creating and distributing content is a challenging and time-consuming process.

LinkedIn has traditionally been a very text-heavy social network for professionals, but has now evolved into a very powerful platform for hosting and distributing content.

In this post I'll examine how LinkedIn provides a formidable commercial opportunity for content marketing via three solutions.

This information is taken from Econsultancy’s new Guide to LinkedIn Marketing Solutions.

1. Pulse content platform

Pulse is LinkedIn's self-publishing platform which brands can use to post content for their subscribers.

This is a valuable platform for publishing long-form content on expert opinion and insights based on your own area of expertise.

Content written in Pulse can easily be distributed to other communities such as relevant Groups or your own Company page to maximise distribution and viewers.

To find inspiration for content ideas, in the top left-hand corner of Pulse you'll see a tab labelled "Top Posts."

This feature prioritises the most popular posts written within your chosen category such as “marketing and advertising” 

It is also important when you publish a post on Pulse that you label your post at the bottom of the Pulse editor using the appropriate categories such as "SEO" or “digital marketing."

These category tags will make it easier for people to find your post.

2. Slideshare

SlideShare was purchased and integrated into LinkedIn’s architecture in 2012 and has made strong progress toward LinkedIn’s goal of making it the largest repository of professional knowledge on the internet.

Slideshare users can upload files from PowerPoint, PDF, Keynote or OpenDocument presentations, and slide decks can then be viewed on the site itself.

Presentations are one of the main ways in which professionals can capture and demonstrate their knowledge and expertise, which in turn helps shape their professional identity.

There are two key ways Slideshare can be used to support your content marketing on Linkedin

1. Adding presentations to individual profile pages

SlideShare presentations added to Ashley Friedlein’s page

2. Creating your own company page on SlideShare

Econsultancy's company page on SlideShare

As with other social networks, content on Slideshare can be 'liked' and shared, allowing the collective ratings to act as marketing collateral for brands and their content. 

3. Company Pages

One of the best content marketing opportunities on LinkedIn for your business is setting up your own Company Page. This service is free and relatively easy to use.

Through a Company Page you can market your business to the LinkedIn network, telling your own company’s story and giving customers and potential customers a forum to learn about your business, employees and brand(s).

LinkedIn’s own research has shown that its users are 50% more likely to purchase from a company which they like and engage with.

Company pages are not just the preserve of larger brands, they can be easily resourced by smaller businesses provided there is a consistent content output.

This image lays out the key components of a LinkedIn company page. 

For marketing purposes, a LinkedIn ‘Company Page’ is an opportunity for you to: 

  • Display your brand vision and mission statement/purpose.
  • Engage with new advocates and followers and update them on relevant activities such as events and digital training. 
  • Drive word of mouth at scale. 
  • Enable followers to join debates regarding relevant industry news. 
  • Use the ‘showcase page’ function to highlight products or services to a specific demographic market. 
  • Segment company services into differing local geo-demographic regions. 

You can find more best practice tips for successful content marketong on LinkedIn in Econsultancy’s new Guide to LinkedIn Marketing Solutions.

David Reilly

Published 7 April, 2016 by David Reilly

David Reilly is MD at Barracuda Digital and a contributor to Econsultancy. 

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