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In an ever-crowded content marketing landscape, finding new avenues to reach consumers and build your audience is a high priority, and LinkedIn represents an underused (yet highly promising) opportunity to drive the quality visibility and engagement you’re looking for.
To help you glean the finer points of the platform I’ve tracked down ten of my favorite LinkedIn experts (and in digital marketing as a whole) and asked them to answer one deceptively simple question:
What’s one way brands can better master content marketing on LinkedIn in 2016?
Below are their insightful, actionable and engaging answers.
Strategies for Using LinkedIn for Masterful Content Marketing in 2016
Director, Content Marketing, DNN Corp.
Global Content Marketing Leader, LinkedIn
Best-selling Author, The Art of Social Media
Founder & CEO, Likeable Local
Vice President, Marketing Adknowledge
Director of Demand Generation, Contactually
Social Media Manager, Post Planner
Founder, Marketing Nutz Social Media
CMO, Post Planner | Founder, Rebekah Radice LLC
STRATEGIES FOR USING
LINKEDIN FOR MASTERFUL
CONTENT MARKETING IN 2016
In order to have even your best
content get seen, consider reusing it,
posting at least 10 times on different
days and times…creative and copy.
One piece of great content can turn
into a huge opportunity, as long as you
reuse and recycle.
Don’t forget to cross-promote within
your LinkedIn Groups and via your
personal proﬁle . . . [and] tap into the
power of your employees as an
extension of your marketing team.
In 2016, the content producers and
marketers who will come out ahead
will be the ones who treat LinkedIn as
a serious distribution opportunity.
Don’t be afraid to test out new
features, schedule content at
optimum times via automation tools
such as Buffer and publish content on
personal proﬁles as well as brand and
Have employees share & post your
content: Your employees are your
biggest advocates. . . 99% of the top
global brands had employees share
to their networks.
See who [in your organization] has
the most connections and [publish
through them] then combine it with a
topic your audience wants to read.
You'll have a lethal and powerful
content marketing post.
To break through [the clutter], skip the
click bait, and opt for substance. It is
better to have a piece of quality
content read by few readers than a
puff piece ready by many.
[Your blog] needs images that share
automatically when people hit the
social sharing buttons [and] need to
be tested to see what it looks like
when the content is shared. If people
won't look good sharing… they won’t.
Leverage LinkedIn as a listening tool to
inform future content. Learn about
challenges faced by users in LinkedIn
Group discussions, then develop
content to solve those challenges.
Using Direct Sponsored Content (DSC)
on LinkedIn marketers can A/B test
creative and copy, personalize content
in the feed, and control what content
you publish on your company page