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6 types of content to post on LinkedIn: Tips to strengthen engagement

How's your game on LinkedIn in recent times?

If you're stuck in the same old rut, you're not alone. If you struggle in vain to find post-worthy content ideas that will not raise a collective shrug (if they are even seen) of your audience, you're not alone. If you are so frustrated with the state of things that you have abandoned by doing a lot with your LinkedIn business page, you are certainly not alone.

Fortunately, there is hope for the most jaded users among LinkedIn users. Each of the following six types of LinkedIn content has its place in a well-rounded social media marketing operation. Here's how to use them – and how to boost impressions and engagement along the way.

1. A description of killer company

This is the most basic type of content from our list. It can be said that it is also the most important.

Storied jeweler Bixler University has the right idea. The company description is a succinct but detailed review of Bixler's history, products, mission and values. It reaches all the strengths, harmonizing well with the company's external marketing messages. And it's evergreen: there's nothing that's likely to be overtaken next month, let alone next week.

Your company description LinkedIn must match the same mold, with caveats. In particular, while evergreen content is simpler and requires less maintenance than new features that require constant refresh, it is not written anywhere that the description of your LinkedIn business should remain static for you. ;eternity. You can and should submit it to a quarterly refresh – and, if necessary, a full reconditioning.

2. New updates from Newsy

This one should be easy.

Yes, the world is awash with breathtaking press releases that have no semblance of soul. Yes, the public for your breakdown announcement of a VP level internal promotion is probably quite small. Yes, you are not even sure that you care about indoor baseball blurbs that are considered trendy articles on industry blogs and traditional publications.

All this may be true, and yet there is still no substitute for the company's press release. Every organization has an audience; successful organizations tend to be those that cultivates told audience with gusts of regular (but not too regular) news.

Set a relatively high bar for publication relevance – say, new C-level recruits, rather than VP-level promotions. Set a maximum frequency – say twice a week, with no really important news like a merger or an acquisition. And set a maximum length – say, 400 words. You want to stay in the lead without using your home or driving your audience to detune.

3. Insightful, edgy comments

Believe it or not, the "comments" section still has legs in 2018.

No, not the raggedy online comment section of your local newspaper. This has probably been overtaken by – well, if you need to ask, you probably can not handle the truth.

By comparison, LinkedIn comments remain models of decorum. Use your awesome comment power to make insightful, even bold observations and contributions on peer profile profiles and peer and industry business. The higher the flow, the greater the competition for visibility – but, similarly, it is difficult to overestimate the value of an impression earned on a luminous pedestal.

Just be aware of the basic LinkedIn feedback etiquette throughout. Remember, what you do with your own LinkedIn page is one thing. (As ill-advised as it may be.) When you engage on someone else's page, you are a guest and you must act accordingly.

<img class="aligncenter size-full wp-image-39399" src="" alt=" Customer Testimonials "width =" 810 "height =" 540 "/>

4. Testimonials from clients, told in their own words

No one says that you should turn your LinkedIn business page into an infomercial 24/7, but it's just as true as confining customer testimonials to the "What They Saying" tab of your site probably does not help you. ]

Every two weeks, or maybe every month, you introduce a new client to your LinkedIn profile. Ask them to describe in their own words what you did for them, how they see their relationship with your business, what they expect of you to go forward.

The above customer testimonials also replace the media elements. At a minimum, run a high-quality headshot or free bonus points for a photo of the customer using your product in the field. If you can swing it, consider replacing the headshot with a video testimonial; you can include a longer text testimonial underneath the video or a link to the full version of your website.

5. Media Rich Case Studies

What's better than a brilliant customer testimonial? A rich media case study that goes beyond the rave and exposes in easy terms to understand the value of your products or services.

LinkedIn is not really designed for in-depth case studies on the page. And, with relatively tight margins on his company's feeds, this is not really appropriate for detailed slideshows either. Your best bet is to cast a summary message describing what is in the case study and include an image link to a hidden or downloadable version offsite. Review the best case study best practices before starting – they are a doozy.

6. Explanation length posts

Case studies are not the only long publications that work well on LinkedIn. If you like to organize dinners or trade shows on the "very technical but somehow really interesting topics for a few people" that underpin your company's business model or offer insights into the direction of your industry during the next business cycle, on a much more visible platform.

You can either:

  • Include an abstract or introductory section above the fold, followed by an outbound link to a full version; or
  • Post it all on your LinkedIn company page.

The one or the other work. Use LinkedIn's integrated metrics to determine which option attracts the most commitment.

<img class="size-full wp-image-39400" src="" alt=" Linkedin Content "width =" 810 "height =" 540 "/>

photo credit: smi23le / Flickr

What is your go-to LinkedIn content type?

These are not the only six types of LinkedIn content that are worth spreading digital ink (and more). The audience and needs of your organization will dictate the precise composition of the posts, shares, responses and pins needed to elevate your LinkedIn part – and this game may well require a broader repertoire.

Yet everyone has their habits. You probably have an article on LinkedIn – the type of message you can post in five minutes while you wait for everyone to join the conference call. If so, why fight it? Quality and consistency can be just as important as variety – or even more, when they allow your audience to go back for a few seconds.

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