How to Master Content Marketing on LinkedIn

How to Master Content Marketing on LinkedIn

Many content marketers struggle with getting engagement on LinkedIn. 

By the end of this article, you’ll learn about how to create a solid content marketing plan on Linkedin and use this to generate leads and drive traffic through your LinkedIn profile or company page.

Let’s get right into it.

What is the best content for LinkedIn?

LinkedIn is the place to go for both customers and business-to-business prospects. If you want to target your B2B audience, social media marketing on LinkedIn will be extremely effective.

This means that the content you create shouldn’t necessarily be promotional, but instead, should be finely tuned towards the needs of your market. 

A good general rule of thumb would be to think about connecting with your reader first and foremost, by answering these questions:

  • What issues or problems are they having?
  • What can your company do for them?
  • How does your product make their life easier?

These days, when people get a message from somebody whose name they don’t know, the first thing they do is scroll down the page and look at which company the person represents. 

So how do you solve this problem? 

The answer lies in building trust by creating and sharing content marketing pieces that let people know who you are. It also allows them to see for themselves why they should trust and engage with you online.

This kind of engagement starts on your company page but can spread throughout every social network where you have followers. It’s important to start branding yourself right off the bat so that when leads come in, they know exactly who you are and what your company’s focus is.

In the case of LinkedIn, a good place to start is by setting up your profile correctly before using it as a marketing platform. The more complete your profile, the better.

The best thing would be if you were able to add some kind of review or recommendation from an existing customer so that potential customers could see that you are not making this stuff up out of thin air.

Another option is to start posting interactive content — content that is industry specific and relevant. 

How do I use content marketing on LinkedIn?

Content marketing on LinkedIn is all about building and maintaining relationships with potential customers through your company page.

You can also use this page to reach out to others doing similar work so that you both can learn from each other’s experience and expertise.

The more helpful your profile becomes, the better your reputation will be within your industry. This means adding value wherever possible by sharing links to content that either helps others or exposes them to new business ideas they may not have seen before.

If there are companies you admire for their social media presence, share their posts. 

Do some research into what kinds of things they post and how often they post them.

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By participating in these LinkedIn ‘conversations’ when appropriate, you can get a feel for what kinds of things people like to see in your market.

By doing this, you’ll be able to develop a content schedule that works with your marketing plan so that you’re not spending all day every day trying to write all this stuff by yourself that simply yields no results.

What type of content strategy works on LinkedIn?

A good content strategy should be based on two things: a persona and your mission statement.

Your persona will guide you toward creating the right content while your mission statement tells you what to do with that content when it’s finished. You need both pieces in place before launching any kind of marketing campaign, whether through social media or not.

1 Establishing a Persona

LinkedIn is a business-oriented website, so it stands to reason that most people visiting it are there for one main reason: to make professional connections. This means they’re looking for ways to grow their network of contacts who can help them advance their careers.

Your strategy should build up potential customers as quickly and effectively as possible by making them feel like they want to follow you on Linkedin. 

Finding the right audience is the most important part of the marketing aspect of your business.

To create a persona that will work for your brand, think about who you want to reach and what kinds of things they would like to see, read or hear about. Once you figure this out, it’ll be easier to come up with topics that matter to them.

Once you have your persona in place—whether as a customer or not—create an ideal customer profile. This should include details such as their age range, gender as well as where they live and work in addition to any other information relevant to who they are.

2 Mission Statement

While your persona is how you can create content that matters to a certain target market, your mission statement helps guide this content toward specific goals (such as getting more from your content marketing on Linkedin).

You can also use it to help set up basic guidelines for which kinds of things you’ll be creating in the future.

For example, you may want to focus on creating posts that provide valuable information like tips and hacks regarding getting new clients or improving business processes.

The goal here is to show yourself like the expert you are, by sharing value with the people who follow you. If possible, try doing this without talking about yourself too much (it’s already pretty obvious you’re trying to get attention by talking about your business on a social network).

Following this strategy, you can also create content that encourages users to “like” or comment on the post.

As your persona is likely looking for ways to improve their career and advance in their field, they’ll be happy to offer feedback if they see potential in what you have to say.

Even if they don’t leave comments or like your posts themselves, these posts will still be seen by anyone who follows them or anyone who finds them through search engine optimization.

Creating Relevant Content

If you’re looking for a way to get the most out of one brand profile, focus on creating relevant content that connects with your target audience.

This is a great place to include any links you feel will be useful for people who follow you on LinkedIn as well as sharing informative posts from other sources.

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The key here is to create unique and specific material to make things interesting.

The easiest way to do this is by looking at what’s already popular within your niche.

You can also try connecting with other individuals who are already in your industry, as this will make it much easier for you to learn what topics people find valuable.

Also keep in mind that in this day and age, you are not necessarily limited to a single form of content. The content you produce can take various shapes and forms including articles, courses, podcasts – this should all be based on what your target audience finds the most useful.

How can I use LinkedIn to drive traffic to my site?

Getting people from your LinkedIn network to visit your website is easy if you think like a marketer

This is how it works: You have targeted leads or customers and want traffic and conversions to happen on your site.

In other words, you want people to come and sign up as subscribers, purchase a product, etc.

What you need to do is publish content on your profile that gives readers some kind of valuable information about whatever your expertise happens to be in.

This way, when people come to your profile, they can either click on a link that will take them to your website or download an ebook/white paper in exchange for their contact information.

You may even want to give away a free trial of your product or service so that people can decide whether or not they like working with you. 

The goal is just to get as many leads as possible so that you create more exposure for yourself – this works also if you are promoting products as an affiliate and want to drive traffic to your affiliate sites.


In this article, we’ve highlighted the importance of creating high-quality content on LinkedIn.

Your profile and business page are two of the most important aspects of your digital marketing strategy since they have the potential to help you drive traffic to your website where people can sign up and eventually become a customer. 

After all, creating a solid content marketing campaign on Linked starts with having a plan in place. 

By following these tips, you’ll be able to create such a plan and start seeing the desired results from the content you produce.

Author Bio

Hanson Cheng is the founder of Freedom to Ascend. He empowers online entrepreneurs and business owners to 10x their business and become financially independent. You can connect with him here.

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