Are you one of those who market on LinkedIn? According to a social media agency Hong Kong, the largest network of professionals is very unique when it comes to promoting products and services. Brands and businesses need to deliver meaningful content to convert prospects into customers. It is how they discover the strengths of a brand or business. By offering meaningful connections and expertise, that’s how people leverage their LinkedIn strategies.

A digital marketing speaker Hong Kong highlights that LinkedIn is the most popular social media platform among B2B marketers. With 740 million monthly active users, the platform has influenced 52% of buyers during the research process in making a product purchase. Long-form articles are one of the favorites among LinkedIn professionals. That is why brands and businesses should learn how to deliver meaningful content on LinkedIn. Here’s how!

Why Deliver Meaningful Content on LinkedIn?

LinkedIn articles are a means to reach the LinkedIn community. That is why recently, LinkedIn extended the availability of its article creation to company pages. It widens the ground for content marketing among brands and businesses. Below are some reasons why we need to deliver meaningful content on LinkedIn:

  • Meaningful content can boost LinkedIn engagements. Most professionals on LinkedIn comment, like, or share good articles.
  • Meaningful content can drive conversion and traffic to a brand or business website. A majority of LinkedIn members are decision-makers. If they find your content valuable, they will go directly to your website to make a purchase.
  • Meaningful content positions a LinkedIn company page as an expert or industry leader. They establish authority by providing educational and informative content. 

How to Deliver Meaningful Content on LinkedIn 

To deliver meaningful content on LinkedIn, the platform suggests writing articles directly on your LinkedIn profile. Here’s a step-by-step guide on how to do it.

Step 1: Click the “Write Article” option on your LinkedIn’s Business Homepage.

Step 2: You can now start composing your article within the blank page. Within LinkedIn’s article composer, you can hover several elements and tools to enhance your article. The following text formatting options show on top of the blank page:

  • add headings
  • bold
  • bullet points
  • italics
  • links to your copy
  • quotes
  • underlined text

LinkedIn’s article composer also allows you to add a cover image. The cover image must be at least 2000 x 600 pixels. To add a cover image, click the “blank cover image” and upload. It also has a drag and drop option to add the photo.

Crafting an SEO-friendly headline is vital to the success of your LinkedIn article. Let people know what readers expect to gain by using keywords related to the niche or topic. Avoid using misleading headlines. The article you should write must expand information about the headline. Just a note, if you are using Grammarly or Lazarus, you may need to disable such extensions while writing an article on LinkedIn. It is because they can block the headline field. 

CTA, links, and quotes are a great way to create engagement, drive traffic, and generate leads on LinkedIn articles. As you write, think about the fewer words but more value. 

If you have a formatted article copy, you can click the small square+ icon on the body field. It allows you to embed other elements on your article such as images, slides, or videos. After embedding, you can add text to your visuals by hovering on them and aligning the hyperlink on them.

Step 3: After you are done writing the article, you can use the drop-down menu of the publishing tab to edit or view your article. A unique feature of LinkedIn’s article composer is the ability to share a preview of your draft with someone else. It can help you with a second opinion before publishing the content. Under the publishing drop-down menu, choose “share your draft” and share it to your preferred LinkedIn profile. You can wait for feedback before publishing the content by saving it as a draft. You can edit the draft once you have received the feedback.

Step 4: When you are ready to deliver your meaningful content on LinkedIn, click the blue “Publish” button to post it. LinkedIn suggests adding relevant hashtags to expand its reach. You can also choose to disable or enable comments on the post. Please note that you can also update your article once it is published.

Step 5: Integrate your meaningful content to your company pages on LinkedIn. Some pro-tips to deliver meaningful content on LinkedIn Pages are:

  • Do’s and Don’ts Guide to share your expertise about a particular niche.
  • FAQs for in-depth answers to commonly asked questions.
  • Listicle for easy skimming of valuable information. For example: “10 Quick Insights About Your Products & Services.”

Think creatively as you move forward. It can help you grow your LinkedIn community and achieve your marketing goals.