I’m on LinkedIn. What do I post?
February 1, 2018
Are you struggling to define the type of content you should post on LinkedIn? You’re not alone. Most advisors we work with face the same challenge.
In this article, we will discuss (1) how to identify content your target market might be interested in, (2) where to find that content, and (3) how to share it in a LinkedIn post.
Wondering what to post? LinkedIn has a report for that
One of the most reliable resources available to you is a relatively new LinkedIn report called “LinkedIn Content Insights Quarterly.” Posted quarterly in the LinkedIn Marketing Solutions blog, the report uses data from the previous quarter to give you quick-and-easy look at the topics and articles that were trending with a particular LinkedIn audience.
Tip: To find the “Content Insights Quarterly” articles on LinkedIn’s Marketing Solutions blog, click on “Topics,” then “LinkedIn News,” and you’ll see them there.
LinkedIn chooses a different audience to spotlight each quarter. The first three editions, respectively, focused on:
Recent topics for the C-Suite
If your target audience is the C-Suite, the Q1 2017 “Content Insights Quarterly” would have revealed the top articles and topics that C-level executives found engaging. In this case, articles involving business growth and personal growth — or a combination of the two — most often caught their attention.
In fact, 7 of the top 10 article topics with C-Level executives on LinkedIn involved finances. These included joint ventures (#1); IPOs (#2), inheritance tax planning (#4), hard money loans (#6), and venture capital (#7).
The two most popular articles with the C-Suite were “The Human Side of Responsible Growth” and “18 Rookie Errors Founders Make Pitching to VCs.”
Recent topics for small business owners (SBOs)
Maybe your target audience is SBOs. LinkedIn’s “Content Insights Quarterly” for Q2 2017 identified the articles and topics that caught the interest of that group. Here are those topics that you could have, and still can, capitalize on:
The top growth topics for SBOs, meaning those topics that had the biggest jump in engagement with this audience, included:
- Grocery industry
- Behavioral interviewing
- Team spirit
- Early-stage startups
The top articles for SBOs on LinkedIn covered themes such as leadership, productivity, career management, reaching millennials, and venture capital funding, and were often posted by companies rather than individuals. The top four articles were:
- “Are You Sabotaging Your Career by Being Perceived as a Doer and Not a Leader?” — Comcast Business
- “What It Takes to Get Funded by a Tier 1 VC Firm in the Valley” — Bryant Hayward
- “The United States of Venture Capital: The Most Active VC In Each State ” — CBInsights
- “What Does It Take to Achieve Quality” — athenahealth
Before we discuss how you might leverage this information, as a refresher here are four compelling reasons to publish on LinkedIn:
- LinkedIn is about relationship building, and one of the best ways to build a relationship with your connections is by providing value first — providing content that your target audience and connections want to read helps builds value.
- Your LinkedIn Connections are notified each time you publish a post one LinkedIn.
- Your network of LinkedIn Connections can share your LinkedIn post — each time one of your LinkedIn Connections likes, comments, or shares one of your posts it becomes visible to all their 1st degree LinkedIn Connections.
- Publishing valuable and interesting content on LinkedIn can begin to establish you as an authority on a topic.
Ready to post? Here’s a step by step
To post your article to LinkedIn:
View the article you want to post. Consider again whether its content is appropriate for your target audience. Click in the address/search bar and copy the article’s URL.
In this case, you want to “Share” an article, rather than “Write an article.” (If you wanted to write your own content, you would choose “Write an article” and follow the directions.)
Once you click on “Share an article, photo, video or idea,” you will see something like this:
Next, paste the article’s URL into the area provided:
Once you paste the URL, a graphic should appear for the article, which is also a link to the article. Next, you can erase the original URL that you pasted into the field; it’s no longer necessary once the article is embedded in your post.
Now you can add your comments and mention people or businesses. If you want to do a shout-out to one of your SBO connections, you can do that in this area, as demonstrated by the screenshot below:
Does everything look good? To post your article, simply click on the blue “Post” button.
A note about Google Alerts
Google Alerts are an easy way to stay on top of topics that interest you. It’s a free service that requires only a Google account, and you can establish as many alerts as you want.
You can base an alert on a keyword or keywords, such as “retirement planning” or “alternative minimum tax.” But you could also think about monitoring local small businesses that you do business with or would like to in the future.
Using the “Show Options” feature, you can regulate the frequency with which you receive your alerts.
I hope this provides you with a roadmap for posting content on LinkedIn, in addition to giving you a certain amount of comfort that it’s not as difficult as some make it out to be.
Happy LinkedIn posting!
If you would like to discuss any of these changes with me, please contact your Delaware FundsSM by Macquarie regional director and they will arrange for a telephone call or in-person meeting.
FINRA regulates the use of social media. Advisors should consult their compliance departments about restrictions regarding the use of social media before accessing any social media networks for a business purpose.
This content is for informational purposes only and is not an endorsement of any content on LinkedIn, or any app, service, or publicly traded company. It is also not a recommendation to buy or sell a particular security.
All third-party marks cited are the property of their respective owners.