The juice on LinkedIn content pull
July 21, 2021 4 minutes to read
Sue Parker is back with the juice on LinkedIn. This time, she’s exploring how to create content that goes the distance and gets real traction.
As everyone in the marketing world knows, great content is king, queen and everything else on LinkedIn. Whether you have a LinkedIn content strategy for your own agency or that of your clients, you want “ROE” (return on effort).
Many marketers are throwing their hands in the air, frustrated by the endless stream of changes, fluctuating algorithms, and divergent opinions on how, what, and when for the pull.
Content on LinkedIn that engages, educates and encourages conversations is at the heart of the platform’s brand promise to network, increase visibility and inspire conversations. Traction comes from relevant networks, great content, organic reach, and engagement. This applies to all traders and their customers.
But there is no quick fix for quick success. It is essential to stay away questionable marketing services which are contrary to the LinkedIn user agreement. The key elements are persistence, consistency and creative strategies supported by the latest research and tools.
Get these items right and success is a shorter path. If you get it wrong, organic reach and success can be compromised. And while high engagement metrics are valuable (likes and comments), they don’t paint the full picture of success, as a large number of members hide and read without engaging.
Time spent on content is an important algorithm trigger to further deliver content. It is the process filtering system of algorithm known as Residence time which analyzes the value and a fairer weighting and ranking of the content.
Types of topics
Mixing content topics is important for a healthy and vibrant content strategy on personal profiles and company pages. Like good nutrition, variety is needed, but some kinds in moderation and some in copious abundance.
- Expertise and thought leadership: perspectives, opinion pieces, education, new ideas
- News and trends: news, industry news, statistics, analyzes, comments
- Promotion / PR: announcements, events, updates, hiring, promotion of services
- Celebration: staff updates, rewards, success stories, fun tips
- Feedback: Calls for comments and advice from industry, questions
Member Content Preferences
We are both consumers and creators of content. It is essential to take into account the positioning of the LinkedIn brand and the preferences of the members. It is illogical to assume that 100 percent of any industry, gender, or age demographic will favor a specific format.
This was clear from the LinkedIn poll I conducted in 2020, asking “what was the member’s content format preference – as a consumer.” Respondents were middle-to-senior professionals and business owners from most professional sectors. The ages ranged from 35 to 55, with 285 males and 226 females. Similar global polls since all deliver similar results.
The 8 best juicy tips
- Posting more than once per day significantly reduces the reach of subsequent posts. Ideally no more than 5 content per week from your personal profile. Articles and articles from company pages are in addition.
- Hashtags are essential for the scope and categorization of topics. No more than three or four. The hashtag stuffing leads to the classification of SPAM and looks hopeless and hazy. I researched the Top 400 with over 60,000 subscribers with many surprises on what went in and didn’t hit the metric.
- Minimize tagging of people in posts and only when they relate directly to the content. Excessive labeling can create a SPAM trigger if people don’t engage. The best is to mark in the comments.
- Planning tools are not recommended as they have been shown to reduce distribution. Most software does not forward hashtag links.
- Continue to develop a quality network of relevant connections to increase the number of eyeballs.
- Don’t use Unicode fonts or fancy bold type to try to stand out. They can be distorted and unreadable on many Android devices.
- Invest time and genuine commitment into your ideal networks and content in target markets. This will trigger the algorithm to share more of your content and tailor your unique AI and reciprocity reach.
- Be realistic – don’t expect every piece of content to be successful. Some posts will bomb and others will fly. Measure, test, be brave and have fun!
Sue Parker is the owner of Dare Group Australia, a career and personal branding consulting firm.
Photo by davisuko on Unsplash.
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