Lead generation is one of the most important goals for a content marketer, you included. Yet, despite LinkedIn generating the highest visitor-to-lead conversion rate of top social channels, only 10% of marketers are investing in it. So, as you can imagine, with more than 740 million LinkedIn users, this channel has a lot of potential for lead generation. Not to mention increasing brand reach, expanding your network, and accomplishing other business objectives.
But, of course, to enjoy the benefits of LinkedIn marketing, you have to be active and strategic. Today, we’ll cover what to post on LinkedIn, what makes high-quality LinkedIn content, and how to create such content.
What makes an engaging post on LinkedIn?
Posting on LinkedIn doesn’t automatically mean you’ll get views, engagement or leads. To earn those things, your content must be engaging. So, before we get into content types, here are some general rules of thumb.
- Choose the right topics for your LinkedIn audience. What is your specific audience interested in as it relates to your industry? What would they benefit them? Once you figure out the answers to these questions, stick to those main topics.
- Post consistently. You don't have to post twice a day, 7 days a week if that isn’t sustainable. However, you can't gain traction if you only show up on people's feeds sporadically. As you plan out your LinkedIn strategy, outline a publishing schedule you can stick to.
- Use visuals. Text-only updates can get tons of engagement. So, while they're not "bad," it's worth remembering that people also react strongly to images and videos. Especially if you're struggling to get engagement despite staying active, try incorporating visuals and see what difference it makes.
- Don't just share links. Provide immediate value or, at least context that will give people a reason to click on your links.
Following these basic guidelines can help your content perform better no matter what type it is.
What should you post on LinkedIn?
Now, let’s dig into popular types of content and see what we can learn from some real, successful LinkedIn post examples. What kind of content tends to perform well?
1. Tips, advice, and how-tos
One of the keys to generating leads is building trust in your expertise, right? So what better way to become a “thought leader” or authority than by sharing your knowledge? Share quick tips, helpful tricks, lessons learned, and informative how-tos related to your industry.
Aim for a mix of advice that your audience can implement themselves and that they’d want expert help for. In both cases, you earn their trust. But, in the latter, you’re also more likely to be their go-to service provider for implementing the advice. A post from marketing agency owner Dan Ritzke highlights how this can be done.
Dan gives advice that:
- Might cause his target audience to question the digital marketing pros they've hired and seek a new one
- Make Dan and his agency specifically look experienced and trustworthy, leading to inquiries and conversions
This is a savvy strategy you can use to promote your company without hard-selling.
2. Blog posts
Are you publishing LinkedIn articles or blogging on the company website? Even if you’re doing search engine optimization (SEO) for that content, don’t count on Google to bring all your traffic. Distribute and repost the articles on LinkedIn and other social media platforms. This will increase your reach and can reduce the pressure to constantly churn out new content.
Google had great success using this post type thanks to its:
- Asking an intriguing question that was of interest to its followers
- Making clear where the answer to that question could be found
- Linking to related content (with a headline that reinforces the main idea of the content and heightens interest further)
You can use that same simple formula to generate engagement, traffic, and even leads for your own business. But, for best results, promote posts that are 1,900 to 2,000 words long since long-form content gets more views, likes, comments, and shares.
3. Industry Insights
What’s the latest industry news? What industry trends are on the rise? How will they impact companies like yours and/or consumers and what data supports your stance? Have you recently done some original research and uncovered valuable or unexpected findings? All these are excellent topics for LinkedIn content.
For example, the Content Lead for Marketplace at Semrush garnered over 500 likes and 50 shares on one post, likely reaching thousands of people. How?
- Sharing original research related to content briefs
- Using a colorful, eye-catching image to stop people from scrolling by
- Not relying solely on the image and also explaining the data in the text
- Using engaging language including questions
Planning to share relevant industry data or white papers giving your own take on industry happenings? A similar approach can work for you.
4. Company News
Additionally, you can share company info with your professional network. This includes upcoming business events, recent achievements, updates on open job postings, new team member shoutouts, and more. ClickUp routinely has success with this. For example, the launch announcement for ClickUp University got lots of engagement.
Like the Semrush example above, this works because it:
- Uses a vibrant visual to grab attention
- Provides informative content that supports the image (and does so in a way that highlights how this company update benefits users)
- Uses an engaging tone instead of a dry, stiff approach
You can’t go wrong doing the above!
5. Other LinkedIn post ideas
Other great content ideas include:
- Case studies/customer success stories that mirror who your audience is, their challenges, their goals, and show how you get the outcomes they want
- Curated content from industry thought leaders or even adjacent industries (enhanced with your own thoughts, of course)
- A survey-style question to spark engagement that gets your content seen by more people, makes your brand memorable, etc.
- Fill in the blank posts, which are great for getting conversations started in the comments
- Content from influencers
The sky’s the limit as far as what you can share on your LinkedIn profile to grow your own following or on LinkedIn company pages to build brand awareness.
LinkedIn post prompts to help you get started
All of this still leaves an important question. What do you write in a LinkedIn post? It can be a great idea to use prompts. Not to mention Jasper templates to help you create content to share on LinkedIn and other social networks.
Prompts for sharing tips and advice
Ask yourself questions such as:
- What are some lessons you’ve learnt during your time in the industry?
- What's a common misconception about your industry, the problem your company solves or the type of solutions you offer?
For instance, to answer that last question, you could use the AIDA Framework template in Jasper. Simply input a description and, if you’d like, your company/product name and a tone of voice. You’ll then receive several outputs that you can use as-is or combine.
For example, this post clears up the misconception that copywriting has to be hard and then promotes Jasper. You could do something similar for your company.
Prompts for sharing blog content
Ask yourself questions such as:
- Does your company have an uncommon stance on a topic that people might find interesting?
- What important topics aren’t competitors talking about that you discuss in your content?
- What questions do your ideal customers and clients have on a topic you've written about on the company blog?
The PAS Framework template would be a smart choice since it's designed to introduce an emotionally-charged topic and encourage readers to take an action (such as reading your post) to get the solution.
Just input your topic description and desired tone, tweak the outputs if necessary, and you’re good to go!
Prompts for sharing industry news
As mentioned, ask yourself questions such as:
- What recent events are relevant to your audience?
- What trends are on the rise? How will they impact companies like yours and/or consumers and what data supports this stance?
- What statistics or insights from your favorite podcast surprised you?
For example, you could use the Before-After-Bridge template to share a surprising stat like this (fictitious) one about the best social platforms for B2C marketing.
Just enter a name, tone, and a description of the content to get ready-to-use content ideas.
Prompts for sharing company updates
Ask yourself questions such as:
- Can you spotlight a relevant personal brand built by someone at your company?
- What are your company's core values and how do your actions show that you embody them?
- Has your company created job listings recently that you could draw attention to?
Various templates could work for such questions, including Engaging Questions. It could, for example, give you a great starting point for a post inviting potential candidates to take the next step in their career path with your team.
Simply input a topic, audience, and tone and then edit the outputs or add in your own words.
It’s that simple to whip up a LinkedIn post and it can be even simpler if you complete the Jasper Bootcamp, which explains how to get the best outputs from templates. Get yourself signed up for Jasper today and up your LinkedIn game!