There are more than 645 million active users on LinkedIn https://about.linkedin.com/ – it’s the preferred social media platform for those in the insurance industry. And, unlike other social media platforms, it’s a great place for long-form blog content strategy.
So how do you publish great content that gets noticed on LinkedIn? Here are four key tips.
1. Join Industry Discussion Groups
Where are the insurance agents you want to work with on LinkedIn? There are discussion groups on just about every topic, and chances are you’ll find some that cater to the people you want to target.
Join some groups, contribute to discussions and pay attention to what people are talking about. Build your credibility by answering questions and serving as an expert resource. And take some of the more complex questions as ideas for LinkedIn articles.
2. Pay Attention to Top Performing Posts
LinkedIn gives you back-end analytics to help you track engagement, clicks, comments, and followers. Watch which topics perform best and focus your content strategy around those things.
3. Post Directly on LinkedIn
LinkedIn offers you two options for posting: Linking to a page on your own website, or posting directly to LinkedIn. While it can be helpful to link to pages on your website, it’s also useful to post articles directly to your LinkedIn profile. That’s because LinkedIn shares your posts more widely with your connections when you post directly to their platform, where it’s easy to share and disseminate.
Of course, there are also drawbacks to posting directly on LinkedIn. One is that your options for including opt-in language or trying to drive signups or clicks to your own website are generally limited – the platform is designed to keep people on LinkedIn, not get them to click through to your own website. So it’s useful for growing your audience, but this shouldn’t be the be-all and end-all of your content strategy.
4. Keep the Focus on “Lessons Learned”
Lessons learned and how-to articles that leverage your experience and expertise really tend to do well on LinkedIn. While this certainly isn’t the only type of content that performs well on the
platform, it’s a great place to start.
LinkedIn can be a very effective platform when it comes to building an audience and expanding your reputation as a thought leader. Keep your finger on the pulse of what your audience is after, answer their most pressing questions, and keep an eye on the analytics, and you should get great results.