Therefore, defining the positioning of your brand and the type of activities that result from it on the platform is essential to establishing a relevant presence and a good LinkedIn content strategy. Once these are defined, you can focus on your content approach. <\/p>\n\n\n\n
To make it easier for you, here are 4 pillars to put in place to guarantee a successful LinkedIn content strategy: <\/p>\n\n\n\n
1. Content Diversification<\/h3>\n\n\n\n
Anything B2B brands can do to get the most out of their content strategies is a plus. In this sense, it is necessary to position yourself as an opinion leader in the sector. For personal accounts, content diversification involves establishing your expertise through different types of content.<\/p>\n\n\n\n
This means sharing any combination of the following, for starters:<\/p>\n\n\n\n
- \n
- blog posts<\/li>\n\n\n\n
- Case studies<\/li>\n\n\n\n
- Testimonials<\/li>\n\n\n\n
- Customer success stories<\/li>\n\n\n\n
- Videos (interviews, excerpts from webinars, tips)<\/li>\n<\/ul>\n\n\n\n
2. Creating original content for LinkedIn<\/h3>\n\n\n\n
On LinkedIn, you can't just re-share existing posts or link and expect engagement.<\/p>\n\n\n\n
Overall, not all social platforms want users to be directed off the site if they can avoid it. This explains why in-app content creation is an essential part of LinkedIn content strategy. The rule of thumb is therefore: you have to create content specifically for LinkedIn if you want to be able to create an effective content strategy.<\/p>\n\n\n\n
For example, many brands break down or consolidate their blog content into smaller, text-only LinkedIn posts. Others will create a presentation or infographic as an alternative to an external link.<\/p>\n\n\n\n
3. Regularity of publication frequency<\/h3>\n\n\n\n
Frequency and consistency matter on LinkedIn just like any other platform.<\/p>\n\n\n\n
In fact, those who post regularly tend to see the most engagement, especially during weekday mornings and early afternoons.<\/p>\n\n\n\n
On the other hand, there is no magic number of posts, it depends on you. It is even quite possible to publish several times a day for personal accounts, for example. Determining what is \u201coptimal\u201d will require experimentation.<\/p>\n\n\n
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