The beauty of a content marketing strategy is that it is probably the most effective way of generating leads for your business that have a high return on investment (ROI). This is because – via the copy that you generate – readers are genuinely interested in what your business has to offer as they have engaged with what you’ve written about your products and services.
LinkedIn is undoubtedly the social network that business-to-business (B2B) companies need to be on. This is because decision makers from all manner of companies are on this channel. At last count, there are 509 million registered users on LinkedIn and – of those 509 million – 106 million are unique monthly visitors.
LinkedIn offers the opportunity to publish articles on your profile in a manner very similar to your own site. The beauty about publishing on this B2B platform – as opposed to your website – is that your article is automatically put under the noses of the people who are connected with you on LinkedIn. There is no need to perform other steps to get your article out there.
LinkedIn Publishing Dos
There are a number of best practices when it comes to publishing on LinkedIn as part of your content marketing strategy. Here are some of them:
Watch the length of your headline
According to statistics, you should only make your headline between 40 and 49 characters – the length of almost half of the average Tweet. Avoid the temptation to make it rambling as this will only decrease the amount of likes your article will get.
Be careful of how you structure your heading too. Most readers make the decision to read an article based on if the headline interests them. So make sure that it adequately portrays what your article is about. “How-to” and list-style headlines generate the most engagement on LinkedIn.