Content Marketing for Linkedin

Linkedin is one of the most important social media channels for businesses. The channel is a hub for like-minded professionals to exchange ideas, get answers and form business connections. However, you will be surprised at how many companies overlook Linkedin as a content marketing opportunity.

To leverage the efficacy of Linkedin for content marketing, we have to look into why it is a channel that is worth your time and resources, and how to maximise your presence through its various content opportunities.

Why Linkedin?

  • Linkedin is a place where professionals can build their personal brand through making essential connections and sharing valuable content.
  • Since Linkedin is a professional network, there is already an established trust among its members.
  • Keywords from Linkedin profiles and posts are cached by Google. It helps you bring your content in front of your target audience.
  • Since Linkedin is a channel where like-minded professionals can come together, it enables you to reach a targeted audience.
  • Linkedin has a follow feature that notifies your followers when you publish new content. This helps drive traffic to your content and even open doors to new connections when your content is shared across the channel.


The Linkedin profile, although often underused, is one of the prime real estates when it comes to content marketing on Linkedin. Whether it is your professional profile or your company’s, it is one of the places other professionals, possible business collaborators, and potential customers will look first.

Content Marketing best practices for your Linkedin profile:

  • Never skip the profile picture. Even if you have a powerful headline and summary, it's hard to trust someone without a face. Start with a clear profile picture. Avoid distractions such as a busy background or other people in your profile.
  • You have 120 characters for your Linkedin headline. Use it to describe what you do and who work with. For example Manager at Company QWE' doesn't say much. 'Sales and Marketing Sydney | Business Strategy | Philippine Offshoring | Outsourcing | Author' provides a better idea of what you are about.
  • You have 2000 characters for keywords, credentials, and other useful information about you, what you do and your business. Include media such as published blogs, eBooks, brochure, videos and SlideShare to add credibility to your summary.
  • Your experience goes beyond writing where your previously worked at what year. Detail your responsibilities and skills on the positions that you have experience in. When available, you can add media.
  • Ask for recommendations from the people you have worked with in the past. This will enrich your profile and let others see you from the perspective of those who have experienced working with you first-hand.


Your Linkedin Updates are similar to your Facebook status and Tweets. Posting Updates on Linkedin puts you in front of your professional network. When used strategically, it enables you to put forth impacting messages to your target audience.

Content Marketing best practices for your Linkedin Updates:

  • Share links to articles, videos or websites that are valuable to your industry. You can also attach documents such case studies or white paper that your readers will find useful. Linkedin is a professional network, sharing what you had for lunch or what your cat did today does not belong here.
  • Use headlines that grab people's attention. Make sure they are accurate and descriptive. Your headlines should let your audience know why they should interact with what you share.
  • Use '@' before a person's name or company to tag them in statuses.
  • Don't oversell. While you can promote product and services through Linkedin, this should not be the main focus of all your posts - this is a traditional marketing approach that is no longer effective to the discerning audience that is your professional network. Quality content that is helpful lets your professional get to know you and what you do better.
  • Post your updates when your audience is on Linkedin. Updating your status at midnight is generally not a good idea. As a guide, you can time your status within the office hours of your industry. If you serve a global market, take time differences into consideration.since every industry is different, take a look at your previous activities to gain insight on which statuses have the most engagement.


Linkedin has launched its publishing option where members can post long form articles and expand their reach. Linkedin posts are important and can dramatically increase your engagement on Linkedin. Since regularly publishing posts on Linkedin, I have personally experienced an increase in profile views, connection requests, followers and direct messages. You can also get more interaction in the form of likes, shares, comments and website traffic.

Content Marketing best practices for your Linkedin posts:

  • Similar to any content marketing strategy, start with defining your purpose. You have to lay out a clear picture of why you want to publish, and who is your target audience and their pain points that you can address for them.
  • Set your topics based on your objectives. Plan them beforehand so you are able to see the direction of your message clearly.
  • A good cover photo grabs your audience's attention.
  • Use images and videos inside your posts when they help elaborate your topics.
  • Include hyperlinks to your website or your company's Linkedin page to increase traffic.
  • Include keyword tags.
  • Always include a call to action.Do you want your readers to follow your company page? Do you want them to subscribe to your mailing list? Is there a valuable content assets that they can download?


Linkedin groups is a place for professionals to discuss ideas, share content and find answers on topics that are essential to their interest or industry. It is also a good place to develop business connections.

Content Marketing best practices for Linkedin groups:

  • Identify and contribute to groups where your target clients and influencers are.
  • Create valuable content on the subject that are helpful to the members of the group.
  • Creating groups discussions and contributing to existing ones can help establish you as a thought leader.
  • Create your own group to build a community based on a common professional interest. Name your group according to the audience it serves. Names such as Social Media marketing professionals and Digital Media & Marketing Group - Australia and New Zealand clues your target audience in on what they can expect.
  • Encourage your team to actively participate in group discussions.

Is your business on Linkedin? Which area do you need the most help in?

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About the Author


Angelica Manlunas

About Angelica Manlunas

Angelica lives off of coffee and pizza. She spends her time online tinkering on social media, watching short films and poetry slams. Her offline time is devoted to trips to the beach or spending lazy days indoors with a book in her hand. Also, she writes at least 1000 words every day. Email Angelica at and follow Angelica @ang_transeo.


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