LinkedIn: a powerful platform for creating valuable relationships

Distinguished by its professional focus, LinkedIn has become a key tool for anyone working in content marketing. It is the ideal social network to share content that builds authority and valuable relationships in the world of work, but a well-planned strategy is required to achieve tangible results!

LinkedIn is not just a platform to update your CV: it is a space where sharing relevant content can make a difference. Articles, videos and presentations are the most popular formats to reach an interested and active professional audience. Moreover, the possibility to gain organic visibility without advertising investments makes LinkedIn particularly attractive for content marketers, especially in the B2B sector.

Competition on the platform is increasingly fierce, but standing out is possible through content that resonates with professional audiences. In-depth articles, links to websites, presentations and videos are effective tools to convey value and expertise. However, it is crucial that each piece of content is aligned with your business objectives and overall marketing strategy.

We suggest 3 key tips to make the most of this social media, foster engagement and get great results!

To stand out on LinkedIn, it is important to diversify your content; we recommend 3 useful and winning formats that you should include in your strategy:

1. Post with Text and Single Image: these are widely used, in fact they represent 48% of the content on the platform. Try creating them yourself! Remember that text should be between 900 and 1,200 characters and sentences should be short and clear to improve reach, avoiding overly promotional tones.
2. Carousels .pdf: give you the opportunity to present information in a visual and engaging way, they are most effective if they contain 10 to 12 slides with short text. You could use this format, for instance, to illustrate a job done, a project or to tell a story.
3. LinkedIn newsletters: these are having great success, as they are an effective method that reaches subscribers directly by email, generating high open rates and offering visibility advantages due to indexing by Google.

As you have probably realised, there is no such thing as perfect universal content on LinkedIn, but rather the ability to create posts that establish an authentic connection with your target audience.

On this platform, it is not enough to publish quality content but rather to generate engagement. You can use tools such as polls, which can be very effective in stimulating debate and engaging your audience. Indeed, they not only allow you to obtain valuable feedback, but can also create a dialogue between professionals by increasing the visibility of your posts and encouraging active participation. You can encourage discussion in the comments and ask open-ended questions, this will help you further fuel engagement and strengthen professional relationships.

LinkedIn’s algorithm plays a crucial role in the visibility of your content. Posts with a single text and image are likely to reach a large audience, but it is important to keep the text concise and avoid promotional tones. Even .pdf carousels and newsletters require optimised structure and content for maximum impact. Therefore, insert keywords that help to rank your content and favour the algorithm.

To achieve lasting results, it is then essential to constantly monitor the performance of your posts. It may sound trivial, but analysing engagement metrics such as likes and comments will allow you to understand which content works best and adjust your strategy according to the results.

LinkedIn is a powerful platform if you know how to exploit its potential. Creating quality content is only the first step: the real challenge is to understand the dynamics of social, use the most effective formats and continuously test new strategies to keep your audience engaged and achieve your professional goals.