Using LinkedIn for content marketing: 4 key steps
The property sector is a competitive market. To stand out from the noise, businesses need to establish themselves as sector experts and thought leaders. And to nurture relationship with potential clients, providing value rather than resorting to aggressive sales tactics and self-promotion. And LinkedIn is the best platform to do just that.
Why LinkedIn?
LinkedIn has emerged as a critical platform for content marketing, particularly within the B2B sector for property and construction businesses. It’s used by over 900 million people globally, 80% of which are decision makers. Moreover, when LinkedIn is used by individuals to share content via their personal profile, the message gets across even faster.
Here are the 4 key steps that will help you create a sound content marketing strategy for LinkedIn:
1. Understand Your Audience
The first step in any content marketing strategy is understanding who your audience is. On LinkedIn, this could range from senior-level executives to mid-level managers, all looking for industry insights, trends, and solutions to their challenges.
Once you've identified your audience, the next step is to delve into their specific needs and pain points. Are they looking for the latest in sustainable building practices? Insights into market trends? By offering solutions through your content, you position your business as a valuable resource.
2. Tailor Content Formats
Your content's format can significantly impact its effectiveness. LinkedIn statistics suggest that articles featuring exactly 8 images far outperform others, indicating a preference for visually rich content. Interestingly, articles without videos perform better, highlighting the platform's unique content consumption trends. Whether it's in-depth articles, insightful infographics, or comprehensive reports, choosing the right format is key to engaging your LinkedIn audience effectively.
3. Choose the Right Channels
LinkedIn's status as a B2B powerhouse is undisputed, with 97% of B2B marketers using it for content marketing and the platform being responsible for 80% of B2B leads from social media. Its tools offer targeted ways to reach your audience, making LinkedIn an essential channel for sharing your marketing materials.
4. Measure Success and Adapt
Success on LinkedIn can be measured through engagement metrics such as views, likes, comments, shares, and conversions. LinkedIn's perfect Moz domain authority score ensures high visibility for your content, making it crucial to track these metrics to understand your content's impact.
Based on performance data, continuously refine your content strategy. Focus on the formats and topics that resonate most with your audience, optimizing your approach to maintain relevance and value.
Content marketing on LinkedIn offers a strategic way to establish thought leadership and build trust with your target audience in the construction and property sectors. By understanding your audience, tailoring your content, leveraging LinkedIn's powerful networking and advertising tools, and continuously optimizing your strategy based on performance data, you can significantly enhance your marketing efforts and drive business growth
And remember..
Content marketing is about providing value to your audience rather than self-promotion. By understanding your audience's pain points, tailoring your content formats, selecting the right channels, and measuring success, you can develop a powerful content marketing strategy that establishes thought leadership, nurtures trust with your target audience, and drives business growth.