• Keshia Sophia

Content Strategy: Why LinkedIn is Essential for Your Business

So you have a firm grasp of Copywriting and Content Writers but Content Strategy not so much. If social media jumps to mind, you are not wrong but you may be missing the bigger picture. Here’s why LinkedIn deserves a spot on your Content Marketing Strategy.



LinkedIn is an essential part of content strategy for brands online
Photo by Windows on Unsplash

Relying on LinkedIn as your primary marketing platform is simple: It works.


Marketers everywhere rely on LinkedIn to keep tabs on their industry, connect with professionals and distribute quality content. And why? Because with a base of over 706 million members, 55 million companies, and over 200 countries and territories across the globe, LinkedIn is the most trusted social media platform.


Meaning that if your ad is seen on LinkedIn , your brand is automatically seen as higher quality, more professional and highly respectful.


Branding is not just how you are seen, it is where you are seen.


The Importance of Context in Your Content Strategy


As Google as emphasised in recent years, quality content matters. Keyword stuffing and minimal landing pages no longer cut it in the digital marketing world. Competition is fierce and the only element separating your business from your competitors is your reputation.


Online, this means establishing yourself as an authority in your niche by delivering expert advice, informative content, and addressing your target audience’s pain points with key solutions.


This means investing in content writers, starting a blog, and engaging with members on powerful social platforms. Context is not only the deciding factor in whether Google algorithms will rank your webpage higher. It also includes the platform you use to share your information.


For a truly effective content strategy, you need to ensure you are reaching your target audience in the right context. When it comes to social media, people are typically prioritising leisurely scrolls over professional content. But on LinkedIn, you know that professional content is exactly what the community is looking for.


Brand Building is Relationship Building


In the digital marketplace, your business is only as successful as the company you keep. The more people make the move online, the more disconnected they feel. We are spoiled for choice but starved of human connection which explains why brands who thoughtful engage do far better business.


Storytelling, integrity and high engagement are key in online business especially if Millennials are your target audience. And as the world's largest generation with prime purchasing power, they really should be. 62% of Millennials reportedthat if a brand engages with them on social networks, they are more likely to remain loyal. Which says a lot for a generation with an 8 second attention span.


Millennials aren’t moved by advertisements, have zero reliance on traditional media, and are sceptical of brands that are not socially conscious. Before any purchase can be made, your target audience needs to trust you. The best way of achieving this? Engaging in real time and sharing useful content that elevates and inspires.


Staying Ahead of the Curb


33% of Millennials review blogs before making any type of purchase and what better place to get your blog seen than LinkedIn?


With a direct link to college graduates, prospects, professionals, entrepreneurs, influencers, and business leaders, LinkedIn empowers businesses to keep tabs on the people that matter.


By tapping into their activities and keeping your finger on the pulse, you can ensure your business is staying on their radar by posting the content they find interesting.


In Summary


Content creation is built on the idea of gaining visibility and attracting audiences to your brand. Being active on LinkedIn means access to more prospective customers while offering you a window into your competition, whether it’s interacting with other leaders or taking notes from those in the now.


It’s a win-win strategy from all members of the buying process.