LinkedIn is more than a place to display a CV. It is also a channel for distributing useful business content and connecting with professional audiences.
When this article originally appeared in June 2016, Microsoft’s announced acquisition of LinkedIn was a major news story. The platform was attracting growing attention from B2B marketers. Beyond that historical context, the core question remains: how can you bring blogs, press releases and other content to the people who need it?
In PR, we shape messages for a business and its audiences, then distribute them through relevant channels. LinkedIn adds a channel where the organisation can decide what to publish directly. These three approaches can help.
1. Build awareness through useful company content
Use your company page to explain who you are, what you do and why it matters. Present press releases, whitepapers, e-books and customer stories in ways that suit the audience and platform.
Where separate pages or showcases are appropriate for a business area or initiative, give each a clear purpose and enough relevant content to sustain it. More pages are not automatically better; consider the needs of the audience and the resources available.
Review audience growth, clicks, engagement and the professional profile of the people responding. Use these signals to judge whether your content is reaching the intended audience.
2. Share an informed point of view
Thought leadership requires more than repeating industry news. Useful opinion articles show that you understand the issues and have a considered perspective.
Encourage leaders and specialists to contribute in their own voice. Their expertise can make the organisation more human and credible while reaching people beyond the company page.
Follow other relevant voices in your field and listen to the discussion. Content that raises worthwhile questions can start a conversation, so monitor the channel and respond when appropriate.
3. Plan content distribution
PR uses different forms of outreach, from broader distribution to individual conversations with journalists. Apply the same care to LinkedIn: decide which content needs organic distribution and where paid activity could support a specific objective.
LinkedIn’s advertising options can help reach professional audiences. Choose the audience and format based on the campaign’s purpose, and check the current settings when building the campaign.
For example, a story about data-management tools in healthcare should reach relevant decision-makers, rather than everyone interested in technology. Our guide to LinkedIn lead generation explores testing and campaign refinement.
Make it part of an integrated campaign
Do not focus so narrowly on one social channel that you lose sight of the wider communications programme. LinkedIn is one tool among several, and the right mix depends on your audience and objectives.
Would you like to discuss LinkedIn for B2B PR? Explore our digital marketing services or contact us.
Kinyi
More news ›