如何掌握LinkedIn内容营销

It’s simpler than you think to master content marketing on LinkedIn’s platform. Deciphering when to share and what features to use can be overwhelming at first, but it will become second nature with a few guidelines in your marketing toolkit.

为了更好地了解如何在LinkedIn上执行内容营销策略，请继续阅读。我从您应该（也不应该）分享的内容的提示中介绍了您需要了解的所有信息，以确定正确发布的频率。

The good news is you can leverage LinkedIn for content distribution without having to pay for it. Check out our video on how to build our content strategy on LinkedIn:

Regardless of what medium you’re using, there are a few tips that will ensure yourLinkedIn marketing努力尽力而为。

1.考虑您的目标受众。

在发布任何内容之前，请考虑一下内容是谁，并将您的消息传递给特定受众。例如，如果您的目标受众是销售专业人员，请选择他们关心的行业主题来吸引他们。他们试图解决哪些问题或障碍？创建说明他们需求的内容。

2.与您的听众互动。

It’s easy to create a post and then move on to the next project, but using LinkedIn for marketing shouldn’t be a one-way street. If you’re fortunate to have users commenting on your post, interact with them. Respond to questions and comments, ask for feedback, or ask questions that spark discussion.

3.是真实的，不是销售。

Yes, social media marketing is about promotion, but you can promote yourself and brand without taking a hard sell angle. Producing good content with an authentic voice will perform better than a hollow sales pitch. People are smart, and can spot dishonesty quicker than you may think.

4. Use hashtags.

就像其他社交媒体网站一样，LinkedIn主题标签也用于对内容进行分类。您可以使用它们来帮助您吸引目标受众以及有共同利益的受众。主题标签也是接触网络以外的人的好方法，他们可能会根据您使用的主题标签对您的内容感兴趣。两到三个相关标签应完成这项工作。

5.保持一致。

成功的LinkedIn活动需要一致性。一开始可能很难，但是重要的是要开发出版的常规节奏。这建立了对您的受众的信任，并将帮助自己成为您领域的专家。

6. Offer exclusive content.

It can be tempting to publish the same content across multiple platforms, but that would be a mistake. Provide your LinkedIn audience with exclusive content that they can’t find elsewhere. It’s not uncommon to have the same followers on several platforms, so you don’t want to bombard them with duplicate content.

7. Observe and adjust.

1.发布快速状态更新。

One of LinkedIn's most underutilized features is the “LinkedIn Status Update” (also called your “Network Update”) in your LinkedIn Profile. This is one of the best ways to stay in front of your target audience on a consistent basis. And when used correctly, these little messages pack a big punch.

Your status update “block” is a white box located just below your picture on your homepage. Whenever you share an update, your message is then broadcast to all of your network connections.

在共享之前，您还可以控制帖子的可见性。这意味着您可以选择要与所有人共享的帖子，仅与您的连接共享，或与所有人和Twitter网络共享。

虽然更新是分享您想法的好地方，但在博客文章或有趣的网站中链接将帮助您提供更丰富的见解来源。

Tips for Sharing Updates on LinkedIn

• Share links to interesting articles, websites or videos.使用抓住读者的单词并鼓励他们单击链接。
• 将文档附加到您的状态更新中。您的听众可能会喜欢收到清单，白皮书或案例研究。求职者，这是您简历的好地方。
• 提及可能有助于您的某些联系的人或情况。For instance, “I just met with @AlexPirouz from @Linkfluencer and found out they've just won the readers choice award from Anthill Magazine.” The “@” before an individual or company name allows the reader to click through to that person’s LinkedIn profile or company page.
• 谈论您参加或参加的活动。这可能会鼓励您在那里学到的知识的参与和/或问题。

在LinkedIn上共享更新时应避免的事情

• 谈论您吃早餐（或您的猫）的东西。LinkedIn是一个professionalnetwork. Before you post, make sure that what you're sharing is relevant to your audience and provides value. While your pancakes this morning may have been delicious, this isn't the place for it.
• Being a spammer.虽然每天在Twitter上发布20次可以接受，但LinkedIn的景观有些不同。为了避免作为垃圾邮件化，请尝试将您的更新限制为每天不超过几次。
• Talking about sensitive topics.我太尴尬了，什至无法考虑，更不用说分享了一些我认为发布为状态更新的项目。如果您的母亲不希望您谈论它，请不要将其包括在您的状态中。
• Continually pitching products and services.这需要人们回到大newspape的日子bob官网官方网站r ads and screaming radio messages. This is not the purpose of社交媒体，特别是LinkedIn。
• 当没人看时，不要打扰发布。The update you posted at 11:30 p.m. on Friday probably won’t get much traction. Try to align your posting schedule with the business hours in which people in your industry operate. Of course, this varies if you have a global audience.

2.发布并分享有关LinkedIn的文章。

在LinkedIn上分发内容的另一种强大方法是通过发布平台。现在，所有成员都可以访问该平台，这是一个以主要方式扩展您的影响力的绝佳机会。

当我的一个朋友在Facebook上发布了更新时，他在LinkedIn上发布了如何在几个多小时内实现了6000多次观看次数和550多股，我就首先意识到了这一功能。我很感兴趣，所以我决定进行调查，看看一切如何工作。

I decided to test it out by publishing one of my articles, "5 Things All Great Leaders Have In Common." Given that it was my first time publishing on the platform, I had no idea what to expect. However, what happened next totally blew me away ...

在几分钟之内，我开始收到来自我文章的成员的邀请请求和消息。

在几个小时内，该文章就流行开来 - 获得了7万多次观看次数，11k+股票和近500条评论。多年来，我撰写了数百篇商业文章，但它们都没有实现这一文章的曝光和互动。

除了曝光外，我还设法获得了一些演讲活动，并有机会为我们的业务咨询公司指导客户。

And while the article continued to gain traction as time went on, I couldn't help but think that it was too good to be true. Unable to shake this thought, I decided to publish a few more articles over the coming weeks. Whilst none of them achieved the level of exposure my first article received, each article has now reached 10k+ views, 1000+ shares and 100+ comments on average.

如果我的成功故事还不足以以这个平​​台的价值出售您，也许会有以下好处。

发表长期帖子的主要好处

• 目标观众:考虑的大多数connections are like-minded professionals, it's easy to select topics that will resonate. This type of shared interest provides an opportunity to create a two-way dialogue where everyone is sharing their expertise and strengthening their relationships.
• 更多暴露：Every post you write and publish prompts a notification for your connections. This is a great way for you to showcase your thought leadership on your chosen topic and add value to those within your network.
• 在creased following:If your connections enjoy your content enough to like it or share it, that can open doors to a whole new audience. And if your connection's network sees your posts and finds value, there's a chance they will follow you to keep up with your contributions.

发表有关LinkedIn的步骤

• 定义您的目的：What is your outcome in publishing content on LinkedIn? Who is the main target market you’re writing the content for? What are the main challenges they face within their role or industry?
• Brainstorm topics:一旦您了解了为什么要写内容（以及为谁编写内容），请尝试根据观众的挑战提出一些工作标题。
• Narrow your focus:一旦您创造了积压的想法，就该磨练一个想法了。选择您认为与听众最相关的一种并获得写作。如果您需要指导，请参阅this resource from LinkedInfor tips on how to write effective long-form content.
• 选择图像：挑选一个引人注目的封面图片以伴随您的帖子。bob全站app（如果您很难看图像，请查看这些免费的库存照片网站）

3.发布视频内容。

If you're a video marketer, you can alternatively publish pre-recorded or live video content on the platform. To upload a video, all you have to do is go to your status box and upload a file you've created. If you'd prefer to do something a bit more interactive, like a Q&A or a live stream, you can now use LinkedIn Live.

Here's agreat example of a video最近在社交平台上发表：

Key Benefits of Publishing Video on LinkedIn

• 目标观众:与状态更新和长期出版类似，您可以为您的品牌或平台上的帐户遵循的内容提供内容。
• 更多暴露：与许多其他平台一样，LinkedIn的算法旨在向用户展示其网络中用户多样化的内容。当您在LinkedIn Live上启动流时，您的关注者可能会收到通知或在他们的供稿上弹出。同样，当您上传视频时，它可能比基于文本的帖子更多地捕获用户的眼睛。
• 在creased following:Similarly to other content strategies, those who like your videos will share, comment, or engage with them, which could cause their own followers or audiences to see your content.
• Co-branding opportunities:Know a thought leader, or want to partner with another non-competing brand in your industry? Video is a great place to do this. When you feature a Q&A with an expert or a co-produced film on your LinkedIn, then tag the affiliated influencers or brands, their networks will see it as well. Not to mention, those involved with the video will probably share it to ensure their work goes noticed.

发布有关LinkedIn视频的步骤

• Brainstorm ideas:在开始生产某些东西之前，您应该与团队合作，建立一个视频想法，该视频想法将吸引您的受众，提供宝贵的信息，并可以根据您的预算可扩展。
• 创建录音环境：一旦有了一个想法，创建一个可以拍摄的环境，同时还投资于可能需要的任何设备，例如相机或照明。
• Go live on LinkedIn or pre-record your video:To go Live or record a video through LinkedIn directly, go to the app and click the camera button in the status bar. From there a camera screen will open where you can start recording. To upload a video you've already recorded, simply go to the status bar on the app or desktop site and click the photo icon to add a video file.

How to Execute a LinkedIn Content Marketing Strategy

Now that we have discussed the two main strategies you can use to distribute your content on LinkedIn, let’s discuss best practices for executing that content. Although each industry is different, keep in mind that the right frequency can make a difference.

Step 1: Plan Your Content in Advance

在order to achieve optimal results, you need to plan the content you are going to share. Here are some tips for how to plan more effectively:

• 首先花一些时间查找要分享的文章，要发布的状态更新或与您的行业相关的信息图表。
• 在日历上组织内容，并决定何时要分享它们。（（Click here to access HubSpot's free social media content calendar template）
• Leverage software — likeHubSpot的社交发布应用— to schedule your content in advance.

When you have a plan, you not only save time, but you are able to focus your energy on finding the right content for your audience.

步骤2：确定您的频率策略

When sharing content, the goal is to identify a frequency that allows you to stay top-of-mind without overwhelming your audience. To help you achieve this balance, here are the publishing guidelines I follow:

• Status Updates:2-3 times a day.
• Long Form Publishing:1-2 times a week.

请记住，每个行业都不同。虽然这对我有用，但您可能需要在您认为合适的情况下修改此时间表。

Step 3: Utilize Content Creation Templates

Your content needs to have a purpose and an outline. Are you writing a blog post, or a case study? Will you be promoting content on LinkedIn, or publishing it there?

在this collection of content creation templates, you can pick and utilize the template that most closely aligns with the content you're creating and promoting on your LinkedIn account.

现在下载

Step 4: Follow Up With Generated Activity

如果您的内容营销工作正在奏效，您将注意到您的活动中的激增。这可能是从增加的视图，连接请求，甚至是来自观看者的直接消息中的任何东西。

话虽如此，现在是时候进行对话了。如果人们正在查看您的LinkedIn profileor requesting to connect, consider striking up a dialogue with them. By uncovering what interested them about your profile, you can then begin to uncover potential opportunities for collaboration.

The Benefits of LinkedIn Content Marketing

包括LinkedIn作为内容营销策略的组成部分是将自己确立为您所在领域的思想领袖的好方法。及时发布的内容与观众说话不仅建立信任，而且可以带来更多机会与您的直接网络之外的人分享您的专业知识。

编者注：此博客文章最初于2015年7月发表，但已更新以进行全面性。