LinkedIn is now home to more than 500 million active users who consume content from businesses and colleagues. It’s become a digital paradise for business development, recruiting, and now, digital marketers.

According to Digiday, LinkedIn’s engagement rates have increased by 60% year-over-year due to new features such as: Improved video promotion, newsfeed with trending stories and better algorithm filtering to make sure you’re seeing what’s important to you.

After posting a few videos on my personal LinkedIn profile, I noticed my viewership was four times that of my actual connections. Two months later I heard @GaryVee talking about how high LinkedIn’s organic reach was and why everyone needs to get more serious about it. Gary has been a huge influence on myself and our business for the last two years, so it was great to spot this trend and hear him confirm it so quickly.

For anyone looking to take advantage of the insane organic reach LinkedIn is currently touting, here’s five things to consider as you create content.

1. Do What You Do Best

In order to create more content, you need to do it in a way that feels natural to you. Whether it’s video, audio, pictures or the written word,  your content will always perform better if it doesn’t feel forced. Once you know exactly how you want to communicate it’s time to understand who you’re talking to.

2. Deconstruct

Think critically about exactly who your ideal customer is. What are their behaviors? Where did they go to school? What is important to them? What information do they need to do their jobs better? 

Example: If your ideal client is the CMO of a financial services business, you could create a short video explaining The Do’s and Don’ts of Marketing with SEC Oversight.  

3. Test Your Audiences

If you’re not A/B testing with digital ads you might as well be setting your money on fire. LinkedIn has the option to test several pieces of creative against multiple audiences and see how each piece of content performs. Unlike a billboard, radio or TV spot, you have the ability to drive down your ad cost based on how well the creative is liked by its respective audience(s), so take advantage of it! 

You can target your ideal customer based on the following criteria:

  • Company or Member Locations
  • Company Connections
  • Company Industry
  • Company Size
  • Company Name
  • Company Followers
  • Member Age
  • Member Gender
  • Fields of Study
  • Member Schools
  • Degrees
  • Job Function
  • Job Seniority
  • Job Title
  • Member Skills
  • Years of Experience
  • Member Groups

4. Get Specific With Your Creative 

Like Facebook, Instagram and YouTube, LinkedIn’s ad product is great for making sure that laser-specific creative gets in front of the right people. If you’re going through the work to create content specifically for a 36-45 year-old female CFO of a big M&A firm in Seattle, you damn well better be promoting it directly to her.

    5. Scale It Up

    Once you start understanding which piece of creative works best with the audiences you’ve chosen, go all in on that formula. If it was a video, try communicating the exact same message in written form to see if it’s the delivery or the messaging that made the content pop. After you’ve identified your ‘Winning Horse’ bet the farm on it.

    Key Takeaways

    • Create content in a way that feels natural to you (audio, video, text, pictures, etc.)
    • Deconstruct your ideal customer (Interests, likes, dislikes, aspirations, needs, etc.)
    • Test your audiences to see which content out-performs in certain groups of people
    • Narrow creative (“Attention financial advisors of Nebraska.”)
    • Scale it by identifying the best content/audience combo and go all in on it.

    I hope you find this useful and it kickstarts your content strategy for 2019! 

    Plug: If your business needs help creating content and getting in front of the right audience, feel free to drop us a line below.

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