Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity.
Here are four strategies for creating and distributing content on LinkedIn:
- Maximizing the LinkedIn news feed as a content delivery mechanism. This is standard content marketing "table stakes" - delivering relevant, targeted content direct to company followers through LinkedIn's news feed.
- Encouraging followers to share brand content on a brand's behalf. Many Facebook best practices also apply to LinkedIn - people trust recommendations from their network. Brand awareness is spread by investing in personalized social experiences that encourage the network to participate, and share that participation. Beyond using the LinkedIn share button, brands that deploy LinkedIn APIs to create personalized social experiences outside LinkedIn can encourage participants in those experiences to share.
- Encouraging sharing of conversational content in LinkedIn groups. Conversations in a LinkedIn group are just as much about content marketing as the distribution of videos, case studies, webinars, white papers, and the like.
- Offering targeted content hubs, based on LinkedIn personas. B2B brands with well-organized existing repositories of content can target that content to the right personas by encouraging visitors to log in using their LinkedIn credentials before they browse the content.