The kind of content you should be posting to your LinkedIn company page
By Julia Wallace | July 12, 2022
So, you’ve set up your company’s LinkedIn page, and you’re ready to start getting the word out about the incredible services you offer. But where do you even start?
If you’ve yet to create content for your new business, much less content specifically geared to LinkedIn, this task can seem totally daunting. Don’t worry! By the time you finish reading this, you will have a solid content strategy for your LinkedIn company page.
1. Before you rush into creating content on LInkedIN, consider your audience
If you don’t have a target audience in mind as you’re developing your company’s voice and visual identity, your content isn’t going to land with anyone. Ask yourself these questions, and your answers will help guide your brand voice on LinkedIn:
Why is my audience interested in my company?
What else are they interested in?
What kind of updates would they be excited to see?
Do they want to leave my page feeling informed, inspired, understood, or something else entirely?
Do they want to be addressed formally or informally?
How do they want to consume my content? Via article, video, graphic, audio clip, plain text, or a combination?
2. Remember: Don’t be too salesy
Right off the bat — before you start creating content, don’t think of LinkedIn as a venue to sell directly to your audience. Think of it instead as a space to gin up interest and get people excited about your company and your brand. A sales pitch will turn people away immediately.
Rather, share updates on your company that your audience will find valuable or interesting on its face.
Think of what you post as a magazine of sorts. There may be ads sprinkled in, but the reason why people flip through it is to learn, get inspired, or gain a new perspective. This is actually a much more effective sales tactic for social media, especially in the long term.
3. Start brainstorming
After you’ve answered the above questions about your audience and reminded your sales pitch to leave the room, you’re ready to start thinking about content!
How you answered these questions will drive your strategy here. For instance, if you want your audience to feel mainly informed when they visit your page, you’ll want the bulk of the content you share to be educational. Teach people about your industry, share relevant news articles, and give people tips that they can execute on their own.
If you want your audience to feel inspired, share what inspired you as you built your company! Share your story, the struggles you faced along the way, and how you overcame them. Share the problem your company is aiming to solve and why you’re so passionate about it. Share content from other companies that inspires you.
You get the idea!
4. Consider the medium
Go back to the questions from the beginning. How will your audience want to consume your content?
If your company completes a service in the physical world (i.e., construction, fitness, furniture building, etc.), video and photo content is the name of the game.
If you plan for your content to be largely informational (i.e., your company completes a service digitally or it’s expertise-based), perhaps sharing articles, audiograms, and infographics would work best for you.
Also — this is important — consider what is executable for YOU, the person creating the content. If creating videos is squarely out of your comfort zone, start with photos! Do what works best for you.
5. Consider how to be algorithm-friendly
Here at AMR, we’ve found that when we use LinkedIn’s native tools (polls, uploaded videos, featured articles, and shared posts), LinkedIn shows the post to more people in their feed. Work a couple of these content methods into your calendar every week.
6. Some good practices
Post consistently. Once every weekday is great, but if you can only handle posting original content once or twice a week, that’s fine!
Use 5-10 hashtags on each post. Make sure they are relevant to your industry and that they’re being used somewhat regularly on LinkedIn.
Engage, engage, engage! Don’t let any comment or DM go unanswered.
We believe in batching content. Brainstorm your content a week or a month at a time so you can really get in the zone and focus on making it the best it can be.
Julia Wallace
Julia is a Content Creator for AMR. Julia has always loved reading, cooking extravagant meals, and essentially all activities that take place on or near the water. But now that she lives in Boulder you can add hiking uphill to that list, too