By Lauren Trujillo | October 18, 2022

Ahhh LinkedIn. Arguably the most credible social platform. It can not only help you find the perfect job candidate and other leaders in your industry, but also help you build credibility and legitimacy as a small business.

The question: How do you actually find success and sustain growth on LinkedIn as a newbie? The answer: having a solid content strategy!

Let’s dive into a few top ways to do this, especially if you’re just starting.

Pro-Tip #1: Determine Your Marketing Objectives

The easiest way to succeed on a unique platform like LinkedIn right off the bat is to have a clear understanding of your business's marketing goals. This will give your content strategy structure and keep goals measurable and clear.

A few common objectives that we’d recommend considering include:

• Growing your customer base

• Generating more brand awareness

• Seeking talent for open positions

• Gaining professional credibility in your industry

• Or simply, introducing your business and what you’re all about!

Once you determine the direction you’ll go, you and your team will better understand where to start and what to create in terms of content strategy!

Pro-Tip #2: Start Delivering on Content and Showing Up!

So, you’ve determined your marketing goals and specific content strategy … now what? Well, it may sound obvious, but start showing up!

The only way to know if the content strategy you’ve built is working and connecting with your desired audience is by showing up, posting, and testing things out. LinkedIn has a diverse library of tools and resources to present your content. Here are a few of the ways we recommend:

• Create LinkedIn Polls: Not only are these active and engaging, but depending on how you use them, they can help with your specific market research!

• Implement long-form written content: LinkedIn has a built-in feature called ‘Articles’ for your long-form content! Written content performs well on LinkedIn and establishes authority.

• Use LinkedIn Newsletters: If your small business sends regular email newsletters, why not extend this to LinkedIn? Users can subscribe to your list and receive a notification when you post!

• Post regularly: Yes, along with all the fancy features, staying active and posting standard content regularly should be a priority!

Pro-Tip #3: Share Other Content Relevant to Your Business

Although creating your own content and keeping up with it is important, it may not always be necessary! A significant part of growing on LinkedIn and keeping your audience engaged is sharing content that may be relevant to your business. Joining in on the conversation and supporting other small businesses is a great way to build legitimacy and allow more people to find you!

Doing so is pretty simple, set aside some time each week to:

• Connect with people and businesses relevant to your company

• Read through articles and posts, and share the ones you find worthy!

When you re-share, make sure to write a brief caption of your own explaining what you like about the post or why it’s important before publishing!

Pro-Tip #4: Don’t Sleep on Video Content. 

It’s 2022, which means video content is still king (and not just on TikTok)! Publishing high-quality video content on LinkedIn is sure to bring you more engagement, shares, and new prospects for your business!

Video on LinkedIn can be up to 10 minutes long, but doesn’t need to be. We recommend testing out different lengths, topics, and formats to see how your specific audience engages! 

Along with posting videos, LinkedIn also has a Live feature – which may be something to consider if you’re promoting new products or want to be engaged in real-time with your audience!

Although there are many more ways to grow a successful LinkedIn content strategy, from paid campaigns to organic reach, we hope these top four tips helped give you a deeper understanding of where to begin and how to do it right from the get-go! Nothing can stop you now!