Anyone involved in digital marketing understands the concept that content is king and it is how your customers, no matter who they are, notice you and recognize your brand. The unfortunate part is that many companies are aware of the importance of content marketing but not about the importance of a true content strategy.
What is a content Strategy?
A content strategy is a documented and focused plan for the content that a company’s posts for their digital marketing. It is a strategic and thoughtful exchange of valuable content for real engagement with a targeted demographic. One of the most important necessities, when it comes to a company’s content strategy, is that they are committed to identifying and measuring the value that they gain from their content so that they are able to build on that gain.
How does LinkedIn fit into the equation?
Social media is an important part of any content marketing strategy. Many people think about Facebook, Twitter, or Instagram when they think about social media, and LinkedIn can fall by the wayside. There are over 570 million companies and professionals that use LinkedIn and they are in need of goods and services too. This is why LinkedIn is a critical piece of a B2B content marketing strategy.
5 Ways LinkedIn Is Critical in a B2B Content Marketing Strategy
The Content Market Institute has found that LinkedIn is the #1 social media platform for helping companies achieve specific goals. There are very good reasons for this success.
- Relationships. Ads and marketing campaigns are great, but when they are not focused on a particular demographic they are not as successful. He relationships that companies and professionals are able to build on LinkedIn are able to bolster real growth and engagement with content. When there is a real relationship between 2 professionals or 2 companies, the content that one sees concerning the other means so much more.
- Research. LinkedIn provides a place for professionals to look at the content feeds of their posts and the dialogued opinions that employees and companies are having. This insight is valuable information in understanding how content is being perceived by prospective customers. The insight that LinkedIn can provide within a targeted demographic is unparalleled in the world of social media.
- Targeting. LinkedIn gives companies the ability to target their content marketing to the demographics who are in need of their product or services. They provide the ability to refine campaigns with a wide breadth of filters and parameters so that companies can be sure that their content is being seen by those who they are hoping to target.
- Relevance. There are over 570 million users on LinkedIn, and they are all on LinkedIn for professional reasons. At some point, these users are going to need to find goods and services that are going to be useful for them by either helping them to solve a problem or help them to do their job. LinkedIn aids companies in establishing themselves as an authority within their niche which adds weight and trust behind the content.
- LinkedIn Analytics. It is hard to improve a strategy if you don’t know what is working and what isn’t. LinkedIn Analytics allows companies to do just that. They are able to see what campaigns are successful and which aren’t. They can see who is engaging with their content, how they are engaging, and what images and formats are getting the most engagement.