Don't Treat LinkedIn Like a Press Release Feed
Many companies only post announcements. While it's still valuable to highlight company news, it shouldn't make up your entire content strategy. Instead, ask yourself this question: if someone looked at my company's last 10 posts, would they learn anything about us besides what's happened recently? If the answer is no, then it may be time to create more of a balance between announcements and educational or conversational content.
A strong LinkedIn strategy balances three different types of content: content that educates, content that engages, and content that elevates. Your content that educates should highlight anything that you can teach the audience based on your company's knowledge and expertise. The engaging content should be things like questions, polls, behind-the-scenes moments, employee stories or industry conversations. Elevating content is company-related news, which is what most companies are currently posting too much of. An equal balance of these three types of content is key to a successful LinkedIn strategy.
Put People at the Center of Your Brand
People connect with people, not company logos. Posting content about your employees or written by your employees shows the company culture and the personalities behind the business. Additionally, it's important for your executives to gain visibility by sharing their opinions, industry observations, lessons learned, and predictions as executive posts often generate stronger engagement because they feel more authentic and personal.
Join the Conversation
While LinkedIn is a publishing platform, it's also a conversation. Posting is only one piece of the strategy. Companies should also be responding to comments, commenting on industry news, congratulating partners and clients, and sharing others' perspectives. A company that actively engages often becomes more visible than one that simply posts announcements. The goal isn't to only have a voice, but to also be a part of the conversation.
Maximize the Content You're Already Creating
Many organizations already create great content, but then only use it once. However, one blog, for example, can become multiple LinkedIn posts, executive commentary, short videos, carousel graphics, or polls. One webinar could be turned into quotes, short clips, or infographics. Instead of constantly creating content from scratch, it's more effective to maximize the content you've already invested in.
Consistency Builds Recognition
Success on LinkedIn isn't about posting every day. It's about showing up consistently with something worth saying. Consistency means having a recognizable voice, clear themes, regular activity, and reliable value. When your audience knows what to expect, it makes them much more likely to return, engage, and trust your brand over time.
The Lasting Impression
Think of your LinkedIn page as the front entrance to your brand. Prospects may arrive there before they ever make it to your website or speak with anyone at the company. What they find out should tell a story that goes much further than company announcements. It should show your expertise, your people, and the value your organization brings to the industry. Organizations that embrace LinkedIn as a platform for education, conversation, and thought leadership will be better positioned to build credibility and create meaningful connections in an increasingly digital world.
Looking to strengthen your LinkedIn strategy? Contact William Mills Agency to learn how a thoughtful social media and content strategy can help your organization grow its audience and elevate its brand.