Content strategy on LinkedIn what and when to share

LinkedIn Tips



Content strategy on LinkedIn: what and when to share?

What is content strategy?


Nowadays, LinkedIn is a fast-growing social media with more than 500 million users around the world, 20% of which are influencers and decision-makers. On the one hand, it is quite easy to get in touch with any of them, but, on the other hand, there are plenty of aggressive salespeople using the network, and influencers become fed up with dozens of similar messages and offers. That’s why, if you would like to be successful in selling through LinkedIn, you have to stand out, and content strategy can help you with that.


Content strategy


First of all, content strategy is the process of development, planning, creation, and management of content. The purpose of it is to attract the attention of prospecting clients. Content marketing, in general, is a long-term lead generation strategy that is focused on the constant creation of useful and high-quality content relevant to your target audience.


The content strategy is a paramount element of the whole marketing process due to several reasons:

1. If you constantly publish quality content, it attracts your potential customers, and they become trusting you. Well-planned content greatly impacts your personal brand.

2. Publishing quality content increases search visibility and authority.

3. Quality content helps to build brand recognition and reputation, it is the biggest asset of your brand.

4. Publishing quality content allows you to reach a potential customer without being blocked (if to compare with paid advertisement, which can be easily blocked by a variety of ad blockers).




Content Strategy on LinkedIn

If you are using LinkedIn for sales prospecting and lead generation, you have to pay keen attention to the content posted on your page and on your company’s page. You have to understand that content strategy is something that brings you results in a long-term perspective. When you add somebody to your network on LinkedIn, this person will see the content posted. Content strategy will help you educate your prospecting client over the whole period of his buying journey. And when he has a project or task to discuss with you, your company will be the first that arises in his head because of the constant useful content posted previously.


When you share engaging and meaningful content on your LinkedIn page, you build up the brand of your company, increase the trust of prospecting clients to you and the company you represent, and tempt them to make a buying decision. Most people usually need 6 to 8 touch points with a brand before building trust and willingness to establish cooperation. That’s why content marketing is aimed not the short-term, but the long-term perspective on each social media platform, including LinkedIn.


Each salesperson making social selling through LinkedIn knows about the Social Selling Index (SSI) which is an indicator that measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships through this social network. This index is very important for those people who are interested in sales prospecting through LinkedIn. SSI is measured by four key factors, and publishing useful content is one of them.


Here is what LinkedIn suggests you to do in order to increase your SSI score:

1. Add reach content highlighting you as a thought leader.


Establish professional brand


2. Increase visibility by posting and interacting with content.


Increase visibility


Social selling leaders obtain better results in the sales process. They create 45% more opportunities than those people with lower SSI and they are 51% more likely to reach quota. That’s why, it is important to follow all the steps which impact the SSI rate if you would like to improve your sales prospecting on LinkedIn.




How to build a content strategy on LinkedIn

When you would like to begin your content marketing on LinkedIn, there are several steps to follow. 


1. Define your aim.

The first step of each marketing campaign, including content marketing, is to define your goal, what you would like to achieve with the help of content strategy on LinkedIn. Whether you would like to generate new leads, increase brand awareness, hire new people, connect with target customers, promote your services, etc. Defining your final goal is a crucial step for building up the next steps of your content marketing campaign.


2. Select LinkedIn content media and the types of content.

If you would like to build content strategy on LinkedIn, the second step is to familiarize with all the content types and media that might be used on this platform.


There are following LinkedIn content media:

  • user’s profile;
  • company’s page;
  • various groups;
  • messages or InMails;
  • emails.

As about LinkedIn content types, there are the following:

  • articles on LinkedIn;
  • text posts;
  • photo posts;
  • video posts;
  • links;
  • engagement.

From time to time LinkedIn changes the algorithms of the content prioritization, that’s why, when you create content strategy, you have to plan using different types of content in order to cover all the fields. Do not focus on one type, for example, publishing articles. And do not forget that native content (the content published directly on LinkedIn, not a link to another service) has a better ratio than external content.


As about LinkedIn algorithms, for a long period of time articles on LinkedIn had the highest reach in views, but in 2017 the focus was switched to text posts, while in 2018 – to video content. Right now, articles, text, photo, and video posts on LinkedIn are on the top priority.


In order to secure yourself from the negative impact of changes in LinkedIn algorithms, create a mix of all content types without one in priority. And do not forget about the ideal content ratio: 80-90% of content posted should be high-quality informational content while the rest 10-20% – promotional.


A. LinkedIn articles


At the moment, LinkedIn articles have quite low priority in the news feed, that’s why it is a good idea to add links for your posted articles when you publish all other types of content with higher priority. You can write an article only on your personal profile on LinkedIn, not on the company page. You are able to enrich your LinkedIn article with other content types, such as photos, graphs, videos, links for other articles or posts on LinkedIn, etc. 


Do not forget that LinkedIn articles shall contain a variety of useful keywords that will help potential customers find your profile while doing a search. 

Read more about keywords and boolean search on LinkedIn in our article.




Your LinkedIn articles shall serve as an intermediate step between LinkedIn posts and the articles posted on your website. Though LinkedIn algorithms prompt us to avoid using links for external sources, you can write an article (or text or video post) on LinkedIn and add a link for another article posted on your website. It could be an article with a similar topic or the continuation to the article posted on LinkedIn.


B. LinkedIn text and photo posts


LinkedIn text and photo posts are something that attracts the attention of the target audience, you can also publish a mix of them – both text and photo. It is important not to include any links for external services if you would like to avoid being blocked by LinkedIn algorithms. But it is always a good idea to add a link for your other post on LinkedIn (cross-advertisement of your content types). 


By the way, there is an option to add links to external resources in the form of a comment in order to avoid being restricted by LinkedIn algorithms.


LinkedIn post


C. LinkedIn videos


LinkedIn videos are of top priority right now and are usually at the top of the news feed. This can be explained by the fact that for a long period of time LinkedIn is engaged in the competition with Facebook and YouTube videos and would like to prove itself to be the best video platform for business content.


The most important thing to remember is to avoid publishing long videos, as most of the people (if to talk about influencers and decision-makers) do not have time and desire to watch 5-10 minutes videos. Publish short and catching-eye videos with subtitles (most social media users watch all the videos without sound). In addition to subtitles in the video itself, add a short description of a video with the most important information. 


Do not forget that you can use video content as a tool to promote your other LinkedIn posts and articles by adding links for them.


Video post


3. Follow three main rules.

There are 3 main rules of each content posted on LinkedIn:

  • It has to attract your target audience;
  • It has to demonstrate your knowledge and expertise;
  • It has to be useful for your target audience.

Your content should not be boring even if you write about some technical issues. You should combine both education and entertainment.


4. Choose topics and themes for your content posted.

When you create your content strategy on LinkedIn, choose different topics to disclose during this period. Do not write content on one topic, it would be boring for your followers. It is also a good idea to use, for example, a topic for a week or month, a topic for each Monday, etc. People will get used to this publication schedule and will be more active in reading and commenting. 


Do not resort to corporate-speaking and official language in your content, write any post in a way as you are talking to your close friend. Do not forget about social selling, people would like to establish relationships with other people.


5. Plan your content smoothly.

Finally, each content strategy should include the strict number of rules, such as:

  • the topic of a publication;
  • the number of words (duration of a video);
  • day and time of posting;
  • a responsible person.

If your content plan will be executed by a team of people, you should also be sure that all members of your team are on the same page. Plan each content strategy smoothly, and you will get a desired effect. 


When you are creating your content plan, you have to pay attention to LinkedIn (and social media in general) users activity, the highest performances of which are from Tuesday till Thursday in morning and evening hours. That’s why you should post informational content these days. If to talk about entertaining content, you can try posting it in the evening when people are relaxing after a working day and tend to scroll the news feed, but not willing to go deeper in any information. 


So, articles should be posted in business hours, but pictures and video content can break this sequence. Anyway, try different options of days and hours when you post content and check the feedback from prospecting clients you receive, and you will be able to see the most active and, thus, efficient time for posting. Do not be afraid to experiment.


You have to understand that the better your content strategy is planned and organized in advance, the better the results of it would be. Do not neglect well-thought content marketing if you would like to be successful in lead generation through LinkedIn. Bear in mind your ideal customer and create content on LinkedIn that speaks to him directly. Do not forget about LinkedIn algorithms and the necessity to combine different content types while planning each content strategy. Your published content is an excellent tool to deepen relationships with your existing or prospecting customers or partners on LinkedIn. 

Subscribe to our blog to get more useful information about lead generation on LinkedIn and not only. And try Dooozen – a LinkedIn automation tool that helps you avoid daily routine while working with LinkedIn.






1. What content works best on LinkedIn?

When you are planning content strategy on LinkedIn, you should not focus on only one type of content, because the variety of your content types also matters. Each content type serves its role. While articles on LinkedIn will cover a specific topic so that you could engage in discussion with those prospecting contacts who are working in the field or simply interested, entertainment content is something that easily catches the reader’s attention. That’s why it is better to plan different posts on LinkedIn for a period covering each content type.


There are following LinkedIn content types:

  • articles;
  • text posts;
  • photo posts;
  • video posts;
  • links;
  • engagement.
2. What content should I share?

The first step of each content strategy is to define a goal of it, what you would like to achieve with the help of this content strategy. Whether you would like to generate new leads, increase brand awareness, hire people, connect with target customers, promote your services, etc. Defining your final goal is a crucial step for building up the next steps of your content marketing campaign.


Secondly, when the goal is defined, you should plan your content smoothly bearing in mind the ideal profile of your prospecting client. What he might be interested in, how to catch his attention, etc. If you are targeting a narrow group of people (for example, founders of marketing agencies), the good idea is to post information that might be relevant for their occupation. If you prove yourself as a professional in the industry, you will probably get a new customer after a small discussion about the content posted. 


Content strategy is not about sales in a short-term perspective, it helps you build your personal brand and stand out in a long-term perspective.


3. What types of content are best for driving awareness?

If you would like to drive awareness to the company, products, or services you represent, you should attract the attention of readers to your company in the content posted. If you have any cases to demonstrate, you can draw them up in articles on LinkedIn, show some examples of pictures, videos, depending on the core focus of your company. Your LinkedIn profile should serve as a portfolio of your company. If it catches the attention of a prospecting client, he will be willing to get more information about a company, product, or services you represent. Do not forget that details matter. Show as much relevant experience as possible in order to drive brand awareness.


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