What to Post on LinkedIn to Reach New Audiences

What to Post on LinkedIn to Reach New Audiences

A solid LinkedIn content strategy can help you connect with potential applicants, investors, and industry thought leaders. The possibilities are limitless!

The key to success? Know what to post on LinkedIn.

We’ll show you how to create an effective LinkedIn content strategy along with seven proven post formats to help you achieve your goals:

How to create a LinkedIn content strategy

To create a LinkedIn content strategy that really works for your business, you first need to outline your content marketing goals:

Step # 1: Outline Your Marketing Goals

Setting marketing goals will keep your efforts focused and measurable. They are also a great opportunity to test how a platform’s audience (and intent) aligns with your overall goals.

LinkedIn, for example, is a place for job-related discussions. People often use the platform to search for job vacancies, career tips, and industry insights.

With this in mind, your LinkedIn marketing goals may include any or all of the following:

  • Attract talent for job vacancies
  • Increase brand awareness with industry experts
  • Positioning executives as experts or thought leaders in a specific industry
  • Improving employee loyalty and satisfaction
  • Build relationships with industry leaders, potential investors, and key decision makers in the business world

A deep understanding of what you want to achieve on LinkedIn is essential to your editorial decisions and will help you measure the success of your endeavors.

Step # 2: Create a LinkedIn Content Strategy Strat

Once you have a crystal clear picture of what you want to achieve on LinkedIn, you can develop a content strategy that supports your goals.

For example, if you want a more diverse pool of candidates for a job posting, you can partner with a variety of thought leaders in your industry or post on LinkedIn groups dedicated to diversity and inclusion.

By placing your goals at the center of your content strategy, you can build on your message and make a measurable impact.

Are you ready to take your LinkedIn strategy to the next level? Plan and plan yours Linkedin posts in advance with later:

What to Post on LinkedIn: 7 Content Ideas for Viral Growth

Whatever your goals for LinkedIn marketing, these proven formats are the best way to reach new audiences on the platform:

  1. Inspirational storytelling
  2. Interactive content
  3. Employee spotlights
  4. Corporate milestones
  5. Video contributions
  6. Career advice, events and opportunities
  7. Thought leadership

What to Post on LinkedIn Idea # 1: Inspirational storytelling

LinkedIn may be home to professional conversations, but people are still at the heart of the app.

The more inspiring and motivating your post, the better it will work.

And authentic storytelling works for almost any brand. From stories to adversity to personal development, all you need are the real-life stories that made your business trip what it is today.

What to Post on LinkedIn Idea # 2: Interactive Content

If you’ve ever thought about the secret to LinkedIn’s success, look no further.

Sharing highly interactive content (which encourages likes, comments, and shares) will accelerate the app’s viral growth.

Why? Because LinkedIn’s home feed consists almost entirely of posts that your network shares or that you interact with.

LinkedIn has one too tons of new features specially designed to encourage as many interactions as possible.

For example, LinkedIn polls are an easy way to get clicks on your content – while emoji reactions are a creative polling technique.

Engagement-focused posts can be used to support a whole range of different goals and make them preferred content.

If your goal is to increase product awareness, you can ask for feedback on your latest developments. If you want to increase employee retention, create posts that stimulate discussion about company benefits and performance.

Do you want to keep up to date with the latest LinkedIn tools? Discover 5 LinkedIn Features That Are Perfect For Brands.

What to Post on LinkedIn Idea # 3: Employee Spotlights

If one of your LinkedIn marketing goals is to attract new talent to your company, highlighting existing employees is a good place to start.

By showcasing the people behind your brand (and their career paths), every company becomes more human and personable.

This format is particularly beneficial for brands that are changing their attitude towards hiring or looking to promote talent from different backgrounds.

What to Post on LinkedIn Idea # 4: Company Milestones

In case you haven’t noticed, people love to love on LinkedIn – which is why celebrating corporate milestones is a fail-safe format in the app.

Sharing success stories is a great way to build your company profile on LinkedIn and can also bring your community of employees together through experiences of achievement. Win win.

TIP: Tag important team members or stakeholders in your post subtitles for additional visibility.

What to Post on LinkedIn Idea # 5: Video Posts

Video content is ascending across all social media platforms – and that applies in particular to LinkedIn.

In fact, you will likely see a video post within seconds of scrolling through your LinkedIn home feed.

The reason? Videos are super engaging. Plus, they’re a great brand storytelling format that can really create a sense of community and stimulate conversation on your channel.

ICYMI: You can Image and video contributions plan video to LinkedIn company pages with Later – and it’s completely free!

What to Post on LinkedIn Idea # 6: Career Advice, Events, and Opportunities

Audiences on LinkedIn usually use the platform for career advancement – so sharing content that meets this intent is almost guaranteed to work well.

Career motivational tips, interview tips, and job openings are all important pieces of content on LinkedIn and can be great benefits in nurturing an engaged community.

TIP: Use LinkedIn Live to host panel chats on trending professional topics or share a series of roundtables LinkedIn stories for a looser approach.

What to Post on LinkedIn Idea # 7: Thought Leadership

After all, you can always count on a thought leader when looking for something to post on LinkedIn.

People love reading and sharing industry-specific articles on LinkedIn, and it’s a great way to position yourself as a subject matter expert in a particular field.

For the best results, use LinkedIn’s built-in features (such as articles or documents) to share your thought leadership content and add a strong call-to-action to your post label.

This can be a simple question, or it can ask your audience to respond with a specific emoji if they found the piece helpful.

And there you have it, our top 7 content ideas to post on LinkedIn.

LinkedIn is often overlooked as a marketing channel, but with clear goals and the right content strategy, you can get measurable results for your business.

Plan and schedule your LinkedIn posts along with all of your other social content LaterIt’s easy to use social media management tools! Sign up today – no credit card required.

Written by

Jillian Warren

Jillian is the editor of Later. As an expert in social media strategy and content marketing, she has worked in both London and New York. Next up? Lisbon and Paris! You can reach her on Instagram here: @jillwrren.