Creating Content for Your LinkedIn business page

Two laptops for LinkedIn content creation


You have this shiny new business page with your company name, logo, and business information but it looks kind of bare. One great way to rectify this is to share content on your page. There are many benefits of sharing content. You may see an increase in traffic to your website especially if a post becomes very popular. It can solidify your company’s brand within the community. It helps promote your company’s culture. Your company is unique and people will find it much easier to connect to if your messaging is on display for all to see.


Creating content for LinkedIn has its own challenges. You can easily overcome these challenges as long as you remember a few simple guidelines.
Create content that provides the reader value. Sounds obvious, but your LinkedIn audience tends to be very business oriented and expect to receive value if they are going to read your post.
Don’t try to use this medium for self-promotion. Self-promotion, or the Look At Me strategy, is typically not going to be as effective. Create value for the reader and you will eventually establish your brand as an industry leader.
It doesn’t always have to be about you, so try promoting other content from peers. If your peers have written a great article that your audience would benefit from, go ahead and share it. Obviously, if you create original value adding content, that does wonders for your brand. By sharing value adding content you also demonstrate that you are in the know.


Login to LinkedIn company page and click on the manage page button. This will take you to a specialized dashboard. This dashboard allows you to monitor metrics like engagement, comments, shares, and new followers. Just to the right of these metrics is an input box that allows for sharing of existing blog posts, and images. You can also write an article from here directly, though this is not recommended.


A great option for sharing content on your business page is to copy and paste the blog post URL directly into the recent updates input box. Once the URL is recognized, LinkedIn will generate the preview for your post. If you want, you can then delete the URL and replace it with a descriptive title. This is a nice feature if you want to add a more targeted headline.
Another advantage of sharing content manually is the ability to control what articles are shared to the network. An article developed as a resource to guide people through the creation of an agile marketing workflow will probably perform better within the LinkedIn network than your “fun” post about Star Wars theories. Basically, it boils down to knowing your audience. This is not to say that the Star Wars post wouldn’t be enjoyed by the very same people. It is more about where they encounter the post. LinkedIn typically has an assumed business value where as other social platforms might be more appropriate for the “fun” piece.


If you are concentrating your promotional efforts towards LinkedIn and your articles are business or industry specific then I would recommend utilizing the LinkedIn API. By leveraging the LinkedIn API, your posts now have the ability to be shared directly to LinkedIn as soon as you post them to your blog. This is extremely handy and should definitely be incorporated if your company blog falls into the above category, just for the time saved alone. Not to mention forgetfulness. Who hasn’t created content at one point and simply forgotten to add a social outlet?
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