Before we delve into the process of creating a good LinkedIn Content Marketing Plan. Let’s help you understand why a great Content Marketing Plan on LinkedIn is your key to reaching high profile professionals/decision-makers on LinkedIn.
The Big Deal behind LinkedIn Content Marketing Plan
The high increase numbers of LinkedIn users on a daily and monthly basis makes it a good platform for every content marketer.
As of October 2018, the total number of LinkedIn users is estimated to be 590 million. About 61 million LinkedIn users are senior-level influencers and 40 million are in decision-making positions. 94% of B2B marketers use LinkedIn. That makes LinkedIn the number one channel used by B2B marketers in distributing content.
LinkedIn generates more than 50% of all social media traffic to B2B websites and blogs. 91% of marketing executives list LinkedIn as the top place to find quality content.
The above statistics make it pretty much easier to hook up with influencers and decision-makers on the LinkedIn platform.
The Bad News
But in all these, a good number of LinkedIn users, recently started what I called “Hardline back-off attitude”. There was a massive increase in the number of daily sales on the platform. That alone made selling on LinkedIn a bit hard.
How to Break Through
For marketers to break through the “Hardline back-off attitude” they must be ready to come up with a well-thought-out content marketing plan or strategy. Also, you need to be outstanding with a great profile.
The goal of LinkedIn content marketing shouldn’t be based on landing many sales. It must first focus on building and nurturing a healthy relationship with potential customers. Over an extended time. Then in their journey to deciding who to buy from. When they are finally ready to buy. It becomes much easier to close a deal with them and help them go through the buying process.
How to Create LinkedIn Content Marketing Plan
Let’s quickly delve into the guide on how to create a good LinkedIn content marking;
- Set a Marketing Goal for yourself – to avoid miss-firing or targeting. Have a focal point. You must be able to clearly state what your content making goal is. What you intend to achieve with your marketing. It could be to generate more leads, promote products and services, build a community around your business and increase brand awareness.
- Decide on where to publish your content from (the right content medium) – here you need to decide on which content medium to publish your content from. To help reach your desired audience. You must know what content medium within the LinkedIn platform that best suits your marking strategy. You can publish content through; Personal profile, Groups, Emails, Direct messages, or through your company page. You may even choose to publish on other people’s content.
Smart Note: be aware that your choice of content medium is dependent on your content types.
- Decide what content to publish (the right content types) – to create a great LinkedIn marketing content you must know how to create a good content mix of all native content types with a focus on video. Why does the video emphasize? Because in the first quarter of 2018 LinkedIn algorithm switched its focus and priority to native content video. Here is a list of LinkedIn content types; LinkedIn articles, text posts, photos, videos, links and engagement posts.