Posting engaging content regularly on your LinkedIn business page is a great way to build your brand, attract new followers, and increase engagement with your target audience. Unlike your personal LinkedIn profile, business pages allow you to publish long-form posts, share updates, and post multimedia content.
With over 740 million members worldwide, LinkedIn is the largest professional social media platform and a key channel for B2B marketing and lead generation. Having an active company page with fresh content demonstrates your brand’s thought leadership, helps you rank higher in LinkedIn searches, and positions your business as an authority in your industry.
But what’s the best way to share content on LinkedIn to maximize reach and engagement? Here are some tips on creating and posting content to your LinkedIn business page.
Types of Content to Post
The key to an effective LinkedIn content strategy is to post a variety of content types that provide value to your followers. Consider posting a mix of the following:
- Thought leadership articles and long-form blog posts – These demonstrate your expertise and establish your brand as a trusted resource.
- Infographics, photos, videos – Visual content can be more engaging than text alone. Just make sure files are optimized for LinkedIn.
- Case studies and client success stories – Show how you’ve helped others.
- Company news and announcements – Share milestones, new products/services, events, awards.
- Links to other resources – Share relevant articles, whitepapers, research.
- Career or industry advice – Offer tips and how-to’s valuable to your audience.
Aim for a mix of educational content that addresses pain points, thought-provoking ideas that spark discussion, and inspirational stories that connect on an emotional level.
Best Practices for Writing LinkedIn Posts
Follow these best practices when writing content for your LinkedIn business page:
- Focus on quality over quantity. Better to post less frequently but with in-depth, useful content.
- Keep an educational tone. Avoid overly promotional language.
- Write snappy headlines that capture attention.
- Use subheadings, lists, and multimedia to break up large blocks of text.
- Optimize paragraphs for skimmability.
- Use keywords relating to your industry or niche to help with SEO.
- Include relevant hashtags to extend reach.
- Pose questions to spark discussion.
- Share links to landing pages to drive traffic.
Here is a comparison of good vs. bad LinkedIn headline examples:
| Good LinkedIn Headline Example | Bad LinkedIn Headline Example |
|---|---|
| 5 Must-Have SEO Tips to Get Your Content Ranking | New Post on Our Blog |
| How to Foster Innovation: Lessons from 5 Industry Disruptors | Check Out Our Latest Article |
Ideal Length and Frequency for LinkedIn Posts
Aim for posts between 300-500 words so they aren’t too difficult to digest on mobile. Posts with 2,000+ words may appear truncated with a “See more” link.
For post frequency, 1-2 times per week is ideal. Daily posts may be perceived as spammy while less than weekly is not frequent enough.
Here is a table with recommendations on ideal post length and frequency:
| Content Type | Ideal Length | Ideal Frequency |
|---|---|---|
| Blog article summary | 300-500 words | 1-2x per week |
| Thought leadership | 600-2000 words | 1-2x per week |
| Case studies | 600-1000 words | 1-2x per month |
| Infographics/media | N/A | 1-2x per week |
| News announcements | 300-500 words | As needed |
How to Format LinkedIn Posts for Maximum Visibility
LinkedIn offers both Sponsored Content and organic posts. Here are some formatting tips for unpaid organic posts to maximize visibility:
- Include an eye-catching image or video thumbnail – posts with media get more engagement.
- Use a clickable headline that encourages clicking.
- Craft a compelling post summary – this preview text encourages opening the full post.
- Place important info like CTA’s at the top since many won’t read the entire post.
- Break text up into short paragraphs for easier reading.
- Use numbered or bulleted lists to showcase key takeaways.
- Include links to external sites to drive traffic.
- Use @mentions of other profiles to widen distribution.
- Publish at optimal times when your audience is most active.
Posts less than 130 characters will appear directly in the LinkedIn feed. Longer posts include a “See more” link.
When to Post on LinkedIn for Maximum Engagement
Here are the best times to post on LinkedIn for the highest click and engagement rates:
- Tuesday, Wednesday – Weekday posts get 25% more engagement than weekends.
- 7-8 AM, 5-6 PM – Outside of working hours when people check LinkedIn.
- 12-1 PM – Some engagement during lunch hours.
- Avoid – Mondays (low engagement), Fridays, and weekends.
Tuesday and Wednesday posts tend to see the most engagement. Schedule your posts in advance using tools like Hootsuite or Buffer to post at optimal times.
The table below shows optimal posting times for each time zone:
| Time Zone | Best Time to Post |
|---|---|
| Pacific Time | 7-8 AM, 5-6 PM |
| Mountain Time | 8-9 AM, 6-7 PM |
| Central Time | 9-10 AM, 7-8 PM |
| Eastern Time | 10-11 AM, 8-9 PM |
How to Share Blog Content on LinkedIn
Linking to your latest blog content is an effective way to repurpose content and increase traffic to your website. Here are some tips for sharing blog posts:
- Shorten URLs using Bitly. LinkedIn’s algorithm favors short links.
- Write a compelling post headline and description summary.
- Upload a relevant image to make the post more eye-catching.
- Only share your best, most useful blog content.
- Repurpose evergreen content. Surface older posts that are still relevant.
- Retarget key blog posts multiple times. Continually promote your best content.
- Follow blog posts with a newsletter to re-engage readers.
- Post at optimal times for clicks and shares.
Use LinkedIn’s analytics to see which blog posts perform best. Double down on repromoting those pieces of high-quality content.
Leveraging LinkedIn Groups
Joining and participating in relevant LinkedIn Groups related to your industry or niche is a great way to connect with prospects and get in front of new audiences. Here are some tips for LinkedIn Groups:
- Join Groups with your target audience and engage in discussions.
- Share your blog posts and company content to the Groups you’ve joined.
- Avoid blatant self-promotion. Offer insights and advice to establish expertise.
- Build relationships by commenting on other’s posts.
- Post discussion topics and ask Groups questions to spark conversation.
- Monitor Group analytics to see engagement on your posts.
- Contribute consistently. Become a trusted member of the Groups.
Choose a few niche Groups instead of joining too many. Provide value by sharing insights before promoting your company.
Measuring Your LinkedIn Content Strategy Results
Consistently analyze your LinkedIn content efforts using the platform’s analytics to determine what works. Review these metrics:
- Post reach and impressions
- Engagement rate
- Clicks on links
- Shares, comments, reactions
- Follower growth
- Website traffic from LinkedIn
Compare engagement on different post types, topics, headlines, image vs video, and calls-to-action. Identify trends in your top-performing content then create more of that.
You can also use third-party social media analytics tools like Sprout Social to track LinkedIn performance.
Tips to Increase Engagement
Here are some additional tips to boost engagement on your LinkedIn business page content:
- Leverage employees to share company page posts with their networks.
- Promote your page through email signatures and website links.
- Run occasional contests, surveys, or giveaways to increase followers.
- Partner with influencers and thought leaders for guest posts.
- Engage with followers by responding to any comments.
- Use @mentions of others when relevant.
- Send update summary emails to re-engage inactive followers.
Promoting Your Page Through Paid Ads
While organic content is free, you may consider investing in paid LinkedIn advertising to further promote your page and content.
- Sponsored Content – Pay to amplify specific posts.
- Text Ads – Pay-per-click ads appear in the LinkedIn feed.
- Dynamic Ads – Target ads using Lead Gen Forms.
- Message Ads – Send targeted sponsored InMail messages.
Paid ads allow hyper-targeting by job title, industry, interests and more. Use A/B testing to optimize ad performance and landing pages. Investing in paid promotion can significantly increase content reach and conversion rates.
Conclusion
Posting great content regularly on your LinkedIn business page, sharing blog posts, and participating in Groups are all great ways to organically grow your brand and followers on LinkedIn. Use relevant hashtags, mentions, optimal posting times, compelling headlines and visuals to maximize reach and engagement. Promoting high-quality content consistently, then analyzing and optimizing based on performance metrics, is key to LinkedIn content marketing success. Combining organic and paid promotion can help you meet your brand awareness, lead generation and website traffic goals.
