LinkedIn is the world’s largest professional networking platform with over 700 million users worldwide. It allows you to connect with other professionals, find jobs, share content, and build your professional brand. One of the most popular activities on LinkedIn is sharing content to engage your connections and grow your audience. Here are some tips on how to effectively share content on LinkedIn.
Why Share on LinkedIn?
There are several benefits to sharing content on LinkedIn:
- Build your professional brand – Sharing valuable content shows your expertise and thought leadership in your industry.
- Engage your network – Useful, interesting content keeps your connections engaged and likely to follow your updates.
- Increase reach – Content shared on LinkedIn has the potential to be seen and reshared by your 1st, 2nd and 3rd degree connections.
- Drive traffic – Links you share on LinkedIn can drive visitors to your website or blog.
- Find new connections – Sharing content allows you to connect with professionals who have similar interests and roles.
In summary, sharing on LinkedIn allows you to strengthen relationships, demonstrate knowledge, and position yourself as an industry expert. The right content strategy can help you build your brand and reach a large targeted audience.
What to Share on LinkedIn
The key is to share content that will interest, inform, or inspire your professional audience on LinkedIn. Here are some top types of content to share:
- Industry news and insights – Share the latest news, trends, and insights relevant to your industry. This shows you are knowledgeable about current events.
- Thought leadership articles – Share articles and thought pieces where you provide expertise and perspective on your industry.
- Case studies and examples – Show how you solved real world problems for clients or customers.
- Company and product updates – Share news about your business, products, services, milestones and achievements.
- Behind-the-scenes content – Give a glimpse of your company culture, values, and team through photos, videos, and stories.
- How-to guides – Provide tips and tactics your audience can implement right away.
- Research reports and statistics – Share key data and takeaways from surveys, studies, and reports.
- Slideshares and infographics – Use visual content to make data easier to digest.
- Live videos – Record short live videos to engage your audience in real time.
- Quotes and inspiration – Share motivating quotes and uplifting messages.
The goal is to provide a mix of educational and inspirational content that builds trust and showcases your expertise.
Where to Share Content on LinkedIn
LinkedIn offers several options for sharing content. Here are the main places you can share content:
- Personal feed – Post articles, images, videos, and documents directly on your profile feed for your connections to see.
- Company page – Share industry updates, news, and content on your LinkedIn Company page.
- Groups – Join relevant professional groups and share content to that group’s feed.
- LinkedIn publisher – Publish longer-form posts using the LinkedIn publishing platform.
- LinkedIn videos – Upload and share video content up to 10 minutes long on LinkedIn.
- Showcase pages – Create a showcase page to highlight a product, service, case study or culture.
Determine which option is best based on the type of content and your goals for sharing.
Tips for Sharing Effectively
Follow these best practices to get the most value when sharing on LinkedIn:
- Provide commentary – Don’t just post a link. Add your perspective on why it’s worth reading.
- Use multimedia – Combine links, images, infographics, and video for more engagement.
- Vary content types – Share a mix of articles, quick tips, research, videos, etc.
- Engage your audience – Ask questions, run polls, encourage comments and feedback.
- Post consistently – Share content 1-2 times per day to stay top of mind.
- Watch timing – Avoid early morning or late night. Mid-day and mid-week are ideal.
- Use hashtags – Include relevant hashtags so your content is discoverable.
- Tag mentioned people or companies – This allows them to reshare your post.
- Track performance – Analyze engagement and clicks to see what content resonates.
- Follow up and connect – If you get comments or new followers, follow up to build the relationship.
LinkedIn Post Examples
Here are some example posts across different content types.
Industry News Post
[Commentary] This is a concerning new trend for retailers. It will be interesting to see how companies adapt. [Article Link] What are your thoughts on how retailers can drive more in-store traffic? #retail
Thought Leadership Post
Excited to share my latest piece on the 5 customer retention strategies that work in 2023. [Article Link] Let me know what retention tactics you’ve found most effective! #customerretention
Behind the Scenes Post
Our marketing team had a blast at our annual summer outing! Company culture and team building are so important. [Photo] Wishing everyone a fun and safe summer! #companyculture
Infographic Post
The remote work trend is growing! Here are some interessing statistics on the rise of remote employees: [Infographic] What do you think the future of remote work looks like? #remotework
Video Post
Check out our latest product demo video highlighting the key features of our project management software: [Embedded Video Link] Let me know if you have any other questions! #projectmanagement
LinkedIn Post Frequency
When it comes to how often to post on LinkedIn, here are some general guidelines:
| Account Type | Ideal Post Frequency |
|---|---|
| Personal account | 1-2 times per day |
| Company page | 1-2 times per day |
| Group participation | 2-3 times per week |
| Publisher articles | 1-2 times per week |
The key is sharing consistently, but avoid spamming your network with too much content. Monitor how your posts are received and adjust frequency based on engagement.
Measuring LinkedIn Post Performance
LinkedIn provides metrics to analyze how your posts are performing. Track these key metrics:
- Impressions – The number of times your post was shown to users.
- Clicks – How many times users clicked your post or links within it.
- Reactions – Likes, comments, and reshares.
- Followers – Any new followers you gained.
- Shares – How many users reshared your post to their own feed.
Review this data regularly and aim to create content that drives up engagement, clicks, and shares. Popular posts can be repurposed and reused in the future.
Do’s and Don’ts
Keep these LinkedIn sharing do’s and don’ts in mind:
Do:
- Provide valuable insights and commentary
- Post multimedia content
- Engage your audience
- Use hashtags and tagging appropriately
- Monitor performance and optimize
Don’t:
- Post spam or overt self-promotion
- Automatically repost your tweets
- Only share links without context
- Overuse hashtags or tags
- Post at odd hours
Conclusion
Sharing high-quality and relevant content is key to building connections and driving engagement on LinkedIn. Focus on educational, inspirational, and thought-provoking content that aligns with your industry and brand. Analyze performance data to refine your sharing strategy for maximum impact.
With these best practices, you can leverage LinkedIn sharing to strengthen your professional network, highlight your expertise, and position yourself as a trusted voice in your field.