LinkedIn is interesting because of the fact that it has 500 million users, but only 3 million share content on a weekly basis. This gap presents an opportunity for legal marketers and makes it easier to grab the attention of your audience than it typically is on other networks such as Facebook and Twitter. Therefore, LinkedIn content marketing is a great way to take your legal content further and maximize its visibility. Here’s how to go about it the smart way.
Publish Original, Longform Content
One of the best things about LinkedIn is that it allows you to write and publish original content to share with your audience from directly within the interface. Their publishing system is also quite user-friendly and easy to use, which is an added plus. You can seamlessly add pictures and links as well as create headlines.
In addition to curating your own content as well as content from other relevant sources, you should get into the habit of routinely posting original, longform content. Everyone knows by now that longform is the way to go in 2017. If you’re looking for a concrete word count to aim for, Backlinko reports, “The average word count of a Google first page result is 1,890 words.” This is the type of content that gets the most shares, engagement and search engine exposure.
Posting on LinkedIn particular has been known to get palpable results, and content going viral isn’t uncommon. While it’s probably not realistic to publish original, longform content on a frequent basis, it can definitely give you a surge even if you do so just once a month.
Incorporate Commonly Shared Headlines
ClearVoice performed a study where they analyzed some of the most popular content on LinkedIn to determine an underlying correlation. Through their research, they identified 20 of the most common phrases found in headlines that received the most shares in Q3 2016. Here they are:
- Successful People: 91,729
- Right Now: 88,182
- First Time: 76,578
- Job Interview: 72,357
- Best Employees: 70,964
- Best Reasons: 68,167
- Employees Quit: 66,773
- Finally Offering: 61,468
- Science Says: 53,756
- Study Finds: 43,810
- Next Big: 41,740
- People Want: 47,808
- Helps One: 31,433
- Work Helps: 31,433
- Crazy Hours: 31,319
- Stop Touting: 31,113
- Touting Crazy: 31,288
- Make Better: 31,113
- Now Available: 31,019
- Announce Shares: 30,309
Incorporating these words into your headlines definitely gives you an advantage and increases your odds of getting a favorable response.
Mention Key People and Events
Here’s another tip. Mention an influencer that may be of interest to your audience so they can learn more about a particular topic. Simply use the “@” before the person so your readers can instantly click and be taken to their LinkedIn profile page.
You can also spotlight events that you are attending or have attended in the past. Doing this will sometimes spark interest and encourages digital discussion where you can give your take on things.
LinkedIn content marketing has a lot of potential simply because of the fact that it’s so underutilized. If you do the math, only 0.006 percent of LinkedIn users share content weekly, which makes it an ideal resource. Following these tips should help expedite your progress and get you the results you’re looking for.
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