Creating a Content Strategy on LinkedIn

What social media platform grew 50% since last year? – LinkedIn.

There are multiple marketing solutions that Linkedin has to offer like sponsored updates, follow campaign, in-mails, etc. You can find them here at LinkedIn Adspecs

Let’s start with how someone can create a content strategy on Linkedin

Client Audit

Start by downloading or copy-pasting all the updates that the client has published in the last 6 months. For company pages, the download feature is not available and hence you need to copy the updates and paste them in Excel (takes 10 seconds). It will look something like this –


Recommended for YouWebcast: A Week in the Life of an Agile Creative Team

For the uninitiated, I’ll briefly mention what all the titles stand for:

1. Audience : In LinkedIn, you can choose to display certain updates to certain categories of your followers. You can filter by  Company size, Industry, Function, Seniority, & Geography. It’ll even tell you the number of people that the update would reach. Calculating the reach and comparing that with the impressions per post could give you a pretty good idea about the level of engagement

2. Sponsored: Distinguishes between a sponsored update and one that is not. If it says Sponsor, then it’s not sponsored. Its a link that takes you to their advertising dashboard.

3. Impressions: The number of times (not people) that the update was shown to LinkedIn members

4. Clicks: Number of clicks on the update, the company name or logo. 

5. CTR: Clicks divided by impressions

6. Interactions: Likes, comments and shares

7. Engagement: The number of interactions, clicks, and followers acquired divided by the impressions. Its always higher than CTR

After you have saved your spreadsheet, its time to start sorting the data to reveal insights. The most crucial data that you need to sort through are your engagement rates, impressions and interactions.

A. Engagement Rate:

Start with sorting the engagement rate data in descending order and take a look at your top performing updates. Is there a common theme to them? Are they all images? Do they represent emotion, inspiration, or even a how-to? By looking at the overall engagement rate, you can get a pretty good idea about what the target audience in your industry looks for in terms of content.

B. Impressions:

If you sort the impressions data in descending order as well, you can get an estimate on what data LinkedIn thinks should be best served to your followers. You’ll notice early on that certain updates of a single theme may have totally different impressions. Although LinkedIn has not confirmed this, it does deliver content to members on the basis of their activity on LinkedIn. By tracking activities like status updates, post interaction, job profile, search usability, etc. it determines whether a bottle manufacture A gets to see your company’s update and whether bottle manufacture B doesn’t.

I say this because LinkedIn has slowly transitioned itself into a content discovery platform with the introduction of “influencers” and the acquisition of “Pulse” and “Slideshare”. Here’s a great slideshare created by LinkedIn that talks about the importance of content when promoting a company

C. Interactions:

Plain and simple – the higher the number of likes, shares and comments, the more engaging that content is. Take a look at your best performing posts, in terms of interactions, and open them in a new browser. Now go through the profiles of the people that have liked and commented on your post. There could be a possibility of a false positive. It could only be a handful of people (employees, robots, spammers, or individuals), instead of a diverse group of people, that like and comment on your posts regularly. The silver lining though, is that you can now find your most engaged audience, and market to them directly.

Now that you’ve got a pretty good idea of what content your client publishes, you can now look at your competitors and establish a baseline of the average industry performance

Industry Analysis

I recommend that you use a tool called BuzzSumo, which basically scrapes the internet to find what content is being shared across the major social platforms. The numbers aren’t perfect, but its a good starting point. E.g. if your client is in cloud computing, then all you have to do is type that keyword in the search box, and the website populates a list of all the articles, infographics, videos, and interviews that talks about cloud computing.



You need to export this data, and then sort through the types of content that gets shared the most a) in general and b) on LinkedIn. It helps to get an idea about what people consider suitable to share on a professional network such as LinkedIn.

Derive Insights

Now you gotta soak in all of the information, do a bit of competitive analysis, and filter down to 4-5 types of top-performing content. They could be inspirational, productivity based, or even a top-5 list of the best tools available in that specific industry. It needs to be something helpful, unique, brand new or  inspiring. More importantly, it should be something that is share-worthy and exciting to the target audience. Once you get a handle on what content gets shared on LinkedIn, you can start creating your own content, and post it in a) a highly targeted manner, and b) only when your target is more likely to be online.

Discuss This Article

Comments: 0

Add a New Comment

Thank you for adding to the conversation!

Our comments are moderated. Your comment may not appear immediately.