What is your content marketing goal? This can differ from one business to another, but it usually revolves around the idea of authority. When done correctly, content marketing can position your brand as an authoritative source; in other words, it gives the impression that you know what you’re doing, that you are professional, and that you are ready and able to assist your customers.

There are several ways in which authority is conveyed, of course. If you’re a plumbing company, you might post a blog sharing some tips for mitigating drain clogs—proving that you actually know your stuff, and that you have a skill set that can help customers. If you’re a financial planner, meanwhile, you can use Facebook or Twitter to share news stories about recent IRS contribution rulings, or about new college tuition savings products—showing that you are up-to-date on what’s happening in your industry.

The Benefits of Joining LinkedIn Discussions

Here’s another way to prove your authority—and it might surprise you: Contributing to discussions on LinkedIn professional groups. Virtually all companies can benefit from joining in these discussions. Just a few of the benefits include:

  • Yes: Proving your authority by engaging with topics and issues related to your industry.
  • Gaining prestige within your industry or niche.
  • Connecting with other companies within your field—possible clients, vendors, or partners, in some form or fashion.
  • Sharpening your own skillsets and keeping abreast of what’s going on in your vertical.
  • Driving traffic to your LinkedIn page, and perhaps to other company assets—websites, blogs—as well.

Tips for Joining LinkedIn Discussions

These benefits are significant, yet they’ll only be realized when you engage in LinkedIn discussions correctly. A few tips for doing so include:

  • Stay relevant. Keep to groups and discussions that actually pertain to your industry. Now, this may mean engaging in discussions related to things that are just on the periphery of your industry, or even are interconnected with your industry. A plumber might post in discussions related to home contracting, property management, or property investment, because contributors to those groups may all be in need of a good plumber, and your expertise may prove relevant. You wouldn’t post in a group for restaurateurs or bookstore owners, though; that would just be too great a stretch.
  • Remember that your goal is to offer knowledge and authority, and to make connections—not to promote or to spam. Keeping to relevant discussions is one way to ensure this. Also make sure you’re not just talking up your own services or posting links to your company blog.
  • Don’t be afraid to start a new discussion in a relevant group—perhaps posting a relevant news story and asking for feedback or opinions. This is a great way to be engaged and to get your name out there among your peers.