LinkedIn is an excellent resource for information. It only makes sense to leverage content marketing and thought leadership on this expansive prime real estate. While publishing your content in a variety of forums is of course, the recommended action, today we are going to focus on LinkedIn’s invaluable potential in effectively showcasing your subject-matter-expertise and thought leadership.
Company & Showcase Pages
There are more than 3 Million Companies currently leveraging Company and Showcase Pages to promote their content. This is the ideal platform for your company’s content and thought leadership. In addition to great thought leadership, you can also leverage these pages to post links to e-Books, white-paper, pamphlets, additional dot coms, and relevant content from industry news. This is an area to showcase your true motivation in helping others with what they need.
LinkedIn’s Publisher Platform
Not too long ago, this was offered solely to an exclusive group of influencers on LinkedIn. In 2014 LinkedIn began rolling this feature out to all members in an effort to provide the ability to post long-form content on LinkedIn. It seamlessly integrates with your LinkedIn Profile, allowing all visitors to your profile to view all of your blogs right from your platform. Your posts will be searchable by keywords, and depending on how many views they receive, you might even get picked up by Pulse (LinkedIn’s new app). Once posted, you have the ability to share the post in a status update, or to your groups, or individuals to whom you are a 1st degree connection. Powerful.
Cultivating Your Own LinkedIn Group:
If you can spend the time cultivating your own LinkedIn group, you may be able to establish your company as a thought leader fairly quickly. Develop your group concept around your subject-matter-expertise in relation to your company, and a targeted approach to who you will invite to join the group, and get your ideal client profile involved in your discussions. Provide pure thought leadership and incredible content positioning yourself as both an industry and product expert. Provide an area where free flow of discussions is promoted and keep your audience interested and invested.
Thought Leadership in Other LinkedIn Groups (Not Your Own):
This is another great area for your subject-matter-expertise. Join LinkedIn Groups that are already created, get involved in the discussions, post relevant content, and assist the other members when they inquire about something that is your subject-matter-expertise.
People find visual content engaging. Period. So why not share visual thought leadership? Slideshare is a user friendly platform for your visual thought leadership. Check it out at Slideshare.net.
These are paid updates that appear in the LinkedIn feed on your home page. It is visible on desktops, laptops, smart phones, tablets, etc. This helps spread your content to a targeted & engaged audience on LinkedIn.
These are just a few best practices for displaying your subject matter expertise, your content marketing, and your thought leadership that resonates with your audience. Build a purposeful network of prospects, clients, referral partners, centers-of-influence, etc., and provide them with your subject-matter-expertise. Make it about them, not about you.
- Be the first to give to your new business relationships
- Always pay it forward
- Network with purpose.
Good luck and good networking! Remember… It’s All About Leverage.