How to Create a Conversion-Powered Content Strategy on LinkedIn

Post written by Ryan Gould
On Thursday, December 20th, 2018

As a company, you’re probably using LinkedIn to display all your past work history in one place and to connect with other professionals in your industry.

But LinkedIn isn’t just a digital resume for your brand.

With a few tweaks to your profile and a solid strategy in place, you can turn LinkedIn into a conversion powerhouse. In fact, it’s the ideal platform for social selling, which is a term used to describe the act of creating an engaged network to sell to.

Sound good?

If the answer is yes, it’s time to start thinking about what you post on LinkedIn.


Why Do You Need a Content Strategy on LinkedIn?

As well as being the most effective social media platform for conversions, there are more than 40 million decision makers that regularly use LinkedIn which means you have a direct line to buyers.

These people don’t have anyone above them that they need to consult before they make a purchase, and they’re often actively looking for new products, services, and tools via LinkedIn.

This is because LinkedIn is full of real people. You need to have your full name and a headshot displayed along with a detailed listing of your previous work history.

Basically, it’s a difficult platform to be fake on.


But perhaps the most promising thing about LinkedIn is that 80% of marketing leads sourced through social media come from LinkedIn, making it an incredibly effective way to land more clients and customers in an authentic way.

And, with the Pulse feature that allows users to publish their own content under several different tags, it’s easier than ever to use content marketing to create and deepen connections.

First things first…

Set Your Goals and Objectives

Before you create any kind of strategy, it’s important that you know what you want to achieve with it. Think about the focus of your business and how LinkedIn fits into that.

For example you might decide to use LinkedIn to:

  • Promote and drive traffic to your blog
  • Increase awareness and authority of your brand
  • Generate more leads and make more sales
  • Boost your revenue

Know Who You Want to Connect With

After you’ve determined your goals and objectives for your content strategy on LinkedIn, it’s time to figure out who you want to connect with (a.k.a. your target buyer).

This comes from knowing what your unique selling point (USP) is in your market and the key pain point your product or service helps solve. If you don’t know this, go back to the drawing board until you’ve figured it out, and then:

  • Research relevant LinkedIn groups that your target buyer might be hanging out in
  • Use relevant keywords in the LinkedIn search bar to find target buyers (for example, if you sell an analytics product to Chief Marketing Officers of organic food brands, type in “Chief marketing officer organic” to get a list you can then start honing in on)

Make Sure Your Profile is Filled Out

The next step is making sure your profile is inviting and does its job.

It’s not enough to just write a few sentences about what you do and hope for the best; you need to get strategic, especially if you want to boost your authority and position your brand as an industry thought leader.

The main tasks you should focus on are:

  • Creating a captivating headline that highlights your job role in a couple of words
  • Ensuring your summary shows what you do and who you do it for in two lines or less
  • Adding keywords to your description that highlight your key skills and expertise

Research Content Ideas

Now it’s the fun part.

LinkedIn is actually a great tool for content inspiration, simply because there are so many professional people having discussions about all parts of business. There are a couple of ways you can leverage the features of LinkedIn to give you a slew of ideas.

You can:

  • Dig into relevant LinkedIn groups and see what kind of content they’re sharing and the questions they’re asking
  • Take inspiration from your target buyers by clicking through to their profiles and seeing what kind of content they’re sharing
  • Use BuzzSumo and simply punch “” into the search bar to see what pieces are getting shared the most

Create Content Geared Towards Conversions

The content you create will depend entirely on the research you carried out in the previous step.

Let’s take the organic food brand CMOs as an example.

You might find that they’re sharing a lot of content about authentic marketing, so you can create content that’s geared towards that topic.

There’s no point posting stuff about the intricacies of analytics – even though that might be of interest to you – because you’ve found out that your audience aren’t talking about that particular part of business.

Once you’ve got some topic areas to cover, remember to:

  • Stick to a schedule – consistency is key when it comes to generating conversions. The more regular you are with your posting, the more accustomed your target buyers will be to seeing your content show up in their feed and it will keep you front-of-mind
  • Educate and engageyour content needs to draw in your target buyers and keep them engaged, but it should also educate them on why your product or service is the solution to a problem they have
  • Add a call-to-action (CTA) – without a CTA, you could be missing out on potential customers. A simple “sign up for a free trial” or “book a call today” at the end of a post shows readers what to do next after they’ve consumed your content

Your Conversion-Powered Content Strategy is Ready to Go

Now you’ve got everything you need to put together a content strategy on LinkedIn that is geared towards conversions.

You know who you’re targeting and you know what topics your audience want more of, now it’s a case of consistently creating content that’s educational, engaging, and inspiring with a prominent and enticing CTA at the end to push prospects into that all-important sales funnel.

About the Author:
From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients at Elevation Marketing. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations.Ryan is known for taking complex marketing and business challenges and developing solutions that simplify processes while driving customer outcomes and business value.

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