Creating great, shareable content for social media is hard: How can you stand out from the crowd without dumbing down your brand with clickbait and cliches?
If you're playing the long game, there's no doubt that quality content is the way forward. Well-written, researched articles will emphasise the professionalism of your company.
These tips will get you on the right track for creating quality, shareable content for LinkedIn:
1) Rich media
By adding an image - almost any image - your post will stand out in the stream of updates in your followers' feeds. However, picking the right image can be tricky. At the very least, the image shouldn't give off a vibe that contradicts the overall message of your post. At best, it should be a valuable addition to your story - or even capable of conveying a message on its own.
You may even consider adding a headline to the image itself (using Photoshop, for instance) as this will make your post even more attention-grabbing in the feed.
2) Avoid insulting the intelligence of your audience
Don't be tempted by the short-term gains provided by clickbaity headlines. You may see a spike in engagement on a post with alluring headlines with little or no payoff in the article itself. But it isn't worth it in the long run as your followers will abandon you if you keep wasting their time.
There are other ways of making interesting headlines but it does take a bit of effort.
3) Ask for engagement
Don't be shy - ask your readers for engagement. But don't merely ask for shares or likes - instead you could ask a question which your readers can answer in the comments section.
This way, your post will get traction among your readers' followers and it may even heighten the quality of your post if a sound discussion takes place in the comments.
4) Use external content and get Google juice
All the attention you get from your followers on LinkedIn can also be put to good use outside the social media realm.
If your posts are long-form or more traditional blog post format, you should consider posting them on your website and use LinkedIn to notify your followers, whenever a new post goes live.
At MSI, we create a new LinkedIn Tip of the Week blog post every week. In a year, this enriches our website with more than fifty LinkedIn-focused articles which in turn gives us a higher rank in Google's search results regarding LinkedIn. We use our newsletter, LinkedIn and Facebook as ways of generating traffic to our blog posts.
You can tailor your posts on the different SoMe channels to suit the intended audience and you can even post your updates at certain times (e.g. after working hours) when your readers are most active.
It may take some time to find the perfect formula but after a while you will get the feel of what your audience prefers and this will make your job a lot easier.