LinkedIn Content Marketing: A Step-By-Step Guide on How to Do Content Marketing On LinkedIn

LinkedIn%20Content%20Marketing.%20A%20Step By Step%20Guide%20on%20How%20to%20Do%20Content%20Marketing%20On%20LinkedIn LinkedIn Content Marketing: A Step-By-Step Guide on How to Do Content Marketing On LinkedIn

Content marketing is an increasingly popular tool used by businesses and professionals to help promote their products, services and expertise. But how do you use LinkedIn to achieve this? This step-by-step guide will provide an overview of content marketing principles, strategies, and tactics that you can use to leverage the power of LinkedIn to grow your business. 

Before we dive into the steps for LinkedIn content marketing, let's take a few moments to understand the basics of content marketing. Content marketing is the process of creating and distributing valuable and relevant content to attract, retain, and engage a target audience. It is used throughout the sales and marketing process to build relationships, educate prospects and customers, and stay top of mind. 

Now that you understand the basics, let us move to content marketing on LinkedIn: 

How to develop a content marketing strategy for LinkedIn

A content marketing strategy for LinkedIn can help your business grow and make you stand out in a crowded digital market. Content marketing is all about creating content that engages and connects with your potential customers, helps them understand the value of your products or services, and drives them to take action.

Developing a content marketing strategy for LinkedIn can be a great way to reach your target audience and create content that resonates with them. To get started, let’s take a look at how to create an effective content marketing strategy for LinkedIn below:

1. Determine your target audience

First and foremost, it’s important to determine who your target audience on LinkedIn is. Identifying who your target audience is will help you create content that resonates with them and is tailored to their needs. After all, the content you create should be relevant to the people you’re trying to reach.

How to Determine your LinkedIn content Marketing target audience

At nearly 740 million users, LinkedIn is one of the largest and most used professional networking platform in the world. With this vast potential audience, it makes sense to leverage that user base to reach a larger target audience. Crafting your LinkedIn content marketing strategy to target an specific audience can be a challenging task. To achieve the best results, you need to first understand and define your ideal target audience. With the right plan, you'll be able to develop a successful content marketing strategy on LinkedIn with increasing positive returns.

So how do you determine your target audience? Well, let's take a look.

Step A: Identify Your Ideal Customer

Before you can determine your target audience, you need to understand your ideal customer. You’ll need to ask yourself what type of professionals your product or service would be most beneficial for. Consider things like industry, education, location, job titles, position, and more. Write down all the qualities of the ideal customer in order to create a more focused target audience.

Step B: Research Your Competition on LinkedIn

Once you’ve identified your ideal customer, it’s time to research the competition. Find out how your competitors are using LinkedIn content marketing to reach your target audience. Not only is this important for evaluating their success, it gives you an idea of the kind of content they’re creating that works. Make sure to take notes on the topics covered, formats used, and types of posts posted by competitors. 

Step C. Customize Your Content for Your Target Audience.

Once you know who your target audience is and what problems they are looking to solve, it is important to create content that speaks to them. Customize your content so that it resonates more strongly with them and appeals to their interests. This will help ensure that your content is seen by the right audience and that it is well received.

Step D.  use relevant and targeted keywords

To ensure your content reaches the right people, use relevant and targeted keywords. You can do this by conducting keyword research and looking at what the top ten results are for your keywords. This will help you determine the best content topics and headlines to create, to ensure your content is both engaging and optimized for SEO.

In addition, use analytics to understand how well your content is performing, and make necessary changes based on the data. For example, if an article is not performing as expected, you can experiment with different headlines to see if they resonate better with your target audience.

Finally, be sure to use the LinkedIn publishing tools to distribute your content. This includes the ability to target a specific audience by job title, company size, geography, and more. Using these tools can help you get your content in front of the right people, maximizing its impact.

Determining your LinkedIn content marketing target audience is an important step in creating a successful content marketing strategy. By understanding who your targets are and how you want to engage them, as well as using the right keywords and LinkedIn publishing tools, you can make sure that your content is reaching the right people and creating a positive impact.

2. Set goals for your content

Set%20goals%20for%20your%20content LinkedIn Content Marketing: A Step-By-Step Guide on How to Do Content Marketing On LinkedIn

You need to set realistic goals for how your content is going to perform. Set measurable goals so that you can track your content’s success. Once you have your goals set, then you can develop content that is aligned with those goals.

How to Set goals for your content marketing for LinkedIn 

Setting goals for your content marketing efforts is one of the most important things you can do to ensure success and it all starts with creating a plan. Your content marketing plan will be essential in map out the details of your strategy, track your results and measure success. Here’s how to create a plan and set goals for your content marketing on LinkedIn.

Step A: Identify Your External Goals

The first step in setting and achieving your content marketing goals is identifying what external objectives you are trying to accomplish. Ask yourself questions such as, why do want to form a content marketing plan on LinkedIn? What do you wish to achieve? The answer to these questions will help guide the plan and goals you create.

Tip: When setting external goals, make sure they are specific, measurable, achievable, relevant and time bound (also known as SMART goals).

Step B: Establish Internal Objectives

Content marketing plans are more than just external objectives. After you have set your external goals for content marketing, your next step is to break them down into smaller internal objectives. These internal objectives shape the detail of the plan and help ensure successful implementation. Internal objectives should include factors such as content types and topics, posting frequency and deadlines.

Tip: When defining your internal objectives, use the six sub-plans of most content marketing plans: research, branding, topics, publishing methods, distribution and promotion.

Step C: Track and Measure Goals

Once you have set your content marketing goals, it’s important to track and measure your progress. This can be done through metrics such as open and click through rates, subscription conversions, follower count, engagement rates and website analytics. As you track your progress, use the information to make changes to ensure you meet your goals.

Tip: Create a spreadsheet to help keep track of goals and progress and update it regularly to ensure accuracy.

Step D: Create an Implementation Plan

Once you have identified, set and tracked your content marketing goals, it’s time to create an implementation plan. Establish a timeline with key dates and milestones to help focus your plan. Include details such as how you will create and distribute content, what type of content you will post, how often and who will be responsible for completing tasks.

Tip: Create a content calendar to help keep track of your task deadlines and ensure you are ahead of schedule.

By identifying your external goals, creating internal objectives, tracking and measuring progress and creating an implementation plan, you can successfully set and achieve your content marketing goals on LinkedIn. Take the time to create a plan and the process will become easier with each cycle. Use tools such as goal trackers, content calendars and spreadsheets to help ensure success and stay ahead of schedule.

3. Decide on the content format

LinkedIn offers several content formats to choose from, such as blog posts, videos, articles, infographic, or polls. Consider what type of content best suits your target audience and goals and then decide which format to use.

How to Decide on a content format for your content marketing for LinkedIn

Content is generally the most important aspect of any successful content marketing strategy, especially when it comes to managing a presence on LinkedIn. However, it can be difficult to decide which type of content format you should use for your content marketing. Understanding the variety of formats available, as well as the best practices for each, can help you decide what is best for your specific goals.

Blog Posts

Blog posts are a popular choice for content marketing on LinkedIn due to the platform’s newsfeed-like nature. When you publish blog posts on LinkedIn, you have the opportunity to reach a large audience quickly and drive organic engagement.

When it comes to format, it’s important to keep in mind the reader’s attention span. The optimal length for blog posts on LinkedIn is between 500-800 words. The reader should consume your post in a single sitting, so if you’re writing longer posts, try to break them up into multiple sections. Additionally, make sure to use visuals to help break up the copy.


Video content is becoming increasingly popular on social media, and LinkedIn is no exception. Videos are an effective format for content marketing on the platform because they can quickly grab the user’s attention and capture their interest.

Since videos are typically shorter-form content, users have a greater appetite for them on LinkedIn. When creating videos for content marketing on the platform, one of the best tips is to keep it short and sweet. Aim for 1-3 minutes in length, and make sure the video is focused on a single topic or theme.


Whitepapers are popular on LinkedIn, particularly among the B2B space. They are great for helping you establish yourself as a thought leader and for providing information about a product or service.

The optimal length for whitepapers on LinkedIn is typically between 2,000-5,000 words, as this gives you enough space delve into the topic and discuss its nuances. For successful content marketing, it’s important to offer something of value in your whitepaper. This can be helpful information, proven strategies and tips, or advice that can help solve a problem.


Infographics are a great way to engage users on LinkedIn. They are visually appealing, which can help attract attention, and they often provide quick snippets of information that the user can easily digest.

When creating infographics for content marketing on LinkedIn, it’s important to focus on visuals first. Select vibrant colors and visuals that are eye-catching and that will engage the user. Additionally, keep the copy concise and clear. Aim for 1-2 sentences for each point, and make sure that it is tied back to the visuals.

By understanding the available content formats and the most effective way to use them for successful content marketing on LinkedIn, you can effectively decide on a plan of action that will best support your specific goals.

4. Map out your content

Creating a content calendar is essential to ensure your content is spread out over time. You should map out your content calendar for the next month, three months, and six months so you have a plan for creating content for the long term. This will help ensure that your content is consistent and engaging.

How to map out a content calendar for LinkedIn content marketing

Creating a content calendar for LinkedIn content marketing is an essential step for any successful digital marketing strategy. Content calendars provide structure, organization, and planning for content creation that helps keep your content marketing efforts on track and running smoothly. Here’s a step-by-step guide on how to create a content calendar for LinkedIn content marketing.

Step A. Create a Master Calendar

Now that you have an idea of what topics you want to cover, you can create a master content calendar to keep track of all your planned content. You can create this calendar either in a spreadsheet or a project management platform. Use this calendar to keep track of content topics, assigned authors, and due dates.

Step B. Align Content to Times and Dates

Once you’ve created your master content calendar, you want to make sure you’re scheduling your content to be published at the most optimal times. You can use analytics data to determine when your target audience is most active on LinkedIn, as well as which times posts get the most engagement. You can also check to see if LinkedIn has any special event related content you can post.

Step C. Utilize a content marketing tool

Once you have an idea of the content you want to produce and post, it’s time to utilize a content marketing tool such as a spreadsheet or an online calendar tool. This will help you track and schedule your content and ensure that everything is published on time.

Step D. Schedule Your Posts

Now it’s time to start scheduling your posts. Once you have aligned your content to the optimal times and dates, you’re ready to schedule your content. You can use tools such as Hootsuite or Sprout Social to help you schedule posts for both organic and paid content.

Creating a content calendar for LinkedIn content marketing is an important step for any digital marketing strategy. By following these simple steps, you’ll be able to create an effective content calendar that will help you plan, organize, and keep track of your content. This will help you ensure you stay on track and keep your strategy running smoothly.

5. Get Creative With Content 

 The content that you create should be engaging, informative, and tailored to the interests of your target audience. Brainstorm ideas that will attract potential customers and showcase the content across multiple platforms. Experiment with different formats to see what resonates best.

How to Get Creative With Content on LinkedIn

Are you looking for ways to get creative with content on LinkedIn? If so, you’ve come to the right place!

LinkedIn is an excellent platform to showcase your expertise, build your network, and connect with potential partners, employers, and customers. But how can you stand out from the crowd and get creative with your content on LinkedIn?

Here are some tips on how to get creative with content on LinkedIn:

Step A. Use visuals. 

Visuals can be a great way to get your message across and help you stand out from other posts. You can use infographics, videos, GIFs, and other visuals to capture attention and help people understand your message. 

Step B. Tell stories.

 People love stories, and it’s a great way to engage your audience and make your content more memorable. Share your stories in a concise and engaging way to help people connect with your message. 

Step c. Do something different.

 Don’t just post the same content as everyone else. Try something new and get creative with your content. You can experiment with different formats, such as Q&As, polls, and live events.

Step D. Use polls. 

Polls are a great way to engage your audience and get their feedback. Ask relevant questions or even just post fun polls to spark conversations and get people interested in your content.

Step E. Partner with influencers

Influencers are a great way to get more exposure for your content. Reach out to influencers in your field and collaborate on content or even invite them to share your content.

Step F. Ask questions

Asking questions is a great way to engage your audience and encourage them to comment and share their thoughts. It’s also a great way to learn more about your target audience and what they’re interested in.

Step G. Post regularly.

 It’s important to post regularly to keep your followers engaged. Post content a few times a week to stay top of mind and ensure that your content is seen.

These are just a few of the ways to get creative with content on LinkedIn. Try different techniques and find what works best for your content and audience. With a little creativity and experimentation, you can create engaging and effective content that will help you stand out from the crowd.

6. Promote your content

Promote%20your%20content LinkedIn Content Marketing: A Step-By-Step Guide on How to Do Content Marketing On LinkedIn

Once you have your content created, don’t forget to promote it across various channels. Use a combination of organic and paid methods to reach your target audience and drive engagement.

How to Promote your LinkedIn content

Promoting your content on LinkedIn can be an effective way to reach a larger audience and potentially generate more leads for your business. From boosting your brand visibility to reaching out to professionals in your field, promoting your content on LinkedIn can be a powerful tool for marketing your business.

Here are some tips on how to promote your LinkedIn content:

Step A. Establish a Reporting System

Before you start promoting your content on LinkedIn, it's important to establish a reporting system to measure the performance of your content. Before creating content, it's important to know what topics resonate with your audience and how they may be spreading the word. Setting up a reporting system will help you determine the success and failure of your efforts and guide you as you develop your content strategy.

Step B. Use Paid Advertising

Another effective way to promote your content on LinkedIn is to use paid advertising. With advertising, you can target and reach a specific demographic with your ads. You can also tailor your ads and content to the exact audience you want to target. Advertising on LinkedIn will help you reach the right people and hopefully grow your reach.

Step C. Participate in Groups

Participating in relevant groups on LinkedIn can be a great way to promote your content. The key is to post content that engages people in the conversation, and not just post promotional material. Look for groups related to your topic and join in on conversations, adding value to the discussion.

Step D. Post Directly to LinkedIn

You can also post content directly to your LinkedIn profile. This will allow you to reach a larger audience and increase awareness of your content. You can also post links to other articles, podcasts, and videos related to your topic, as well as answer any questions users may have.

Step E. Interact with Influencers

Interacting with influencers is a great way to get your content seen by a larger audience. If you can build a relationship with an influencer in your industry, you can collaborate and ask them to share your content. This can add credibility to your content and help you boost your reach.

Step F. Use LinkedIn Feed

LinkedIn Feed is a great tool for promoting your content. With this tool, you can curate content from other LinkedIn members and post links to it on your profile. This will help you get more traffic to your profile as well as help you maintain a consistent presence on LinkedIn.

Step G. Be Visual

Text-based content is important, but adding images, videos, and even infographics can make your content more attractive to your audience. Be sure to have a mix of visual content to draw more attention and engagement to your posts.

Promoting your content on LinkedIn can be an effective way to reach more people in your industry and beyond. By taking advantage of the features LinkedIn offers, you can reach more people, generate more leads, and increase your overall presence on the social network.

7. Evaluate Your Results 

 Finally, measure and evaluate your content’s performance to determine what’s working and what needs improvement. Analyzing data such as engagement rates, reach, and audience size can help you decide which content needs to be added to, adjusted, or removed altogether.

How to Evaluate your  LinkedIn content Marketing  Result

If you’re looking to evaluate the success of your LinkedIn content marketing campaigns, it’s important to know what metrics to track. To ensure your campaigns are accurately reaching the right people and giving you maximum value, it’s a good idea to measure and analyze the performance of your content. 

To begin evaluating your LinkedIn content campaigns, you need to identify your key performance indicators (KPIs). KPIs are the metrics that you should be tracking to measure the success of your content. Here are some of the most important KPIs to consider for LinkedIn content: Reach, Engagement, Traffic, Conversion Rate and Quality of Followers.

Reach is a great measure of the success of your content campaigns because it tells you how many people your content can reach. It shows you the number of connections, followers and impressions you get, and helps you determine how well your content is reaching your user base.

Engagement is also important to measure on LinkedIn because it lets you know how actively users are responding to the content you’re putting out. It helps you understand how content resonates with your followers and how impactful it is. 

Traffic is another key KPI to track. It allows you to know how many people clicked on your content and visited your page or profile. This insight can help you understand how effective your content campaigns are and also let you know if you need to adjust any elements to increase engagement.

Conversion rate is also important to track on LinkedIn. It measures the number of people who clicked on your content and converted into leads or customers. This could be completed by filling out a form or clicking on a link.

Finally, it’s important to measure the quality of your followers. This means analyzing the profile views, engagement rate, and the demographic or professional background of your followers. This insight can help you understand whether your content is resonating with the right audience, or if you need to adjust your content to focus on an audience that’s more likely to convert. 

Now that you know the key performance indicators to track, there are a few other elements you can measure to further evaluate the success of your content. These include reaction rates, interaction rates, and comment rates, as well as sharing rate, hashtag engagement and views.

In addition to measuring your content performance metrics, it’s important to take the time to review the results of your campaigns. By conducting a thorough review, you can narrow down which areas need improvement and what strategies are working. After the review, you should create a content marketing plan that incorporates your conclusions. This will help ensure that future campaigns are more successful.

By measuring the performance metrics of your LinkedIn content campaigns, you can accurately evaluate the success of your content and make necessary adjustments for a higher success rate. As an educator, it’s important to understand how to analyze and measure the success of your content campaigns so you can use data and insights to create better content that engages your audience more effectively.


Developing a content marketing strategy for LinkedIn is the key to making sure your content resonates with your target audience and helps grow your business. By taking the time to plan out your content strategy and staying creative, your content marketing strategy will help engage your audience and keep them coming back for more.

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