We recently had the privilege of hosting LinkedIn for a workshop focused on creating engaging content for company pages.
The top 5 reasons LinkedIn members engage with content:
- It’s educational or informative
- It’s relevant to me
- It’s inspiring
- It helps with skill development
- It shares the latest industry trends
Further to this, here are our top ten takeaways from the workshop:
- Helpful, inspiring, entertaining, timely content
Ensure the content you create for LinkedIn fits into one of these categories. This could include sharing a success story, a short video or commentary on a topical issue.
- Your content should have a visual brand
Your audience is more likely to engage and click content that is visually appealing and fits your brand. Stick to your organisation’s brand guidelines by creating simple templates. These can be created using free tools mentioned below. Companies who do this well include Google and Medibank.
- Shoot your own photos
Using your own photos is an easy way for not-for-profits and those with limited time and budget to create engaging LinkedIn content.
- Address the audience in the copy
Where applicable, call out who you wish to address directly. Your audience will be more likely to engage if the message is targeted. ‘Are you a HR Manager looking to incorporate cultural diversity in your workplace?’
- Ensure your content is mobile friendly
More people view social media content on mobile, than they do desktop. Ensure your content is mobile friendly by using images and linking to mobile friendly websites.
- Keep your text to 150 characters
Keep your content crisp and concise and articulate your message clearly. Ensure your caption is not cut off by a ‘see more’ link. If audiences want to find out more, they can click the accompanying link to the article or to the website you are sharing.
- Have a call to action
Tell your audience what you want them to do. Do you want them to sign up to something, make a donation, or download? Great common phrase examples include: Learn how, Join us, Do you xxx? See how and Find out.
- Use free tools to create content
Free tools such as Canva or Piktochart are an easy way for you to create visually appealing content. Both are simple to use and are a cost effective option for smaller organisations that do not have a graphic design spend.
- Engage your audience with video content across mobile and desktop
People’s attention spans are growing increasingly shorter. Keep video content to 30 seconds or less. Include closed captioning for those with hearing difficulties or who may be watching on mobile without sound.
- Keep content light at the start of the week
After the weekend, nobody wants to be reading large slabs of information. Keep content at the start of the week informative, but light for people to ease back into the working week!