How to use LinkedIn for content marketing

The professional social network is an opportune place to share content, but you’ll need to approach it a little differently than Facebook and Twitter.

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LinkedIn is a powerful tool for professionals to strengthen existing connections and build new ones. It has also changed into a publishing platform, making it an important weapon in a b2b communicator’s marketing arsenal. Follow these ten tips, shared by LinkedIn’s own Will Hambly at #INBOUND13, to get the most out of LinkedIn’s content marketing opportunities:

1. Make your updates short and snappy.

Users engage with content that is short, attention-grabbing and witty.

2. Updates with links drive twice the engagement.

Use LinkedIn to drive traffic to your website, blog and social media marketing channels.

3. Include a call-to-action that aligns with both the text and image of the update.

In a world where content overload is all too common, tell people what you want them to do with the information they consume. Be sure this content—text, images, videos—matches your content strategy.

4. Ask thoughtful questions—but ask them sparingly.

Questions are great for collecting audience feedback. Too many questions make it seem like answering is a chore.

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