Here’s why you should be making LinkedIn a priority

Often when we are visiting with a publisher about their social media strategy, questions about LinkedIn inevitably come up.

• Should our news organization be active on LinkedIn?
• Should our staff be on it talking about/promoting coverage?
• Do we need video? Does video work?
• Is there an audience for us?

Maybe some of these questions have popped into your mind recently when it comes to your media company’s presence on LinkedIn.

While media companies see more traction on Meta platforms and TikTok, there are definitely opportunities on LinkedIn though they are a bit different than those on the other social media platforms.

Here’s my advice on what to do on LinkedIn.

Content strategy & considering the audience

Since LinkedIn is really meant for a business audience, focusing your posting efforts on your business content is a no brainer.

First, I’d consider the audience of LinkedIn which is a combination of business and city leaders, marketers, entrepreneurs, decision-makers, and job seekers.

LinkedIn is not meant to be a place you come to just push your content out and hope to get clicks. Use your content to grow your brand’s awareness, build relationships, generate advertising interest and subscribers and position yourself as an expert and thought leader.

This means that your content should be helpful and offer advice as much as possible. Longer form content works best where you repackage a story’s highlights using bullet points and headers (think like you are writing a narrative newsletter) but you want to draw out in your post things that are relevant for the audience, like:

• How this impacts the business community:
• How a marketer can apply this lesson:
• Tax tips other small businesses can use:

LinkedIn recognizes content that is helpful so center your storytelling on that and you’ll be rewarded.

Create video in these ways

All of the surveys and studies the last few years point to the rising trend of video consumption on LinkedIn and why you need to prioritize it.

There’s no one-size-fits-all length or style you have to follow. Long-form can work but there is content that is more appropriate for Reel-style.

Here are some ideas to help you out:

• Live video is incredibly effective on LinkedIn. Here are some ideas:
  • Live Q&A interviews with local leaders, entrepreneurs, or government officials (also works well to slice 30–60 seconds from these post live)
  • Behind-the-scenes newsroom videos with reporters and editors discussing coverage decisions (where the audience can ask questions)
  • Panel discussions or roundtables on local economic trends or big stories
  • Live coverage of local events or forums (state of the city addresses, chamber events)
  • Ask the Editor videos to build transparency and engagement
  • After an event doing a live with the guests to talk about what was discussed
    
• Webinars can be a terrific way to talk about a topic with a source or an advertiser. Remember, LinkedIn is seeking helpful advice, so bring on those who have an expertise or skillset that’s worth showcasing and that others want to learn about.
• Repackage your content into more Reel-style videos. This could be anything from an update on a major project in town to going through the numbers of an unemployment report.

Bring your expertise to the table

One of the most important things to do on LinkedIn is to showcase your expertise in a helpful way.

There are opportunities to do this through your main page but there is value with certain staff members — like your business reporter or editor — having their own media-focused LinkedIn page.

Here is a punch list of things you could do on those pages:

• React to local or industry news with short posts that offer your insider insights.
• Comment on posts from other journalists, civic leaders, and local organizations.
• Create multi-part posts that break down a complex issue or ongoing coverage.
• Promote newsletters, podcasts, or special sections you contribute to with good CTAs.
• Highlight awards you or your news organization has received.
• Feature major projects your news organization did with explainers on how you went about it.
• Use your LinkedIn profile’s “Featured” section to pin your best work.

Show your personal side: This entire newsletter was about how to approach LinkedIn from a business perspective. But showing your personal side is also important. Share moments that are outside of work, how you try to find quality time with your family and the importance to relax and recharge. Don’t overdo it with these posts but they are OK to sprinkle in.

We can help you.

We are experts in creating LinkedIn strategies for publishers and we’d love to help you. Reach me at david@davidarkinconsulting.com or call me at 832 407 0188.