Does Content Marketing Still Work?

Welcome to episode 205, this week I’m joined by Robert Indries to discuss content marketing on LinkedIn. But first…

Interesting Stuff I Saw This Week

The ‘Find nearby’ feature on the mobile app actually works very well (once you have asked others to switch it on) as I found when I experimented with it this week at a course I ran

LinkedIn are changing Middle East and African accounts onto US based contracts as from May 8th to avoid GDPR compliance.

LinkedIn Tips to Keep Your Profile Fresh includes reference to new profile design You can now add subtitles to your native videos via desktop, it’s a bit fiddle but the video below explains it very well

Content Marketing

I chatted with Robert Indries about how content marketing can work on LinkedIn but only if it is done in the right way.

Key points

• Content should be designed to create connections and conversations.
• Long form content is great for SEO but less suitable for LinkedIn
• Most LinkedIn content searching is actually"Passive" searching.
• Most people perceive LinkedIn is a place to find and engage with people. Google is the place to search for answers, LinkedIn is the place to search for people who might provide answers.
• Video posts usually have the greatest impact in passive search largely down to autoplay.
• Short-form text content is also effective at "Drawing in" the viewer.
• Posting allows people to associate us with a subject or niche and we tend to remember the first names and faces (profile photos).
• Article listings in a profile only work well when you have a singular niche subject.
• Media in your summary will be improved in the new design profiles. Five pieces of media show (allowing you to demonstrate five subjects) Plus they are visible before the ’show more’ link.
• Long form content is most effective as a secondary impact on the viewer. It is better to use posts to get someone's attention initially.
• Content should be driven by your own personal experience or by interviewing others who show their experience.