After LinkedIn unveiled its inaugural list of the 10 most influential global brands in June, the business-oriented networking platform has new insights into what these top-performing brands have in common in terms of their content marketing efforts on the network.
According to LinkedIn, these best performers — which include Forbes, Salesforce.com and IBM — have an average of more than 150,000 employees and over 2,500 are marketers. On average, they publish 112 status updates every month and that volume is increasing.
Meanwhile, these top-performing brands constantly update their sponsored content and they use “targeted status updates” to deliver relevant content to specific audiences among their approximately 880,000 organic followers.
A deeper look at the internal structure reveals that these companies have set up in-house marketing and communication departments to execute their content marketing strategies. And they usually authorize managers or senior-level employees to manage their LinkedIn content. On average, they have 26 admins per company page, with nine actually publishing content.
Based on these best practices, LinkedIn has created tips for engaging with consumers on the platform, including:
- Have a feasible, specific and measurable content marketing plan in the first place;
- Consider all the participants involved in the plan and figure out each party’s role and responsibility;
- Build a timeline in the process from idea through publishing;
- Plan ahead and maintain a track for events;
- Take advantage of LinkedIn features;
- And periodically measure your content to optimize your LinkedIn strategy.
So what is your content marketing strategy on LinkedIn? Share your thoughts in the comments below.