How to promote content with LinkedIn

In MARKETING
24 February 2022
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The Digital Publisher’s Guide to Social Media

Thanks to social media, delivering content to thousands of people at once is as easy as hitting the “Post” button. But it isn’t always easy to achieve the results you have in mind. That’s why we’re bringing you a new series all about making these channels work for your digital publishing needs. Next up: how to promote content with LinkedIn.

Why use LinkedIn to promote content?

If you think of LinkedIn mostly as a place to look for job openings, think again. Over the past several years, the social network built for professionals has added lots of new features and tools designed for content. Although it’s not the biggest social platform, LinkedIn’s 810 million users represent a particularly valuable audience of executives, entrepreneurs and employees.

As a result, LinkedIn has become a key channel for distributing B2B digital content. In other words, businesses that sell their products or services to other businesses want to be seen in LinkedIn Feeds. In fact, it’s the #1 social media network for B2B marketers with a content strategy. A recent study found that 95% said they published non-sponsored posts on LinkedIn. (More focused on B2C? Keep reading—B2C marketers use the platform, too.)

Since 30 million companies have joined LinkedIn, the importance of B2B influencers has exploded. Also called “thought leaders,” these users can attract big audiences to their reflections on trends, tools and ideas in business. Consider how your digital publications, from brochures to white papers, can help your company join the conversation and reach the right readers. Then, get ready to promote content with LinkedIn.

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Choose the right format

The first choice you’ll need to make when posting your content to LinkedIn is what format to use. Because LinkedIn offers different options than most other social platforms, this can be a little more complicated than usual. For example, personal profiles and business pages don’t have the same posting possibilities.

If you’re posting from a business page to promote content with LinkedIn, you’ll have three main choices. You can create a classic Link post, an Image post or a Document post.

Link post

  • A Link post is great for sharing important sales and lead generation content, like your professional digital publications on Calaméo. Whether embedded on a landing page or ready to browse in our full-screen viewer, your publications can benefit from readers coming from LinkedIn.

Image post

  • An Image post will contain a featured .jpg or .png file, plus your message. To achieve an Image look while still including a link in your update, first enter the post text and link. Then, LinkedIn will pull a selection of images from your link to use in your post. Choose the image you prefer and hit Post!

Document post

  • A Document post allows you to publish an entire PDF file within a LinkedIn update. Readers will be able to view your document without ever leaving their feeds, which means you can share more complex content directly in the Feed.

If you’re posting from a personal profile, you also have access to LinkedIn’s Articles feature. The Articles format is similar to a blog post: longer than the messages that accompany Link, Image and Document posts, but more limited in scope than a digital publication.

In short, the post format that works best for you will depend on why you want to promote content with LinkedIn. For instance, Articles and Image posts might help you find new followers and build an audience on the platform. However, Link posts to your digital publications may be most effective for nurturing prospects and gaining customers.

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Optimize your message

In addition to its professional user base, marketers love LinkedIn for its generally high engagement rates for organic posts. You should expect to see 1-2% of the people who see your update to comment, click, react or share. Meanwhile, engagement rates on Facebook and Twitter are only about half of that: 0.50% to 1%.

What’s more, LinkedIn has been open about the factors that make a post likely to get better reach. Above all, engagement matters. Getting your followers—and their followers!—to respond to your posts is the key factor to effectively promote content with LinkedIn.

So what can you do in concrete terms to encourage engagement? There are lots of ideas out there, but the most common advice is to focus on your post text. For every type of post format, you’ll be able to include a message of up to 700 characters. Use that space to speak to your audience! Explain why they should click, ask what they think, tell them a story about your content. To finish, add a few well-chosen hashtags to make your post easier to discover.

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Watch for conversions

Once you’ve started sharing on LinkedIn, you can begin to evaluate the kinds of content that you’d most like to emphasize. For many B2B oriented companies, online content marketing with guides, case studies, white papers and more has become an important way to find new customers. And you’ll want to know how well these digital publications are performing.

LinkedIn provides a number of useful statistics about your updates, which are visible to company Page Administrators in their Analytics tab. Besides gaining valuable insights into your audience, you can check the reach, clicks and overall engagement rate of your posts. Unfortunately, there are no more specific details available about the digital publications that you’ve shared. In other words, even Document posts won’t have data about publication views.

Therefore, you can get the best out of both worlds when you promote content with LinkedIn that is part of your sales and marketing strategy. Create a post about a digital publication embedded on your website, where a pop-up form can generate leads. Or enrich your business’s catalogue with Shopping links, then share to support sales. Your digital publications on Calaméo come with advanced statistics that help you dig deeper into audience engagement.   

Ready to start?

Now that you’ve got all the details about how to promote content with LinkedIn, it’s time to turn your online documents into great digital publications. Sign up for your free Calaméo account today and explore what digital publishing can do for you!

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MARKETING

How to promote content with Pinterest

In MARKETING
28 May 2020

The Content Creator’s Guide to Social Media

Thanks to social media, delivering content to thousands of people at once is as easy as hitting the “Post” button. But it isn’t always easy to achieve the results you have in mind. That’s why we’re bringing you a new series all about making these channels work for your digital publishing needs. Next up: how to promote content with Pinterest.

Why use Pinterest to promote content?

If Pinterest has been flying under your radar until now, it’s time to consider signing up. The last time we talked about Pinterest marketing on the blog in 2018, there were 200 million users. By the middle of 2020, that number grew to more than 442 million users around the world—an impressive 121% increase in just over two years.

For those who haven’t yet tried to promote content with Pinterest, its role as an inspiration hub for users offers several advantages. According to Pinterest’s research, over 90% of its users turn to Pinterest for inspiration. But they don’t just daydream. More than 80% use Pinterest to make shopping decisions and more than 70% discover new products and brands there. Plus, users love Pinterest: it ranked first in a 2019 survey of customer satisfaction with social networks.

However, Pinterest is not exactly a social network. Despite serving as source of inspiration like Instagram, Pinterest acts more as a search engine than a photo feed. Users, or Pinners, search for ideas among the billions of posts, or pins, that have been saved to the platform. Then, they curate their favorites on personal boards. To reach these Pinners, you’ll want to read through our tips and promote content with Pinterest.

Pinning for publishers

Although Pinterest is easy to use, you may need a little time to get used to its vocabulary and set up your profile. If you are creating a Pinterest account for a business, first claim your company’s website. Because pins can be created from content found almost anywhere across the internet as well as uploaded individually, claiming your website will help you identify pins already saved from your site.

Once you’ve registered your business profile and filled it out, you can get started pinning. Basic uploaded pins can contain a title, description, image and external link. And to promote content with Pinterest effectively, keeping search in mind is essential.

Similarly to classic SEO, you should focus on choosing keywords related to your content and include them in the titles and descriptions of your pins. An eye-catching visual is also a must to stand out in Pinterest search results. Imagine what kind of searches Pinners are making that could lead them to your content, then tailor your pins to help them find it.

In addition to creating individual pins, you can create groups of pins called boards to display on your business profile. Boards make your Pinterest profile more attractive and easier to browse by packaging pins into different collections. Try resaving pins posted by other users to supplement your own content and consider adding video, article or product pins to enrich your boards.

Digital publishers can promote content with Pinterest in lots of ways. For example, build out a new board around each new release with pins related to your publication’s content. Use boards to house your publication archives or link shoppable boards to your ecommerce strategy.

Audience participation

After setting up your business profile and pinning your content, you’ll be able to take advantage of Pinterest’s account statistics. While your Analytics has lots of interesting information, the first thing you should check is your top pins. Seeing which of your pinned content has the most engagements, link clicks and saves can give you a good idea of what works best on Pinterest.

Next, continue to refine how you promote content with Pinterest going forward. You can use insights about your most successful pins as a model for fresh posts, but don’t be afraid to experiment as well! For best results, add new pins regularly to your existing boards. Unlike most other social networks, Pinterest content tends to be evergreen. That means pins don’t disappear from user feeds like tweets and updates. Instead, they can turn up in search results and on Pinners’ boards for months or even years.

As a result, you should always keep an eye on your older pins. Make sure that none of them redirect to broken links, since Pinterest can be a key source of traffic to your website. You can also repost content with updated images, titles or description text if you want to give certain publications a boost. No matter what kind of digital publications you have to promote, Pinterest can be a powerful platform to help new users discover them.  

Ready to start?

Now that you’ve got all the details about how to promote content with Pinterest, it’s time to turn your online documents into great digital publications. Sign up for your free Calaméo account today and explore what digital publishing can do for you!

MARKETING

Brands: 3 reasons to start a blog

In MARKETING
11 May 2023

In an increasingly competitive world, it is important for businesses to stand out from the crowd. Brands can use a variety of marketing strategies to achieve this goal, including social media, online advertising and marketing events. However, one tool that is often overlooked by businesses is the blog. Yet, using a blog can have many benefits for a brand. In this article, we will explore why having a blog is important for a brand.

Search Engine Optimization

Search Engine Optimization, or SEO, is essential for getting organic traffic to your website. A regularly updated blog can go a long way in improving your SEO. Search engines like Google value websites that regularly publish relevant content. By writing blog posts that answer common questions from your target audience and using the right keywords, you can help your website appear higher in search engine results.

By using relevant keywords in your blog posts, you can attract more organic traffic. You can also use internal links in your blog posts to reinforce the structure of your website and increase user browsing time. Blog posts can also be shared on social networks, which can help reach a wider audience and build brand authority.

Brand authority

A blog can help a brand establish its authority in its industry. By publishing content that is informative, educational and engaging, a brand can become a trusted source of information for its target audience. This can help build trust in the brand and establish stronger relationships with potential customers.

By posting quality content on your blog, you can also attract the attention of influencers in your industry. Influencers can share your content with their own audience, which can help you reach a wider audience and build your authority in your industry. Blog posts can also be shared on social media, which can help reach a wider audience and build brand authority.

Engagement

A blog is a great way to engage customers and prospects by providing useful and interesting content. By answering frequently asked questions and providing practical advice, a brand can help solve the problems and concerns of its target audience. Reader feedback can also help build relationships with the audience and provide valuable insight into the needs and interests of potential customers.

By interacting with your audience on your blog, you can also strengthen your brand image. By responding to comments and participating in discussions, you can show your audience that you are listening to their needs and concerns. Blog posts can also be shared on social media, which can help reach a wider audience and build brand authority.

Conclusion

In conclusion, a blog can be a powerful tool to help a brand achieve its marketing goals. By improving SEO, building brand authority and engaging audiences, a blog can help strengthen a company’s online presence and build stronger relationships with potential customers. As a brand, it’s important to consider adding a blog to your digital marketing strategy.