inbound content marketing

Social networks, which have become a crucial communication tool for generating brand recognition and establishing relationships with followers and potential consumers, are among the different activities a firm in the twenty-first century engages in. However, opening an account and publishing a message isn’t enough to have a strong brand presence on social media. You’ll need to develop a content marketing plan to be practical here.

We’ll talk about content marketing in this piece and go over how to implement a content strategy on LinkedIn step by step, starting with identifying your target audience and goals, building an editorial calendar, selecting the correct material, and ending with measuring outcomes.

Before we get into the matter, let’s define a content strategy, review the key concepts of content marketing, and demonstrate how you can apply them to LinkedIn.

Content marketing aims to attract, engage, and build a relationship with your target audience by creating meaningful content. Offering fresh, relevant information that meets consumers’ expectations boosts conversions and creates customer loyalty.

The content strategy is a collection of actions that include content analysis, planning, development, and dissemination. It is vital to establish a content strategy based on this approach. When developing a strategy, there are various aspects to consider, one of which is not underestimating the importance of social networks for content dissemination.

Building a content strategy on LinkedIn 

In easy steps, you can create a content strategy on LinkedIn.

A successful content strategy is a terrific concept, but it takes time to create and prepare. It is not enough to generate and share content on social media, as we have already stated. Content development necessitates originality and constant innovation to feed a virtual community that is continuously hungry for fresh stimuli.

Therefore, we can divide the process of creating a LinkedIn content strategy into steps.

Create a profile for the perfect reader

The first step is to identify the target audience whom do you want to attract to your company’s Facebook page? What are the most important themes to the ideal user?

When defining your target audience, remember that the recipient is not only a marketing subject who may be categorized based on demographic and lifestyle data but also a reader. If a user finds valuable information on social media, they may choose to interact with your brand by commending, enjoying, or sharing it with others.

In this first step, technologies for monitoring social groups in the same company sector and competitors’ behavior toward their respective audiences could be useful for better understanding user demands and meeting them by providing original content that meets their expectations.

Once you’ve defined your target audience, you may go on to the next steps in the process.

Determine the goals

The second step in developing a LinkedIn content strategy is determining your objectives. Each goal, whether of notoriety, consideration, or conversion, is associated with certain content and messaging that helps a communication plan succeed.

Inbound content marketing exemplifies this principle brilliantly, and it may be the finest method to employ even on social media. Creating ad hoc material for different categories of visitors allows you to attract the attention of new potential followers while also strengthening existing ties. So, to describe your plan, you must first ask yourself, “What do you want to achieve by having a LinkedIn company page?”

We can go on to the third step of planning, identifying measurements, once the objectives have been established.

Specify metrics

What is the purpose of metrics? Which of them should be considered? Everything is dependent on the goals that must be met. This step is critical since it will subsequently be used to examine the outcomes obtained and improve the marketing strategy’s performance. In this light, we may identify a few key metrics:

  • Metrics for measuring notoriety, such as the number of followers, page views, reach, impressions, website visits, and more, are used to analyze the number of users reached in a given period. For example, the number of followers is determined by social activity and how often a brand is exposed through other channels (such as advertising, SEO, and public relations).
  • Metrics that measure engagement, or how many users are active in the content that has been published. Comments, reactions, and sharing of posts are important metrics to evaluate, as are pages viewed on the website, time spent on the site, and bounce rate. The amount of time spent on the site and the frequency with which visitors bounce can indicate whether or not a piece of content is successful. A high rate of user interaction is correlated with a long duration spent on the site.
  • To understand how many customers have reached the final stage of the funnel, i.e., the choice to purchase the product or service offered, metrics to track conversions are used. Sales, quote inquiries, and contact requests are examples of such KPIs.

The final analysis of the outcomes requires the selection of objectives and indicators to be tracked. All that’s left is to decide on an editorial approach and the type of content to publish.

Describe the editorial strategy

When we discuss editorial strategy, we are referring to two key notions that are similar but describe two distinct activities:

The editorial plan is a social media communication strategy that comprises goals, organic and sponsored post definitions, graphic mood, and the responsibilities and resources used (i.e., who is in charge of the editorial plan and content generation).

The editorial calendar, the content to be published, and the frequency with which it will be released.

Once the objectives have been established, it will be necessary to choose macro-topics for the content and divide them into sections to construct a schedule of weekly or monthly posts in which each topic will be thoroughly explored. This will make deciding on the frequency of publishing and the topics to cover for each day of the week much easier.

There are no predefined standards or a specific amount of posts in terms of frequency of publication, though publishing too frequently could be harmful.

The best times and days for publication should be decided by analyzing your target audience’s insights. For example, LinkedIn users tend to be more active during normal business hours.

Type of content

Let’s get right to the heart of the content strategy is content selection. Whether organic or paid content, the chosen types and their creation must be meticulous in providing relevant and high-quality material. The content draws users in and makes them feel more connected to the company.

Creativity is a critical ingredient for standing out in the world of social networks, where various types of information are used. You can share a video, a case study, a company blog post, a poll, or company news, or hold a Live LinkedIn session where you can discuss and delve deeper into a topic or showcase a new project. Whatever option you choose, it’s critical that you’re able to keep users’ interest.

Analyze the outcomes

After you’ve specified the editorial calendar and planned, written, and published the material, all that’s left is to evaluate the results using the metrics we outlined.

We can use data like the demographic profile of the page’s followers, the engagement rate for each post, and the website traffic generated by LinkedIn postings to determine if the content strategy is working and what topics viewers are most interested in. Of course, you’ll need to adjust your strategy in light of the findings.


Finally, we must keep in mind that, due to the ongoing demand for information and news from users and the constant growth of the world of social networks, a company’s content strategy must be updated and modified regularly.

To attract, inform, and engage people, a successful content strategy necessitates a long-term commitment to offering original and relevant quality material.