9 Benefits of Publishing Content on LinkedIn for Your Brand

You probably know of LinkedIn – the popular social media platform for professionals. LinkedIn allows members to create profiles and connect in an online social network reminiscent of real-world professional relationships.

With the professional networking that LinkedIn affords, being active on the platform – by publishing content and engaging with others on your content and theirs – can help you grow your business.

Publishing content on LinkedIn benefits your brand in many ways, including reaching a quality audience, creating brand awareness, building a professional network, positioning yourself as an expert in your field, and more.

In this post, we’ll look at nine benefits of publishing content on LinkedIn for your brand. Let’s get started.

1. Helps you reach a quality audience in a professional context

LinkedIn caters directly to business professionals. So, every one of your connections on the platform is currently a professional or an aspiring professional seeking career-related/ industry-related content. 

Thus, publishing content on LinkedIn helps you reach a specialized audience ready to consume the content. 

Four out of five LinkedIn members drive business decisions. Also, the LinkedIn audience has 2x the buying power of the regular web audience. Thus, publishing content on LinkedIn helps you reach the audience that matters the most to your business.

2. Helps with brand awareness

One of the biggest benefits of publishing content on LinkedIn is branding. It’s no secret that content marketing is a great way to create brand awareness and ultimately drive a business forward. And publishing content on LinkedIn is an effective content marketing strategy.

Publishing valuable and relevant content on LinkedIn opens you to an audience of content consumers. Your profile and brand will attract more attention if you consistently publish content (especially content that your audience values).

If you publish relevant content, your connections are more likely to interact with it (like, comment, and share). Every time your connections interact with your content, it becomes visible to their own connections. So, the visibility of your content increases exponentially.

As your content gets more attention, so does your profile and business.

3. Helps you build a professional network

One of the easiest ways to grow your LinkedIn network is to regularly publish highly engaging content on the platform. This will help you reach a broad and previously unreached audience. It opens you to:

• Your first-tier connections (people you are directly connected to)
• Your second-tier connections (people connected to your connections)
• Your third-tier connections (people connected on a wider network)

When people see your content, they will also see a “follow” button next to your profile name at the top of the page. You get a new connection request when someone clicks the “follow” button. So, publishing relevant content is a surefire way to get requests for new connections.

4. Is an opportunity to highlight your brand’s strength

Publishing content on LinkedIn allows you to highlight your business’ strengths to your potential clients.

Relevant content that people interact with will open you up to a wide range of people within and outside the platform. So, besides giving value, you can also use your content to advertise your business.

For example, while discussing a topic that matters to a target group, you may segue to a related service and highlight the advantages of your offering.

5. Enables you to establish or strengthen your authority in your area of expertise 

Putting your expertise out there for the world to see is key to recognition. Publishing content on LinkedIn helps you show the world your expertise and position yourself as an authority on a topic.

If you write on subjects you are good at, and your target audience finds the content useful, you will gain their trust. They will come to respect you as an expert in the subject matter, and you will attract more business.

6. Lets you provide value to your connections

LinkedIn is about building professional relationships. Interestingly, in the professional world, your relevance is tied to the value you provide, so one of the best ways to maintain professional relationships is to provide value continually.

Publishing content on LinkedIn helps you provide value to your connections. The more you help your connections with your knowledge (via your content), the more they warm up to you and your brand.

When your connections receive notifications of your published content, they expect it will be worth their time. So, publishing content on LinkedIn is an opportunity to give your audience helpful information.

Learn to create highly engaging content that makes your audience feel like you are providing something helpful with no strings attached and that they benefit the most from the relationship.

7. Is a cost-effective way to market your brand

When you hear “content marketing,” do you think of only blogging? That’s not surprising because blogging is one of the most popular content marketing strategies.

LinkedIn is an effective and inexpensive way to micro-blog if you don’t have a blogging platform to publish your content. 

Publishing content on LinkedIn lets you provide helpful information to a target audience and chip in about your brand. Thus, you get to market your brand without the cost implication of running a blog.

Read also: How to Make Your Ecommerce Store Known? (10 Tips)

8. Helps you test out topics for your company blog

If you have a company blog, publishing content on LinkedIn can be a good litmus test for topics.

You can use LinkedIn content to check how well a topic resonates with your followers. If LinkedIn content receives a high number of impressions, it indicates that the topic interests people in your professional space. 

You can then draw inspiration from the LinkedIn content to create a blog post that will boost traffic and engagement.

9. Can help you drive traffic to your website

Creating and sharing valuable content on LinkedIn expands your professional reach. The content gets seen by your connections and the connections of anyone who engages with the content.

When you publish content on LinkedIn, you can add links to your website and encourage people to visit (for more information, etc.). People seeing the content can click the links to reach your website and view your offerings. 

Thus, publishing content on LinkedIn helps you funnel quality traffic to your website and potentially create leads.

According to HubSpot, LinkedIn is 277% more effective than Facebook or Twitter for lead generation. 

Read also: Are LinkedIn articles good for SEO?

Conclusion

If you operate a business, you should be on LinkedIn as it is the largest professional network on the internet.

Being active on LinkedIn, especially publishing content on the platform, has many benefits for your brand.

We’ve revealed some of these benefits, like reaching a quality audience, creating brand awareness, building a professional network, establishing yourself as an authority, and testing topics for your company’s blog.

Having seen how publishing content on LinkedIn can benefit your brand, it’s time to start creating that content. If you need help creating quality content that your professional audience will value, Redakthor Content Marketing can help you.

We are a content marketing agency with a track record of helping businesses of all shapes and sizes to leverage the power of quality content to grow. Drop us a line today and see how we can help you!