Are You Making the Most out of LinkedIn’s Potential?

By: David Tile| Founer @
Posted On: March 17, 2015

It’s no big secret that when it comes to the world of content writing social media blends with it in a big way. In fact, it’s safe to say that without the proper social presence, chances are you’re leaving a lot on the table in terms of the reach and impact of your blog and site content. However, what should be up for debate is which platform works best for your brand on this front.

While most brands default to Facebook, Twitter, or Google+, the truth of the matter is that LinkedIn offers up a position within your community that might be even more favorable than what’s available on these “Big Three” platforms. To uncover just how much hidden potential is still quietly waiting to be captured by brands like your own on this underutilized social network, let’s spend some time talking about the true value of LinkedIn and what it takes to make the most out of this content writing social media platform.

Gauging the True Value of LinkedIn Outreach

If you’re a little skeptical regarding this claim, that’s entirely understandable. After all, it’s not every day that someone goes against the grain when it comes to major industry players like Facebook and Twitter. Thankfully, there’s plenty of eye-popping data on content writing social media to lean on that helps tell the story of the rapidly growing LinkedIn community.

As Julia McCoy of Search Engine Journal notes, LinkedIn currently lays claim to over 184 million unique visitors each month, with a 172,000 new account sign ups to the network each day. Additionally, there are over two million thriving discussion groups that span virtually every industry, providing ready-made, segmented audiences with which to connect and share content.

Perhaps the most astounding fact garnered from McCoy’s research is the realization that LinkedIn helps push conversion rates of active members of the community to numbers three times higher than those generated by relevant activities on Facebook or Twitter. To put it simply, LinkedIn offers up quite an appealing situation for brands willing to make the most of this platform, and it’s only going to get better as the network continues to grow and evolve.

Seizing the Moment with Smart Tactics

So now you know why LinkedIn is worth your time when it comes to social media outreach and development, it’s time to turn the question toward how best to maximize your presence on this front. According to ClickZ’s Roger Katz, it all starts and ends with properly managing the newsfeed of your audience. By offering up engaging curated links from around the web and discussion-worthy topics to your followers – and not just spamming content from your site endlessly – your brand can serve as a hub for industry news and reactions.

If you’re having a little trouble getting the ball rolling, LinkedIn does provide a targeted update system that promotes your content to relevant audiences via industry segmentation, location, and a variety of other factors. Sure, this can put a bit of a strain on your marketing budget at first, but getting your content out in front of the highly interactive members of this audience can pay off dividends in terms of reach and awareness almost immediately.

Finally, don’t be scared to reach out and connect with other thought leaders on LinkedIn. This network is all about discussion and interaction, so why not join one of the many groups and offer up any advice or expertise to other players in your market. By standing tall as a vital member of these communities, in addition to the rest of what you’ve learned here about LinkedIn, it won’t take long for your social stock to go through the roof via shares, new followers, and extended exposure across the web. Regardless of what industry you call home, it’s hard not to see this as an opportunity that’s ripe for the picking for those willing to break the mold and make the most out of this emerging social network.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.