Here’s what I’d do to make that content go further.
Make it social-first
Remove the need to leave the social media platform, as LinkedIn and the like do not want you to leave their app/site.
So, instead, create…
- Long-form text post: I’d firstly create a long-form post with an image using the text from the website.
- Short-form text post: I’d break that long-form post down into short, more digestible posts.
- Carousel: Create a branded carousel, including stand-out quotes and images.
I’d change the post wording as necessary, to make each post unique.
Video
If you have the resource and buy-in to take it to the next level, create some video content.
- Long-form video: Use your blog content to create a long-form video. Use a video editing tool to add captions, and make it as engaging as possible.
- Short-form video: Then break that long video down, just as you did with the long-form text post, to create short-form video clips.
I’m writing this in July 2024 when video – particularly short-form video – is being prioritised on LinkedIn.
Bonus: Employee advocacy
If you’re a business with a number of employees, this part is for you.
- Email the content out: Send your blog and associated content to all relevant employees for them to post on their LinkedIn pages.
Include suggested wording and an image, if needed.
The result
I followed this format with the resource and buy-in I had at my disposal.
And here are the results…
Text with link to website:
Impressions > 3,500+
Engagements > 200+
Long form text with image:
Impressions > 5,000+
Engagements > 300+
Branded carousel:
Impressions > 3,000+
Engagements > 800+ (~600 swipes)
One news story = three company page posts + several employee posts
Picking up 10,000+ impressions and 1,000+ engagements from the company page, then a whole load more impressions and engagements from employee posts.
You have the short-form posts on top of that. And also video, if you have the resource and buy-in.
All of that, over time, will lead to new conversations and opportunities.
Optimising your blog content for LinkedIn
- Remove the need for people to visit your website
- Create long-form and short-form text posts
- Create a branded carousel with the highlights
- Create video, if you have the resource and buy-in
- And empower your employees to post, too
