B2B marketers understand the immense value of the audience on LinkedIn, which consists of more than 1 billion professionals who are focused on their careers. This platform is excellent for B2B marketing activities, as the numbers show. However, marketers also acknowledge that gaining reach on LinkedIn, especially organic reach, can be quite challenging for brands. If you’ve put in a lot of effort to create content for the platform only to see it not perform well in terms of reach and engagement, you’re not alone.
The algorithm used by LinkedIn to determine which content appears on users’ feeds is somewhat of a mystery. However, there are plenty of publicly available details and insights to help shape your content strategy, including recent revelations from LinkedIn itself.
LinkedIn utilizes a complex algorithm to curate and display content to users based on various factors. The goal is to encourage engagement, increase time spent on the platform, and ensure users consistently find relevant, interesting, and valuable content. Understanding how the LinkedIn algorithm works can help guide your content strategy.
To improve your content’s reach on LinkedIn, there are some proven best practices to follow. Here are six key approaches and adjustments based on studies, documentation, and first-party updates to help your content gain traction with the LinkedIn algorithm:
1. Don’t focus on achieving virality on LinkedIn, as the algorithm is designed to prevent content from going viral.
2. Avoid using outbound links when possible, as LinkedIn aims to keep users on the platform.
3. Prioritize specialized knowledge and insights in your content to align with LinkedIn’s latest algorithm update.
4. Elevate your employees and executives to increase content reach to existing connections and followers.
5. Incorporate multimedia, such as images and videos, in your content for better engagement.
6. Use influencer marketing on LinkedIn to align with the platform’s priorities and reach new audiences.
By staying human and helpful in your content, you can navigate the changes in the LinkedIn algorithm and stand out in your marketing efforts. TopRank Marketing offers social media marketing services that can help you overcome the challenges of LinkedIn content and strategy creation. About the author: Nick Nelson is the Associate Content Director at TopRank Marketing, where he energizes brand narratives with smart and engaging wordplay.
Source link
