{"id":2404,"date":"2019-02-27T07:38:00","date_gmt":"2019-02-27T07:38:00","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=2404"},"modified":"2025-08-26T10:53:30","modified_gmt":"2025-08-26T08:53:30","slug":"why-linkedin-should-be-part-of-your-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/content-marketing-blog\/why-linkedin-should-be-part-of-your-content-marketing-strategy\/","title":{"rendered":"Why LinkedIn Should Be Part of Your Content Marketing Strategy"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"620\" height=\"437\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia45-e1551252337879.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital school of marketing - why linkedin\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia45-e1551252337879.jpg 620w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia45-e1551252337879-600x423.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia45-e1551252337879-300x211.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia45-e1551252337879-284x200.jpg 284w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>The beauty of a content marketing strategy is that it is probably the most effective way of generating leads for your business that have a high return on investment (ROI). This is because \u2013 via the copy that you generate \u2013 readers are genuinely interested in what your business has to offer as they have engaged with what you\u2019ve written about your products and services.<\/p>\n<p>LinkedIn is undoubtedly the social network that business-to-business (B2B) companies need to be on. This is because decision makers from all manner of companies are on this channel. At last count, there are 509 million registered users on LinkedIn and \u2013 of those 509 million \u2013 106 million are unique monthly visitors.<\/p>\n<p>LinkedIn offers the opportunity to publish articles on your profile in a manner very similar to your own site. The beauty about publishing on this B2B platform \u2013 as opposed to your website \u2013 is that your article is automatically put under the noses of the people who are connected with you on LinkedIn. There is no need to perform other steps to get your article out there.<\/p>\n<h2>LinkedIn Publishing Dos<\/h2>\n<p>There are a number of best practices when it comes to publishing on LinkedIn as part of your content marketing strategy. Here are some of them:<\/p>\n<h2><strong>Watch the length of your headline<\/strong><\/h2>\n<p>According to statistics, you should only make your headline between 40 and 49 characters \u2013 the length of almost half of the average Tweet. Avoid the temptation to make it rambling as this will only decrease the amount of likes your article will get.<\/p>\n<p>Be careful of how you structure your heading too. Most readers make the decision to read an article based on if the headline interests them. So make sure that it adequately portrays what your article is about. \u201cHow-to\u201d and list-style headlines generate the most engagement on LinkedIn.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/285980410?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Add images to your post<\/strong><\/h2>\n<p>It\u2019s been found that the more images a post has the most engagement the article generates. If your article doesn\u2019t lend itself to a lot of pictures in the body of the text, have at least one at the top of the article.<\/p>\n<p>Other multimedia \u2013 such as infographics and SlideShare presentations \u2013 have also been shown to increase the likes and shares that an article on LinkedIn gets. However, as opposed to other social media platforms such as Facebook, <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/creating-videos-for-your-business\/\">video<\/a> doesn\u2019t generate that much engagement.<\/p>\n<h2><strong>Divide your post <\/strong><\/h2>\n<p>Statistics show that the best-performing posts are the ones which are divided into five sub-headings. This breaks the post down into easily skimmable parts which are easy to view on a mobile phone. LinkedIn readers prefer to read long-form content \u2013 approximately 1\u00a0900 to 2\u00a0000 words \u2013 so the practice of inserting a lot of sub-headings will make it easier for them to digest it.<\/p>\n<h2><strong>Watch your tone<\/strong><\/h2>\n<p>LinkedIn is about disseminating information rather than trying to get people to form an opinion. And this is shown in the stats:<\/p>\n<ul>\n<li>Posts with a neutral tone attract more engagement from readers,<\/li>\n<li>Posts with a positive tone less so, and<\/li>\n<li>Posts with an overtly \u2013 almost aggressive \u2013 tone turn people off from engaging with you.<\/li>\n<\/ul>\n<p>So make sure that you adopt a thought-leadership type style with all your articles on LinkedIn that shows your expertise in your field.<\/p>\n<p>We\u2019re not saying that you should give up posting your articles on your own website in favour of LinkedIn. As your website is your own property on the web, this has more weight than any social media platforms. Publishing on LinkedIn is a very good idea as this practice will automatically bring your articles and company to an audience that you may not have otherwise had.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>The Digital School of Marketing\u2019s <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-copywriting-and-content-marketing-course\/\">Digital Copywriting and Content Marketing Course<\/a> will teach you the ins and out of how a well-thought-out piece of content should be structured. To find out more about our other online digital marketing courses, visit our <a href=\"http:\/\/www.digitalschoolofmarketing.co.za\">website<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-copywriting-and-content-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-756 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer01-600x96.jpg\" alt=\"DSM Digital school of marketing - Copywriting and content marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/YnTN2D4aicA?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":2405,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[265],"tags":[290,291],"class_list":["post-2404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-blog","tag-linkedin-content","tag-posting-on-linkedin"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/2404","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=2404"}],"version-history":[{"count":1,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/2404\/revisions"}],"predecessor-version":[{"id":24088,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/2404\/revisions\/24088"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/2405"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=2404"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=2404"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=2404"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}