LinkedIn content strategy

LinkedIn can be a great source of traffic. This ReadWrite update claims that 79% of B2B marketers value LinkedIn as an abundant source of leads. For many B2B websites and blogs, almost 50% of social traffic comes from LinkedIn.

I mostly use LinkedIn to post blog links that I publish on my own website. A few times a year I become active on LinkedIn, but I haven’t been regular.

According to experts, content strategy for your LinkedIn profile may include a mix of native documents, videos, images, and text only posts. It depends on your market.

Native documents are the PDF slides that you upload – these are then converted into carousals like Instagram.

Here are some insights you can use to leverage LinkedIn’s social reach, especially for B2B market.

Native documents attract maximum clicks on LinkedIn

The average conversion rate on LinkedIn is 3X the other networks. The average CTR for native documents is 2.20%. In fact, some posts containing native documents attract a CTR of 3.5%-8.6% on an average. Native documents, as mentioned above, are the PDF files that you upload. The slides of these PDF files are turned into carousals automatically by LinkedIn.

Video content fares well on LinkedIn

This is the case for almost every platform – Video content outperforms text content. 15-20% posts on social media are video content these days. Average CTR for videos on LinkedIn is 3.16%. The data is slightly different if the following on LinkedIn is 50,000-100,000 – then native documents and single images get a higher CTR.