How to Create a Content Marketing Plan for LinkedIn


With over 500 million LinkedIn members and 75% of business managers, executives and decision makers on the platform, LinkedIn has become a major channel for sales and marketing. LinkedIn makes it easier than ever for business professionals to connect and communicate with each other in a more personalized manner. Creating a content marketing plan tailored to the needs of these professionals should be the foundation of any successful marketing playbook. This article will provide key strategies you need to follow to create a successful LinkedIn playbook.

Why Create a Content Marketing Strategy For LinkedIn

The purpose of a content marketing strategy is to persuade potential customers to make the buying decision. Let’s go over 7 steps to you need to follow create a personalized content marketing playbook for your business.

1. Set Your Goal

Set Goals

Before you start planning out your content for marketing on LinkedIn, you need to set a goal. What objective are you trying to fulfill?

Here is a brief list of examples to consider that will hopefully give you a starting point for developing your own goals:

  1. Creating awareness of your brand

  2. Product and service promotions

  3. Connecting with potential clients and customers

  4. Generating leads for your business

2. Choose Your Audience

One major benefit of LinkedIn is that you can granularly segment your target audience and build one-on-one marketing campaigns for employees at all levels of an organization.  Use LinkedIn’s built-in tools to help you narrow the reach of your content to specifically reach the people most likely to become customers. The more granular you can get, the more precise your campaign will be and the greater the chances of achieving success.

3. Selecting Your Themes & Topics

Choosing the right themes for your marketing campaign is critical to achieving your goals

Now that you have your goal and your audience, you need to start creating content. If you wish to increase engagement, your content should be unique and exciting.  Your audience will lose interest if you deliver the same message over and over again.

However, creating unique content on a regular basis can be a massive challenge.  A simple solution to this dilemma is to set up a calendar for your content. Decide on a specific theme for each month, which could then be divided into particular topics for every week. This helps writers and creators stay organized while still being able to offer something new with each new post.

It is important to note that good content should be both entertaining and educational.  Content will help you build credibility with your prospective client.  The more influence and credibility you build and the more knowledge you present about their industry and needs, the more likely your prospects will reach out to you for advice.

When pondering on what content to publish, be sure that it exemplifies these characteristics:

  1. Illustrates your abilities

  2. Demonstrates your expertise

  3. Offers value to your potential client

  4. Attracts your potential customers

  5. Is relevant to your audience

4. Select the Best Media

When choosing what type of content to create for your marketing campaign, remember to keep it consistent with your goals and your audience.


Think about tools like a hammer and a screwdriver. Technically, you could hammer down a nail with the heavy end of a screwdriver, but that isn’t the job it is best at accomplishing. You’d be much better of just using a hammer.

Likewise, whatever content you choose to create has a specific job it is best at accomplishing. There are plenty of options available when it comes to the types of content you can create for a marketing campaign, but be sure to take the time to understand the strengths and weaknesses of each option. Video advertisements do not have the same effects as comments and replies.  Refer back to the goal you set for your marketing campaign and determine which content type(s) are best suited to achieving it.

Don’t spend all your time perfecting your content only to stumble at the point of delivery.

Most marketers understand that choosing the right type of content is important to achieving their advertising goals. But what isn’t given nearly as much thought is how audiences receive that content.

Take the time to consider where people will see your content. Seeing posts on the news feed gets a different kind of reaction than getting an email or personal message.

Another aspect to consider is that LinkedIn promotes native content. This means that any external link will be given less support by the site’s algorithm. If you want to get the most out of LinkedIn, don’t forget to make content specifically for the site itself.

Also, posts with photos or videos work to engage audiences more effectively. Try to catch your reader’s eyes with colorful, captivating visuals in order to entice them to stick around and read what you have to say.

5. Organize Your Team

Organizing your team is an important step in ensuring that your content flows smoothly.  This was briefly touched upon earlier, but staying organized is critical to pulling off a full-blown content campaign. Posting content every day on multiple channels, to multiple sales reps, and personalizing to each new opportunity that presents itself is a herculean task that cannot be left to chance.

Plan & Organize

Creating a content calendar will not only help you stay organized, but it will give your audience a schedule to subscribe to. When people like your work, they will want to know when they can expect more of it. Being consistent in your release schedule encourages readers to check back in regularly.

Make sure to create content that is edited, researched well and reviewed. Organize your team in a way that emphasizes workflow. Whether that means assigning a new article for each writer to follow from start to finish; or splitting the stages of development between researchers, writers, artists, and web developers. Understand the strengths of your team and build your workflow around them.

6. Make Sure You Engage

Once you post content on your LinkedIn profile or on a company page, you need to engage with people. You can communicate or respond to comments on your content. You can start a conversation by thanking them for the share or reply to their comment. Furthermore, you also need to engage with other people’s content.

Engage with your audience.

LinkedIn is a social media platform. Forgetting the social element in a marketing campaign on the site is a recipe for failure. Leaving meaningful comments attracts people to your profile and results in an increase in followers. As you continue to optimize your profile and consistently post content, audiences will have more reason to want to reach out to find out more about your company.

7. Optimize Your Campaign

LinkedIn is the leading social platform for B2B buyers. As such, it drives the greatest amount of traffic to the company’s websites when compared to all other social networks. Be sure to use LinkedIn’s built-in tools to track the results of your campaign. Traffic, likes, links clicked, and followers, are common metrics to follow, but you can also measure engagement from specific accounts and individuals. The more granular your campaign, the more specific and useful your data will be.



Reaching out to people via LinkedIn without a content marketing strategy is not effective. According to LinkedIn, 90% of decision-makers will not respond to a cold-contact. Of the few that do, 74% tend to choose the sales rep who has something of value to offer on his profile or company page. Therefore, adding value and showing your understanding of a customer’s industry is critical to be successful in LinkedIn. These 7 steps should give you a starting point for your research, campaign definition, and execution. Being successful on LinkedIn is the first battle companies need to win to accelerate their growth.


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