LinkedIn Content: A Demand Gen Specialist’s Top Tips

Ever feel like you’re just tossing your LinkedIn posts into the void? Trust me, I get it. It can be super frustrating when you put all that effort into your content and… nothing seems to happen. But here’s the thing – it doesn’t have to be that way. I’ve worked with a bunch of clients on their LinkedIn content strategies, and I’ve picked up some pretty nifty tricks along the way. From figuring out when to post (spoiler: it’s not always 9 AM on Tuesday) to nailing those video lengths, I’m here to spill the tea on what really works. Let’s jump right in!

When is the best time to post on LinkedIn?

In my experience, posting between 8 and 11 AM is generally effective. This is when most people are getting to their jobs and starting their workday. However, it’s not a one-size-fits-all solution.

If you’re unsure about the best time to post, I recommend experimenting. Try posting early in the morning for a few weeks, then switch to later in the afternoon. You could even try posting at different times each day for a week. Analyze which content performed better and if timing had an impact.

Remember to consider your target audience and their time zones. The analytics tools we use at Impactable provide valuable insights into optimal posting times for each client, so it’s worth looking into similar tools for your own strategy.

What are the best days to post on LinkedIn?

Generally, I recommend focusing on workdays. People tend to be less active on LinkedIn during weekends. However, don’t rule out weekend posting entirely.

Sunday evenings, in particular, can be worth testing. Many professionals start getting into work mode on Sunday, preparing and planning for the week ahead. They may spend more time on LinkedIn, so it’s worth experimenting to see if your audience is active during this time.

What is the best way to schedule LinkedIn posts?

At Impactable, we use a third-party platform called Assembly for scheduling. It’s a fantastic tool with built-in analytics, though we use additional tools to ensure we’re getting all the insights we need.

One of the benefits of using a platform like Assembly is that it allows for client access. This means you can move posts around if you want, or even copy the post to use on another platform. It gives you more flexibility and control over your content strategy.

There are several other popular scheduling platforms worth considering:

• Hootsuite: Supports multiple social networks, including LinkedIn.
• Later: Originally for Instagram, now supports LinkedIn too.
• Asana: Can be used to plan and schedule social media content.

How many times a week should you post on LinkedIn?

For those just starting out, I recommend aiming for five posts per week – one for each workday. If that feels overwhelming, start with three to five posts per week.

At Impactable, our basic package includes three posts per week, but I encourage clients to supplement this with their own posts on the other days. This ensures a well-rounded content strategy and maintains authenticity.

How to post a video on LinkedIn?

I know it might seem a bit intimidating, but trust me, it’s super easy and totally worth it. Here’s a quick rundown:

1. Hit that “Create a Post” button (it’s got a little camera icon)
2. Choose “Add media” to upload a video you’ve already got
3. You can also add video thumbnail for a catchier look
4. Write a snappy caption that explains why people should watch
5. Add some relevant hashtags
6. Hit “Post” and you’re golden!

Remember, video is a total game-changer on LinkedIn. It grabs attention way better than text and is perfect for showing off your expertise. The key is to just start – you can plan and research all you want, but unless you actually put something into action, you’re just wasting time. So go ahead, give it a try!

What is the recommended video length for LinkedIn videos? Are there LinkedIn video best practices?

When it comes to video content on LinkedIn, shorter is usually better. I recommend keeping videos to two minutes or less, unless you’re doing a podcast or covering a really complex topic with graphics.

Aim for 30 seconds to a minute for quick, snackable content. Remember, people scrolling through LinkedIn want to see news and highlights. Give them the key points and keep it high-level.

Visual variety is also crucial. Include multiple cuts in your videos and ensure the visual elements are constantly changing. This helps maintain viewer interest and prevents them from clicking away due to boredom.

Should I delegate all the content to an agency or do some posting, too?

As much as we love creating content for our clients, I strongly encourage them to be involved in their own content strategy. Whether you’re working with an agency or not, it’s important to maintain your unique voice and perspective.

If you’re working with an agency, communicate about topics you want to post about. They can incorporate these into your strategy. Alternatively, you can create and post your own content alongside the agency-created posts.

For clients using our three-post package (typically Monday, Wednesday, Friday), I suggest posting on Tuesdays and Thursdays. This could be a personal update, an article share, or any content that aligns with your overall strategy.

How to be active on LinkedIn? What kind of activity would be helpful?

Engagement is key on LinkedIn, and it goes beyond just posting. Even if you don’t have time to create full posts, interacting with others’ content is valuable. Every time you like, comment, or share a post, you increase its visibility in your network.

I recommend spending at least 10 to 20 minutes daily on LinkedIn, engaging with your network’s content. This investment in the platform will pay off in increased visibility for your own content.

Remember, LinkedIn thrives on two-way conversations. The more you engage in meaningful interactions, the better your posts will perform. You’ll find yourself in sync with the algorithm, consistently getting engagement on your content.

To Sum Up

By following these strategies, you can improve your LinkedIn demand gen content and make the most of this powerful B2B platform. Remember, consistency, engagement, and authenticity are key to success on LinkedIn. Keep experimenting, analyzing your results, and adjusting your strategy accordingly.