Businesses often utilize LinkedIn to market to other businesses or certain demographics that are more likely to be interested in what they do. The content that you create for LinkedIn is only useful if it is visible to your target audience and you are able to get a good amount of engagement. Even if you have great content, you need to use some strategies to make sure that your articles or other types of content are seen by users on LinkedIn.
When it comes to creating content, long form status updates tend to be viewed more often on LinkedIn than full length articles. The updates are limited to about 300 words and are more effective at reaching people so that you means you won’t have to spend as much time writing them. Updates with an eye-catching first sentence are more likely to draw people in and encourage engagement.
Certain types of content can be more popular than others on LinkedIn depending on the audience you are trying to reach. In general, people like to read list posts that share a list of items such as your favorites books, blogs or podcasts. They also like to hear personal stories that can inform them or teach lessons about your professional journey in a way that resonates with readers.
You might want to share opinions that are somewhat controversial or challenge common beliefs to drive more engagement but be careful not to alienate readers. Another good strategy is to ask questions or invite others to ask you questions in the comments to get more people to respond. When you receive more engagements from your posts, make sure to reply to as many comments as possible so that people will feel heard and want to continue to interact with you in the future.