How to Built a Content Strategy for LinkedIn for Executives

The days of the faceless executive in the secluded corner office are long gone. Today's audiences form impressions of a company based on who's in the C-suite. 

Did you know 44% of a company's value depends on its CEO's reputation? An effective LinkedIn content strategy helps you build and enhance that reputation.

Understand the Basics of LinkedIn Marketing

LinkedIn is the most efficient platform for building business connections. Visitors to LinkedIn are already thinking professionally and are receptive to new, actionable insights.

LinkedIn marketing is about meeting the demand for insights through targeted posts, articles, and interactions. The first step to leveraging LinkedIn marketing to build a reputation is to know your audience — those most receptive to your thought leadership and interested in starting a conversation. For example, do you want to reach industry colleagues or consumer brand followers?

Set Clear Goals for Your Content Strategy

Once you know whom you're talking to, clarify your target outcome. You need to know what you want your LinkedIn content strategy to achieve and how you'll measure its success.

Consider why you're investing time and resources into this process. If your objective is to create a LinkedIn thought leadership strategy, how will that content benefit the executive, the business, or both?

Use target numbers to keep your goals measurable. For example, your target can be getting 1000 new followers by the end of the year. Specific goals help you master the LinkedIn algorithm by targeting the right audiences.

Optimize Your LinkedIn Profile for Maximum Impact

The quality of your LinkedIn profile affects the credibility of your content, especially at the executive level. Your profile needs to align with current best practices for executive members, including:

• A professional, high-resolution profile picture
• A headline that drives home your expertise and influence
• An action-packed summary including your unique value proposition as a thought leader

A well-crafted profile should encourage readers to explore your content more deeply. They should see at a glance that you have something important to offer and want to hear more.

Craft Authentic and Engaging Content

Content is the core of your LinkedIn marketing strategy. It builds your executive persona, engages your audience, and encourages people to follow you to learn more.

How to Create a LinkedIn Content Strategy

Audiences expect innovative, thought-provoking content from executives. Think about the big questions people in your industry are asking. What questions do you have as an industry leader?

Consider how you'd develop each idea, aiming for a variety of content types. One topic might do well as a poll or short LinkedIn post, while another needs an article or video to cover it thoroughly.

Next, start working on your ideas in a content calendar. Be strategic: When will a topic be particularly relevant? Your knowledge of industry trends will be helpful here.

How to Develop Relevant Content

Focus on offering value to your readers. LinkedIn visitors use the platform for professional development and networking, and everything they engage with has to feel worth their time.

Integrate keywords strategically so audiences can find your posts when they search the platform or Google. Think about the intent of that search and why the reader is interested.

Finally, remember that LinkedIn is a social platform. Every comment and user contribution is social capital, testifying to the value and relevance of your page. Look for opportunities to invite user-generated content, from questions to reshared articles.

Leverage LinkedIn Groups and Communities

LinkedIn groups are topic and industry-focused communities that let you have meaningful discussions with audiences. Group membership and participation can supercharge your executive presence on LinkedIn.

Collaborate and Engage

Niche groups let executive LinkedIn users participate in higher-level thought leadership. Search for other thought leaders and influencers in your space, and look for the groups they belong to. Join the ones that are a good fit for you, and start engaging by commenting on posts and sharing meaningful content.

Start conversations with influential users who would be good collaborators. When the time is right, assess their interest in a shared project, such as a co-authored article.

Build Relationships and Monitor Reputation

LinkedIn groups allow you to build meaningful business relationships. The techniques are the same as in-person networking: Look for people who engage on the same topics you do, seeking ways to start conversations. 

Groups also provide valuable insights into your digital reputation. For example, how do people respond to your original content? You can gauge audiences' opinions on your expertise by monitoring comments and shares.

Master LinkedIn Analytics for Insights

Exec comms is about doing what works and dropping what doesn't.  With LinkedIn Analytics, you can track content performance to learn what resonates with your audience so you can develop a more effective content strategy.

LinkedIn data tells you how many people saw and engaged with your content. It tracks reactions, shares, comments, and views, either aggregated or by post. Determine what matters most to your strategy, track the results, and adjust your approach as necessary.

Real-Life Success Stories From Executives

David Edelman is an executive advisor and the former chief marketing officer for Aetna and CVS. His thought leadership content is timely, original, and solution-focused. In one recent post, Personalization Lessons From the Supply Chain World, he discusses the potential of artificial intelligence (AI) solutions in logistics. 

Another powerful LinkedIn thought leader is Katya Andresen, chief digital and analytics officer for The Cigna Group. Like Edelman, Andresen posts forward-thinking content. Her July article, "What's an innovator to do? Making change in dark times," discusses the power of mindset.

Both thought leaders are LinkedIn's Top Voices, with over 1 million followers. They offer original perspectives, actionable insights, and opportunities for community-building.

Simplify Executive Communications on Social Media

LinkedIn is a powerful platform for executives to share their expertise and build a meaningful following, but crafting a noteworthy presence takes time.

With Exec Comms, the world's first Executive Social Media Management Platform, you can speed up and enhance your reputation-building efforts on LinkedIn. Exec Comms helps you ideate and create exclusive content tailored to your executive voice and audience. It also provides a range of features for improving visibility and reach on LinkedIn, including post and performance tracking and management.

Contact us today for your free demo and discover the power of professionally managed executive socials.

Content Strategy for LinkedIn FAQs

What is the 4-1-1 Rule for LinkedIn?

The 4-1-1 rule states that for every six pieces of content:

• Four should be reshared from other sources
• One should be informative and educational
• One should promote your products or services

Following this strategy helps diversify content on your LinkedIn page.

How do you make good LinkedIn content?

Good LinkedIn content is relevant to the target reader, offers new ideas, and encourages collaboration.

What content is most successful on LinkedIn?

According to LinkedIn's editor-in-chief, Tequia Burt, video content and image-rich posts receive more views than static text.