Great content helps to show expertise in the field, create a clear representation of a brand among prospects, generate leads, and drive sales. However, when choosing what type of content to pick, you need to consider the platform. In this article, you will learn what kind of content is the most suitable in the case of Linkedin and what you need to avoid on the way to mastering your content marketing on Linkedin.

Apparently, content marketing on Linkedin differs from the rest of the social networks. The first and foremost reason for this difference lies in the main idea of Linkedin: to master the ways of showing expertise by means of a professional profile. Therefore, when you get to think about how to create a successful Linkedin content strategy, you need to focus on the overall profile.

You may say that Linkedin isn’t only about profile – it’s also about posting and discussions. It’s true but in the end of the day, everyone just tries to draw attention to his/her great profile. Therefore, before you get to think how to participate in group discussion, make sure you have polished your Linkedin profile. For this, I have prepared examples of successful profiles so you will be able to learn right at the place.

Get ready to learn essential practices of content marketing on Linkedin, explore professional profiles, and, in turn, improve your own Linkedin content strategy.


First and foremost

If you want it to be successful, you need a strategy – think about it before getting into the content marketing on Linkedin. Here is a short plan to follow when inventing Linkedin content marketing strategy:


1. Be purposeful


First what you need is to know whom exactly you will target with your content marketing on Linkedin – who is your audience. When you really know who is going to buy from you, you are aware of what kind of information your potential audience is interested in. Therefore, on this stage, you need to realize what kind of help your content may become for your prospects and customers. The particular usefulness of content you produce should become the core of your Linkedin content marketing strategy.


2. Be meaningful


On this stage, it’s time to conduct research and setup directions for your Linkedin content strategy. When you know what kind of audience you target and what kind of issues the content addresses, you can move your attention to the topics for your content marketing on Linkedin. Think about the most challenging and relevant questions, which you can help your audience to answer by means of your experience. You can’t take this directly from your head – you need profound research, which should reveal the point where you can productively intersect with your audience.

The best outcome on this stage would be if you came up with the list of the issues (from your field of expertise) that you have the strongest experience with and those that are the most relevant to your audience.


3. Get focused


Building Linkedin content marketing strategy is about step-by-step narrowing your focus. So now it’s the time to find intersections between the topics (those that you picked on the previous stage) and come up with the main theme you will follow. Just remember that it should be extremely relevant to your audience and, on the other hand, you need to have extensive experience in it.

Once you have picked the subject you will write about, brainstorm the topics of the articles and think about other types of content you can produce – tutorials, ebooks, videos, webinars, slides, infographics, etc (only your imagination is the limit). In the next section, we will take a closer look at the most relevant types of content for Linkedin.

Before we take a look at the particular types of content that will help you to build strong and successful Linkedin content strategy, I recommend you to practice something. Every time you get to answer the question “what type of content for Linkedin I can create in this case?” make sure you have a clear understanding of the message you want to transmit.

What is the particular issue your content for Linkedin should help your audience to solve? Think about the type of content that can handle this task in the most pointful and remarkable way. Don’t put yourself into the narrow measures of the text – rather think about how you can expand the way your express your ideas. The more diverse your content is – the more engaging it would be to your audience.


Here are the types of content for Linkedin to consider and publish on the Linkedin publishing platform:


  • tutorized information (“how-to” format)
  • ebooks
  • links to the trusted sources you have been published on
  • case studies
  • infographics and explanatory videos
  • links to the articles of other publishers you have found useful for your niche

Besides, don’t forget about such an interesting possibility to enlarge your content marketing on Linkedin like using Linkedin Slideshare. The platform for sharing slides allows you to post:

  • presentations,
  • videos,
  • webinars,
  • infographics,
  • explanations,
  • tutorials,
  • and much more brief and informative content.

Slideshare is a powerful way of spreading your content because it allows you to pack only the most important and worth memorizing information in one place. The latter is the reason why it is so popular among users.

Just think about the number of Slideshare users: around 70 million of people that find it extremely useful for the working and educational purposes.

While searching for the content, most of Slideshare users turns to it in the first instance without going anywhere else. This is how Slideshare has become one the best options to place your Linkedin content ads, which can vastly help your Linkedin content marketing strategy.

The chances that Linkedin content ads would be seen by the target audience on Slideshare is much higher than anywhere else because people prefer the most informative types of information and spending less time on reading it. Think about it when planning advertising campaigns and creating content for Linkedin.

Therefore, the Linkedin content marketing strategy requires a highly versatile approach which includes combining different types and sources of content and sharing on Linkedin publishing platform and Linkedin Slideshare.


Special tips and tricks for your content marketing on Linkedin

1. Post often

I’m not talking about the times per week but the times per day you need to come up with the new content for Linkedin to reach the best results. The best would be if you posted up to 4 times per day. You may not be able to do it that often so just do it as often as you can.


2. Mix content


When I say that you need to post often I mean posting not only your own content for Linkedin but to mix it with the other trusted sources. It’s okay that you are great in solving the particular range of issues while other guys from your industry are experienced in other issues. Don’t try to show people that you are just all professionals in one – it always sounds unconvincing.

If you want people to truly trust you as the professional you need to show them the complete picture, which means not only how great you are but also how great those whom you trust are. If you don’t show your audience different sides and points of view – they would anyway find them but already with the help of someone else.


3. Leverage Linkedin publishing platform


Don’t post just links to other sources there on the Linkedin platform but post unique content as often as you can. It never looks good when everything when you don’t really contribute to the community but just copy-paste what you already have. As you increase the unique part of the content, you become the more trusted source for your potential audience. The latter is one of the key premises of the successful Linkedin content strategy.


Don’t do this!

1.Talk about things that have no connection to your field of expertise


Undoubtedly, you have a lot of interests, you may also have a great sense of humor. But if you want other people to see as an expert, you have few options: either connect your interests and jokes to your professional topic and create something really outstanding or just keep your humor and hobbies for your personal social networks. Pick only one of those two if you want your Linkedin content strategy to be efficient.

Also, don’t talk about acute social issues and politics – we don’t say that it’s taboo. But everyone knows that those are too doubtful and unsteady paths in every discussion, which can build up the wrong representation of your ideas among the potential audience. Talking about politics (for instance) isn’t worth spoiling reputation and, in turn, your Linkedin content marketing strategy.


2. Overstuff timeline with the talks about your products


It starts as something pretty annoying when someone talks only about his product but it doesn’t go further because people just unsubscribe from the updates. Remember that the primary purpose of content marketing on Linkedin is to show that you’re a great expert. Of course, nobody prevents you from referring to your products but in any case, it shouldn’t be nearly the only thing you talk about.


3. Spam


For someone posting up to few times per day is difficult. It’s normal as one should always eager to make Linkedin content marketing strategy meaningful. However, for those who think that spam is okay, it’s not the problem. Don’t be like that. People hate spam. If you don’t want to earn hatred, keep your content marketing on Linkedin in the measures of posting 4 times per day at maximum.

Examples of profiles


I hope you have learned something new and potentially helpful for creating the successful Linkedin content strategy. To polish the knowledge you have acquired, I propose you to take a look at the great examples of Linkedin profiles of digital specialists, CEOs, and growth hackers.

You will always be able to find more professionally written profiles on your own, however, I’m convinced that the examples listed above can give you the right directions. Take a look at all the sections of those profiles and analyze the way they differ from your profile. It’s an extremely effective practice, yet quite simple. Take a look at the content published from the profiles and pay attention to the way it matches the field each profile refers to.

The most actively we learn on the real examples when we find differences between what we expected and what really works. Take your time and closely examine the profiles of successful people – and you will learn a lot about their Linkedin content strategy.



Content marketing on Linkedin is extremely efficient for the purposes of growing awareness of your company and products you offer. The reason of this efficiency lies in the extensive functionality Linkedin provides: publishing platform, Slideshare, Linkedin content ads, etc. Explore as much functionality as you can – sometimes you just don’t know all possibilities.

After you have mastered your content marketing on Linkedin, you can go further and let all your prospects know about your existence. For this purpose you will find useful Protop. Try it for free now and gain thousands of profile views in the shortest period ever.