One way to build your brand on LinkedIn is by publishing original and useful content that will help establish your credibility. But the question most people have is, “What content should we publish on LinkedIn?” If you’re using the Sales Navigator, it’s safe to assume that you are prospecting and using the available research tools to maximize your social selling efforts. Let me show you one strategy that can help you ensure that you create only the most relevant content for your network, which will most probably reward you with a lot of engagement.

5 Steps to Creating Targeted Content on LinkedIn Using the Sales Navigator

Important notes: These steps are applicable only through the use of the Sales Navigator. If you’re doing social selling, part of your job is to create targeted content, and here’s how you do it:

Step 1. Go to the Sales Navigator >> List >> My Network

  It will take you to the list of your network. Automatically, the list will be filtered by 1st Connections.

Step 2. Pay attention to the categories on top of the list.

You’ll see the following:
  • Total results – Include all of your 1st-degree connections
  • Changed jobs in past 90 days – Your connections who have recently taken new roles
  • Mentioned in news in past 30 days – Those who were mentioned in the news
  • Posted on LinkedIn in past 30 days – Those who have been active on LinkedIn in the last month
  • Share experiences with you – Either you have common connections or you belong to the same groups
  • Leads that follow your company on LinkedIn – Your connections who are also following your LinkedIn company page

Step 3. Filter your LinkedIn connections based on those who “posted on LinkedIn in past 30 days.”

This is important. Don’t think that you’re writing for all of your connections. Think about only those who have been active on LinkedIn in the past 30 days. They are the ones who would most likely see your post once you hit publish. On the example below, out of the 2K connections, only 654 are active in the last 30 days. They’re your target readers.

Step 4. Click on ‘View all filters.’ Analyze the demographics of your active LinkedIn connections.

You have up to 23 filters, but I find these four the most useful: Seniority Level, Industry, Function and Geography. So here are my sample results: With the demographics above, you need to figure out which topic or content would resonate to the senior staff and the decision-makers, i.e., directors, VPs, owners, partners, and CXOs, with a marketing and business development function. Consider their industry and location — the majority are from the marketing and advertising industry in the US, particularly in the Greater Philadelphia area. 

Step 5. Make your content interesting or useful to them.

The simplest — but not necessarily the easiest — way to establish credibility through LinkedIn is to help your network achieve their own professional goals. So always think about quality based on how useful your content is to your LinkedIn network. Your connections would appreciate and engage more with your content if it helps them do their jobs better or if you offer a new perspective on old problems. Frame your content so that it’s useful to them and beneficial to your brand. In creating your content on LinkedIn, remember this simple rule in content marketing:
Be the help that your network is looking for. No one wants to be sold to, so use content to build your brand, not to sell your products or services.
Bonus Tips:
  • Save as leads on the LinkedIn Sales Navigator your most relevant connections so you are constantly updated with their activities on LinkedIn. They won’t know you saved them as leads.
  • Visit their LinkedIn profiles and read what content they had posted, shared or engaged with in the last 30 days. It will give you more ideas on what type of content they are likely to engage with.
  • When appropriate, join conversations by engaging with their content. This will give you visibility and establish rapport with your leads.

Consider other factors to boost engagement

If your LinkedIn network or connections are highly targeted, i.e., you strategically connected with or follow the people who matter to your business, it won’t be difficult to think of a topic and write content that benefits both you and them. Using this content creation strategy will not guarantee high engagement on LinkedIn, but will increase the relevance of your content, hence giving your content higher chances of getting some traction. Take note that other factors, including your headlines, the images you use, the overall quality of your content and the timing, are critical to how your content is received. In terms of timing, according to HubSpot, the best time to post on LinkedIn is midweek, 5 p.m. to 6 p.m. EST. However, you still have to observe if this applies to your own network. You need to do some testing and observe until you get the rhythm on when and how your network engages with your content. With this strategy, you’re ready to publish a targeted content that your LinkedIn network will love! Good luck!
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