You might already be familiar with LinkedIn, or you might be completely new to it. You may have heard that LinkedIn is a great place to find a career or even a new hire. But have you thought about LinkedIn as a content marketing tool?

You can use LinkedIn to sell your products and services. You can also use it to share content with your brand’s audience. The whole point of content marketing is to build a relationship with your audience. This relationship can take them through your sales process, without interrupting their lives.

So why LinkedIn?

LinkedIn has a 2.74% visitor-to-lead conversion rate. If your company page attracts 300 visitors, you’ll have just over 8 conversions. This is why content marketers are on LinkedIn. You want those conversions, right?

You might be wondering how you can use LinkedIn company pages to share your content. Well, you’re going to need to do a few things first.

Build out your company page

The first step is to build out your LinkedIn profile. Each one of your social media accounts acts as an extension of your brand. Your brand’s positioning, core messages, goals, and objectives should carry over onto LinkedIn.

Since Google favours LinkedIn company pages, you’ll need to provide a strong description. You have a limit of 2,000 characters to tell your audience who you are, who your clients are, and how you can help them.

Don’t be afraid to go wild here. Just make sure to use the keywords you want to rank for within the first 156 characters of your bio. The reason being: this is what shows on Google’s search engine results page.

Throw up your company’s details, cover photo, and profile picture to finish up your bio. Your cover photo should reflect how your brand is to be perceived to your target audience on LinkedIn.

Check out Coca Cola’s company page for a great example of a bio. For more inspiration, try taking a peek at what your competitors are doing – maybe you’ll find a gap to fill.

Share targeted content

Only 4% of LinkedIn users share blog posts. There’s obviously a problem with engagement here. So how are you going to fix that gap?

By sharing relevant, targeted content.

Once your Company Page is live, your first step is to begin sharing quality content. This means you should share more than just company updates. Give your audience a reason to visit your page. Share content that follows your content marketing strategy.

Focus on your audience. Your audience will tune you out if all you do is talk about yourself. LinkedIn is a place for industry talk and thought leadership. The type of content you share will be different than your other social media platforms.

Not all your followers will have the same interests, so you’ll need to know your audience well. If you want to communicate with a specific audience persona, it’s easy. LinkedIn lets you promote your content to specific people.

All you have to do is go to your company page and click the “Share with:” drop-down menu. You want to select the option “targeted audience.”

target content on LinkedInThis lets you filter your target audience down to the demographics. You can provide your target audience with relevant quality content using this powerful feature. Pretty neat, right?

It might be tempting to shoot off sales-focused content to your target audience. As tempting as it may be, with great power comes great responsibility.

Remember that the goal of content marketing is to provide your audience with solutions. You want to help your audience every step of the way, from the top of your sales funnel all the way to conversion.

You still need to promote content that gives your audience a reason to follow your company page. Make them want future company updates. You want to be known as the company with solutions.

Follow your content marketing strategy – it will give you ideas for the type of content to share.

Do it consistently

If you want to be heard on LinkedIn, you can make it happen. Only 57% of companies have a company page. What does that mean for you?

Less noise.

If you’ve ever been on Twitter, you’ve probably seen how fast your feed can be flooded. With LinkedIn, your audience isn’t bombarded by noise. Only relevant content shows up on their feed.

The content that shows up in your audiences’ feed is shared through their connections. Content also shows up based on the company pages and groups they follow. Aside from sponsored posts, that’s pretty much it.

This is why you need to be consistent. One follower might like or share one of your posts, which shows as an update to their connections. It might seem like a catch-22 at first, but it’s actually not. Your first followers can be your employees, or even yourself.

All you need is a spark (your first follower) and some oxygen (quality content) and you’ve got yourself a fire. You don’t have to post 20 updates a day. The shelf life of your updates lasts as long as your audience is sharing it with their network. One or two a day is more than enough to be considered consistent.

The key is to share content based on your company’s industry. This could be news, trends, stats, or thought leadership pieces that your audience will find useful. End each update with a question to spark a conversation.

Consistently posting updates helps build your company page’s followership. With LinkedIn, followers actually mean something.

Repurpose your highest performing content

LinkedIn’s conversion rate is 3 times better than Facebook and Twitter. Remember your highest performing content on Facebook and Twitter?

Take that content and share it as an update on your company page. You have nothing to lose, and you’ll have so much to gain with a conversion rate that is 3 times higher.

This stroke of genius was suggested by Larry Kim. LinkedIn is a place for your best content only, so choose wisely. Your top content still needs to be relevant to your target audience on LinkedIn.

You can pull content from anywhere. It can be from your blog, Twitter, Facebook, Pinterest, Vine (too soon?), or Instagram. If it’s relevant and performs well, share it!

This also saves you the trouble of scrambling around for content to share with your audience. Capitalize on the opportunity to repurpose. Once again, your best content can bask you in the glory of higher conversion rates.

You’re just getting started with LinkedIn

LinkedIn isn’t just a place for you to find your next hire. It’s another promotion channel for your content marketing campaign.

Publish your company page once you’re ready to expand your content marketing arm. Build out your company profile and share your targeted content consistently. You’ll begin to see the benefits of LinkedIn’s B2B and B2C capabilities.

As you experiment, adapt, and learn you’ll find that LinkedIn naturally becomes a part of your content marketing efforts. You’ll be more consistent, and more people will engage with your brand. You might even find a tribe of people who will speak out for you in the process.

So, you’ve got a rundown on how you can use LinkedIn company pages to promote your content.

When will you start using LinkedIn to communicate with your audience?