Sunday 25th September 2016

How to create readable and sharable LinkedIn Company Page updates

In the previous newsletter we wrote about the golden rules of publishing LinkedIn Company Page updates. Today let’s delve some more into creating updates that get read and shared.

Last time we mentioned you should post updates regularly. But which kind of updates should you publish and what media should they include?

1.Include photos and videos.

Media of any sort are a welcome addition to your updates, so don’t forget to include them. YouTube videos, for example, play directly on LinkedIn so your audience won’t leave their feed to load a different page.

If you want to share a link and want to add a custom image to the update, you can do that too. Here’s how:

  • Step 1: Enter an update with a URL - link.
  • Step 2: When the preview image appears, click the Upload Image icon.
  • Step 3: Select the image file you want to upload. The file type should be JPG, GIF, or PNG, and max size of 100MB. Your uploaded image will be automatically resized to fit the 180 x 110 pixel thumbnail space.

    Now your update is all set to include a video or a photo of your choice!

2.What about the content?

Photos and videos are important but they’re not what makes updates truly compelling. You need great content and a relatable tone of writing. Here are some tips:

  • address the reader: the most sharable updates are the one where the reader really identifies with what’s written in the update. For that, you need to use language that directly addresses them. Ask questions and use the second-person point of view.
  • use familiar language. Don’t be afraid to use specific terms, typical of your industry, especially in B2B communication.Address your audience like a friend or a business partner, then experiment a little and see what they respond to best.
  • include influencers and experts. Look around your company. Many of your employees are experts in their fields. Ask them to contribute a blog post that you can link to LinkedIn, share news about your industry that they find important, or highlight some other interesting piece of information. And the same goes for experts outside your company – connect with them and see if they’d be willing to contribute some content of their own.
  • go behind the scenes. Even if you work in B2B, you can still communicate the lighter, human side of your brand.You can either provide an exclusive look at product launch or some behind-the-scenes pictures of what’s going on in your company. It’s a cliché, but it’s true: people are people everywhere, doesn’t matter whether you market and sell to businesses or end customers.
  • repurpose content. Consider curating content from other sources as well. Think about it like this: your customers are looking for informative content, and they’ll remember who provided it. If you find anything interesting that might be helpful to your followers, don’t hesitate to share it with a short comment of your own. Your audience will be thankful for it and will come back for more.

We hope these tips will help you create updates your audience will love to read and share. Next time we’ll write more about targeting your posts to the right audience, and how to analyze and optimize your activities on LinkedIn.

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