5 Questions to ask yourself when creating a Linkedin Content Strategy




Getting your stuff together on LinkedIn can really give your online exposure the boost it needs and drive traffic to your website! Learn how to do just that and how to plan your activities, so it doesn’t consume all your time!


1. What to post?

Blooooooogs! Also, case studies, HR things like vacancies or stories about working at your awesome company and any special you might develop over the year. In case you’re speaking somewhere, share your slides afterwards!


This content creation part should be in agreement with your subject matter experts, HR department and anyone else who is involved and last but not least: your own schedule!

Planning in advance and making solid agreements on deliverables will ease your life along way; trust me on this one. For some reason, blogs don’t seem to make everyone’s priority list if they’re left unchecked. A month or so should be your aim to have finished a blog, including a lean review cycle (i.e. witer à peer à manager à top dog = approved).


As for the blogs (and other content) try to do key word research before you start writing them to make sure you increase the chances of ‘googlers’ coming across your blogs. And in general, the best performing content is on industry challenges and trends like increasing regulations in the pharmaceutical industry, for instance, so try to focus on that.


Tip: try turning a blog into video content! The platform allows for easy uploading and video content is pretty easy to make these days.

2. What about my promo?

This is going to sound very counterproductive but please don’t put too much promotional material on LinkedIn. If you’ve read more of my blogs, I might seem to sound like a broken record but I said it once and I’ll say it again: knowledge attracts. Flashy commercials? Not so much. However, you’re not a pro bono business professional either, so let’s look at how we combine the best of two worlds.


Depending on how many products or services you have, you can create focused campaigns throughout the year. Instead of posting your promo on LinkedIn try to make use of promoted content, preferably published with same-topic blogs. With the downside of paying a bit, the advantage of promoted content is a firm focus on your preferred segmented audience and location (easiest combo).


As a rule of thumb, try to use the ever-so-mighty 80-20 rule: for every 4 pieces of good content you share, you get to share some clear communication around your services. By promoting content this way everyone will know you’re invested in a topic and also that you’re the person to talk to if they need help.


Tip: make sure your piece of promoted content is good! Have other people confirm this for you :)

3. How much to post?

To be effective, you want to be able to provide your audience with a consistent stream of content. Although I think it’s wise to make your aim to have a little extra for unforeseen stressful times at work: once every two weeks should be doable for everyone. If it seems like a lot, keep in mind that blogging is based on the fact that you are good at what you do and you know what you’re talking about, i.o. this should not be your bottleneck in the strategy.

Additionally, keep in mind that Tuesday and Thursdays around 14.00 are apparently good days to post!


So, without further ado, down here you’ll find a very handy scheme for you to copy and show around to all your colleagues and show how organized you are!




4. Will people actually read it?

Honestly, this may take a while. Unless you hit the jackpot by coming up with an article everyone simply loves. Let’s say you make a breakthrough in cancer research, learn how to identify Alzheimer in real early stages, bring down drug prices by 50% or you beat the common cold, then you shouldn’t have to break a sweat.


For most of us you should try to leverage the content you produce to increase your LinkedIn follower base.


Think about:

Including ‘Follow us’ CTAs where appropriate like on your website, email signatures, at the bottom of all blogs and all other content and so on.

Identifying LinkedIn groups to post in because these are usually like-minded professionals looking for content like yours. Just don’t go posting off-topic, so no IVDR regulation updates in a group for bioprocessing. (you’ll probably get banned)

You’re just one person and motivating colleagues to share your content is a great one. For instance, at the company I work for I developed a gamified program to get people to share! I’ll show it in a new blog how to that effectively.


5. How will I know if I’m being effective?

Don’t get scared if you don’t see a huge uptake at first. In fact, depending on the size of your estimated audience, you might be reaching the right people already if it’s only a small group.

Try to keep track of the increase in followers your company has (LinkedIn has some simple metrics in place for this purpose) and have a look at your website’s analytics to see if the ‘referral traffic’ for LinkedIn is increasing as well. Try to find out which pieces of content are doing well compared to others and ask yourself why? Though it might seem tempting to start publishing things that perform well but have no real benefit, refrain from this because it will only disappoint you later on when you’re asking yourself why you have a huge audience but no leads.


If you’re having doubts about your plan or its effectiveness send me a message and I’d be happy to have a look for you. Yes, for free.



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© 2019 by Nick Veringmeier