LinkedIn content sharing feature
Today LinkedIn has transformed from a mere professional networking platform to a powerful content marketing tool. The latest addition is the LinkedIn content sharing feature.
Now it is possible to reshare existing content from your company blog, social media channels, and your company’s other external sources directly to your LinkedIn Page. Now you can bridge your content gap and enhancing YOUR LinkedIn presence.
Do you have a content gap?
One of the primary benefits of the LinkedIn content sharing feature is its ability to close a content gap. For many businesses, creating suitable LinkedIn optimized content consistently can be a daunting task especially if you are an enterprise owning many account types worldwide. By leveraging this feature, you can access for LinkedIn more of your own organization’s content from elsewhere via RSS feeds directly to your Page.
I know what it is like. Content going live within days supporting campaigns in YouTube while another team is pumping out blogs and then others running monthly podcasts and LinkedIn live events. Then you have calls and send emails asking if some of that content can be sent to you for the company LinkedIn page.
LinkedIn content sharing feature saves valuable time cutting out all that team collaboration effort and can help you to close the gap on the targets set for LinkedIn page performance, but there is a catch!
Protect your LinkedIn page content quality
The LinkedIn content sharing feature is designed with administrative efficiency in mind. My strong advice is to place high importance on safeguarding the content quality for LinkedIn. Do this by installing a system for centralized management of the original LinkedIn content plus the newly shared content via the shared RSS feeds and install approval paths that cover both content streams.
Do this by
- Selecting to initially manage the shared RSS content for more control rather than automatically resharing for convenience.
- Manage both streams to have the correct brand tone, good hashtag selection, and check the @mentions for opportunities to tag influencers and employees for recognition.
- Detailed setup guidance
How to measure success? Benchmarking your LinkedIn page
I propose that you measure the effectiveness of your LinkedIn strategy now boosted by this additional RSS feed of reshared content. It is essential to benchmark your LinkedIn page anyway so why not start now?
- Track Competitor Performance: Monitor engagement metrics such as likes, shares, comments, and clicks to identify high-performing content from your competition. You might not be able to gather these stats from your competitors via a tool but in the past, I have used own staff, interns or done it myself with lots of coffee handy.
- Compare with Competitors: Analyse your competitors’ content sharing activities to identify best practices and areas for improvement. For example, can you spot advocacy tools adding employee created content? My tip is watch out for company page employee success stories. Often this content gets lots of engagement and helps company HR recruitment efforts. Same is true of the engagement “bounce” from LinkedIn live events.
- Optimize Your Strategy: Make data-driven decisions to refine your content curation and sharing tactics based on the results. Is your LinkedIn page a major driver of your social media marketing success? Is it helping your company or brand’s position as an authority and trusted source of information in your industry vertical?
Key takeaway: Elevate your LinkedIn presence
By effectively utilizing the LinkedIn content RSS sharing feature, you can bridge YOUR content gap and thus enhance your LinkedIn presence, but you must measure the impact.
Call to Action:
- How do you currently address the content gap on your LinkedIn page?
- What metrics do you use to measure the performance of your LinkedIn page and content sharing activities and competitor activity?
- How do you collaborate with your internal teams to curate and share content on LinkedIn? The new LinkedIn content share functionality could save you valuable coordination time and get successfully performing content from another internal source to your LinkedIn page.
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