When it comes to promoting your brand on LinkedIn, longer may indeed be better.

In the digital marketing world, there’s an ongoing debate regarding the relative value of long-form vs. short-form content. The truth is, depending on where your content is being published and what you are trying to accomplish, both forms are effective ways to communicate with your target audience.

Some platforms are best suited for lengthy pieces — LinkedIn being a prime example. Because LinkedIn is specifically designed for job seekers and professionals, it’s the perfect outlet for publishing case studies, eBooks, reports, white papers, guides, and other types of high-quality long-form content.

But where to begin? We’ll walk you through the basics of creating valuable long-form content, and building an effective strategy to promote it on LinkedIn.

Creating Valuable Long-Form Content

1. Outline your goals.
As with any type of marketing campaign, the very first step is establishing clear objectives. Decide on your overarching goals, build a strategy and then start writing. This will give you something to work toward and help keep your content focused.

2. Choose a relevant topic.
Choose a topic that is not just trending on a large scale, but is also relevant to your industry specifically. People who are going to take the time to read lengthy guides or instruction manuals are actively trying to expand their knowledge or solve an industry-specific problem. Be sure your content helps to fulfill a tangible need.

3. Write what you know.
While producing relevant content is important, you should also be sure you have a firm grasp on the subject matter you choose. If you don’t know what you’re talking about, it will show within the first few paragraphs. Use long-form content as a means to establish yourself as a thought leader and industry expert.

4. Focus on quality.
Work on creating content that is clear, relevant, and specific to your target audience. Get everyone in the company involved, and set up weekly editorial meetings to strengthen quality and diversify both the topics and voices featured.

Promoting Long-Form Content

1. Participate in groups.
Linkedin groups are tied to industries and interests, making it easier to find like-minded people searching for the precise information you’re publishing. Catering specifically to these segmented groups is the way to go when promoting your long-form content on this platform. Participate in discussions with related groups, but also start your own groups and ask others to join.

2. Promote engagement.
LinkedIn rewards content that generates high levels of engagement. Posts that receive likes, comments, and shares are more visible, so encouraging user feedback pays off. Ask direct questions and invite readers to share their own knowledge and experience. Choose topics that lend themselves to a follow-up discussion.

3. Test and tweak your strategy.
After producing a thoughtful, relevant, industry-specific piece and publishing it on LinkedIn, your work has just begun. Track key metrics to determine how well each post performs, so you can adapt your strategy accordingly.

4) Use the Publishing Platform
Pulse, LinkedIn’s self-publishing platform, targets and extends the reach of your content. After analyzing posts, Pulse categorizes them into channels to be consumed by the most relevant audiences. This makes each user’s feed more specific to their needs and interests, and distributes your content to people who will find it the most valuable.

Publishing long-form content on LinkedIn is a great way to establish yourself as an industry leader and raise brand awareness. The key to success? Producing valuable content, tailored to reach industry-specific audiences.

Longneck and Thunderfoot offer social media management services to build a vibrant audience for your brand across all media channels. Learn more about social media and PR here.

Author Shayna Robinson

A graduate of NYU’s Gallatin School, Shayna manages social media for clients across all industries, monitoring the effectiveness of our social campaigns, manages social strategy, and spearheads breaking news coverage and the development of original, trending story ideas. She previously worked in media production and communications at an NYC-based documentary production company. Her interests include cooking, making short films, and traveling.

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