Why You Should Study LinkedIn’s Guide to Content Trends

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Jenny Force Jenny Force, VP of Marketing

LinkedIn recently published a Guide to Content Trends that’s free to download as a PDF file. This report comes out at an unusual time when many online searches are about COVID-19 and related topics. For business owners and marketers, LinkedIn can be a valuable resource for gathering information. It’s therefore a site where you should consider posting your best B2B content.

Why You Should Be Active on LinkedIn Now
Over the last few months, when many people have been at home and spending lots of time online, social media sites have seen spikes in traffic. Facebook, for example, has enjoyed record traffic during the lockdown. While Facebook, Instagram and Twitter tend to attract the most attention, businesses should not overlook the importance of LinkedIn during this crisis and beyond.

LinkedIn traffic, along with most social media sites, has increased in recent months. What’s most relevant is that people are using LinkedIn for business information and recommendations. While other sites are full of selfies, memes and random videos, LinkedIn continues to be a platform that’s mainly focused on B2B, marketing, and economic issues. If your audience is on LinkedIn, now is a good time to revisit your content strategy and perhaps look for ways to improve it and increase your output. LinkedIn’s latest guide is a good place to begin. The report uncovered a number of interesting trends, some predictable others less obvious. Let’s look at some of these trends along with a few suggestions on how you could use them as inspiration for your own content on LinkedIn.

Explore How Industries Have Been Impacted by Coronavirus
It’s no surprise that many people are searching for terms related to coronavirus, COVID19, health tips and lockdown-related information. However, LinkedIn found that certain industries have a particular interest in these topics. Businesses in IT and financial sectors are among the industries most actively talking about coronavirus. If you or your contacts are part of these industries, rather than simply sharing generic content that’s repeated all over the internet, you may want to focus on more targeted issues. For example, The Computer Society recently published The 5 Most Important Ways the Coronavirus Will Change the IT Industry. Each of the 5 issues discussed in this article, such as accelerated moving to the cloud, could be explored in more detail.

Business and Productivity
Another category the LinkedIn Guide explores is business & productivity. Once again, these topics have been greatly impacted by the current global situation. Business and productivity are broad topics that affect every industry during prosperous as well as difficult times. Some of the specific areas that people are searching for include travel plans, the gig economy, the supply chain, and going digital. These and many other topics related to productivity can provide many ideas for content. Some related possibilities include time management, dealing with distractions at home, how to pivot specific businesses to an online model, and creating multiple income streams.

Health & Well-being
It’s obvious that everyone is extremely focused on health and well-being right now. All over the world, people are searching for terms related to prevention, cures, vaccines, masks and other topics related to staying as healthy as possible during the pandemic. As a B2B marketer, however, you’ll want to identify concerns that are particular to businesses. LinkedIn identified personal health, employee health and ProHealth, a supplement company, as trending topics.

Business owners and managers can share health-related information of interest to their employees and customers. Health information can be a sensitive topic, as there’s quite a bit of controversy over what constitutes reliable information. It’s generally best to follow the general rule to avoid health advice about treating specific conditions if you’re not a medical professional. This still leaves plenty of valuable areas such as:

  • Health and safety tips for your employees, whether they are currently working in your place of business or at home.
  • Advice on understanding company policies, insurance, and benefits.
  • General wellness tips on nutrition and exercise.
  • Links to trustworthy sites on the latest health information. If you’re not sure about certain information, you can always precede it with a warning that readers should do their own research.

Culture & Community
As many people are feeling isolated from being at home so much, community is more important than ever. This is an area where you might discuss topics such as:

  • Tips for creating and managing online work communities on platforms such as Slack, Zoom, Facebook, and LinkedIn groups.
  • Challenges of maintaining your company culture while employees are working remotely.
  • As the LinkedIn Guide recommends, you can also share your own experiences and practices for maintaining your company culture in these unpredictable times.

How to Get the Most Out of LinkedIn Content
Here are some LinkedIn content tips that are especially relevant now.

  • Consider what issues and concerns your audience has right now, even if they aren’t major trends. This may include advice for certain types of brick and mortar businesses, applying for different types of grants or financial assistance and tips to search for remote work.
  • The LinkedIn feed is useful for sharing the latest news about your products and services.
  • Use email to drive traffic to your content. If you have an email list, you can let your subscribers know when you’ve posted a new blog, video or another type of content. Many LinkedIn members don’t log in frequently and may need a nudge to do so.
  • Stream live on LinkedIn. Deliver or promote more types of content on LinkedIn. As people spend more time at home, they have more time to watch videos, listen to podcasts and attend webinars. Another option is LinkedIn Live, which allows you to broadcast live, similar to Facebook and other platforms, giving you a compelling way to present your business-related content to a professional audience.

The LinkedIn Guide to Content Trends is a helpful resource for content marketing ideas. It shouldn’t be seen as a comprehensive list but more of a starting point. Take these ideas and customize them to your own needs.