Blog
Dec 20, 2023
A step-by-step guide to creating a content calendar for your company's LinkedIn page
Introduction
As a business owner or marketer, you are well aware of the importance of having a strong online presence. One platform that has become increasingly crucial to businesses of all sizes is LinkedIn. With over 700 million users worldwide, LinkedIn is the go-to platform for professionals to connect, network, and share valuable insights. However, simply having a LinkedIn company page is not enough. To truly make the most of this platform, you need to have a strategy in place. In this article, I will walk you through the process of creating a content calendar for your LinkedIn page to boost your company's LinkedIn presence.
Why having a LinkedIn company page is important
Having a LinkedIn company page is no longer an option but a necessity for any business. It is a platform that enables you to showcase your brand to a global audience, establish your thought leadership, and engage with your target audience. A LinkedIn company page serves as an extension of your website, a place where you can share your company's values, mission, and culture. It is an excellent opportunity to attract potential customers, employees, and partners. Without a LinkedIn company page, you are missing out on the opportunity to connect with millions of professionals worldwide.
Benefits of creating a content calendar for LinkedIn
Creating a content calendar for your LinkedIn page has several benefits. Firstly, it helps you stay organized and consistent with your content. By planning your content in advance, you can ensure that your posts align with your company's goals and values. Secondly, a content calendar helps you save time. Instead of scrambling to come up with ideas for posts, you can plan your content in advance and schedule them accordingly. Thirdly, a content calendar ensures that you are posting regularly. Consistency is key when it comes to social media, and with a content calendar, you can ensure that you are posting on a regular basis.
Step-by-step guide to creating a content calendar for LinkedIn
Creating a LinkedIn content calendar may seem overwhelming at first, but with the right approach, it can be a simple and effective process. Here is a step-by-step guide to creating a LinkedIn content calendar:
Step 1: Define your goals
Before you start creating your content calendar, you need to define your goals. What do you want to achieve with your LinkedIn page? Do you want to increase brand awareness, generate leads, or establish thought leadership? Once you have a clear understanding of your goals, you can tailor your content to achieve them.
Step 2: Identify your target audience
Who is your target audience on LinkedIn? What are their interests, pain points, and challenges? Understanding your target audience is crucial when it comes to creating content that resonates with them. Use LinkedIn analytics to gain insights into your audience's demographics, interests, and behavior.
Step 3: Brainstorm content ideas
Now that you know your goals and target audience, it's time to brainstorm content ideas. Think about what type of content your target audience would find valuable. This could include blog posts, infographics, videos, or podcasts. Make sure your content aligns with your company's values and goals.
Step 4: Create a content calendar
Once you have a list of content ideas, it's time to create a content calendar. This can be as simple as a spreadsheet or a more advanced tool like Hootsuite or Buffer. Schedule your content based on your goals, target audience, and the type of content you are creating. Make sure to include a mix of promotional and educational content.
Step 5: Review and adjust
Your content calendar is not set in stone. Review your analytics regularly to see what content is performing well and what is not. Adjust your content calendar accordingly to ensure that you are creating content that resonates with your target audience.
Types of LinkedIn posts to include in your content calendar for LinkedIn
Now that you have a content calendar in place, it's time to think about the type of posts you should include. Here are some ideas:
Educational posts
Educational posts are a great way to establish thought leadership and provide value to your audience. Share industry insights, tips, and best practices that your target audience would find valuable.
Promotional posts
Promotional posts should be used sparingly. Use them to showcase your products or services, share company news, or announce events.
Employee spotlights
Employee spotlights are an excellent way to showcase your company culture and humanize your brand. Highlight your employees' achievements, milestones, or volunteer work.
Industry news
Sharing industry news shows that you are up-to-date with the latest trends and developments in your field. It also provides value to your audience by keeping them informed.
Thought leadership content
Thought leadership content is a great way to establish yourself or your company as an expert in your field. Share your insights, opinions, or research on industry-related topics.
Tips for increasing engagement with posts on your company's LinkedIn page
Creating a content calendar is only half the battle. To truly boost your company's LinkedIn presence, you need to ensure that your posts are engaging and resonate with your audience. Here are some tips:
Use visuals
Visual content is more engaging than text-only content. Use images, videos, or infographics to make your posts more visually appealing.
Use hashtags
Hashtags make your posts discoverable to a wider audience. Use relevant hashtags in your posts to increase their reach.
Ask questions
Asking questions in your posts is a great way to encourage engagement and start a conversation with your audience.
Use a call-to-action
Include a call-to-action in your posts to encourage your audience to take action. This could be anything from visiting your website to downloading a free resource.
Measuring the success of your LinkedIn content calendar
Measuring the success of your LinkedIn content calendar is crucial to ensuring that you are achieving your goals. Here are some metrics you should track:
Impressions
Impressions are the number of times your posts were shown on LinkedIn. Tracking impressions can help you see how many people are seeing your content.
Engagement
Engagement measures how many people are interacting with your posts. This includes likes, comments, and shares.
Follower growth
Follower growth measures how many new followers you are gaining over time. Tracking follower growth can help you see how well your content is resonating with your audience.
Click-through rate
Click-through rate measures how many people clicked on the links in your posts. Tracking click-through rate can help you see how well your posts are driving traffic to your website.
Common mistakes to avoid when creating a LinkedIn content calendar
Creating a LinkedIn content calendar can be a challenge, but there are some common mistakes that you can avoid. Here are some to keep in mind:
Posting too much or too little
Posting too much or too little can hurt your engagement and follower growth. Make sure to post regularly, but not so much that your audience feels overwhelmed.
Ignoring analytics
Ignoring analytics can cause you to miss out on valuable insights into your audience's behavior. Make sure to track your metrics regularly and adjust your content accordingly.
Focusing too much on self-promotion
Focusing too much on self-promotion can turn off your audience. Make sure to provide value to your audience by sharing educational and thought leadership content.
Conclusion and next steps for boosting your LinkedIn presence
Creating a content calendar for your LinkedIn page is crucial to boosting your company's LinkedIn presence. By defining your goals, identifying your target audience, and creating a content calendar, you can ensure that your posts align with your company's values and goals. Remember to track your metrics regularly and adjust your content accordingly. By following these steps, you can establish yourself or your company as a thought leader in your field and attract potential customers, employees, and partners.
If you want to save time and stay updated on relevant LinkedIn posts for your brand or company, consider using Triggify. Triggify sends alerts of LinkedIn posts with relevant keywords or brand mentions directly to your mailbox. This will save you a ton of manual time in identifying opportunities to engage with your target audience from your company’s LinkedIn page. In the end this will allow you to interact with a much bigger percentage of your target audience, and therefore boost the growth and impact of your companies’ LinkedIn page.
