LinkedIn recently announced that its updated desktop design will hit profiles worldwide within the next few weeks.
And while the new look and updated functionality is interesting, the biggest takeaway is an improved ability for you to leverage any original content you publish on the platform as a gateway to new business.
Here's why: The new LinkedIn desktop features aim to surface and show users more relevant posts and content in both the home news feed and in search results.
LinkedIn doesn't want users leaving the site to find tips, blog posts or training that will help them solve a problem or achieve a goal. Instead, they want them to find what they need right on LinkedIn itself - whether that comes in the form of a LinkedIn blog post, a LinkedIn Learning course or other content.
As noted by LinkedIn:
"With a combination of algorithms and human editors working together, we've fine tuned your Feed to surface the most relevant content from people and publishers you care most about. We'll also be adding new ways for you to dive deep into specific topics relevant to you and follow trending stories."
In addition, LinkedIn's also refined their search process to help uncover more relevant content:
"You can refine your search by using filter options on the right hand side, with the ability to search posts coming soon."
Now more than ever, your content will be what earns you the time and attention of potential prospects on LinkedIn, and as such, it's worth considering your LinkedIn content approach.
Bring Value, Demonstrate Expertise
Your potential customers are using LinkedIn to find and engage with helpful, relevant and actionable content that helps them solve their biggest problems, and there's no better way to get "front of mind" with those prospects than by demonstrating your unique ability to solve their problems through the content you create.
As you consider a topic to share, be sure you identify your target audience - the more specific and niche you can be, the better traction your post will get.
Also, it should go without saying that any content you create and share on LinkedIn needs to provide actual value to the intended audience - it can't simply be a sales pitch.
The key is to demonstrate your authority and expertise versus just claiming it.
When done right, your LinkedIn content can be an incredibly effective tool to build the "Know," "Like" and "Trust" factors critical to any client relationship or potential sale.
To ensure the content you're sharing on LinkedIn has the best chance of getting properly "found" on the network, you'll want it optimize it.
Make sure your post uses keywords in its headline, body, subheads and then hashtags at the bottom of your post. You should also use these hashtags in status updates promoting the posts on social media to try to get your content spread as far and wide as possible.
The reason keywords are so important is that you want to make sure that LinkedIn's system is able to index, save and sort your content correctly, so that when someone uses LinkedIn's internal search engine to look for something like "SEO tips", "Choosing a Business Coach" or "Minneapolis architect", your content (be it your profile page, your posts, your status updates, etc.) will show up prominently as a result.
Remember that LinkedIn wants to be a "one stop shop" for professionals worldwide. With nearly 500 million members in 200 countries, LinkedIn has a very distinctive (and captive) audience ready to engage with your expertise.
And, with a new desktop overhaul designed to surface more relevant, useful and value-driven posts, it's a golden opportunity to let your content buy the time, attention and interest of prospects on the platform.
Worth considering in your process.