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How to Make Your LinkedIn Content Irresistible

Scott Gerber
Scott Gerber

LinkedIn is the perfect platform for business owners to share their expertise, network with potential leads and talk shop with peers. But like any social network, engagement is key. How do you make sure your LinkedIn network is listening -- and that the content you're sharing really interests them?

To find out, I asked 11 young founders from YEC how to maximize content sharing on LinkedIn. Their best answers are below.

1. Make a Plan and Stick to It

Determine your long-term business goals and the outcomes that LinkedIn content can drive. Map out a tactical plan to achieve those goals, and then stick with it. You can create a detailed content calendar with posting schedule and key topics. This will create a consistent, strong brand impression, which will increase your audience and engagement levels. Tweet This LinkedIn Tip- Lauren Perkins, Perks Consulting

2. Share Content on Relevant Groups

LinkedIn groups are highly targeted, and members are typically more engaged than the average user. Join groups that align with the content you're sharing -- by both audience and topical relevance. Start with these four segmented silos: consumers, influencers, investors, industry or trade. Don't forgot to engage. Appearing like you can only talk without listening will turn people off quickly. Tweet This LinkedIn Tip- Mark Krassner, Knee Walker Central

3. Curate Before You Post

I like to post under two primary circumstances: 1) when there is an interesting article that will benefit my contacts that has not gotten much attention already, and 2) when I have content I've created or that is about my business. By limiting what I post, I get high engagement because people know it's been curated. Tweet This LinkedIn Tip- Darrah Brustein, Network Under 40 / Finance Whiz Kids

Related: [Shareaholic Study] Google+ and LinkedIn Rank High In Engagement

4. Ask Your Network to Share

LinkedIn is similar to Facebook a few years ago. They're focused right now on engagement and sharing content, so they haven't turned off any "viral" levers. When you post great content, ask your network to share it immediately and it'll flow through the network! Tweet This LinkedIn Tip- Aaron Schwartz, Modify Watches

5. Become a Subject Matter Expert

People really value subject matter experts and sound advice. When sharing business content on LinkedIn, make it valuable for people, as the subject matter expert you are. You don't have to try to sell to actually sell your understanding of a particular subject. If you're honest, driving good discussion and sharing good insight, people will just assume you're the go-to expert. Tweet This LinkedIn Tip- Andy Karuza, Brandbuddee

6. Avoid Sales-Driven or Promotional Content

Save that information for your website. Instead, use LinkedIn to showcase your industry knowledge -- interested customers will know the next step to take. Tweet This LinkedIn Tip- Andrew Schrage, Money Crashers Personal Finance

7. Share What You'd Want to Read

Think about what you'd enjoy reading on LinkedIn. Create a content strategy following that approach. Tweet This LinkedIn Tip- Brooke Bergman, Allied Business Network Inc.

8. Use LinkedIn's Publishing Platform

In February, LinkedIn announced it was opening up their blog publishing platform to all members, instead of a small, editorially selected group of "Influencers" like Richard Branson. Initial access was granted to 25,000 LinkedIn users, with a worldwide rollout planned for a couple of months. Be prepared; LinkedIn blogs are a powerful new way to build your professional brand. Tweet This LinkedIn Tip- Brett Farmiloe, Digital Marketing Company

9. Use Video on Your Company Page

Rather than posting articles or text-only updates, make sure to post videos on LinkedIn too. As more firms create YouTube or other video presences for themselves, and as more clients use LinkedIn to research businesses, integrating those two will give you more visually compelling content to offer than just basic company news updates. Video can make your LinkedIn company profile much more engaging. Tweet This LinkedIn Tip- Doreen Bloch, Poshly Inc.

10. Get Your Employees Involved

It's easy to forget that your employees have entire networks of people that may not be connected to your business. For big news stories, ask your employees to engage their LinkedIn networks by sharing. This simple (and free!) step can expose you to thousands of new potential partners, and it's a great way for your employees to re-engage old connections. Tweet This LinkedIn Tip- Brittany Hodak, ZinePak

Related: Why Social Sharing is #Important for #Business

11. Be Relevant and Add Value

LinkedIn is an interesting new opportunity to drive traffic and transactions. The LinkedIn audience is engaged, professional and valuable. To capture it, post content that's relevant to your business but also engaging. For example, if you're a corporate perks solution, share interesting articles about the benefits of corporate perks that are not just focused on your company. Tweet This LinkedIn Tip- Carlo Cisco, SELECT

Image Credit: NanoStockk / Getty Images
Scott Gerber
Scott Gerber Member
Scott Gerber is the founder of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses. Gerber is also a serial entrepreneur, regular TV commentator and author of the book Never Get a “Real” Job.