LinkedIn currently has over 610 million members and the platform is responsible for 80% of B2B leads from social media (99firms.com). More than 100,000 new users join the network every day (Social Media Examiner), so it’s a great way to successfully reach and engage people but making sure you share great content is key.
As with other platforms, there are two types on content you can post - original content you create and curated content, sharing other peoples posts.
When creating your own content, you can either post - which is a shorter update - or publish an article, which is a longer blog-style post. Sharing updates on what you are doing, your knowledge and expertise and views make great content, as people will follow you because of what you do. For both, do include images and videos to make them more engaging and eye-catching.
To find content to share, take a look at the recommendations on the top right - this will give you possible hashtags or people/feeds to follow. You can also search for a hashtag relevant to you and your sector to see what content is being posted about the subject. Follow people or hashtags that are relevant to your business, as this content will appear in your feed so you can select what to share.
Organic and paid updates should be about 25 words long, as the “See More” button, cuts your message off at the 140 character mark, and articles 1,900 to 2,000 words (Hootsuite) as these are likely to perform best and gain the greatest number of views, likes, comments, and shares.