Content continues to be your gateway to reach old and new customers, as well as attract a bigger audience and grow brand awareness.

You also have more choices than ever when it comes to distributing that content.

Yet, one platform, in particular, is highly beneficial for all of this, and that is LinkedIn.

While you may already be on LinkedIn, you may not be using it to its full potential when it comes to your marketing efforts.

Simply having a presence on the platform of professionals is not enough.

The social network offers unique ways to create and share content, reach broader audiences, and connect with those individuals who make the actual decisions for their companies or brands.

If you’ve not already included LinkedIn Content marketing in your strategy, you may just want to change that starting now.

Keep reading to know more!

3. Identify the Best Content Types

Today you have various types of content you can share. 

Yet, you shouldn’t just assume that any of these will attract the attention of your target audience, especially when it comes to posting on LinkedIn.

The platform allows you to publish or share short updates, videos, documents, blog posts, interactive content, events, and even live sessions. 

Determine which of these speaks to your audience and focus on them in your content strategy.

4. Stay Away from Salesy Language

While underneath your marketing strategy is the desire to promote your brand, products, or services in the best possible way, that doesn’t mean you need to use salesy language and tactics when creating your content.

Consumers today dislike salesy content and prefer authenticity and genuineness from the brands they buy from.

For this reason, stick with utilizing inbound marketing techniques with the focus on informing, educating, inspiring, and engaging with consumers.

It’s probably obvious, but people are getting better at tuning out the hard sell. Scroll through your own feed for a minute and see how quickly you recognize canned promotional talk versus something a bit more thoughtful or genuinely useful. Sometimes a simple story or an insider tip catches people off guard in a good way—it feels more like a conversation than an ad.

LinkedIn’s algorithm also pushes content that receives sincere engagement rather than tired pitches. If your posts start more conversations and gather a few thoughtful comments, you’ll likely see your reach grow over time. Even a little bit of vulnerability or honesty in your posts can make a bigger impact than a gallery of polished sales banners. It’s worth experimenting—post something less filtered and watch how your network responds.

People probably forget just how diverse the crowd on LinkedIn really is. There are the polished execs, sure, but there are also the second-career folks, freelancers, people quietly job hunting, and those trying to launch something new from scratch. If your content can tap into the honest realities or quiet ambitions of these subgroups—even if it’s just a well-placed anecdote or a quick “here’s what went wrong”—you’ll often see engagement from corners you didn’t expect. That kind of interaction has a nice way of snowballing and pulling your content into new circles.

There’s also an appetite for straightforward, practical advice—things people can use today, not vague trends or fluffy motivation. Think about the last time someone posted a shortcut or template you could use right away; those tend to get shared like wildfire. So don’t underestimate the impact of rolling up your sleeves and giving away something honestly useful or pulling back the curtain on a process you’ve refined. You don’t have to sound like a motivational speaker; sometimes, “here’s how I solved this annoying little problem” is far more valuable.

5. Include Hashtags

You may have the best content in the world, but if your target audience can’t find it, what good is it to your business or brand? 

To change this, include hashtags in all your content.

The purpose of LinkedIn hashtags is to categorize all content and help you reach your target audience as well as those who share similar interests.

Ways to Distribute Content on LinkedIn

LinkedIn offers users a variety of beneficial ways to distribute content. Determine which of these will benefit your LinkedIn Content Marketing strategy the most.

Create Individual Posts/Status Updates

One of the quickest ways to share content on LinkedIn is through individual posts referred to as status updates. Use words and sentences here that will grab the attention of your reader.

Examples of what to share include:

• Interesting updates and messages.
• Promotion of long-form content.
• Links to other articles, industry news sources, videos, and websites.
• Documents, such as checklists, infographics, or white papers.
• Mentions of other persons, news, or situations that may be beneficial to your connections.
• Event information.
• Excerpts of articles, white papers, etc.

For best results, avoid spamming, broaching sensitive topics, and forcing continual sales pitches and language when it comes to these status updates.

Share Video Content

Your posts on LinkedIn do not have to be all text-based. You can easily upload videos to share. 

To do so, simply go to your status box, click on the video icon, and upload the file. You can also add videos to your LinkedIn company page or profile.

Another option is live streaming with LinkedIn Live. With this feature, you can create a more interactive experience with your audience, including a Q&A session, in real-time.

These live video events can help you build stronger connections, drive higher engagement, and create a loyal community surrounding you or your brand.

Publish Long-Form Articles

LinkedIn makes it easy to create, publish, and share your own long-form articles on the platform through its integrated publishing feature.

Benefits of distributing your content this way include:

• Increased exposure to your target audience and beyond.
• Automatic notifications to connections every time you publish an article.
• Increases in the number of followers.
• A boost in engagement (likes, shares, mentions).

LinkedIn articles support different formats, including videos. As a bonus, LinkedIn articles are indexed by search engines, aiding in your overall SEO strategy.

Use LinkedIn Newsletters

You can also publish content monthly or even weekly in the form of a LinkedIn newsletter.

LinkedIn makes it easy to create your newsletter directly on its platform, and then you invite your connections and followers to subscribe.

You can easily create your newsletter on the platform and invite your connections and followers to subscribe.

Once they do subscribe, a notification is sent whenever you publish the newsletter. Once they navigate to it, they can interact by commenting or reacting.

This capability rolled out starting in December 2021 and will soon be available to all.

You may also be interested in these articles:

• The Best Content Types For LinkedIn, According To A New Study
• LinkedIn SEO Tips: How to Get Your Profile Found Quickly
• The Best LinkedIn Ad Examples and How to Craft Yours

Wrap Up

LinkedIn is a powerful professional network platform, providing you with access to over 60 million users and offering ways to share and publish your content right there on its platform. 

Expand your reach, increase brand awareness, build a community of loyal followers, and much more when you focus on designing a LinkedIn Content marketing strategy that gets results.

Need more ways to utilize the LinkedIn platform to increase sales? If so, check our list of five LinkedIn tools to help you do just that.