LinkedIn is more than just a social network. It’s a professional platform with the power to create connections between people and organisations with the same goals and ambitions.
More and more companies and individuals are using this tool not only for networking, but also to develop content marketing strategies that generate impact, influence audiences and promote business.
More than an online CV
Essentially, LinkedIn can be seen as a giant database of career paths, almost like a digital CV. However, its usefulness goes far beyond that. This platform is ideal for sharing relevant information, influencing audiences and creating connections that make a difference.
For companies, it’s a unique opportunity to increase visibility, notoriety and recognition.
For professionals, it’s the perfect place to build a personal brand and maintain a network of contacts.
But how do you harness all the potential that LinkedIn offers?
LinkedIn goes beyond recruitment
Although it is known for facilitating and extending the recruitment process, LinkedIn is much more than that. Its functionalities allow professionals and companies to connect directly with their target audience and share relevant content such as articles, trends and news.
As an example, check this article our founder shared on LinkedIn: Guide to Rank in ChatGPT Search
To be successful, however, it is important that profiles are optimised.
Having a ‘champion LinkedIn profile’ is the priority objective. This status is awarded to complete and active profiles that convey credibility and professionalism. In addition, an optimised profile significantly increases the organic reach of posts.
Regular and consistent publications
Maintaining a regular flow of posts is essential on LinkedIn, as it is on other social networks. However, there is one caveat: quality is better than quantity.
Publishing two to four times a week is a good initial metric, but beware: it’s better to publish something that’s really relevant from time to time than to feel the pressure to publish various content formats less frequently, but which don’t always add value.
Concentrate on creating messages that educate, inspire and challenge your audience.
The power of content marketing on LinkedIn
LinkedIn is the ideal platform for implementing an effective content marketing strategy. Here are some tips to maximise the results:
1. Share industry insights
Produce articles or posts that demonstrate knowledge and expertise in your field. This content not only adds value to your audience, but also reinforces your brand’s authority.
2. Bet on authenticity and humour
Share real experiences and stories that resonate with your followers. An authentic tone increases credibility. Humour creates empathy and interest.
3. Create articles that educate and inspire
A good article should teach something new, challenge thinking or inspire the audience to take action. Make sure the tone of the text is in line with the identity of your company or personal brand.
4. Explore different formats
Use images, videos and PDF documents to complement your texts. LinkedIn values multimedia content and promotes greater engagement with this type of publication.
5. Promote interaction
Include questions or invite your audience to share their opinions in the comments. The greater the interaction, the greater the reach of your post.
Content marketing for companies on LinkedIn
For companies, their LinkedIn presence should be seen as an extension of their corporate communication strategy. A well-managed company page can:
- Increase brand awareness: Frequent, quality posts help the company to be recognised as a benchmark in the sector.
- Attract qualified talent: Sharing a positive corporate culture attracts professionals aligned with the organisation’s values.
- Generate leads: Well-designed strategies can convert followers into potential clients.
To achieve these results, it is essential to create an editorial plan, ensuring that the content is varied and aligned with the company’s objectives.
With the support of a specialised agency or team like SmartLinks, you can maintain a regular, active and relevant presence.
Based on our interactions, the main content marketing services for LinkedIn that SmartLinks provides include:
1. Content creation for LinkedIn:
o Production of short posts and longer articles.
o Development of content optimised for engagement, including storytelling and strategic call-to-action (CTAs).
o Using a variety of formats, such as carousels, images and short videos to highlight services and expertise.
2. Publishing Strategy and Editorial Calendar Planning:
o Defining a consistent editorial calendar in line with business objectives.
o Planning publications for different target audiences and sectors.
3. Corporate Website Management:
o Optimisation of company pages, focusing on relevant keywords and attractive design.
o Publishing and monitoring content on corporate pages.
4. Personal Branding and Personal Authority:
o Support for professionals and company leaders in creating content that reinforces authority and relevance on LinkedIn.
o Structuring optimised profiles and creating specific content to capture leads and attract new opportunities.
5. Data Analysis and Optimisation:
o Monitoring the performance of publications and analysing metrics such as views, interactions and lead generation.
o Continuous adjustments to the content strategy to maximise reach and engagement.
6. Sponsored campaigns (LinkedIn Ads):
o Planning and execution of segmented campaigns for lead generation and awareness.
o Creation of optimised ads and integration with other marketing strategies.
7. Focus on Educational and Sectoral Publications:
o Producing educational and technical content to attract specific target audiences, such as in the IT sector, hospitality, manufacturing, professional services and others.
o Use of insights and case studies to build authority in the market.
8. Consultancy and Training for Teams:
o Guidance for teams in using LinkedIn as a prospecting and branding tool.
o Training on best interaction practices and the use of tools such as Sales Navigator in conjunction with CRM and prospecting tools.
These services are tailored to the sector, objectives and type of client (99% of services are B2B), guaranteeing a strategic and results-orientated approach to LinkedIn.
Sharing personal content
For any professional, LinkedIn is an excellent platform for sharing.
Think about your experiences, your experiences as an employee or entrepreneur, and you’ll certainly have a lot of practical knowledge that you can share – such as articles you’ve read that have inspired you or topics you’ve mastered.
What are LinkedIn’s trends for 2025?
LinkedIn already has a presence of more than 67 million businesses – a huge potential for obtaining important data and insights. According to the platform itself (1) and Later (2), some relevant trends for content marketing on LinkedIn include:
1. Authentic and creative content
Authenticity in content is gaining ground. Posts that show behind the scenes, real stories and personal opinions will have greater reach and engagement. Users are increasingly looking for genuine connections. LinkedIn, which has historically focused on more formal content, is open to this change.
2. Expansion of video and audio
Video will continue to be a powerful tool on LinkedIn, but audio is also gaining prominence. With features such as audio events and live broadcasts, companies and professionals will have more ways to interact with their audiences. This format is ideal for webinars, podcasts and panel discussions and knowledge sharing.
3. AI and advanced personalisation
Artificial intelligence will play a key role in personalising the LinkedIn experience. From connection recommendations to more relevant content for each user, AI will help create more meaningful and productive interactions on the platform.
4. Strengthening niche communities
Niche groups and communities are growing in popularity. These spaces allow for more targeted discussions and the strengthening of relationships between professionals in specific fields. For brands, it will be essential to invest in communities in order to build audience loyalty.
5. LinkedIn as a B2B sales engine
LinkedIn is increasingly positioning itself as an essential tool for B2B sales strategies. The automation of processes and access to detailed analytical data will help companies identify potential clients and improve their commercial approach.
6. Focus on employer branding
Attracting and retaining talent will be a priority for many companies in 2025. LinkedIn will continue to be the reference platform for employer branding. Publications on organisational culture, employee testimonials and social responsibility initiatives will feature prominently in corporate strategies.
7. More newsletters on LinkedIn
The recently launched newsletter tool is becoming a valuable element for content creators and companies. With a direct reach to followers, this resource is increasingly being used to share insights and build a loyal audience.
8. Betting on analyses and data
Companies and professionals will have access to more detailed analytical tools to measure the impact of their campaigns. Data such as engagement, demographics and and behaviour will help you make more informed decisions and maximise results.
In 2025, LinkedIn will be marked by trends such as personalisation, authenticity and new forms of communication.
Whether for your company or as a personal brand, LinkedIn is a network that allows you to educate, inspire and create genuine connections.
We hope this article (which we’ve shared on our LinkedIn page) has caught your interest. Find out how you can apply a content marketing strategy on personal or business LinkedIn, always with a personal touch, to increase your brand’s visibility, awareness and recognition. The results will be worth it!