There are more than 30 million Company Pages on LinkedIn. Suppose you aren’t one of those who take advantage of the potential with a Company Page already. In that case, you are missing out on a unique opportunity to reach your target audience directly. In this article, we provide you with 10 tips on what types of content to share from your Company Page.
Different posts have different goals – and it is important to be aware of the purpose of your post. If the purpose is finding new leads, you should link to a White paper, e-book, or other material, where the leads need to provide some information in exchange for the content. On the other hand, if your purpose is brand awareness, you can link to your website, and if your purpose is thought leadership, you can share an article that you have written yourself or an article you find interesting and enriching.
1. Video
Video, video, video – it is everywhere, and there are several reasons:
- Video has a 5x higher chance of starting virtual conversations than other types of content
- LinkedIn members spend nearly 3x more time watching a sponsored video over regular sponsored posts
Furthermore, it seems that video is prioritized in the algorithms, increasing the chance your video lives longer, and getting a higher reach and engagement.
2. Pictures with statistics
We love statistics – they tell us something concrete, very fast, which fits into our busy everyday lives.
You can use statistics from case studies and external studies to catch people’s attention. When you have caught their attention, try to lead them into your company’s site.
3. Product launches or improvements
Keep your followers up to date with your latest news, such as product launches or new services. That way, you give them exclusivity, where they get to know things before others.
4. Celebrations
Do not be shy to celebrate your company’s success stories and show gratitude to followers and customers for helping you reach your goals. The post celebrates not only your company but also the employees who are connected to it. This also helps to show future customers and other followers that you are good at the things you are doing.
5. Show off your employees
”People buy from people” – not companies. That’s what we hear so often.
Humanize your brand and show off the culture in your company or highlight extraordinary employees. By showing the corporate culture, you can signal what kind of business you are, and this type of post can potentially attract future employees. By highlighting extraordinary employees as thought leaders with special competencies in their area, you show that you are specialized and have competent employees. Through this kind of post, both the company and the individual employee are branded.
6. Get participants for your event
This one is a little trickier, as it quickly becomes too “pushy” and sales related. Beware not to be too sales-oriented, when you want to get participants to your event. It is important to have the right angle on your post and make it more about what they achieve by participating, rather than selling something.
7. Promote White paper, e-book or something else
People on LinkedIn are interested in getting concrete and enriching knowledge. LinkedIn is a prominent place to share knowledge and to generate leads. But remember to be careful. Do not push too much and become too sales-oriented with promoting and finding leads. Focus on the enrichment, and write, e.g.:
“Find tips and tricks for your Company Page on LinkedIn in our new White paper.”
instead of
“Sign up and get our White paper about the Company Page.”
Tip: If you want your content to live, then consider sponsored posts. You can target your best content towards your target audience by sponsoring it according to, e.g., job function, industry, or company size, to make it more relevant.
8. Third-party content
If you do not have enough content for your Company Page, you can easily share content from other companies and match it to your company’s personality. There is so much relevant content, and it is just about finding the right one.
Tip: Have respect for other people’s content and use it professionally – always credit the source.
9. Appear as a thought leader
Not all posts need to be about your company or your products. You can build thought leadership and authority by sharing relevant content, sharing a different perspective, or thoughts on a controversial topic. Be active in groups and comment with wise words and opinions on industry-relevant questions.
Another option is to work on thought leadership through your employees, as mentioned in section 5. Highlight your employees and their knowledge to show that you are a company full of competent employees.
10. Original research
It is not everyone who can generate enough statistics to produce enriching content. Nevertheless, if you have the resources to do relevant studies, this will work well in the feed and show that you have valuable knowledge.
Do you have more thoughts on what to share from your Company Page?
We would like to hear from you in the comments.