Essentials of Thought Leadership and Content Marketing by Paul M. Kaplan

Author:Paul M. Kaplan
Language: eng
Format: epub
Publisher: Linden Publishing
Published: 2020-03-14T16:00:00+00:00

Some groups are open, meaning anyone can join. Others are closed, requiring the administrator’s permission to join. Usually, entrance is not hard. You should email the administrator outlining your company, your goals in joining the group, and what you will contribute. However, some groups will have strict requirements that you may be ineligible for. As a general rule, closed groups on LinkedIn tend to have higher-quality discussions, but that isn’t true in every case.

Posting high-quality content

When you join a group, make sure to strike a balance between listening and presenting your work. Try to avoid selling your product or service in the group, as that will come off as salesy. The best type of content to share is your own marketplace thought leadership on topics of relevance to the group.

When you join a LinkedIn group, strike a balance between listening and presenting your work.

When you post, write just one or two catchy sentences about why a group member should care about your white paper, report, video, infographic, or PowerPoint deck. The key is to emphasize the benefit over the format. The important thing is not the nuts and bolts of what you are offering but the value to the reader.

Writing an effective LinkedIn group post

Here is an example from a LinkedIn group on investor communications:

Poor post: “Download a free white paper on investor communications trends.”

Reason: The post does not excite the user. It’s also vague. “Investor communications trends” is a wide-open field. The best thing about the post is its mention of “free.” But since this type of content is often given away for free in these types of forums, it is not adding much.

Improved post: “Learn about best practices and common mistakes in communicating investments to millennials from 3 experts. Download free report.”

Reason: This post’s emphasis is on the content rather than the format. The user immediately sees its benefit. There’s also an urgency about it. By reporting on common mistakes, the user may feel that this is “must-know” information. Furthermore, the topic is more focused. It’s about communicating investments specifically to the millennial generation. Finally, there is an authority around it. The post notes the information is “from 3 experts.” The posting concludes with a succinct call to action.

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