LinkedIn Content Pillars are the key foundational pieces of the content strategy on the platform. They outline the way content is created, shared, and interacted with in order to achieve a set objective, whether that be engaging users, building brand visibility, thought leadership, or attracting new talent or customers.
#Understanding the Importance of LinkedIn Content Pillars
The LinkedIn platform is a unique mixed bag of professionals, industry thought leaders, job seekers, and businesses. The goal for any individual or company on LinkedIn is to share valuable content that connects with their audience and serves the purpose of being informative, engaging, or inspiring. In this regard, the LinkedIn Content Pillars aid in shaping a successful content strategy.
The end game of any content sharing on social media platforms is to maximize engagement. Whether you’re a company aiming to increase brand awareness, a professional trying to showcase your expertise, or a job seeker wanting to get noticed by recruiters, your content should resonate with viewers. This is why these pillars are critical on LinkedIn as they ensure you provide the right content at the right timing.
LinkedIn has three primary Content Pillars: Inform, Educate, and Inspire. Each pillar serves a different purpose and is designed to appeal to different segments of the LinkedIn audience.
#LinkedIn Content Pillars Breakdown
**1. Inform:** LinkedIn members are always on the lookout for information – whether it’s about industry trends, new products and services, company updates, or thought leadership articles. The ‘Inform’ content pillar revolves around providing your audience insightful information that is truly relevant to them. This could be any insightful industry news, analysis of a hot topic or trend, or updates on a product or service that your company offers. Providing useful and timely information can heighten engagement rates and boost your visibility on the platform.
**2. Educate:** LinkedIn is a thriving platform for learning and personal development. Recent studies have shown that more than 70% of professionals consider continuing education as a key part of their professional growth. Hence, posts that provide new skills, tips, and knowledge to users tend to perform well, as is covered under the ‘Educate’ content pillar. It can range anything from sharing a ‘How to’ instructional guide, a blog post breaking down complex ideas, a free webinar invitation, or an insightful study report providing deep industry insights.
**3. Inspire:** The ‘Inspire’ content pillar focuses on human interest stories, motivational anecdotes, or core values shared by an individual or organization. Storytelling technique is a popular method under this pillar, wherein people share their inspiring journey, insights, and success stories. These kinds of posts which stir emotions and empathy among users tend to garner higher interaction and engagement rates.
#Leveraging LinkedIn Content Pillars
While the LinkedIn Content Pillars provide a broad framework for creating content, it is essential that you tailor fit your content according to the needs and interests of your specific target audience.
Strategically leveraging these content pillars in your LinkedIn content strategy allows you to maintain a diverse and balanced content stream, which is necessary not to bore your audience with monotonous posts. A mix of informative, educational, and inspiring content will create a dynamic content strategy that keeps your followers engaged and eagerly awaiting your next post on LinkedIn.
These content pillars not only aid you in mapping out your future content but also helps in reevaluating and measuring the effectiveness of your previous posts. Using these fundamental pillars, one can dissect their content, identify what works and what doesn’t, and then better align future content with the needs and preferences of their audience.
Remember, the key to a successful LinkedIn content strategy lies not just in sharing content that serves your objectives, but in delivering content that adds value to your audience’s professional lives. This mindset, combined with the power of LinkedIn Content Pillars, can significantly enhance your LinkedIn experience. It can lead to enriching connections, exciting opportunities, and ultimately, to your professional growth and success.