Define a good LinkedIn content strategy in 4 steps 🚀

LinkedIn is the place where professionals meet, exchange and build a reputation. To know how to stand out from the crowd and draw attention to your profile or that of your company, it's all a question of content strategy! How do you plan, create, and deliver content that grabs your audience's attention and engages them? 🚀

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Today, we're giving you the keys to shine on LinkedIn. 🌟

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Step 1 - Define the main lines of your editorial schedule 📅

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To begin with, the priority is to establish a editorial planning. It's the road map for your content, much like a step-by-step procedure to follow throughout a set amount of time.

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Why is it important?

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🗃 To be organized : You always know what to post and when. No more blank page stress!

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🧠 To have consistent content : Your content is true to you, your message and to the values of your company. Your audience knows what to expect and you gain credibility.

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📈 To easily analyze the results : You can easily measure what works and what doesn't.

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A good editorial schedule makes it possible to keep a clear guideline and to ensure regular publication. For example, you might decide to publish a blog post every Monday, an inspirational post on Wednesday, and an infographic on Friday. This gives your content a frame of pace and keeps your audience engaged.

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How do you create it?

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🎯 Define your communication goals : increase your visibility, generate leads, establish your expertise...?

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📆 Choose your publication frequency. It must be reachable (one post every two days, one post per week, 4 posts per month...). Recurrence and rigor are two essential elements for your LinkedIn content.

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🎨 Define your themes : Vary the pleasures! Mix topics between inspiring posts, in-depth articles, and practical tips.

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A well-designed editorial schedule allows you to stay focused on your long-term goals while being flexible to adapt to unexpected trends and events.

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Step 2: Choose your themes (TOFU, MOFU, BOFU) 🥇

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No, it's not a new food trend! These acronyms represent the different stages of conversion funnel.

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The conversion funnel is a marketing model that represents the journey of your prospects, from the first contact to the conversion into a customer. TOFU, MOFU, and BOFU are acronyms that describe the three main stages of this journey.

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1. TOFU (Top of the Funnel) : This stage is dedicated to attracting the attention of new prospects.

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• Objective : Attract attention, promote your brand and engage in initial contact.
• Contents : Blog posts, videos, infographics.

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2. MOFU (Middle of the Funnel) : At this stage, you are looking to deepen the relationship with your prospects by providing them with more detailed information that is specific to their needs.

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• Objective : It's time to provide concrete evidence of the value of your offer and to strengthen the link with your prospect.
• Contents: Webinars, case studies, white papers.

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3 ️. BOFU (Bottom of the Funnel): This last step should encourage your prospects to take action.

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• Objective : Convert. Here, your content should encourage your prospects to make a decision.
• Contents : Product demos, customer stories, and special offers

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Source: Influenzzz

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How to integrate TOFU, MOFU, BOFU into your editorial calendar? 🧐

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To maximize the effectiveness of your content strategy, it is essential to structure your editorial calendar around these three steps. Here's how:

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👀 Plan TOFU content at the beginning of the month :Attract new prospects with engaging and educational content. Post blog posts, how-to videos, and infographics to get attention.

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Add MOFU content mid-term :

Strengthen the relationship with your prospects by publishing case studies, webinars, and white papers. It's time to provide concrete evidence of the value of your offer.

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👍 Conclude with BOFU content at the end of the month :

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Encourage your prospects to take action with product demos, customer stories, and special offers. This content should be compelling and directly oriented to conversion.

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By mastering these steps, you can guide your prospects throughout their buying journey, from discovering your brand to making a purchase decision. This requires a good understanding of your personas and a content strategy adapted to each stage. 🎯

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Step 3 - Choose what to post. 🎯

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Scared of blank page syndrome? Be aware that even the smallest piece of information can turn into a LinkedIn post. Building on the previous approach to the conversion funnel, here are a few ideas that might inspire you 👇

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• Case studies : Show your successes with concrete examples.

• Customer stories : There's nothing like positive reviews to convince.

• Tip of the day : Share tips and tricks for your job. It's simple and effective.

• Infographics : Visually attractive and easy to digest.

• Blog posts : Publish informative articles that add value.

• Webinars : Invite your audience to participate in online events.

• Share content from your employees : Highlight talent within your company.

• News from your sector : Stay up to date and share the latest trends and innovations.

• Interactive content : Surveys, questions and answers, and contests can boost your profile.

• Chestnut tree : The annual calendar already offers you ideas for posts according to the holidays and world days to celebrate throughout the year

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Don't forget to include attractive visuals. Images, videos, and other infographics catch the eye and boost engagement. 📸

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Step 4 - Decide when to post? ⏰

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Finding the right timing is like finding the right recipe for a cake: it makes all the difference. Here are some ways to maximize the visibility of your posts. 👇

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Best times to post on LinkedIn:

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☕️ At the start of the day : Between 7 am and 9 am, professionals often connect before the start of their day.

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🕛 Early afternoon : Between 12 p.m. and 2 p.m., a short LinkedIn break before going back to work.

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🌇 End of the day : Between 5 p.m. and 6 p.m., to capture attention before disconnecting.

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How often should you post on LinkedIn?

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• Consistency : Focus on regularity. Better one quality post per week than five with no added value.

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• Analyze your results : Adapt your frequency according to the engagement of your audience.

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To optimize even more, use LinkedIn's analytics tools to see when your posts are most successful. This way, you can adjust your publishing hours accordingly.

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Defining a good content strategy on LinkedIn requires time, but is essential because it offers you both time savings and rigor. With a well-designed editorial schedule, varied and relevant content, and a good understanding of the conversion funnel, you are ready to conquer LinkedIn. 🚀

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BONUS: the ultimate tool for a tailor-made content strategy 🎯

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As you've just seen, creating a content strategy requires time and attention.

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If you don't have too much time to devote to it or if you simply want to be more efficient, Lyter can help. In a few minutes, the tool will offer you a content strategy tailored to your business. ⚡

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How does it work?

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1 - You enter your activity : LinkedIn account or website (for Lyter to get to know you)

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2 - You enter your communication goals

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3 - Lyter offers you an ultra-personalized communication strategy: themes, post ideas, programming dates and times.

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The icing on the cake, he even writes your publications using your writing style. ✍️

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In less than 30 minutes, you get: 👇

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💡 LinkedIn post ideas based on your purpose.

🔥 1 month of personalized posts written with your writing style.

📆 An editorial calendar with posts scheduled at the right time according to your target audience.

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Any other questions? It's over here: 👇

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How long does it take to see the results of a content strategy on LinkedIn?

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Patience is required. In general, it takes between 3 to 6 months to see significant results. The key is to stay consistent and adapt your strategy based on feedback.

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What types of content generate the most engagement on LinkedIn?

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Blog posts, infographics, and videos are particularly good. Interactive content like surveys and questions and answers are also very engaging.

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How do I know if my content is working?

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Use LinkedIn analytics tools to track the performance of your posts. Look at metrics like views, likes, shares, and comments to assess engagement.

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How do I adjust an editorial calendar if I see that certain types of content are not working well?

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If some types of content aren't performing as expected, here's how to adjust your editorial calendar:

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1. Analyze the data 📊: Review metrics (engagement, reach, conversions) to identify specific issues.
2. Experiment with different formats 🔄: Try new types of content or change existing formats to see what resonates better with your audience.
3. Adapt your frequency 📅: Adjust the frequency of publishing lower-performing content and increase the frequency of formats that work well.
4. Gather feedback 🗣️: Ask your audience directly what they prefer or what they would like to see more of.
5. Reassess your goals 🎯: Make sure your content is aligned with your goals and audience expectations.

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