In a business context, while not ranked among the five most used social platforms, LinkedIn is one of the top-of-mind platforms with over 950 million members. 77% of content marketers believe the platform produces the best organic results, overshadowing Facebook, Instagram, and YouTube.
This edition of Muse goes into the prominent role LinkedIn plays in personal branding and its benefits for businesses.
Demonstrate thought leadership
A study by LinkedIn found that 54% of decision makers and 48% of the C-suite spend over an hour weekly consuming and reviewing thought leadership content.
Having been optimised for long-form content, LinkedIn allows users to compose in-depth articles to showcase individual thought leadership, professional insights, and build their personal brands. This is an essential tool for business leaders who wish to establish a leading position in their respective markets and credibility in their business communities.
These long-form narratives may include case studies, excerpts from e-books, exclusive video interviews, comprehensive tutorials, or extensive discussions of critical industry matters.
Maintain visibility on your audience’s radar
To help long-form content creators reach the right audience, LinkedIn has also introduced improved search engine discovery for articles, enhancing their visibility and discoverability.
Business leaders can customise how their articles appear on search engines by creating SEO titles and descriptions, attracting more traffic to their content and positioning themselves as go-to resources in their respective fields
Attract business prospects
In addition to potential job applicants, prospective customers, investors, partners, and vendors, businesses undergo vetting on LinkedIn through the professional perspectives of their personnel and their profiles. Demonstrating thought leadership with insightful content and receiving endorsements enhances personal credibility.
LinkedIn’s unique function empowers leaders and employees to bolster their business’s credibility by presenting its complete credentials, as opposed to the snapshots and quick takes often seen on Instagram, X, or TikTok. Therefore, LinkedIn serves as an ideal platform for cultivating fruitful relationships. Its content versatility and brand-building functions enable business owners to highlight services, products, milestones, and employees’ lives.
Curious about optimising your LinkedIn usage and unlocking your personal branding potential? Continue reading our next blog to learn more.