4 Content Marketing Strategies to Help You Build More Authority on LinkedIn

This article shares four ways to use LinkedIn's content marketing and distribution platform to reach more prospects, engage with your audience, and build more authority status among your network.

LinkedIn is perfectly primed to continue it’s evolution into a content publishing powerhouse.

The way we see it, if you’re not taking advantage of LinkedIn for it’s content publishing and distribution now, you’ll be kicking yourself for missing out down the road. If history teaches us anything, the early days of content publishing proves to be the easiest time to build authority, grow your audience into a never-ending pool of potential clients, and carve out your corner of the platform before it becomes too saturated (ahem, Facebook) and organic reach starts to dry up. The truth is, even though LinkedIn has been around for awhile, it’s potential as a publishing platform is still just beginning.

This post will cover four ways you can take advantage of content marketing and distribution on LinkedIn now. And just in case you’re wondering exactly how you’ll be able to create so much content, don’t worry. Let’s cover that first...

1. Curate Content

This answers the question of “where will I get the content from?” or “How will I find the time to create content for LinkedIn?” So here’s our answer for starters… Curate don’t create.

The most obvious reason to curate is that you don’t need to take the time to create your own content. This makes sharing content - even if you do it daily (which we highly recommend) - simple and quick, but saving time is just the surface benefit.

It’s also a very strategic move because the type of content you share can be a great positioning tool. Sharing content in itself will help keep you top of mind and help people build familiarity with you and your business, positioning you as a trusted resource. This is because the more they see you, the more they feel they know you, and the more they are likely to trust you (which is exactly what you need before you even think about selling anything).

So, when it comes to curating instead of creating content, you can actually share content you know will be appreciated, content that’s already received a good response, you position yourself as well-read, humble (because you’re willing to step aside and let others shine), helpful, and in many cases, you’re seen as just as knowledgeable as the original content creators.

It’s the perfect way to position yourself as an authority because you achieve that without being pushy or salesy. This breaks down the defense wall that prospects put up and allows you a welcome entrance instead.

Think of it like being the Oprah of your industry...Oprah isn’t really known for being amazing at one thing, she is known for being a curator of amazing resources that she introduces her audience to… and people love her for it.

There’s just one rule to make this effective: Share What Your Prospects Value. Not Just What You Value.

Most content online never gets shared because it only focuses on what the content poster values instead of what their prospects value.

When you do the exact opposite and share content unique to your prospects interests (rather than your own)...they’ll be more likely to notice, engage, and remember you.

You need to share a variety of articles that fit with your target’s values, problems, influences and more.

For example, if you are an IT consultant and you sell to the owners of small manufacturing firms...don’t only share IT content. That’s what you are most interested in NOT what they are most interested in.

Sure, IT is one area of focus...but if it’s all IT, your content will fall on deaf ears much of the time.

By leading your audience to good content they’ll actually read, watch or listen to - you’ll build influence AND you’ll have a lot more fun in the process. And you don’t have to create it all yourself.

How Can You Easily Curate Content?

Glad you asked! You can use simple tools that make finding great content a breeze because they deliver the content to you so all you need to do is just scan a list of relevant content to share.

If you want to search and find the content yourself, we recommend using an RSS feed like Feedly to help you narrow your search results.

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Or a tool like Emphatic can take all the heavy lifting off your shoulder by finding the exact content to share and handle the writing and posting of your updates so you never have to wonder “What am I gonna say to attract my prospects?!” ​With Emphatic content curation and daily posting only takes minutes of your time each month.