How to Create LinkedIn Posts That People Will Engage & Share

With so many options available to advertise & promote content on social media, the LinkedIn platform is often overlooked. Many B2B businesses have a profile on LinkedIn, but rarely pay for ads or even post like they would on Facebook & Instagram. Most of their reluctance comes from not knowing how to write posts that they are comfortable putting money behind.

LinkedIn Sponsored Updates work in three easy steps. If you have ever created an ad on Facebook, then you will be familiar with the process. First, you create your ad by setting a campaign name, language, media type, ad destination, design, and variations. Next, you set your target audience using factors such as company, job title, school, & skills. Lastly, you set a budget as a CPC campaign or CPM campaign.

So how do you write this platform-specific content that you can feel confident putting money behind? Here are some guidelines to use to create engaging content that others will share, from the professionals at Boston Web Marketing!

Address the Reader

The first step in creating any successful content is to write in a style that directly addresses your readers & their purpose. Ask questions and use the second-person point of view when writing.

Call in the Influencers and Experts

If you know any experts in your field or have one working for you, ask them to contribute a blog post that you can use, or even have them write it directly on the LinkedIn platform. Also, reach out to influencers to see if they would be interested in writing a guest blog post, sharing your content with their followers, or starting a conversation on your post by leaving a comment.


LinkedIn’s platform works well with YouTube videos. Use this opportunity to your advantage and share educational and relevant videos.

Sneak Peek Behind the Scenes

Remember, B2B professionals are people too! It’s important to show the human side of the business from time to time, whether it’s a photo from a company event or an exclusive peek at a new product.

Link Outside Sources

Although you may only want to write posts that link back to your own website and pages, it’s OK to pull in outside sources if it will help or entertain your customers or boost your credibility. This might mean referencing an updated report on a product or service, or a video pertaining to your audience’s’ interests.

If you find yourself unsure of anything social media or SEO related, contact the experts at Boston Web Marketing to have all of your digital marketing needs met in one place.

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