Once you have the content ready to publish on your "Content Market Fit" sheet, it's time to publish it.
First of all, some publication rules:
5 product content for 1 brand content, that is, you must publish a minimum of 5 educational content on how to solve your client's problems (either with your product or no) until you can publish a branded one (a success story, an award, a new project of yours,...).
More or less it would be 1 brand content every 3 weeks.
The reach of personal profiles on Linkedin is 10 times greater than company profiles.
In company profiles you can include more brand content, success stories, awards, funding rounds, new hires, etc...
Act accordingly.
The ideal is to post in the mornings of your time zone, but don't give it too much thought either. If the content is good, it will also rank well.
Post: It has the greatest reach, although it also expires faster (it lasts less on the timeline if it has no interactions). It has a limit of 1300 characters and is the type of content that you should prioritize.
Articles: They are indexed in Google but have little reach. Don't post the exact same thing on your blog and in a LinkedIn article to avoid duplicate content. It has no character limit and if the article is good, it is recommended to add it to your profile in the "featured" section for when someone visits you.
Live webinars: The option is not available to everyone, but if you can get an invitation, they have a lot of scope (a notification reaches all your contacts). Request access here: https://www.linkedin.com/help/linkedin/ask/lv-app
Follow the same webinar recommendations (interviews with experts, educational messages,...)
LinkedIn Newsletters: Not available to everyone. LinkedIn is giving them to whom they consider. If you have the option use it, it also has a lot of scope. You should see the button in the upper menu of articles.
way (I don't have them yet but if you have them you should use them)
Do not add exit links in the body of the post. Leave it in a comment.
frequency Mails: Minimum 1 fortnightly. Optimum 1 week.
LinkedIn post: Minimum 3 a week. Optimum 1 a day. (Follow the Post-it method)
Twitter: Minimum 1 a day. Optimum 3 a day.
Blog: Minimum 1 fortnightly. Optimal 2 a week.
Make your employees interact with your content. Give us likes and comments. That will increase the range.
The best are the comments
The second best are the likes
And the worst of all "share". Do not share things that your audience is not interested in simply because your boss wrote it.
A troll is someone with free time who has nothing to do but criticize what others are doing.
As soon as you start to make some noise... they will appear to you. Sure.
Don't waste even 5 seconds with them.
Never answer them.
"Yeah, but he told me something that..."
DON'T ANSWER THEM!!!
DONīT FEED THE TROLLS!
Delete his comment and block him.
Do it without thinking.
Don't let it affect you.
Follow yours.
Mandatory: All commercials and people who do sales work with the assigned frequency.
Recommended: Everyone who talks to customers.
The automation of social networks will give you freedom, will increase your personal brand and will facilitate the contact with your followers with the minimum effort.
The idea of ??this strategy is to have a battery of self-publishing content continuously so that your social profiles are active, seeming at all times that you are the ones who make this type of publication.
You can automate all your content or just a part of it and manually take actions that give your profile more authority.
Automating IS NOT MANDATORY nor will it give you greater reach.
The only benefit is "freedom" so if you stick to your weekly posting schedule it won't be necessary.
It is very interesting to automate if you use Bots so that these profiles come to "life" and publish constantly.
Here is a sheet for planning your content that can help you when you are a medium "large" team and you have to organize yourselves.
https://docs.google.com/spreadsheets/d/12yVWDKy2WDbIpIe00CyihoL9YeLcYyJM_OK-Zzu4oUk/edit#gid=0
And two tools that work perfect to automate on LinkedIn and other networks:
https: //publer.io/ (Free up to 50 planned posts. It's the one we use)