Optimize organic LinkedIn content

Business benefits

Demonstrate industry expertise and personality from your brand and its employees by creating engaging conversations on LinkedIn.

Choose a few people from your company that have unique expertise and perspectives who will post from their individual accounts on LinkedIn, rather than posting your LinkedIn content just from your brand page.

Alternatively, a marketing team member could be in charge of creating LinkedIn posts from other people’s accounts, like your CEO’s.

Ask coworkers and employees to engage with, comment on, and share each other’s and your brand’s posts.

One way to do this is for your marketing team to notify your company-wide Slack channel that your CEO just posted a new post to LinkedIn, and everyone should like, comment on, or share your CEO’s post.

Create text or video content that tells insightful or inspirational stories about work, your industry, or an individual’s expertise.

For example, Salesforce posted a previously live panel discussion video with industry experts to talk about financial literacy for #FinancialLiteracyMonth. The post included the relevant hashtag, introduced the topic with a brief caption, and added insight to a trending topic.

Write posts that spark an insightful, engaging conversation.

For example, publish original research that has a surprising data point. Turn that data point into an infographic, and accompany the image with a caption that has context, a few relevant hashtags, and a conversation starter that encourages people to comment and join the discussion.

Consider uploading your video natively to LinkedIn, instead of uploading the link to the hosted video, so that it plays automatically.

For example, the short video that teases a full interview from Time automatically plays when you scroll past it, which catches the viewer’s attention.

Add captions to the videos you post on LinkedIn.

Use LinkedIn’s captioning tool or upload your own transcript to videos so that viewers can understand the video without sound.

Copy a modified version of blog posts to LinkedIn rather than linking to a blog post on a different website. Use articles for long form content and posts for short form.

Add bullet points, paragraph breaks, or shortened sections where appropriate.

If you upload the link to drive traffic to your blog, provide a summary at the top of your post to keep the discussion on LinkedIn.

Include a call to action that keeps the conversation on LinkedIn, like asking people to comment on the post.

For example, Adobe created a post about influential women, and the call to action was to “give a shoutout to someone who inspires you.”

Comment and engage with other brands’ and individuals’ LinkedIn content by providing support, friendly feedback, or your unique insight.

From your brand account and individuals’ accounts, jump into the conversation that others in your industry are having to show your brand’s expertise and support.


This makes clearer step text.

Combine these points into the step text. Take out possibly – instead explain when to summarize or not summarize the blog post text, if we have that information available.

For example, I’d consider talking about using LinkedIn articles vs posts, and how one is typically long form and the other short form.

Edits made to reflect feedback

1 Like

Thanks @lsmous – I trimmed down step 7; it was far too long.