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Our Journey to 100K: How We Built an Always-On Content Strategy

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Friends, Romans, marketers, lend me your ears: We come not to pat ourselves on the back, but to give you a hearty high-five. You just helped us hit a major milestone. Last week, the LinkedIn Marketing Solutions Showcase Page reached over 100,000 followers.

We’re grateful so many of you chose to join our Sophisticated Marketer’s community. We think the best way to celebrate is to deliver even more value. So we decided to pull back the curtain and show you how our team nurtured this community and helped it grow.

Over the last two years, we have developed and refined an always-on content strategy that made the Showcase Page a destination for marketers. It’s a plan we encourage you to adopt for your own Company or Showcase Page.

This infographic has a complete timeline of how the page found an audience (and vice versa), from inception right up to now.

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Our Journey to 100K: How We Built an Always-On Content Strategy

  1. 1. 3 keys to engage your target with content: L E G E N D 70,000 90,000 Born 65,068 80,000 APRIL 2016 MAY 2016 Ensure image always matches messaging Test length of updates (found 150 characters or fewer perform best) DECEMBER 2015 Launch more Sponsored Content Campaigns (mix of lead generation, brand awareness and thought leadership plays) 50,000 30,000 APRIL 2015 10,000 MAY 2014 JANUARY 2014 MARCH 2016 JANUARY 2016 Incorporate more A/B testing using Direct Sponsored Content Post 3–4 times a day 60,000 NOVEMBER 2015 Incoporate more quotes and stats into our imagery Test everything Visual is the new headline Organic is good. Paid is better SEPTEMBER 2015 Change social headers every 6 months Sponsor top-performing organic content 24,675 DECEMBER 2014 Publish only rich media posts (Visual is the new headline!) Test posting at different times of day and watch engagement 40,000 JULY 2015 Experiment with themes (e.g., ‘Monday Motivation’) and posts without links LinkedIn Marketing Milestones Counting to 100K with relevant content: A glance at how we grew our LinkedIn Marketing Solutions Showcase Page. We couldn’t have done it without you: our followers, our Loyal LinkedIn advocates, our community of Sophisticated Marketers. To thank you, we’re sharing the content marketing tactics we implemented at key peaks in our follower growth so that you can adapt them to your strategy on LinkedIn. Since we launched our LinkedIn Marketing Solutions Showcase Page, 3 key themes have emerged as pivotal in creating an always on, relevant, and effective content strategy.

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