Where do you find trust on the Internet? Sounds like a hard question. But if you are reaching out to professionals, the content they consume as part of their careers (business & finance news, world events, updates on technology) is what they trust the most, according to a new study from Millward Brown Digital and LinkedIn. And, in that same study, we saw that they are increasingly finding that content on their professional social networks.
The professional content playbook: a preview
For modern marketers, social media represents a uniquely powerful opportunity to engage through content. But to take advantage, marketing strategies need to take into account professionals’ rules of engagement on social media. Revealed at Advertising Week Europe 2014 this week, here are some top tips for engaging professional audiences through content:
Deliver credible content in a trusted forum. Professional content is already among the most trusted content on the internet. LinkedIn is social media’s most trusted professional content platform, and that’s where your content needs to be to build credibility.
Use different social platforms for different roles. Build engagement, start debate and generate social validation on LinkedIn. Integrate it with Twitter and you can use this credibility to help content spread even faster.
Ensure you are reaching professionals across multiple devices. Professional content is consumed habitually throughout the day, at home even more often than in the office. Content delivery platforms that work across tablet and mobile greatly increase reach and influence.
Make sure your content pushes the right buttons for your platform. On LinkedIn, for instance, well-written pieces with editorial standards are vital.
Be timely – and anticipate the issues that matter. Being first to know is a driving force in professionals’ relationship to content; being ahead of the curve on emerging issues and opinions is even better.
Encourage your audience to go deeper. Once professionals start consuming content, they want more. Help them with links back to more in-depth content on your website or company page.
Invite comments and invite shares. The credibility of professional content hits the next level when it starts being shared extensively on social media. Invite comments on LinkedIn and that credibility grows far faster.
Consider different types of professional content. The professional audience is broader than you think – and so is the content that they value receiving. Mine insights on what your key audience members need – and what they are currently reading.