The document provides tips for creating engaging LinkedIn posts based on what performed well for members in Europe and the Middle East from July to September 2016. Some of the key tips include sharing content about trends in the industry to stay informed, giving value to readers and including a call to action, showcasing individual employees beyond just the company, appealing to readers' career aspirations, and being specific about the value offered in programs or services.

1. Tips from some of LinkedIn’s most engaging posts in
Europe and the Middle East
JULY - SEPTEMBER 2016

2. Tip #1:
Members come to LinkedIn
to learn about trends
Recent LinkedIn research reveals that news and industry trends are the most
engaging types of content in the LinkedIn feed. Tap into the desire of
professionals to stay informed.

3. Tip #2:
Give value, receive
engagement
Share insights and include a call-to-action to engage further beyond the
click.

4. Tip #3:
Showcase people
Celebrating others, giving thanks, or even just offering readers a glimpse of not
just the company as a collective unit, but the individuals behind the logo, are all
social media best practices that you should incorporate into your content.

6. Tip #1:
Appeal to aspiration
Many professionals use LinkedIn resources to grow their career. If your
program is designed to help them do that, make it clear in your content
promotions.

7. Tip #2:
Be specific about the
value your services offer
Generic ad copy is simply not enough to break through the noise of the news
feed. This post from London Business School breaks the “short copy” rule
effectively by using text to delve into program details.

8. Tip #3:
Promote your networks
Boost membership to your offline social networks by putting a bit of paid
promotion behind the membership drive

10. Tip #1:
Share your history
Whether you are a new company just creating your founder’s story, or a
decades-old company with stories to tell from the past, corporate
storytelling is not an old content trend. It can still be effective to encourage
awareness and affiliation.

11. Tip #2:
Use visuals effectively
Not all visuals are created equal. An image that is not just attention-
grabbing, but also adds context to your message, is the best use of a
large-format image in your sponsored content.

12. Tip #3:
Help your public navigate
through change
Putting change into business context is the most obvious angles to take on
LinkedIn, but many marketers forget to tailor their message to a professional
mindset.

14. Tip #1:
Promote employee-
generated content
Career advice is best received when it comes from someone who has
already demonstrated success. If your employees are writing, share their
content and give it a boost with a bit of budget.

15. Tip #2:
Research and data are
always welcome
Just remember to be audience-first and talk about the reader benefit in your
post.

16. Tip #3:
Have fun
Content should not be boring. On occasion, turn a helpful article towards a
playful tone to break through the clutter of news and analysis.

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