When you think of LinkedIn, what pops into your mind? If you’re like most people, it’s the connections you can make from a human resources perspective that you’re most familiar with. While the social media platform is definitely useful in fulfilling that goal, today it’s becoming more recognizable as a vital part of any business’ content strategy.

Lead Generation

Did you know that LinkedIn is the world’s number one lead generation platform? With more than 630 million business professionals on the site, there is a purpose for them to engage with LinkedIn. It is this different mindset that has made the social media platform the place to go when everyone from global leaders to the up-and-coming wants to connect with the other influencers and thought leaders of today and tomorrow.

Thought Leadership

Establishing yourself as a thought leader in your field is what LinkedIn was made for. Its robust suite of targeting parameters and filters allows you to effectively refine your marketing campaigns so your messaging reaches those who need it. The ability to define and tweak your messaging scope is limitless.

Supports Versatility

Even though the LinkedIn audience is specifically to make connections, learn and research, it doesn’t mean that they don’t gravitate toward a variety of different types of material. Whether your content marketing strategy is focused on paid material, organic options or both, the ability to use formats ranging from videos and blog posts to infographics and groups means that you can capture — and keep — the interest of more busy professionals.

The bottom line is this: if you are using LinkedIn to elevate your business, build connections and integrate your ideas, then you’re leaving a valuable resource untapped. It’s important, though, to have specific goals in mind when you do develop your LinkedIn strategy instead of simply throwing something up and calling it a day.

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