LinkedIn has become an essential platform for professionals to network, share insights, and build their personal or corporate brands. A critical part of building an audience and fostering engagement on LinkedIn is creating valuable content that resonates with your connections and followers. However, consistently generating engaging and relevant content can be challenging. That’s where LinkedIn’s Content Suggestions feature comes into play. It is a powerful tool that helps you discover trending topics, articles, and ideas tailored to your audience, allowing you to boost engagement more effectively.
In this guide, we’ll explore how to use LinkedIn’s Content Suggestions to increase your content engagement and strengthen your online presence.
1. What Are LinkedIn’s Content Suggestions?
LinkedIn’s Content Suggestions is a feature designed to help you find trending and popular topics within your network or industry. It provides a curated list of articles, posts, and discussions that are relevant to your followers and connections. You can use these suggestions to generate new ideas for content, share posts, or create original content based on these insights.
Content Suggestions are available to both personal profiles and LinkedIn Page admins, making it a versatile tool for individuals, brands, and businesses looking to engage their audiences.
2. Benefits of Using LinkedIn’s Content Suggestions
Using Content Suggestions can provide several benefits, including:
- Increased Engagement: By sharing content that resonates with your audience, you’re more likely to receive likes, comments, and shares, which boosts engagement.
- Time-Saving: Instead of spending time brainstorming content ideas, Content Suggestions give you relevant topics quickly, allowing you to focus more on content creation.
- Stay Relevant: The feature helps you keep up with trending industry topics, ensuring your content remains timely and relevant.
- Boosting Visibility: Sharing trending or popular content can increase your visibility as LinkedIn’s algorithm often promotes content that generates engagement.
3. How to Access LinkedIn’s Content Suggestions
Accessing Content Suggestions is simple, whether you’re managing a personal LinkedIn profile or a company page.
For Personal Profiles:
- Step 1: Log in to your LinkedIn account.
- Step 2: Go to the home page or the content section, where you create new posts.
- Step 3: Click on “Content Suggestions” in the feed options to see a curated list of relevant topics and articles.
For LinkedIn Company Pages:
- Step 1: Log in to your LinkedIn account and navigate to your Company Page.
- Step 2: In the Page Admin View, click on the Content tab.
- Step 3: Select Content Suggestions to open the tool and start browsing trending topics relevant to your industry and audience.
4. How to Use Content Suggestions Effectively
To make the most out of LinkedIn’s Content Suggestions feature, here’s a step-by-step process to help you leverage it for boosting engagement:
A. Define Your Audience
Before you dive into content suggestions, it’s important to understand your target audience. Knowing their interests, industry, job roles, and pain points will help you select and share content that resonates with them.
B. Customize Your Search Filters
LinkedIn allows you to refine your content search using filters to match your audience’s interests. Filters include:
- Industry: Choose an industry relevant to your target audience, such as technology, healthcare, finance, etc.
- Location: If your audience is location-specific, use geographic filters to tailor content.
- Job Function: Filter by job roles such as marketing, human resources, engineering, etc.
- Seniority Level: Adjust based on whether your audience is made up of entry-level professionals, managers, or executives.
Using these filters helps you zero in on content that is not only popular but also relevant to your specific audience.
C. Share Trending Topics
Once you’ve filtered content suggestions, look for articles or posts that are trending within your industry. Sharing trending topics helps position you as an authority in your field and ensures that your posts are timely and relevant.
How to Share:
- Step 1: Select the article or post from the Content Suggestions feed.
- Step 2: Add your unique insights or opinions to the post to make it more personalized.
- Step 3: Include a call to action (CTA) asking for your network’s thoughts, comments, or shares. This encourages interaction and boosts engagement.
D. Create Original Content Based on Popular Trends
Instead of just sharing posts, use the insights from Content Suggestions to create your own original content. If a particular topic is gaining traction, write a LinkedIn article or post that delves deeper into the subject.
For example, if there’s a trending discussion about remote work, you could write an article about the “Top 5 Tools for Remote Collaboration” and share it with your audience.
E. Optimize Your Posts with Hashtags
When sharing content, use relevant hashtags to increase the discoverability of your post. LinkedIn allows you to use up to three hashtags, but make sure they are relevant to your content and industry. For example, if you’re sharing a post about digital marketing, consider hashtags like:
- #DigitalMarketing
- #ContentMarketing
- #MarketingStrategy
Hashtags help your content reach a broader audience beyond your direct connections.
F. Engage with Your Audience
After posting content based on LinkedIn’s suggestions, don’t just sit back. Actively engage with your audience by responding to comments, liking reactions, and sparking discussions. This not only increases visibility but also fosters deeper connections with your network.
G. Monitor Performance with LinkedIn Analytics
Track how your posts are performing using LinkedIn’s analytics tools. For company pages, you can check the Content Performance tab to see metrics like impressions, clicks, and engagement rates. For personal profiles, the Post Views feature gives you insights into who is viewing your content and how it’s performing. Use these insights to refine your content strategy over time.
5. Best Practices for Maximizing Engagement
To ensure you get the most out of LinkedIn’s Content Suggestions, here are some best practices:
A. Be Consistent
Consistency is key to building engagement on LinkedIn. Share content regularly to keep your audience engaged. Posting a mix of curated content and original insights based on Content Suggestions ensures you stay relevant.
B. Personalize Your Posts
When sharing content, always add your personal touch or commentary. This shows your audience that you are thoughtful about the content you share, rather than just reposting articles without adding value.
C. Focus on Visual Content
Posts with visuals, such as images, infographics, or videos, tend to perform better on LinkedIn. If you’re sharing a text-heavy article, try including an eye-catching image or video to capture attention.
D. Encourage Interaction
Prompt your audience to engage with your posts by asking open-ended questions, seeking opinions, or inviting them to share their experiences. For example, “What’s your take on this new trend in our industry?” or “Have you tried this strategy? Let me know in the comments.”
E. Vary Your Content Formats
Diversify the types of content you share to keep your audience interested. Mix up your posts by sharing articles, writing long-form posts, uploading videos, or creating polls. LinkedIn’s Content Suggestions can inspire you to try different content formats.
Conclusion
LinkedIn’s Content Suggestions feature is an invaluable tool for boosting engagement by providing you with insights into trending and relevant topics tailored to your audience. By sharing timely, relevant content, adding personal insights, and engaging consistently, you can elevate your LinkedIn presence and build a stronger connection with your professional network. Following these strategies will help you not only keep your content fresh and engaging but also position yourself or your company as a thought leader in your industry.