How to nurture your LinkedIn content for lasting engagement

Discover the power of active content management: strategies for engagement and consistency on LinkedIn.

17 June 2024 -

"Publishing is just the beginning; the real work starts with nurturing and maintaining your content."

Today, Nadia asked me if I pay enough attention to my content. Well, I had to think about that for a moment because at first, I thought, of course, I always think carefully about my content. But it was mainly about “nurturing” your content, she said, especially after it is posted. Yes, take another sip of water, because I had to think for a moment too. Then I realized how important it actually is to actively manage and maintain your published content. To create a great LinkedIn post, it’s essential to not only send out your ideas but also ensure they are cherished, cared for, and nourished, just like the plants in your house.  Understanding the LinkedIn posting basics is crucial, as it lays the foundation for creating content that resonates with your audience and encourages meaningful engagement and positions you as a source of thought leadership in your field.

Let’s go back to basics because publishing on LinkedIn is a powerful tool to spread your message, we know that. But you know the feeling, you create an amazing post, but the engagement is not as expected. Or you spent hours writing a white paper, but how long can you use it and keep it effective? Tricky, right? Because we sometimes find it challenging to keep our plants alive. Well, there are a few strategies for that.

1. Don’t be afraid to respond

Don’t be afraid to respond to comments, ask your audience questions, and engage in dialogue. This not only helps to increase your reach but also to build an engaged and lively community. Engaging with your audience and consistently nurturing your content can help you on your journey to becoming a LinkedIn Top Voice, as it showcases your expertise and commitment to ongoing dialogue.

2. Consistency is essential

It’s not enough to post occasionally and then be silent for a few weeks. No, to really make an impact, you need to make your presence known regularly. Set up a schedule and stick to it. Whether it’s weekly, biweekly, or daily, make sure you are consistent in your publications.

3. Nurture your content

Don’t forget to nurture your content. This means not only promoting your new posts but also revisiting older content and sharing it again. Who knows what gems are hidden in your archives? By bringing older posts back into the spotlight, you give them a second life and extend their reach.

Content Marketing: manage your content.

Just like a garden hose, there are different settings. A focused beam allows you to reach the right people and nurture them with valuable interactions, while a wide beam risks wasting your energy and efforts on people who are not ready to take action. In order to achieve valuable interactions, you need to know what is going on with your target audience. Adapt your content accordingly. Because there is no point in flooding your network with messages that do not match their needs or interests. So focus your messages on what is important to your network and start increasing your engagement and building the relationship from there.

Why is Engagement so important?

One of the most common mistakes people make when posting content is that your “reach” is the most important metric to look at. But I have to disappoint you, because the first metric that deserves your attention is engagement! If your post gets a lot of likes, comments and shares, then the chance that your post will be noticed by the LinkedIn algorithm is many times greater. If that happens, the algorithm ensures that your post is shown to more people and thus also increases the reach of your post. So in this case too, quality is more important than quantity, because by focusing on engagement you are automatically increasing your reach.

Here are 4 concrete tips for maximum engagement:

  • 🌱 Respond to all comments within the first 60 minutes
  • 🌱 Ask a question to someone who has posted a comment in the comments
  • 🌱 Encourage responses by leaving 2-4 additional insights in the comments
  • 🌱 Always include a question in your post, not too commercial, let your target group think!

Focus on warm leads

Don’t get me wrong! Of course it would be great if your company had thousands of followers and your posts structurally get tens of thousands of views, but if there is no engagement, your efforts, with the exception of branding, are of little use. Because the people you want to reach are the people who invest the time to respond to your content. This group is more often interested than the average passive viewer and is already familiar with who you are and what you do. These are your warm leads and the chance is more realistic that you can give them that one push to convert, unlike your passive viewers. If you do choose to focus on your reach, there is a good chance that you will continue to pour water outside the pot and miss the connection with those who are truly open to your message. To help you on your way, here are a number of useful tips for you.

5 tips to nurture your content

Do you want your LinkedIn posts to finally be seen? Then you need to be smart about timing, frequency and content. With these five simple tips you can increase your visibility and engagement without it feeling like a full-time job.

1. Make sure your profile is in order

People prefer to contact people rather than an anonymous company page. So make sure your profile is attractive and professional.

  • Good profile photo – Open, friendly and professional.
  • Strong headline – Make it clear what you do and for whom.
  • Active interaction – Like, respond and tag people in relevant conversations.

Use your personal profile to give your company page more reach. Works like a charm!

2. Use strong images

Visual content scores better, but it has to be real. Away with those standard stock photos! Choose spontaneous, authentic images. A good profile photo and catchy visuals make your posts much more attractive.

3. Vary your content

People like variety. Vary your content formats and make it interesting:

  • Personal stories → People connect faster with real experiences.
  • Statements → Invite your network to join the conversation.
  • Inspiring posts → Inspire your followers with insights and successes.
  • Expertise posts → Clear up misunderstandings and show that you are an expert.

4. Be consistent with your posts

You really don’t have to post every day. In fact, posting too often can be counterproductive. 3 to 4 times a week is great. Choose a rhythm that you can easily maintain and stick to it. Regularity works better than a flood of posts followed by weeks of silence.

5. Post at the right time

Timing is everything! The best time to post? Between 7:00 and 9:00 in the morning, when people start their workday, or between 8:00 and 11:00, especially if you have an international audience.

💡 Golden tip: Only 8% of content is shared during the weekend, while engagement is 50% higher. Less competition = more visibility!

Do you need more tips or are you actually looking for a complete solution? Then you’ve come to the right place, contact us. And I would already have your watering can ready for the next post 😉 💦

Show me the magic in real life 🪄

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