LinkedIn for Marketers: 4 Easy Ways to Find Content for Your Audience

LinkedIn’s 175 million professionals worldwide are considered a goldmine for marketers: According to the social network, its audience is one of the most educated, affluent and influentialon the Web.

But taking advantage of that audience can be challenging—and overwhelming—if you’re new to LinkedIn Marketing and its portfolio of features.

LinkedIn’s newly redesigned Company Pages is the hub for businesses, featuring a Careers section that’s updated with job postings, a Products tab with information on what’s new and upcoming, an Employee Insights page and an Overview section with updates from the company.

Company Updates, according to Alison Engel, LinkedIn’s global marketing director for Market Solutions, is one of the most important features for marketers.

“This is where you engage with your audience,” she says. “These messages that you send out show up on your company’s page and in the news streams that are front and center in a member’s user experience. It’s the pulse professionals are taking throughout the day.”

One challenge many marketers struggle with, she says, is finding enough meaningful content to post to their audiences regularly.

“I’m always asked about editorial calendars and whether they need a staff producing content for social purposes,” Engel says. “The answer is no, you don’t. Companies sometimes don’t realize how much existing content they already have at their fingertips.”

Tapped for time and resources? Here’s a look at four types of content that LinkedIn users crave. A bonus: No content creation required. >more

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