In the world of social media, staying ahead of the curve is essential for capturing the attention of your audience and fostering engagement.
As platforms evolve and user preferences change, it's important to adapt your content strategy to keep your clients' brands thriving.
If you're a social media manager working in an agency, you're probably familiar with the impact of platforms like Instagram and LinkedIn on your clients' online presence. While Instagram Carousels have been a staple for sharing multiple images, LinkedIn has taken a bold step forward by introducing a new way to share content: LinkedIn Document posts.
LinkedIn, a hub for professionals, has always been a place for sharing insights, ideas, and inspiration. Recognising the limitations of certain content creation tools, including carousels, LinkedIn announced a significant change.
As of June 26th, 2023, carousels have been phased out, making room for more diverse content-sharing opportunities. While the departure of carousels might seem daunting, LinkedIn has kept an even more powerful tool: LinkedIn Document posts.
LinkedIn Documents are your canvas for creativity, even though they themselves don't sound as flashy and creative as “Carousels”. These documents can include an impressive 300 slides, offering you the space you need to tell your story.
But here's the game-changer: your audience can download them as PDFs, making it easy to read and reference offline. These documents work just like the beloved carousel posts, with a couple of notable differences. Unlike carousels, LinkedIn Documents don't support multimedia like video files, but they do offer a seamless transition from one slide to the next, making them a versatile medium to tell your brand's story.
So, how do you harness the power of LinkedIn Documents to captivate your audience?
It all starts with the right strategy.
To begin, consider using tools like Canva AI to generate creative ideas and ChatGPT to refine your content approach.
With inspiration in hand, turn to Canva and other tools to craft stunning visual assets – much like you would for traditional image carousels. But remember, there's more to it than meets the eye.
Your visual assets should seamlessly slide from one to the next, maintaining a consistent background or design element to guide your audience's journey. Incorporate arrows that indicate the presence of additional slides, encouraging users to swipe and explore further. And here's the clincher: place a strong call to action on the last slide, motivating your audience to take the desired action.
When crafting your LinkedIn Document, resist the urge to overwhelm your audience with heaps of text. Most users consume content on their mobile devices, so keep your message concise and impactful. Think of each slide as a chapter in a story, with visuals and text working in harmony to convey your message.
Creating stunning LinkedIn Documents is only half the battle; the other half lies in optimising them for engagement and reach.
Publishing your LinkedIn Documents is a breeze. Here's a quick step-by-step guide to get you started:
Bonus tip: Add your best-performing LinkedIn Document Posts to “Featured posts” on your LinkedIn Profile to showcase your personal brand visually.
Alternatively, you could schedule your LinkedIn Document Posts more effectively and at the optimal time with Sendible!
LinkedIn Documents are not just a singular tool – they're a versatile playground for your creativity and social media content strategy.
Let's dive into the myriad ways you can leverage the power of LinkedIn Documents to captivate your audience and make your clients' brands shine:
Educate your audience with in-depth guides that break down complex concepts into easy-to-follow steps.
From mastering industry-specific software to navigating the latest trends, these guides position you as an expert source of knowledge, drawing users in with actionable insights they can apply immediately.
In a fast-paced digital world, listicles offer quick, easily digestible content that resonates with busy professionals. From "Top 10 Tips for Successful Networking" to "5 Must-Have Tools for Social Media Management," these lists provide value in a format that encourages users to keep scrolling.
Make dense research accessible and engaging by presenting key findings in a visual, slide-by-slide format. Condense lengthy articles into visually compelling documents that grab attention and ensure your audience grasps the main takeaways effortlessly.
Just take a look at how HP ingeniously did an inbound promotion of their new article and products:
Inject interactivity into your content with quizzes that prompt users to participate actively. Whether it's a fun personality quiz related to their industry or a thought-provoking industry knowledge challenge, quizzes boost engagement and keep your audience invested in your content.
Position yourself or your clients as industry thought leaders by sharing impactful data and statistics. Utilise eye-catching visuals to drive home your points and back up your claims, fostering trust and establishing authority within your niche.
Here's how Pretty Little Marketer shared industry data to educate their audience and spark conversation in the comments:
Testimonials are a powerful tool for building credibility. Share success stories and feedback from satisfied clients to create a sense of trust and reliability. By illustrating real-world results, you inspire confidence in your brand's offerings.
Go beyond testimonials by presenting comprehensive case studies that showcase how your strategies and services have led to tangible results. Provide before-and-after snapshots, metrics, and insights that resonate with potential clients seeking proven success stories.
Check out this example by HubSpot:
Extend the reach of industry events by sharing highlights and key takeaways in a visually compelling format. Whether it's a recap of a conference, workshop, or webinar, LinkedIn Documents provide a dynamic way to share the event's essence.
Transform your product showcase into an immersive experience with interactive catalogues. Allow users to explore products, services, and features seamlessly, all while maintaining engagement and piquing interest.
Invite your target audience behind the curtain with exclusive glimpses of your brand's day-to-day operations. Humanise your business by sharing employees' spotlights, workspace tours, and moments that showcase the people and processes driving your success.
You can make these even more engaging by inviting your followers to comment on which work desk is the most similar to theirs, caption employee's expressions, highlight what they like the most about your office, promote your company through fun memes, etc. This way, the post will remain professional while connecting to your audience on a more personal level.
Check out the creative way in which SEMRush promoted both what they're all about (SEO) and their company as a great place to work at.
Hint: See the last slide.
Incorporating these diverse strategies into your LinkedIn Documents arsenal ensures that you can cater to various audience preferences and goals. Whether you're educating, entertaining, or establishing authority, LinkedIn Documents provide the platform to deliver content that resonates.
As a seasoned social media manager, you know the importance of data-driven decision-making. Tracking performance metrics for your LinkedIn Documents is key to understanding their impact:
LinkedIn Documents are your ticket to capturing your audience's attention, boosting engagement, and expanding your reach. With their versatility, you can tell your brand's story in ways you never thought possible.
So, whether you're breaking down research findings, showcasing success stories, or engaging with quizzes, LinkedIn Documents are your canvas for creativity. Embrace this dynamic tool, iterate based on data insights, and watch your clients' LinkedIn presence flourish like never before.
Your journey to LinkedIn Document success starts here – seize the opportunity and set your agency apart in the ever-evolving social media landscape.