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How To Brand Your Business Through LinkedIn (Part 4)

LinkedInWe have come a long way in this series about LinkedIn and good content to gain a branding edge. Part 1 talked about the different properties to get your content seen on LinkendIn in order to get a competitive advantage. Part 2 discussed more specific tools and possibilities for marketers to take advantage of LinkedIn in order to brand themselves, and through that, their company. In Part 3, we’ve discovered how a brand can ensure that its content gets seen by its audience. Now in the final part, we’re going to take a closer look at original content and curating content.

Original content is generally better than curated content. Search engines pick up on it more and you know for certain that it will be read because it hasn’t been read somewhere else before. If you have a blog, for example, you really want to stick with original content as much as possible. Unless you want to be knows as the world’s best curator, you won’t become a thought leader or even just a specialist in your industry if you don’t write your own content.

Original ContentThe Benefits Of Original Content

  • Original content distinguishes you easier from the rest than curated content. Because it can’t be found anywhere else, only you will be recognized for it.
  • It provides you with better search engine optimization. Search engines love original content and reward you for continually writing and sharing it.
  • Original thoughts are the best way to become a thought leader in your industry as people start respecting your opinions and insights.
  • It makes you look smart and people will share your content. New business can be generated that way because you’re sharing your knowledge and make it clear that you know what you’re talking about.

curated contentThe Benefits Of Curated Content

  • Curated content is assembled much faster than writing down your own thoughts.
  • You demonstrate that you care about other people’s writing and are open to sharing it.
  • You demonstrate that you know what’s going on in your industry and what are the “hot issues” to push out; even if not written by you. In this way, you also show your knowledge.
  • If you mix content from niche and top performing sites, you show your versatility and that you know the trades of your industry. Don’t just focus on the popular, but also on the new and the curious. It shows your cutting-edge and forward thinking.
  • Curated content is a perfect testing platform of what your audience is interested in without spending too much time writing it yourself. If you find an audience likes a particular topic, consider writing about it yourself.

The Relationship Between Data and Content For Original And Curated Work

Be careful what you put out there! While some data is highly interesting and groundbreaking and everyone wants to see it, most data is complicated and too difficult to understand by itself. Some eyes are made for data, but most are made for content. Most industries will want to see content with a bit of data thrown in. But even the industries working solely with data will want to see the data they’re looking at explained. While data can be more clear to some, an explanation is usually welcome and even needed. Content attracts a much larger audience than data alone.

Data will also force you to write more and more narrow topics because you’re focused on a specific set of numbers only. Because your audience becomes so niche, it is not a good way to distinguish yourself. And most importantly: Data doesn’t tell a story – YOU do.

You should use data for suggestions on what to write about. You can insert data when appropriate, but the important part is to keep story-telling. Don’t write anything just for data’s sake. See what’s trending and what your audience is currently interested in. Then use data to supplement those topics, not the other way around.

This post concludes my series on how to use LinkedIn for branding yourself and your business. Have I forgotten something? I welcome your feedback and suggestions – just use the comment box below! See you around on LinkedIn!

Also read:
Part 1
Part 2
Part 3

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