How Startups Can Benefit From Creating and Sharing Content on LinkedIn, from SQWAD CEO Nick Lawson

LinkedIn is a powerful networking tool, but in order to reap all of its benefits, you have to build a strong presence on the platform. One way to do that is by consistently creating content that’s engaging and promotes conversations. Labs mentor Nick Lawson, CEO of mobile advertising startup, SQWAD, held a session to discuss the three benefits of producing and sharing content regularly on LinkedIn.

Benefit #1: It promotes conversation within your network

Posting content on LinkedIn is a great way to connect with your community and generate discussions, but consistency is key. “We write an article a day about a subject that's within our industry and post it on LinkedIn. It could be a graph that we saw or somebody’s take on that graph. Or It could be tips for pain points within our industry, “ Lawson says. “There’s no need to get fancy with videos or post-production. Just write about what you're seeing in the industry and your take on things but be bold or your network won’t be interested.”

If daily posts are too much for your startup to execute on right now, try to create content at a consistent cadence that works for you. “I think a lot of people get discouraged when I say an article a day. It doesn't have to be that frequent—if your bandwidth is two articles a week, that's totally fine, too” Lawson says. But if you decide to produce two articles a week, stick to that schedule. “Creating content regularly will have people connecting with you on LinkedIn,” Lawson says. “Then from there, you don't have to message them. Your content will do most of the work.”

If you aren’t currently producing content for LinkedIn and need somewhere to get started, consider writing what Lawson calls a “thesis article.” This article focuses on your opinions on a current industry topic or issue, while also touching on what your company does. “Your thesis post is written from the perspective of here’s how we see this industry, here's where we see it going. By the way, we do help on that side with our company,” Lawson says. “But that's an easy way of getting from zero to one post.”

Benefit #2: It generates inbound contact

If the content you create is engaging, you’re likely to draw quality inbound contacts. “What we're seeing at SQWAD is that people are inbounding to us, whether through direct message on LinkedIn or through our website after they see our content,” Lawson says. “Our sales calls now start off with, I saw your article on this topic. I think you were on point there."

By producing content, you creating a sense of familiarity with potential customers.   When they do research on your company, they’ll be able to learn a bit more about it and its perspective on different industry topics. “Obviously, that's a much better sales conversation to have because the customer understands where you're coming from instead of you starting from scratch and saying, at our company, we believe in this and that," Lawson says. “It's a way for you to still get that outreach and have that sales volume push, but it allows the customer to safely come to you and not feel pressured in that process.”

You also want to be sure to engage with anyone commenting on your articles. “Hopefully, you're reaching people in your industry, and those are your prospects. So you’ll want to start healthy discussions and ask them questions,” Lawson says. “That actually can help increase your brand awareness.”

Read more about inbound and outbound outreach.

Benefit #3: It can generate qualified leads

On the quantitative side, content creation on LinkedIn can generate stronger, more qualified leads for your startup. “If you liked our article and you came and inbounded to us, then we're probably on the same page. The quality of those conversations is much higher and your close rate will be higher,” Lawson says. “You're just getting better leads and you won’t have to do all that work to outbound.” For salespeople on your team, outbound contact won’t stop entirely, but the lead generation process can receive a huge boost through LinkedIn. “You don't have to stop sending out sales emails but there's less anxiety around the process,” Lawson says. “For us, we’re totally fine with sending out fewer sales emails because we’re doing a lot of prospecting by writing these articles.”

Learn more about content and digital marketing.

This post is based on content from a WeWork Labs programming session.

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