What content works on a LinkedIn Company Page to generate business growth and avoid the pitfall of just broadcasting at your Page followers?
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Key moments in this episode:
00:00 LinkedIn Company Page Content Planning
01:22 Avoid this type of Company Page Content
02:33 3-2-1 Content Framework
06:49 Good to Know Posts
08:47 Good to Feel Posts
12:26 Good to Buy Posts
15:08 LinkedIn Company Page Premium Feedback Wanted
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners.
Connect with Michelle J Raymond on LinkedIn™️ - https://www.linkedin.com/in/michellejraymond/
B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs.
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00:00:00
Recently, I've shared how you can find content inspiration.
00:00:04
I've given you tips on how you can R.A.T.E your posts to boost your impressions.
00:00:08
But the question that keeps on coming up is Michelle, what kind of content should
00:00:14
we be posting on our Company Pages?
00:00:16
If you're someone that has asked yourself the same question and want to know what kind of content
00:00:21
will help you build your followers and build engagement, then stick around, that's exactly
00:00:26
what we're going to cover in today's episode.
00:00:46
G'day listeners.
00:00:46
It's coach Michelle J Raymond back for this week's episode on a topic
00:00:50
that is near and dear to my heart.
00:00:52
Some of you know me as the Company Pages Queen, because of just how much time and
00:00:57
effort that I've put into over the last four and a half years to research the strategies
00:01:03
that are working, the strategies that are going to be working for 2025 and beyond.
00:01:08
And Company Pages get a lot of crap on LinkedIn and I'm always there fiercely defending them.
00:01:16
But unfortunately, I think there are a lot of pages that probably deserve that kind of feedback.
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What kind of content on a company page seems to press people's buttons, is the company
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page content, the old school type, which is just the pure and simple broadcast.
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Our company's so amazing, the beat your chest kind of posts.
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The ones that probably belong in an old school PR release or something along those lines.
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I especially feel for the people that are the page admins or the ones that are creating
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the content that have to take these types of documents and try and turn them into a
00:01:53
social post that other people want to read.
00:01:55
And we know that it just doesn't work.
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And, you know, a simple rule of thumb I always have for people that are page
00:02:01
admins is would you want to read it?
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And quite often when it comes to LinkedIn Company Pages, they go.
00:02:09
Not really.
00:02:10
And I totally get it.
00:02:12
You're stuck in the middle.
00:02:13
You have pressure from the brand to stay within the brand guidelines and you have pressure
00:02:18
from social to try and treat the company page as if it's just like a personal profile.
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And as I've shared in many episodes and every chance I get to speak
00:02:27
pages and profiles are different.
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Listeners, rather than focus on the things that don't work.
00:02:33
How about in today's episode, we focus on what does, and I'm going to share with you my
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personal framework for company page content.
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That is tried and tested and proven to work and you can steal it for your own business.
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I am not going to hold the secrets back.
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But before we go into my framework, a couple of things that I want you to know,
00:02:54
I'm saving the best tip to last so you're going to have to hang around, but also I
00:02:58
just want to give a quick shout out and say thank you to our podcast sponsors, Metricool.
00:03:03
Here's a quick word about some of the latest features and updates from them.
00:04:41
Now, listeners, let's dive into the lessons for today.
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What is my content framework that works for LinkedIn Company Pages
00:04:51
in 2024 and beyond into 2025.
00:04:55
And if you've ever seen me speak, it is my 3-2-1 Content framework.
00:05:01
And I found that it gives people practical steps on what they need to follow and a
00:05:06
plan on how do you more importantly, get the rotation right of the types of content that
00:05:14
you should be putting out on your company page.
00:05:16
And as I step you through this, you'll actually discover that maybe you're too heavy in one
00:05:21
of the sections and need to bring it down.
00:05:23
But what I often find is the last type of content that I'm going to be talking about.
00:05:28
Most businesses actually forget to mention this, And I think it's
00:05:32
costing them business opportunities.
00:05:34
So stick around for that one because yeah, it's going to surprise you exactly what it is.
00:05:40
The 3-2-1 content strategy is a framework that you can follow.
00:05:44
And how it works is we have three posts plus two posts plus one post equals six posts in total.
00:05:53
Now, what I want you to understand about this is for some businesses, you will go through that in a
00:05:58
week for other businesses that might be stretched out over two or three weeks or even a month.
00:06:04
The importance is not so much the frequency of these posts it's that you get the mix right.
00:06:11
So having the ratio, right.
00:06:12
of three posts, which are Good to Know two posts, which are Good to Feel
00:06:17
and one post, the most important kind of content is the Good to Buy posts.
00:06:23
So three, Good to Know, two Good to Feel and one Good to Buy.
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But Michelle, what are each of these types of posts that you're talking about?
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I've never heard of that Good to Know or Good to Buy or Good to Feel type of posts.
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What are they?
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The good news for you listeners is I'm going to share exactly the types of
00:06:41
content that would help you out on this.
00:06:49
Let's start with the good to know post.
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So these are three posts out of the six.
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Half of your content is going to be dedicated to this.
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Now, the types of content that we're talking here is the knowledge that your business has
00:07:02
about what's impacting your customers, your industry, the trends that are going on, maybe
00:07:08
it's legal changes that are coming, supply issues.
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All the things that if you brought the best minds in your business together and
00:07:16
got them to share something from their expertise, that would make a difference to
00:07:21
your ideal clients on the other side, i.
00:07:24
e.
00:07:24
we're creating content as always in service of them.
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Then ultimately we want to focus on this type of content and this type of content
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really is your opportunity to build up trust and credibility with your audience.
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It should show that, you know, exactly what's going on, what's impacting the industry, and
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you might even be predicting what's going on in the industry because you're across things
00:07:50
because that's how good your business is.
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And this is the type of content that people tend to stick to in general and whilst I love
00:07:59
this kind of content, cause it does build up that trust and credibility, the downside is
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sometimes it can be a little heavy, maybe a little dry, and maybe not so much driven towards
00:08:11
a social audience that is scrolling, looking to also maybe be entertained and inspired.
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If that gets a little bit too dry, what do we do?
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How do we break it up?
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And what we do is we move on to the next section, which is the Good to Feel posts.
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Let's talk about Good to Feel posts.
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These are the ones where we move out of the good to know and it's all
00:08:54
about the head, what people can learn.
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The Good to Feel creates that brand affinity.
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We want people to also like your business.
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We want them to see that you share values.
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We know that Gen Z buyers are very much driven to work with people who share their values.
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65 percent of the platform is taken up with Gen Z.
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If you think about that, they are the buyers, if not now, in the next couple
00:09:20
of years, as they get promotions.
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Page admins, it's time to start thinking what kind of content do
00:09:27
they want to see about your business?
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A word of caution here, listeners, one of the things that tends to happen with brands
00:09:35
is that once upon a time they had a social content calendar, which included world
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this day, world that day, celebrate your dog coming to work, world pride day, you
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know, these kinds of things would happen.
00:09:47
And the business would show up on that one day and not actually live the values.
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I'm here to break it to you that we see through that.
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Tick and flick exercises is not what Good to Feel posts are.
00:10:00
These are the genuine, lived values that your business has day to day.
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So how do you show content that relates back to your values?
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When it comes to some topics, it might be more practical.
00:10:13
So if it's sustainability, it might be the actual things that you're doing in your business.
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You might've just installed some solar panels.
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You might have a recycling program.
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You might have your team that goes out and collects rubbish.
00:10:26
You might have come up with ways that you've saved production electricity.
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I don't mind what the thing is, but I don't want it to be a one day a year just
00:10:35
because it's on a social content calendar.
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Again, by repeatedly showing these things, you demonstrate to your audience the
00:10:44
values that your business genuinely has.
00:10:47
And this can come across to other things.
00:10:49
If you value your people, if you do work in the community, share about it, be proud of it.
00:10:55
And you can do that genuinely and authentically if you're living it every day.
00:11:01
Again, not a tick and flick exercise for any of these Good to Feel posts.
00:11:05
What else is helpful in this type of content?
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Think about how can you highlight your employees?
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Sometimes it can be employee milestones.
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Celebrations, new people have started.
00:11:15
Sometimes it's people retiring.
00:11:17
I actually genuinely love when people leave LinkedIn, they often do a post that
00:11:23
reflects back on their time at LinkedIn.
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And I think that's really nice to see, but I'd also like to see Company
00:11:30
Pages supporting employees as they leave and wishing them all the best.
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I think that's the kind of LinkedIn world I would love to live in for Company Pages.
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Just remember anytime that someone's got the cake in the office, maybe there's a special event.
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I've seen posts that come with people that celebrate the different cultures
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that their workforce come from.
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I'm going to say it again, I just want you to show what really happens on a day to day basis.
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And this allows people to like your business, get to see what goes on behind the curtain.
00:12:02
It's that whole wizard of Oz what's going on, don't be afraid to show that.
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So that leaves us with what I said is the most important kind of content,
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which I think a lot of Page Admins surprisingly forget to add into the mix.
00:12:24
The danger that comes with company page content.
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When you don't have a framework to keep the types of content in the right balance
00:12:31
means that you often miss out on one type of content, which is the Good to Buy content.
00:12:37
Now, this might sound a little bit crazy, but it's something that when I was doing my research
00:12:43
for this framework, I was actually shocked at how many companies do not ever mention
00:12:50
things about their products and services, i.
00:12:53
e.
00:12:53
what problem do you solve and how can I spend my money with you?
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And it's funny when you think about it, because that's why they're showing up and putting so much
00:13:01
content out, especially on the Company Pages.
00:13:03
To be really clear when I'm talking about Good to Buy posts, these kinds of content could be
00:13:10
product testimonials, service testimonials, they could be frequently asked questions.
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It could be a straight sales brochure.
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This is what we do.
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This is what you can buy from us.
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This is the problem that we solve, but talk about it in a way that is
00:13:25
in service of your ideal client.
00:13:28
So if your product saves them time, talk about how much time it saves them.
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Really show them why this is the right product for them.
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What are the benefits and features that they should be aware of if they're out
00:13:41
doing their research and comparing your product or service versus somebody else's.
00:13:46
Now you don't have to feel uncomfortable about this because when you keep it in
00:13:50
the 3-2-1 framework, here's what happens.
00:13:54
You've done three lots of Good to Know posts, which has built up that trust and credibility.
00:13:59
You've done two posts where you've shared about the company values and it's that Good to Feel.
00:14:05
So now we're left with.
00:14:07
Oh, you solve the problem that I have.
00:14:09
I want to pay you money to make that problem go away.
00:14:13
It is only when you show up every day, buy my stuff, buy my stuff, buy my stuff.
00:14:18
And if we had six posts, which were Good to Buy, then people would run the other direction.
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And quite frankly, I don't blame them.
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If you skip over the Good to Feel, then we feel a little bit like you're
00:14:32
no different to everybody else.
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There's nothing that makes you stand out.
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. And we're always trying to find a way to distinguish ourselves from our competitors.
00:15:08
So the 3-2-1 content framework is your easy way to keep your company page content in the
00:15:14
right ratio to make sure that you increase your chances of generating business opportunities
00:15:21
from the time you've invested on LinkedIn.
00:15:24
For those of you who are watching over on YouTube, you're going to be seeing a quick
00:15:29
summary of what I've just spoken about.
00:15:31
If you are listening to the podcast, jump across to YouTube and you can grab a screenshot of
00:15:36
this slide, which will show you exactly the breakdowns that we have just spoken about.
00:15:40
If you don't want to go across the YouTube, please just connect with me on LinkedIn.
00:15:46
Mention this episode and ask for the summary, and I'm very happy to send it across to you.
00:15:52
I genuinely want you to get more out of your company page.
00:15:56
I know that Company Pages work when they have a strong content framework, like
00:16:02
I've just shared today, the 3-2-1 content framework will work for your business.
00:16:07
No matter the size, no matter if you're just starting out with your page or you have a
00:16:12
multinational, 150, 000 plus followers, I've worked with clients of all different sizes.
00:16:19
The 3-2-1 content strategy is all about growing your page followers
00:16:24
and growing your page engagement.
00:16:27
So if currently your page isn't generating the KPIs that you've set for the business, then don't
00:16:32
forget, you can always reach out and work with me.
00:16:35
This is what I love.
00:16:36
I love squeezing every bit of goodness out of the company page to generate those business results.
00:16:42
I love doing audits and strategies, even training for new page admins, especially for
00:16:47
the, poor page admins who have been thrown in the deep end and have never been given
00:16:52
any training on what works for Company Pages.
00:16:55
Just before I wrap up today's episode, if you have been trialing the LinkedIn Company
00:17:00
page premium feature, there's a free 30 day trial or maybe you've moved on to pay for it.
00:17:06
I'm looking for feedback from people that have actually used it.
00:17:09
So if that's you, you're a page admin that's tried it, a business owner that's tried
00:17:13
it, a marketer that's tried it, please reach out and connect with me on LinkedIn.
00:17:18
The details are in the show notes.
00:17:20
I would love to hear from people that are testing these things across the world in
00:17:25
all kinds of different scenarios, different page types, different industries, the
00:17:30
more I can learn from you, the more I can report back and together we all grow.
00:17:34
So until next week, listeners, I appreciate all of your help.
00:17:37
Cheers.
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