A Quick Guide to White Paper Promotion

A bad LinkedIn group is like a Twitter feed full of people you haven’t chosen to follow. And last time I surveyed, about 90 percent of the 30-odd B2B content marketing groups were chock-full of blog spam.

This makes it hard to promote yourself and your content in the groups. Consider the following if you are contemplating making LinkedIn groups a big part of your branding strategy for content marketing:

  • You won’t drive much traffic to your site. Visibility is low per LinkedIn Group, and posting content in multiple groups is a bad idea. Each time you share a post with a different group, it populates your primary contacts’ activity feed.  So if you post to all of your groups, you’ll also be spamming up everyone’s feeds and damaging your reputation. Also, there are two filters for viewing LinkedIn Groups: “What’s Happening” and “Latest Discussions” (Basically, “What’s Hot” or “What’s New”). The “What’s Hot” option is the default, meaning that most viewers won’t see new discussions.
  • You won’t generate much buzz. After surveying popular threads in 10 of the largest B2B marketing LinkedIn groups, the most active discussion I could find had a paltry nine comments. This is only for discussions that linked to articles. Don’t plan on going viral via LinkedIn Groups.
  • Participation can be time-consuming. If you’re going to brand yourself on LinkedIn, you’re going to need to comment on other people’s links as well. Are you sure you wouldn’t be better off just commenting on popular industry blogs?

On the plus side . . .

People will get to know your face. Your mug is posted next to every each comment and discussion. If you are active enough, you’ll reach the coveted “Top Influencer” status and have your profile pic displayed in the sidebar.

This is a great way to prepare for conferences. Lots of major content-marketing events have corresponding LinkedIn Groups. Staying active on these in the months prior will help your networking efforts and raise your standing at the events.

There are some really great groups out there. It’s just that LinkedIn Groups were not created to be RSS feeds. Unless your branding goals are carefully targeted, you may want to consider building your reputation through other means.

This post originally appeared on the Reputation Capital Media blog.

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