How to Pitch Your Content Using LinkedIn (And Why)
If you’re a content creator or marketer, you may already be sharing your writing on Pinterest, Facebook, or with your email subscribers. But have you ever considered using LinkedIn to pitch your content to the right people?
LinkedIn is not just for salespeople and B2C brands. Content writers and marketers can also use it. And there are some very compelling reasons and effective ways to use LinkedIn to pitch your content.
Let's start with why you should pitch on Linkedin in the first place.
Why Pitch Your Content on LinkedIn?
LinkedIn has more than 722+ million members from around the world, including business professionals, company executive, influencers in different industries, and more. So, you can harness the power of this huge network to connect with the people who may want to read and/or share your content.
Here’s why you should share your content on and pitch your content with LinkedIn:
- Targeted reach: you can share what you’ve created with a target audience. Using LinkedIn’s filters and parameters, you can increase the chances of certain people seeing your writing.
- Relevancy: in order to connect with the right people, you need to be writing the right content. This would be content that’s useful to your target audience. Many LinkedIn users are on the platform in order to find helpful professional content they can learn from.
- Research: by writing and sharing content on LinkedIn, you can see what and how your peers react (or don’t react). You can then use this data to post more relevant content going forward.
- Inbound traffic: the main idea behind creating helpful content is to raise brand awareness and drive traffic to your site. The more you post good stuff, the more likely people are to find you, whether through LinkedIn or through a Google search.
- Build relationships: the world of business is all about connecting with other people. It’s about building trust. And if you consistently make great content that actually helps people, they’ll begin to trust you and keep up the relationship.
The trick is taking these ‘whys’ and turning them into action.
5 Ways You Can Pitch Your Content
Let’s jump into five practical ways you can pitch your content using LinkedIn. (There’s a bonus method at the bottom, too).
1. Write a niche piece
When in doubt, niche it down. The more specific you can be with your content, the more useful it will probably be. Generalities are boring.
What specific insights, tips, and takeaways can you offer your readers?
2. Find editors using Advanced Search on LinkedIn Sales Navigator
LinkedIn Sales Navigator is a premium account you can get, and with it, something called Advanced Search.
This search tool lets you find people based on industry, professional history, and other keywords. So, you can find people who will probably be interested in your content.
3. Make a full list
Once you’ve used Sales Navigator to find hundreds of people (literally), you can put them all on a lead list within LinkedIn. This is very convenient because you can organize all the people you want to share your content with.
4. Contact your leads
But how do you share your content? You have two options:
- Use LinkedIn’s InMail (20 messages a month)
- Start cold emailing them
I highly recommend option two. Cold emails are very effective if you do them correctly, and InMail’s message limit is inconvenient.
5. Craft a compelling email
So, assuming you want to pitch your content via email, here are some tips for doing so.
- Write a short and catchy subject line: many people, especially busy professionals, decide to open an email or trash an email based on the subject line. So, you should spend more time on the email title than the actual email. Make it sound like a short email (because it should be) and one that’s relevant to them. You could try something like “I think this will help you.”
- Keep it simple: don’t use more than one type of font or font color because you don’t want to overwhelm them. Also, don’t include links as spam filters can flag your email. You want them to read and reply, so keep it simple, short, and not spammy.
- Personalize the opening line: by using the person’s name and mentioning something they’ve done or shared, you’re increasing your chances of them opening the email. They’ll see that you did your research, you know who they are and what they’ve done, and that you may have helpful content for them to read, share, and/or link to.
Bonus Tip: Add them on LinkedIn
On top of cold emailing leads, you should also connect with them on LinkedIn. It’s another way to get on their radar and stay in touch. If you’re connected with them, they can easily find you if they have work or other opportunities for you.
Hopefully, you now see how pitching your content to others via LinkedIn could be a huge help in getting your work out there.