LinkedIn Document Posts are an effective way to increase visibility and engagement on the platform. These interactive slideshows help businesses stand out in the newsfeed, offering a visually engaging format that encourages users to explore and interact with content. Documents have a higher ‘dwell time,’ and LinkedIn’s algorithm promotes such posts, increasing the number of people who will see and engage with them.
A LinkedIn Document Post isn’t just another photo or text update—it’s a visually engaging, interactive slideshow that invites users to explore, increasing visibility and interaction. Here’s how you can make the most of this feature.
What is a LinkedIn Document Post?
LinkedIn allows users to upload PDFs directly to their feed, displaying them as slideshows. This format encourages users to flip through multiple pages, increasing the time they spend engaging with your content. These documents can also be downloaded, allowing users to save and revisit the content later.
Boosting engagement with a LinkedIn Document Post
Creating compelling content is essential to engaging both potential and existing customers. Personalised, relevant content enhances brand visibility and drives stronger connections. LinkedIn Documents stand out in the newsfeed, making them more likely to be noticed and interacted with.
Since Documents present as slideshows, users are encouraged to keep clicking through, leading to increased dwell time—a key factor in LinkedIn’s algorithm that boosts content visibility.
Content for your LinkedIn Document post
Ideally, you should publish content that holds the attention of readers for a long period of time. However, this need not be new content. You can repurpose existing content including:
- Blog posts and articles
- PowerPoint presentations
- eBooks
- Infographics
Ensure that your first slide is attention-grabbing to encourage users to engage with the rest of the content. While you can include calls to action and links, note that they will only be clickable if the document is downloaded.
Using Documents Ads for lead generation
Document Ads allow advertisers to promote Documents as sponsored content directly in the LinkedIn feed of target customers, where members can easily read and download content without having to leave the platform. This can be an effective way of targeting advertising to specific market sectors or locations.
You can choose to share your Document Ad content freely to build awareness and grow thought leadership. Alternatively, you can gate your document with a Lead Gen Form to capture interested leads, adding them to your newsletter or other contact database. Like all gated downloads, this allows you to:
- Generate leads
- Build an email list
- Nurture potential customer relationships
- Segment and target marketing communications
Let us help you generate leads on LinkedIn
Creating content for your brand helps build trust and engagement, and generates leads. But it can be time-consuming.
At Waypoint, we have digital marketing experts who can help you create content, share it on social media, design targeted advertising campaigns and build a robust strategy for lead-generation. If you’d like to find out how we can help you, get in touch now.
