4 ways you can use analytics to create engaging content on LinkedIn

You have probably heard it said by many expert marketers and content creators before. “Use your analytics to inform your content creation”. Many still wonder, how do you turn this information into engaging posts for your audience? Here are some ways you can you can turn those numbers into compelling, insightful content.

Firstly, it will depend on what type of analytics you are monitoring. For example, with your Vulse LinkedIn Analytics tool, you can monitor reactions, connections, followers and comments. Our platform will present your data to you in a clear, visible format. Our platform presents this data in an easily digestible format, allowing you to make meaningful week-on-week or month-on-month comparisons, depending on your preferences. Once you've familiarised yourself with these analytics, you're better equipped to inform your content strategy. 
 

Analysing the data will show you when your audience is most active on LinkedIn. For example, you may notice there has been a spike in engagement on Thursdays at around 11am for the past 3 weeks. Take note of this because it tells you that your target audience is active around this time. Use this information to optimise your posting schedule. By posting at times when your audience is online and active, you will increase the visibility of your content and the likelihood of receiving engagement quickly.  
 

It is important to take note of the type of content that your audience is responding to. Don’t be afraid to experiment with various types of content, such as text-only posts, images, videos, carousels and infographics. If you have one, compare your content plan to the LinkedIn analytics provided. The information provided will give you insight into which content formats perform better with your audience. You may see, for example, that one Wednesday when you posted the informative carousel, you received more reposts. Diversifying your content keeps your audience engaged and curious about your updates. 

This process requires patience. One week’s worth of analytics will do little to inform you, especially if you are just getting to know your audience. As well as telling you what works, it will inform you about things that your audience may not like or find particularly interesting. The data you gather from the analytics will allow you to adjust your content accordingly, which is easily done with our Content Scheduler. This way, you can spend more time creating the content that your audience wants from you.  
 

Data-driven content is one of the most powerful tools you can use to create engaging material.  Using analytics to create engaging LinkedIn content involves a well-planned approach that evolves over time. Start by closely monitoring your LinkedIn Analytics, paying attention to key metrics like audience engagement, posting times, and content formats. Adapt your content strategy based on these insights, focusing on what resonates with your specific audience. 

Remember that experimenting is your friend; don't hesitate to try new content types and posting schedules, keeping a close eye on their performance. As you gather more data and refine your approach, you'll be able to craft content that not only captivates your audience but also drives meaningful engagement and helps you build your personal brand or business presence on LinkedIn. You may not see immediate changes but, in the long run, taking time to analyse this information will greatly help your brand, particularly with audience growth and engagement.