Your content is only valuable if people know about it, which is why both your organic and paid media strategies need to work in tandem to maximize your reach.

1. An active, organic social presence can help unlock your brand’s potential.
Use this checklist create a winning strategy on LinkedIn.
Want to learn more about building an organic
presence to optimize paid investments?
Read Our Organic + Paid Playbook
2x
Your Checklist for a Strong, Organic Brand Presence on LinkedIn
Optimize your LinkedIn Company Page
with a cover image, description and links.
Include a relevant visual and a link with
each post.
Create a simple content calendar in Excel
Online (or wherever) and plan to post
helpful content on a daily basis.
ALL-STAR TIP: Repurpose content into easily
consumable formats, like video and infographics.
Ask 3-5 execs or subject matter experts
within the company to share your posts
regularly & craft their own content that
you can amplify in return.
ALL-STAR TIP: Track the impact of their inputs on
your key success metrics, such as impressions and
Click-Through Rate (CTR).
Expand your reach with @mentions
and #hashtags.
ALL-STAR TIP: Keep an eye on trending storylines
on the LinkedIn feed for ideas and opportunities.
By 2019, video content
will be the driving factor
behind 85% of search
traffic in the US.1
Company updates
that include links
earn up to 45% higher
follower engagement.
Content shared by
employees has 2X the
engagement of content
shared by a company.
85%
45%
Once you identify
which organic posts
received the highest
engagement, invest
in LinkedIn paid ads
to promote them.
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1. https://www.cisco.com/c/dam/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.pdf