How to plan content.
Explore tips and best practices to help you maintain an active Page and boost follower engagement.
The 2-2-1 content model.
Whatever your posting schedule, aim to mix up the nature of your content to keep it fresh and engaging. A good practice is to follow the 2-2-1 rule. For every five pieces of content you post, aim for:
• 2 pieces of informational content about your nonprofit’s mission, programs, and work.
• 2 powerful or uplifting stories to showcase your impact.
• 1 call to action (CTA).
The 2-2-1 content model allows you to increase your followers’ awareness and engagement before you ask them to do something. It also ensures they don’t feel bombarded with content CTAs, which can be overwhelming.
Posting best practices.
Once you’ve established how often you want to post and what content to share, try incorporating these best practices into your overall content strategy:
Use up to five relevant hashtags on all your posts to make them easier to find.
Don’t clutter your posts with multiple CTAs. Include a maximum of one per post to make it easy for your audience to follow through.
Experiment to see which content types and formats drive the most traction for your organization, then apply those learnings to future content.
Consider repackaging content in different formats to reach people where they are. People learn and absorb information in different ways, so you may reach more followers by repurposing an article as an audio event, image post, or other medium.
Scheduling posts.
Some days, you may have more time to manage your nonprofit’s LinkedIn presence than others. Scheduling posts in advance can help you keep your nonprofit’s LinkedIn Page active, even during busy periods.
What kind of posts can be scheduled?
You can schedule various types of text and media posts. If your nonprofit has a LinkedIn newsletter, you can also schedule upcoming editions.
You can’t schedule events, polls, reshares, service posts, jobs, or posts that include multiple images.
How to schedule posts:
Scheduling posts is quick and easy. Just draft your post as normal, add any desired media, and click the clock icon beside the “Post” button. Set your desired date and time, then hit “Next.” Finally, review your post and make any final changes before clicking “Schedule.”
(Note: Only super and content admins can schedule posts.)
Scheduling best practices.
• Think strategically about which posts you schedule.
While you can schedule posts up to three months in advance, you can’t edit the content of scheduled posts, only the date and time. As such, it’s best to avoid scheduling posts that may need to be updated before the posting date. If you do need to update a scheduled post, delete it and create a new post.
• Consider targeting other time zones.
One benefit of scheduling posts is the ability to reach audiences in time zones other than your own. Review your nonprofit’s LinkedIn Page analytics to get a sense of where your followers are located, then experiment with scheduling posts targeting different time zones. Revisit your analytics later to understand how well these posts performed.
• Don’t forget to engage.
Scheduling posts in batches can save you time, but you don’t want the conversation to become one-sided. Aim to spend a little time each week responding to comments and posts tagging your nonprofit, even if it’s just a few minutes after you schedule your next batch.
Troubleshooting tips.
As you post more regularly, you may notice your follower growth slow or engagement with your posts decline. Here are some tips to help you solve these common issues.
Stagnant follower count.
Growing your following takes time, but if you notice your follower count has plateaued drastically, try these tips to get it going again:
• Encourage sharing. The more people that share your posts, the more exposure your organization will get and the more potential followers you’ll reach.
• Adjust your posting cadence. If you’re only posting once a week, try posting twice. Or, if you usually post in the afternoon, try posting in the morning — you may reach a different audience.
Low engagement.
Engagement with your content is the biggest sign that your posts are resonating with your audience. If engagement is low, try these tips to grab your followers’ attention:
• Mix up the format of your posts and use prompts. This could be in the form of a poll or a question that encourages people to write in the comments.
• Keep an eye on your analytics to see which kinds of posts perform best. Use this knowledge to inform future content planning.
• Experiment with other types of LinkedIn content, such as LinkedIn Live and LinkedIn Events.
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