[We're told frequently that, to be visible on LinkedIn, attorneys need to share content to their existing networks. True, but at JD Supra we also see something different and powerful: readers sharing law firm content to an even wider audience via LinkedIn company pages. This has nothing to do with training lawyers to network on LinkedIn and everything to do with writing shareable content. Paul Ryplewski explains:]
Company pages, hashtags, live videos, content discovery ... we regularly read of updates and feature improvements that underscore LinkedIn's position as a vital part of professional services marketing and business development in the Digital Age.
At JD Supra, on a daily basis, we see one particular result of this focus on LinkedIn excellence that deserves more attention among those of you focused on your firm's Content Strategy, best explained in this representative screenshot:
What are you looking at? Simply this:
Touchdown Ventures, a venture capital and private equity firm based in New Jersey, has shared a thought piece about innovation (published by the Ark Group on JD Supra) via its LinkedIn company page, which is followed by over 3,600 people. That is some pretty wonderful exposure to a targeted audience (followers of a venture firm on LinkedIn) for a single piece of thought leadership.
Here, Oregon-based financial services company, Fiduciary Benchmarks, has shared a Jones Day update on latest FINRA news (as published on JD Supra) with its 728 followers. Note, the company has even gone so far as to create a custom image to engage their own followers with the social share.
Here, the Society for Corporate Compliance and Ethics shares an Akin Gump article on JD Supra about corporate compliance programs with the 46,000 followers of its LinkedIn company page.
The Takeaway for Your Content Strategy?
Create shareable content. (*more on how, exactly, below)
All three of my examples above show what happens to your JD Supra content when your thought leaders create content that is on-topic, timely, insightful, and of value to the community of readers you are trying to reach.
To whit: those readers share it.
Plenty of daily examples of CEOs, general counsel, and other c-suite executives sharing JD Supra content with their networks on LinkedIn, but we also see corporate teams sharing your content in an extraordinarily targeted manner via LinkedIn company pages, which have become powerful sources of content discovery for professionals in every field.
As you develop coaching, internal processes, and best practices for your firm in this highly connected digital landscape, definitely do focus on how individual team members can share firm content with their own networks. It's a piece of your larger strategy (and why, for example, we offer social automation tools to do just that).
But also keep an eye on another important goal:
Create content that jumps from your your own network(s) to that larger pool of valuable readers who don't know you yet, but should. (They discover you through your work.)
The three examples above show exactly that happening. In each case, the firm's content has jumped exponentially in readership, finding a new and targeted audience, as it has gone from JD Supra to a focused community surrounding a LinkedIn company page. We see such communities around the country and world engaging with your content every day.
What is shareable content?
Among things, it aspires to be:
- Focused on client need(s)
- Practical, framed around solutions, action items, next steps
- Easily read by busy professionals
... oh and of course, to be shareable, it is on JD Supra. But you know that already. That is why you are here.
Paul Ryplewski is JD Supra's VP of Client Services