7 Steps to Starting Your Own Business

When starting a business, your mission is to build something that people want, minimize the risk and maximize your chances of survival.
Do not do it alone. Starting a business alone is very hard. Even harder when you don’t have the money. Find a partner who can share your passion for your product – but don’t look for someone like you. However, there are some economists who like to discover new things and take risks, so they will do so. What are the opportunities and what are the risks?

Either way, you will start your business at the earliest opportunity. Although this is not an easy task. But if you follow these principles, you can minimize risks and maximize your chances of survival.

1. Evaluate your ideas

Is your business idea a great idea? How do you know that? Don’t just ask your friends and family what they think. You will not get straightforward answers. Ask those who are not affected in your potential success (or failure). Then listen to what they have to say. The best way to evaluate an idea is to ask potential customers, but if you can’t do that, try to ask those who go ahead.

2. Find a knowledgeable person

Tell you any problems. Do not look for someone who will assert your opinions; Find a guy (or a girl) who will challenge you for your reason and decision. Even if that person is in the field related to your business, the better. This is not a formal settlement, you only need a small response. You may not like what you hear, but try to listen to their opinions.

3. Bringing customers is the key factor.

Who are they? Where are they? How do you earn customers? Those are the first questions you need to answer. This task should take up half of your time. What about the other half of the time? Take that time to make sure your product or service exceeds customer expectations. If you do well, those first customers will be your sources of reference and research later, and especially they will bring you more business opportunities.

4. Reinvest everything in business.

When starting a company, you often spend more than your customers pay to create a product that is better than they expected. Once you continue doing so, you will not get back anything for yourself. However, if you focus on profitability at an early stage, you will end up with a mediocre product or service. Such mediocrity will not get you more in business. And then after that, you will have to spend all the profits you earn in every way to find a new business. So reinvest in to open up new profits for your company.

5. Saving but being smart.

Do you need new customers? Find a low-cost way to find the most potential customers. You will have to spend more time evaluating customers in order to find the best people. But it’s better than trying to use a risky and costly marketing method that won’t get you anywhere. Craigslist.org is a good example *. It is a website where there are “less money” customers but you will certainly find some good customers there. Savings method also applies to recruitment. Do not rush to hire employees who work all day. Try to find outside resources or contract employees and pay them the same payment method that customers do with you. This way, you will take time to find the right people and certainly will take more time to collaborate with them to produce the product you like. However, if you are smart and energetic, this approach will help you save significantly on employee salaries.

6. Start marketing before you think you are ready.

Too many people start a business all the time and any small amount of money they have to build a product with so many characteristics, including good and bad. However, none of the features of the product were removed at the time the product was introduced to the customer. Look for good, low-cost and effective ways to reach potential customers in the early stages of starting a business. Try to automate your marketing if possible. And whatever profit you make, spend that money on marketing as much as possible. You can start marketing before you have the product and that’s the best you’ve ever done.

7. Don’t do it yourself.

Starting a business alone is hard. Even harder when you don’t have the money. Find a partner who can share your passion for your product – but don’t look for someone who is just like you, because they will give you the same opinion. You don’t want someone who always says “yes” to everything you raise!

Source: https://articles.bplans.com/business-ideas/7-steps-to-starting-your-own-business/

6 Reasons Your Strategy Isn’t Working

Nearly every organization is grappling with huge strategic challenges, often with a need to reimagine its very purpose, identity, strategy, business model, and structure. Most of these efforts to transform will fail. And, in most cases, they will miss the mark not because the new strategy is flawed, but because the organization can’t carry it out.

The Covid-19 pandemic undoubtedly presents the biggest challenge institutions of all types have faced in over a century. Leaders will have to reimagine their strategy and values in the context of the “new normal” we are entering, requiring organizations to fundamentally transform their systems of organizing, managing, and leading to enable effective execution of the new direction — and do it quickly. In this crisis speed is essential.

My experience in working and studying corporate transformations points to the six common interrelated reasons for failures — I call these hidden barriers. Leaders often don’t know — and sometimes do not want to know — about hidden barriers that stand in the way of their institution’s transformation. People do not speak up about these barriers, fearing career derailment and even firing (think Boeing, Wells Fargo, Volkswagen, and many others). That in turn makes it impossible for senior teams to learn about barriers and change them.

To survive this pandemic, leaders must confront the reality of their competitive environment and the hidden barriers that make their organization ineffective. Let’s look at the six barriers:

Hidden barrier #1: Unclear values and conflicting priorities

Often, the underlying problem is not this or that strategy, but rather the process by which the strategy was formed — or the lack of any such process. In these cases, strategy is often developed by the leader along with the chief strategy or marketing executive and only then communicated to the rest of the senior team for discussion. If the whole team is not involved clarity and commitment are not possible.

Your organization is suffering from this barrier if you notice any of these signs:

  • Lack of clearly defined and articulated direction — strategy and values — to guide organizational behavior.
  • Conflicting priorities, conflicts over resources, and poor execution of strategy, due to functions and businesses each championing their own priorities.
  • People feeling overloaded, due to everything being labeled a priority.

Hidden barrier #2: An ineffective senior team

Top-team ineffectiveness was reported by lower levels in almost all the organizations we studied. Most of the time, this ineffectiveness comes from the top team not speaking with a common voice about strategy and value. The organization-wide consequences of this were low trust, low commitment to strategic decisions, and different and sometimes conflicting understandings of what the strategy even was. In all these cases, the leaders and their senior teams had not solved the fundamental problem of getting everyone on the senior team in the room to talk about the right things in the right way — honestly and constructively.

Your organization is suffering from this barrier if you notice any of these signs among the senior team:

  • Most of the time spent in meetings is spent on information sharing and updates on short-term operational details — sometimes known as “death by PowerPoint” — rather than on confronting and resolving tough strategic and organizational issues.
  • There is little constructive conflict in meetings. The real decisions get made outside the room.
  • Members of the senior team don’t speak with a common voice about strategy and priorities.

Hidden barrier #3: Ineffective leadership styles

When it comes to individual leadership, there are two ineffective styles: a top-down approach that does not involve team members sufficiently and a laissez-faire, nonconfrontational style. We’ve found you can attribute either style to the leader’s personal aversion to conflict or to the lack of a clearly defined process for opening a constructive debate and carrying it through to a decision (in other words, a decision-making process). As a result, the leader doesn’t learn about what members of the senior team or lower levels really think about what’s not working and why.

Your organization is suffering from this barrier if you notice any of these signs:

  • The leader tends to get lost in the operational details and works “one level below their pay grade.”
  • The leader is not visible. They spend relatively little time on communicating overall strategy or direction or on forcing constructive debate in order to resolve contesting views.
  • The leader does not confront issues or people directly to resolve festering conflicts.

Hidden barrier #4: Poor coordination

Coordination across silos — functions and business units or geographic regions at the corporate level critical to effective execution of strategy  — is always a challenge. Ineffective senior teams whose members defend their fiefdoms are unable to agree on how to reorganize and reshape the culture to overcome naturally occurring obstacles to coordination and collaboration. If there’s friction, then the cross-boundary team structure for integrating value-creating activities either does not exist or is flawed and the lack of honest, collective, and public conversation prevents the organization from recognizing and correcting those flaws.

Your organization is suffering from this barrier if you notice any of these signs:

  • It is painfully hard to execute on cross-functional, business, or geographic initiatives, often even despite good personal relationships.
  • Work on horizontal cross-boundary teams is seen as secondary to meeting the goals for one’s own unit (e.g., function, business, or region).
  • The roles, responsibilities, and decision rights of functions, business units, or regions are unclear.

Hidden barrier #5: Inadequate leadership development

Research has shown that leaders usually develop not through training, but by carrying out challenging new assignments. This requires managers to sacrifice for the larger good by giving up their high potential leaders to other parts of the organization for their development. When this doesn’t occur naturally and regularly it is tied to three hidden barriers already discussed: An ineffective senior team (#2) in a siloed organization with “fiefdoms” (#4) that does not have the perspective or capability to define collaborative organizational values and behaviors it expects of leaders (#1), nor to design a talent-management system that enables the cross-boundary developmental assignments required to develop general management ability.

Your organization is suffering from this barrier if you notice any of these signs:

  • It keeps coming down to the same usual suspects when something important needs to get done.
  • Too few opportunities are provided for leadership and management development.
  • The senior team does not review leadership talent regularly or offer career paths that enable the development of general management capabilities.

Hidden barrier #6: Inadequate vertical communication

Inadequate honest vertical communication is like a bad game of Telephone. The necessary information about an organization’s strategic direction and values does not circulate from the senior team to the lower levels and the necessary information about the barriers to that direction and those values is not recirculated from the lower levels to the senior team. Rather than productive conversation, there is increased confusion.

Your organization is suffering from this barrier if you notice any of these signs:

  • There are few forums for upward communication in which managers and associates can openly and publicly communicate with senior management in a low-risk environment.
  • Open, public discussion of difficult issues goes against the cultural grain.
  • Senior leaders rarely if ever ask lower levels to tell them about problems that stand in the way of the company’s effectiveness or how those problems can be improved.

The inability to confront the first five hidden barriers, and to foster an honest conversation about them between the top team and lower levels, makes it impossible to transform the hidden barriers into the strengths your organization needs to survive the Covid-19 crisis.

Start with an assessment. If you recognized your organization in each or most of the six hidden barriers described above, your organization is probably having a hard time transforming itself in some important way. If most of the items in any given hidden barrier category are true, that particular barrier is playing a strong role in undermining the effectiveness and agility of your organization.

Source: https://hbr.org/2020/06/6-reasons-your-strategy-isnt-working

What are the top SEO trends for 2020?

Graphics showing new SEO trends for 2020.

1. Snippets and On-SERP SEO

Rich and featured snippets have been around for a while now, and both have resulted in considerable changes to Google’s SERP (that’s Search Engine Results Page). In short, snippets are a type of Google search result that displays additional information about a page. When we refer to On-SERP SEO, it means providing content that is optimised for the changing layouts of a search engine’s results page. While a standard Google search result will only include a page title, a meta description, and a URL, rich snippets provide greater detail. For example, a rich snippet for a recipe might also include the calorie count and the cooking time; for music, it might include the genre and release date; and for products, it might include a price or star rating. Unlike rich snippets, which are simply search results with extra context, featured snippets appear at the top of the results page above the number one organic search result. Because of this, featured snippets are particularly useful for mobile users, who often need quick answers and aren’t always willing to scroll through results. They’re also the result that is most often relayed to voice searchers, with voice software usually providing just a single response to voice queries.
Google’s emphasis on snippets stems from its desire to provide searchers with what it calls ‘zero-click results’, which is when a user receives an immediate answer to their query rather than needing to click on a link. Given that featured snippets automatically take the top spot on Google’s SERP, they’re often highly competitive when it comes to rankings. Perhaps more pressingly for SEOs, however, the rise of featured snippets is pushing organic results further down the page. While not strictly part of SEO, pay-per-click advertising (or PPC) is another marketing technique that needs to be factored into On-SERP SEO. As with snippets, PPC results appear at the top of the page above organic search results. You can distinguish them from organic results by the small ‘Ad’ label that appears to the left of the page’s URL.

With PPC results and featured snippets often appearing together above organic search, it’s clear that position one on Google isn’t necessarily as valuable as it used to be. After all, it’s possible that you could achieve position one only for your website to still appear over halfway down Google’s SERP. While one way to combat this is to begin your own PPC campaign, this is by no means the only route towards sustaining high ranking positions. Luckily, SEO still has an important role to play! When fine-tuning for the SEO trends of 2020, you’ll need to optimise content for snippets alongside using more traditional strategies to attract organic traffic. One way of doing this is by creating content that focuses less on including keyword phrases and more on answering a user’s queries. Try using a tool like AnswerThePublic to identify question-related keywords to target in headings and subheadings. By producing content that offers concise answers to common questions, you’ll have a chance of taking those coveted featured snippet positions and gaining a significant number of clicks.

2. Mobile-First Indexing

Mobile optimisation has been an important Google search trend for years, but it’s now reached the stage where it’s an absolute necessity. Earlier this year, Google announced that all pages will be indexed using its ‘Mobile-First Index’, which means that it will access the mobile version of a page first when determining rankings. Gone are the days when a mobile version was considered as a secondary alternative to a primary desktop page. To put it simply, Google is deprioritising desktop sites and considering mobile versions as the main pages of websites. Because of this, it’s vital that mobile sites contain the same or equivalent content as their desktop counterparts. In the past, mobile sites sometimes contained reduced content to eliminate material that wasn’t optimised for mobile. With the advent of Mobile-First Indexing, omitting content is no longer the way to go.

A web designer optimising a site's layout for mobile.

If you don’t have a mobile site or if your mobile site is broken or incomplete, the desktop version will likely receive a ranking penalty. By the same token, if your mobile version is fully functional and engaging for users, your desktop version may receive a rankings push! There are a few basic rules of thumb for mobile optimisation. For mobile-ready content, remember to limit paragraphs to two or three sentences, organise content with headings and subheadings, and use bullet points or lists where appropriate. For a mobile-ready user experience, creating clear navigation and ensuring rapid loading speeds are key. If you’re already optimising for mobile, there’s a good chance that mobile-first indexing won’t have a significant effect on your SEO strategy. Nevertheless, it’s always worth using Google’s  free checker  to determine whether your site is optimised for mobile.

Previously considered an emerging technology, visual search has come on leaps and bounds in recent years. Within one year of launch, Pinterest Lens was already receiving more than 600 million visual search requests every month. By September 2019, Lens was able to identify more than 2.5 billion objects within the fashion and home industries.

It’s not just Pinterest that have got on board; services such as Google Lens and Bing Visual Search also allow users to upload an image to a search engine and receive a page of results.

By extending searches beyond the limitations of the written or spoken word, visual search opens up new possibilities for searchers. For example, a user could upload a photo of an item of clothing to receive styling tips, or a photo of an ingredient to explore recipe ideas. Most commonly, visual search is a way of allowing customers to find similar products based on something they already like. This makes it particularly useful for users searching for a very specific item, eliminating the difficulties of describing a unique version of a product using conventional text-based search.

An image-based approach to search creates new challenges and opportunities for SEOs. To make your site accessible to visual searchers, you need to take great care with your image SEO. Be sure to use descriptive, keyword-focused filenames, alt-text, captions, and tags, since SEO-friendly metadata will ensure Google can crawl your images successfully.

As well as including SEO-friendly metadata, it’s important to make effective use of images themselves. Always use relevant images that help contextualise your content, which is key to creating an engaging user experience. Aside from this, using unique images rather than stock photos will always give you an edge. Finally, there’s an important balancing act to consider in terms of image quality. Images need to be of sufficiently high quality to be read by visual search AI, but not so large as to impact on your site’s load times (using an image compressor is key!).

Visual search looks set to be one of the biggest SEO trends for 2020. By optimising your content with an eye for visual search, you’ll help your website gain a share of this new and rapidly expanding source of clicks.

4. Videos

Video marketing is an essential tool in any business’s arsenal.  Cisco estimate that video will account for 82% of all web traffic by 2022, and when used correctly, videos can be an effective way to spread brand awareness and drive conversions. With the increased pace of online browsing, some users don’t have time to consume lengthy blog posts. In this climate, incorporating video into your content is a great way to increase engagement. While the main benefit of video is an enhanced user experience, videos also provide a direct ranking boost by increasing the amount of time a user spends on your page. Given the culture of sharing videos online, creating informative or educational videos within your niche can also be a way to encourage natural backlinks; even with the wealth of changes to SEO, these remain an essential ranking factor.

A woman preparing an educational video for her business.

There are a few things to consider when optimising for video. Although Google’s AI can crawl a video file and extract data from its audio and video, it only gets a partial picture. This means that as with visual search, it’s important to optimise metadata using keyword-orientated titles and descriptions. Additionally, providing a transcription of a video will ensure you’re covering all the bases, allowing users to view content as traditional text if they prefer while guaranteeing content will be crawlable for search engines. Take a look at  Google’s Search Console  for more advice on best practice, SEO-ready video.

Our final SEO trend for 2020 is something that’s been discussed frequently over recent years: voice search. In 2016,  Google revealed that 20% of mobile search queries were made using voice search. Other estimates suggest that 50% of all searches will be voice-based by 2020. With technology like Alexa, Google Assistant, Microsoft Cortana, and Siri increasingly a fixture in homes worldwide, talking now sits alongside typing as a viable way of conducting an online search.

Moving forward, voice search will become even more powerful because of its integration with things like snippets and mobile search. We talked above about optimising content for featured snippets by targeting common questions. Adapting for voice search is a key part of this, since voice searches are themselves predominantly question based. By targeting long tail keywords made up of natural phrases that closely correspond with our everyday speech patterns, you’ll ensure your content mirrors the kind of language that forms a voice search. More specifically, creating a detailed FAQs page that is structured around long tail questions is a great way to target voice search and featured snippets simultaneously. As the landscape continues to change, it’s likely that optimising for voice search will come to underpin every aspect of SEO strategy.

Source: https://www.bigfootdigital.co.uk/seo-trends-for-2020

10 ASPECTS OF MARKETING THAT WILL NEVER CHANGE

(Part 2)

6. Human-to-human communication

Marketing has gone through so many iterations. Indeed, the current obsession with measuring and tactics (as seen in the rise of the discipline of “growth hacking”) has forgotten one crucial, unchanging aspect of marketing: communication. As much as you want to focus on data, don’t forget the key to successful marketing is communicating thoughtfully to the human on the receiving end of that message. – Patrick Ward, Rootstrap

7. The use of psychology

Marketing relies on psychological concepts to make its strategies effective. FOMO, discounts, two-for-one, giveaways and many other marketing strategies are all based on influencing people’s feelings. This fundamental link between marketing and psychology will stay strong for good. What this means for leaders is that they would benefit from learning more about psychology. – Syed Balkhi, WPBeginner

8. Measuring your ROI

One thing in marketing which will never and should never change is ensuring you are getting a return on investment for your marketing spend. A brand should always ensure they are not only branding, but are also growing their business with direct ROI at the same time. – Jessica Hawthorne-Castro, Hawthorne Advertising

9. The human imagination

So much has been automated and made efficient over the past two decades of marketing innovation. We now have great tools to eliminate the need for routine strategies and tasks that sucked up our time and money. What will never be automated is the human imagination. What we need now and always are powerful ideas. Ideas drive the purpose and possibilities we need to thrive as a culture and industry. – Lana McGilvray, Purpose Worldwide

10. Authenticity

The one thing that will never change is being authentic to your brand. In the last few months, we have seen campaign messaging shift, but the creative executions that resonate with consumers are the ones that stay true to their brand message. Honing in on your message and mission will help brands develop stronger connections with consumers and stakeholders. – Cathy Oh, Samsung Ads

Source: https://adage.com/article/industry-insights/10-aspects-marketing-will-never-change/2261801

10 ASPECTS OF MARKETING THAT WILL NEVER CHANGE

(Part 1)
As media, technology and customer needs continue to grow and change, so too does the world of marketing. While certain marketing trends come and go, others have withstood the test of time.

Below are 10 things about marketing that are unlikely to change, and what you can learn from them.

1. Needing the right message for your audience

Marketing is essentially about getting the right message to the right audience — that will never change. What does change are the tools to do that more efficiently and effectively. Your target audience and message can change too, but you will always need to match the two. – Dan Beltramo, Onclusive (formerly AirPR)

2. Getting the product right

Now more than ever, marketers need to perfectly fit their product or services to the customer. If it doesn’t fit, the customer will quit. Customers can discover more products than ever, they are exposed to more reviews and they are less tied to heritage brands. Before, brand awareness and messaging could cover up inadequacies, but companies and products (and sourcing) are forever exposed. – Reid Carr, Red Door Interactive

3. Time for creativity and inspiration

Creativity and inspiration have been at the core of marketing since day one. They remain the decisive factors in driving brand success, employee engagement and memorable ideas.  Leaders must take time out to foster these and not get so caught up in business. Think Don Draper at the end of Mad Men. We find a way to allow for creativity or marketing will cease to inspire its audience. – Maggie O’Neill, Peppercomm

4. The need for ideas

It might sound trite, but the most valuable product an agency (or consultancy) can offer a client was, is and always will be big, bold, business-altering, projection-crushing, trendsetting ideas. Other “aspects” of marketing will evolve or disappear. – Chad Robley, Mindgruve

5. Telling stories that connect to the heart

The days of scream and tell are gone. Find that authentic story that showcases your brand’s uniqueness and feel proud of that. Now that the story is in your heart, find the best way to tell the story so it lands in the heart of your target audience. Stories have been there from the beginning of time and are eternal. Make sure your stories land on your audiences’ hearts. Have fun storytelling! – Arjun Sen, ZenMango

Source: https://adage.com/article/industry-insights/10-aspects-marketing-will-never-change/2261801

Nike Once Again Dares to Take a Stand, Boldly Addressing Racism Head-On in New Ad

As the country continues to reel from racism—the American Psychological Association issued a statement calling racism a pandemic —brands appear to have taken a silent or measured approach in their response.

Today, however, one of the world’s most iconic and impactful brands, Nike, has taken the boldest step so far with a new ad.

Instead of tiptoeing around the subject, the 60-second ad “For Once, Don’t Do It” from  Wieden + Kennedy Portland puts the scourge of racism squarely in the spotlight with simple, powerful statements like:

“Don’t pretend there’s not a problem in America.”

“Don’t turn your back on racism.”

“Don’t accept innocent lives being taken from us.”

“Don’t make any more excuses.”

“Don’t sit back and be silent.”

The ad launched at about 7 p.m. Friday, when Black Lives Matter protests were taking place nationwide.

“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” said a Nike spokesperson. “We hope that by sharing this film, we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future.”

It’s too early to tell how public reaction will play out, especially from the White House. In 2018, Donald Trump tweeted that Nike was “getting absolutely killed with anger and boycotts” after the brand launched its seminal Colin Kaepernick spot that September.

However,  sales and the athletic giant’s stock price increased. The campaign that sprang from the initial ad further illustrated Nike’s commitment to social issues and highlighted one of the brand’s most visible athlete partners in that space.

As for the latest ad, which flips the brand’s long-standing “Just Do It” slogan, Kim Sheehan, director of the University of Oregon’s Master’s program in Advertising and Brand Responsibility, said she was “glad to see Nike quickly addressing how to respond to recent, horrific events,” adding, “This is authentic for them, given their support of Colin Kaepernick.”

Source: https://www.adweek.com/brand-marketing/nike-boldly-takes-racism-head-on-in-new-ad/

10 Content Ideas For Your LinkedIn Page

Man Holding Mug at Cafe

There are over 30 million Pages on LinkedIn. If yours isn’t one of them, you’re missing opportunities to get your content in front of the audience that matters most to your business. Plain and simple.

If you’re just getting started with your Page, or are a content powerhouse team of 1, you might not feel like you have enough content to post 3-4 times a day, but the truth is you likely have the content sitting right in front of you – it’s on your company website, your blog, third party articles and more!

Different posts clearly have different objectives. If your goal is lead generation your update may link to a landing page for a gated eBook or whitepaper. If your goal is brand awareness your post might link to your company website or perhaps you’ll share a blog post announcing a new product or feature enhancement. If it’s a thought leadership play you might share an article your CMO published on the LinkedIn platform.

In a TL;DR world where there is actually way too much content and not enough effective content, here are a couple of ideas – from our team to yours – to help inspire you to publish more effective posts on your LinkedIn Page and grow your following.

By the way, did you see that our LinkedIn Marketing Solutions Showcase Page just hit 1 million followers?! Needless to say, if I were you, I’d heed this advice:

10 Types of posts you should share on your LinkedIn Page

1. Video, video, video

Facts:

  • Video is 5x more likely than other types of content to start a conversation among members.
  • LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content.

If you hadn’t heard, LinkedIn just went all in on video. Here are two (of many) ways our team has incorporated video into our LinkedIn Page content strategy.

Short video series

LinkedIn Marketing Minute is series of videos aimed at providing actionable advice to marketers like us. Including influencers, like Ann Handley below, increases credibility and will likely increase reach as they will likely share it with their networks.

Video case studies

It’s a video. It’s a case study. It’s a 30 second video promoting a case study! Short, sweet and engaging.

2. Images featuring statistics

People love stats and sharing things that make them appear more knowledgeable. We take ‘stand out’ stats from case studies and external research/surveys and showcase them with social tiles as part of larger campaigns.

3. Product launches and feature enhancements

Keep your audience up to date on the latest and greatest of your products or services. Then take the next step and share best practices on how to use them.

4. Celebrating company wins and milestones.

Give an inside look at your company’s mission and vision. Don’t be shy to celebrate company wins and show gratitude to followers and customers for helping you achieve your goals.

5. Highlighting company leaders

People buy from people, not companies. Humanize your brand and give your audience the opportunity to take a peek inside your company culture while simultaneously highlighting your best employees as thought leaders.

6. Drive registration for events your company is hosting or sponsoring.

Our Showcase Page consistently drives high registration numbers for our webcasts and our (award-winning!) Live with Marketers episodes.

7. Promote eBooks

When we launch an eBook, we typically create 4-5 images and videos featuring the eBook cover, stats, quotes and tips taken from the content to extend the campaign shelflife.

8. Third party content

No one likes hang with the person at the party who’s talking about themselves the whole time.

Insider tip: Don’t forget to add hashtags to your content to be found with other relevant trending topics.

9. Thought leadership blog posts

Not every post has to be about your business or product. You can build thought leadership and authority in your space by taking a spicy point of view on a timely or controversial topic.

10. Original research

Original research and insights tend to knock it out of the park.

Source: https://business.linkedin.com/marketing-solutions/blog/linkedin-company-pages/2018/10-content-ideas-for-your-linkedin-page?mcid=6605872282973900800&li_fat_id=edf01f46-1fb6-4bc2-8072-6abd7c5dcbd7