LinkedIn Cross-Platform Content Strategy: 7 Steps

Want to boost your LinkedIn impact? Here's how to create a cross-platform strategy in 7 steps:

1. Check your current content

2. Set clear goals

3. Pick complementary platforms

4. Adapt content for each platform

5. Use cross-promotion

6. Leverage platform-specific features

7. Measure and adjust your strategy

Why use multiple platforms with LinkedIn?

• Reach more people

• Engage diverse audiences

• Improve brand visibility

• Show different sides of your brand

LinkedIn works best as part of a bigger picture. Use it to share insights and build thought leadership, then:

• Tease LinkedIn articles on Twitter

• Share behind-the-scenes on Instagram

• Discuss LinkedIn posts on podcasts

Your goal: Create a cohesive online presence across platforms, with LinkedIn as a key player.

Quick Comparison:

| Platform | Best For | Audience |
| --- | --- | --- |
| LinkedIn | Professional content, B2B | 25-54, business professionals |
| Twitter | Quick updates, customer service | Professionals, news followers |
| Facebook | Community building, B2C | Mix of ages, mostly 25-54 |
| Instagram | Visual content, brand awareness | Younger crowd, 18-34 |
| YouTube | Longer videos | Diverse age range |
| TikTok | Short videos, younger audience | Gen Z, young millennials

Remember: Quality beats quantity. Focus on 2-3 platforms that fit your goals and audience.

Related video from YouTube

Check your current content

Start by looking at how your LinkedIn posts are doing. This helps you figure out what's working and what's not.

Measure LinkedIn results

LinkedIn gives you tools to see how your posts perform. Here's what to look at:

• Impressions: How many times people saw your post

• Clicks: How many times people clicked on links in your post

• Engagement rate: (Clicks + Likes + Comments + Shares + Follows) / Total Impressions

You can find these numbers in LinkedIn Analytics. Track them regularly to spot trends.

Find your best posts

Look for posts with lots of likes, comments, and shares. These are your audience favorites. Pay attention to:

• Popular topics

• Content types that got the most engagement (text, images, videos)

• Posting times (day and time)

Tools like Highperformr can help you do this quickly. They analyze your posts and show what worked best.

"Highperformr solves a critical missing piece in the modern B2B marketing playbook." - Rohit Maheswaran, Co-founder & Chief Product Officer, lifesight.

Look for patterns

Once you know your top posts, find common threads. This could be:

| Pattern | Example |
| --- | --- |
| Topic | Industry news, how-to guides |
| Format | Short text, long-form articles |
| Timing | Posted on weekday mornings |
| Tone | Professional, casual, humorous

These patterns show what your LinkedIn audience likes. Use this info to plan future posts, both on LinkedIn and other platforms.

2. Set your goals

Setting clear, measurable goals is crucial for your LinkedIn cross-platform strategy. Here's how:

Choose clear targets

Pick goals you can measure. For example:

| Goal | Metric | Target |
| --- | --- | --- |
| Boost LinkedIn engagement | Avg. engagement rate | 2% to 5% in 3 months |
| Increase website traffic | Monthly visitors from LinkedIn | 1,000 to 2,500 in 6 months |
| Grow LinkedIn followers | Total followers | 5,000 to 10,000 in 1 year

These goals are specific and time-bound. They give you a clear target.

Match your overall plan

Align your LinkedIn goals with your broader business objectives:

• For lead generation, focus on increasing website traffic from LinkedIn.

• For thought leadership, prioritize engagement rates on your posts.

Neil Patel, co-founder of NP Digital, says: "Your social media goals should directly support your overall marketing objectives. If they don't, you're wasting time and resources."

3. Pick other platforms

You've set your LinkedIn goals. Now, let's choose other social media sites to pair with it. This is key for a solid cross-platform strategy.

Find good matches

When picking platforms to go with LinkedIn, think about:

• Where your target audience hangs out

• What kind of content you make

• Your business goals

Here's a quick guide:

| Platform | Good for | Who's there |
| --- | --- | --- |
| Facebook | Building community, B2C | Mix of ages, mostly 25-54 |
| Twitter | Quick updates, customer help | Pros, news junkies |
| Instagram | Visual stuff, brand awareness | Younger crowd, 18-34 |
| YouTube | Longer videos | Everyone |
| TikTok | Short videos, young audience | Gen Z, young millennials

For B2B? Focus on LinkedIn, Twitter, and Facebook. These three bring in 90% of social traffic to B2B sites. LinkedIn's the big player, driving 64%.

Check audience overlap

Look for platforms where your audience is active on multiple networks. This lets you reach the same people in different ways.

Use Google Analytics to see which social sites send traffic your way. This helps you spot good platform combos.

Say you get lots of traffic from LinkedIn and Twitter. These might be a great pair for you. Use LinkedIn for deep dives and Twitter for quick updates and chats.

"Don't spread yourself too thin. It's better to rock it on a few platforms than to be mediocre on many."

Start with LinkedIn and one or two others that fit your goals and audience. This way, you'll use each platform's strengths while keeping your brand consistent across channels.

4. Change content for each platform

When using LinkedIn in your cross-platform strategy, you need to tweak your content for different sites. Here's how:

Fit content to each site

Each social media platform has its own vibe. To make your content work everywhere:

1. Know the differences

LinkedIn likes professional, longer stuff. Twitter? Short and snappy.

2. Adjust your format

Change your content's length and style based on where it's going. For example:

| Platform | Content Type | Ideal Length |
| --- | --- | --- |
| LinkedIn | Articles | 1,500-2,000 words |
| Twitter | Text posts | 240-280 characters |
| Instagram | Images/Videos | 30-60 second reels

3. Use platform-specific features

LinkedIn has polls and document posts. Twitter has threads. Use them!

4. Tweak your tone

Write differently for each platform. LinkedIn? Professional. Facebook? More casual.

Keep your brand consistent

While adapting, keep your brand recognizable:

• Stick to your main message across platforms

• Use the same visuals (logo, colors) everywhere

• Keep your brand's personality, even as you adjust your tone

• Use similar hashtags or calls-to-action to tie it all together

Remember: Your audience should recognize you, no matter where they find you.

5. Use cross-promotion

Want more eyes on your LinkedIn content? Cross-promotion is your friend. Here's how to do it right:

Share LinkedIn posts elsewhere

1. Pick your platforms

Go where your audience is. B2B? Twitter might be your jam.

2. Adjust your content

Tweak for each platform:

• Twitter: Keep it short and sweet

• Instagram: Make it visual

• Facebook: Add a personal touch

3. Use built-in sharing

LinkedIn makes it easy. Just hit "Share" and pick your platform.

4. Schedule your shares

Tools like Buffer or Hootsuite can help you stay organized:

| Tool | Free Plan | Paid Plan Start |
| --- | --- | --- |
| Buffer | 3 accounts, 10 posts/profile | $6/month per channel |
| Hootsuite | N/A | $99/month (1 user, 10 profiles)

Podify.io: Your cross-promotion sidekick

1. Plan your content

Map out posts across platforms for a consistent message.

2. Track engagement

See how your cross-promoted content performs.

3. Get audience insights

Learn what works best where, and tailor your approach.

Cross-promotion isn't rocket science, but it does take some thought. Give it a try and watch your LinkedIn content reach new heights.

6. Use special features on each platform

LinkedIn has some cool tools to boost your content game. Let's check them out and see how to mix in features from other platforms too.

LinkedIn's toolkit

LinkedIn Articles

Want to show off your know-how? Write long-form content (up to 125,000 characters):

• Slap on a 744 x 400 pixel cover image for max impact

• Break it up with subheadings, bullet points, and short paragraphs

• Don't forget a call-to-action to get people talking

Carousel Posts

Grab attention with multiple images or videos:

• Turn a PDF into a carousel

• Use visuals to tell a story or break down complex ideas

LinkedIn Live

Go live and chat with your network in real-time:

• You'll need 150+ followers or connections

• Perfect for Q&As, product launches, or industry chats

Creator Mode

Flip this on to expand your reach:

• Showcases your favorite topics

• Makes your content easier to find

Mixing in features from other sites

Cross-platform scheduling

Manage posts across multiple platforms with these tools:

| Tool | Standout Feature | Starting Price |
| --- | --- | --- |
| [Sprout Social](https://sproutsocial.com/) | Advanced scheduling | $199/month |
| [Loomly](https://www.loomly.com/) | Performance analytics | $32/month |
| [Sendible](https://www.sendible.com/) | Multi-platform management | $25/month |

Visual content creation

Use Canva to whip up graphics for LinkedIn and beyond:

• Keep your visuals consistent across channels

• Tweak designs to fit each platform's specs

Interactive elements

Spice things up with quizzes or polls:

• Try LinkedIn's built-in poll feature

• Share the results in a follow-up post or article

7. Check how you're doing

You need to keep tabs on your LinkedIn cross-platform strategy. Here's how:

Measure results across platforms

Track these numbers:

• Engagement rate: (likes + comments + shares) / followers

• Click-through rate (CTR): How often people click your links

• Conversion rate: Visitors who take a desired action

Use Podify.io for analysis

Podify.io digs into your LinkedIn performance with:

• Detailed post performance reports

• Audience insights

• Content optimization tips

Make changes based on results

Use your findings to level up your content:

1. Spot winners

What made your best posts tick? Do more of that.

2. Tweak timing

Post when your audience is most active.

3. Mix it up

| Content Type | Engagement Rate | What to Do |
| --- | --- | --- |
| How-to guides | 5.2% | More, please |
| Industry news | 3.8% | Keep it up |
| Company updates | 2.1% | Improve or cut back

4. Try new things

If something's killing it on other platforms, bring it to LinkedIn. Short videos working on TikTok? Test them here.

"Slow, authentic growth beats quick growth with uninterested followers." - Jennifer Heimann, AVP of Marketing Strategy & Operations, L&L Collective

Keep an eye on those metrics. Your strategy should evolve with your results.

Conclusion

Let's recap our LinkedIn cross-platform content strategy:

1. Check your content

2. Set goals

3. Pick platforms

4. Adapt content

5. Cross-promote

6. Use platform features

7. Measure and adjust

Connecting LinkedIn with other social media sites is a game-changer. Here's why:

• You reach more people

• Content ideas flow between platforms

• You understand your audience better

• Your brand looks consistent

• You save time and effort

Check out these potential benefits:

| Platform Combo | Benefit |
| --- | --- |
| LinkedIn + Twitter | 20% more engagement on pro content |
| LinkedIn + YouTube | 3x video views |
| LinkedIn + Instagram | 15% more profile visits

The goal? Be effective, not just present. By linking LinkedIn with other platforms, you're creating a smarter approach to content marketing.

Keep testing and tweaking. You'll find the perfect mix for your brand and audience.

FAQs

What content strategy works for LinkedIn?

A solid LinkedIn strategy mixes up your content:

• Articles

• Short updates

• Images and infographics

• 1-2 minute videos

• Polls

Here's what to do:

• Post 1-2 times weekly

• Quality trumps quantity

• Hook readers fast (first 3 lines)

• Keep sentences short (under 12 words)

• Add images to boost reach by 15-20%

Fun fact: 75% of B2B buyers use social media for purchasing decisions. So, create content that speaks to your ideal client's needs.

Can you cross post between Facebook and LinkedIn?

Yep, you can. These platforms play nice together due to similar post formats.

But here's the deal:

| Platform | Tone | Content Tweaks |
| --- | --- | --- |
| Facebook | Casual | Original post |
| LinkedIn | Professional | Business-focused

When moving Facebook content to LinkedIn:

1. Make it more professional

2. Cut casual language

3. Focus on business aspects

4. Add industry insights

"Cross-posting is a tactical way to reuse content across platforms. It's especially helpful for smaller businesses short on time."

Just remember: While cross-posting saves time, tailoring content to each platform's audience boosts engagement.