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What Matters More on LinkedIn: Views or Content?

Social Media

Brainstorming a relevant plan sponsor topic, researching sources, typing word by word, citing footnotes, and compliance reviews are all part of the content creation struggle. After you have overcome these hurdles, you can bask in the joy of pressing “Publish.” Wow, there it is – your beautifully completed article – beaming with brilliance and insights. 

But now, where are the views, likes, shares and comments? It’s been like 20 minutes, so where are they? Whereas if you post a picture at an event, BOOM – within 20 minutes, you have 300+ views. However, which matters more?

The short answer is that they both do. Think about your own research journey. When you visit a prospect’s LinkedIn profile, if you see they have quality articles about their field of study, are you impressed? There are more than 500 million users on LinkedIn, yet fewer than 1% publish articles.*

To help your articles gain more readers, try these ideas: 

  • Ask your entire team to like and share your article
  • Email your clients about your recent article 
  • Post about your article and use three to five hashtags to create social momentum 

With every like, comment and share, your article is boosted on social media newsfeeds. This will lead to more views and interactions. 

What if you visit the prospect’s profile, and they have photos from events and curated reposted articles. What do you think of their profile now? Does it show they are involved and trying to keep their social listeners updated on relevant topics? Do you think this is good?

Now, what if you go to a prospect’s profile, and they have no articles or activities? How does that make you feel? What do you think of that person? What does it say about them? For many, we don’t think much about it. It’s just a normal profile. However, could it mean that they aren’t innovators? 

Read more commentary by Rebecca Hourihan here

If you want to stand out from the competition, take a look at your profile and how you could demonstrate that you are an active and involved thought leader. Even the simple act of posting once a week or sharing a photo from time to time during an event can help to publicly validate your status as a retirement plan expert. 

So, whether you publish an article, snap a picture or repost articles, the key takeaway is that your profile should add to the conversation about your professional retirement plan advisory services. 

Thanks for reading and Happy Marketing!

Rebecca Hourihan, AIF, PPC, is the founder and CMO of 401(k) Marketing.



*Gallant, Josh. “45 Eye-Opening LinkedIn Statistics For B2B Marketers In 2018.” Foundation, Sept. 1, 2018.