Why benefits pros should publish thought-leadership articles on LinkedIn

In the ever-evolving world of employee benefits, staying ahead of the curve is crucial for success.  While traditional marketing channels still hold value, the rise of social media has opened a powerful new avenue for benefits advisors and agency owners to connect with potential clients and establish themselves as thought leaders.

LinkedIn reigns supreme among social media platforms in the employee benefits industry. With over 830 million registered users, LinkedIn offers a highly targeted professional network where brokers and agencies can connect directly with decision-makers, such as human resource professionals, benefits managers, and company CEOs. I love LinkedIn and believe in its power, so I’ve created focused LinkedIn social media management packages specifically for benefits advisors and agencies. You should be focusing on it, too.

In this vast network, publishing thought-leadership articles presents a unique opportunity to showcase your expertise, build trust with potential clients, and drive new business.  This article will delve into the many benefits of publishing thought-leadership articles on LinkedIn and provide actionable tips to help craft compelling content that resonates with your target audience.

Why publish thought-leadership articles on LinkedIn?

The benefits of publishing thought-leadership articles on LinkedIn are multifaceted:

• Establish expertise: By consistently publishing informative and insightful articles, you position yourself as a trusted advisor in the employee benefits space. Potential clients will recognize your knowledge and expertise, making them more likely to consider your benefits agency for their needs.
• Increase brand awareness: Publishing articles broadens your reach beyond your existing network connections. LinkedIn’s algorithm promotes content that receives engagement (likes, comments, shares). The more engagement your articles generate, the more comprehensively your brand awareness will spread within the industry.
• Generate leads: Thought-leadership articles serve as valuable lead magnets. Offer downloadable resources, such as white papers or case studies, in exchange for contact information. This allows you to build an email list of potential clients interested in your expertise.
• Drive website traffic: Include strategic links within your articles that direct readers to your agency website. This will increase website traffic and allow potential clients to learn more about your services.
• Spark conversations and build relationships: Publishing articles on LinkedIn fosters engagement. Industry peers, potential clients, and existing connections can comment on your articles, sparking conversations and allowing you to build relationships within the platform.
• Recruit top talent: Agencies looking to attract top talent can leverage LinkedIn’s thought-leadership potential. Showcase your agency culture and expertise through informative articles, making you a more attractive employer for qualified benefits professionals. In the past, I’ve worked heavily with HR to develop programs to drive candidate applications. Right now, it’s easy to hire, but that pendulum will swing back as the baby boomers retire in the years ahead. 

A powerful advantage for brokers and agencies

One of the key advantages of utilizing LinkedIn for benefit advisors is the platform’s ability to cater to both individual brokers and agencies. Here are ideas you can use, based on how our marketing agency leverages this unique strength:

• Individual advisors: We work with our advisor clients to publish thought-leadership articles on their personal LinkedIn profiles. Use content calendars, written prompts, and industry data to craft informative pieces. By supporting their thought leadership efforts, we help them establish a stronger presence within the industry.
• Agencies: We also publish regular articles addressing broader industry trends, compliance updates, and best practices for managing employee benefit plans. By showcasing your agency’s knowledge and expertise, you can attract potential clients seeking a reliable partner for their benefit needs.

This two-pronged approach sometimes runs in parallel, and other times, one channel at a time maximizes reach on LinkedIn.  

Crafting compelling articles

Now that we’ve explored the benefits of publishing on LinkedIn, let’s delve into how to craft compelling thought-leadership articles that resonate with your target audience:

• Identify your audience: Tailor your content to the specific needs and challenges HR professionals and benefits managers face. Conduct market research or leverage LinkedIn polls to understand your audience’s pain points.
• Focus on value: Don’t just promote your agency’s services. Provide actionable insights, industry trends, and practical solutions to common benefit plan challenges.
• Offer unique perspectives: Refrain from regurgitating information readily available elsewhere. Analyze data, share case studies, or offer your unique take on current industry topics.we conduct large-scale surveys to get exclusive data using tools like SurveyMonkey or my favorite, Typeform.
• Write in an engaging style: Maintain a professional tone, but avoid overly technical jargon. Use clear, concise language and storytelling techniques to keep your readers engaged.
• Optimize for search: Integrate relevant keywords throughout your article to improve discoverability within LinkedIn searches. This is slightly different from SEO optimization, which is more in-depth but can have a big impact.
• Include visuals: Break up text with compelling visuals like infographics, charts, or images to enhance reader comprehension and increase engagement. My favorite free website for royalty-free images is unsplash.com.
• Call to action: End your article with a clear call to action. Encourage readers to engage with your article, leave comments and visit your website.
• Embrace ghost writers: I’ve written many articles on behalf of CEOs and other leaders; it’s a common practice. If you don’t have the time to write a constant stream of articles, don’t be afraid to use an outside third-party service or hire someone inside your company.

LinkedIn is the perfect place to share thought-leadership pieces to build and grow your following. Getting started is easy, and it’s free to get going. With a good strategy, and plan in place, you can drive leads, awareness and sales.