Repurpose Website Content for LinkedIn®

Your organization may already produce valuable material on its website: articles, research, case studies, reports, videos, interviews and news. Repurposing helps that work travel further, but it should be adapted for LinkedIn® rather than merely copied into the feed.

Extract the useful idea

One substantial website article may contain several LinkedIn posts: a finding, chart, quotation, practical lesson, argument or question. Start with the most useful idea for the LinkedIn audience rather than with the URL you want to promote.

Give value before the click

A post should usually make sense even if somebody does not leave LinkedIn. Explain the finding, meaning or implication and then offer the website content when it provides worthwhile additional depth.

Use content sharing carefully

LinkedIn provides eligible Pages with content-sharing features that can import material from an organization’s website, blog, YouTube channel or other RSS-supported source. Depending on the options available to the Page, imported material can be reviewed manually and some Pages may also have automatic sharing.

LinkedIn applies a daily limit to content ingested through these sources, and automatic sharing remains available only to some Pages. Treat those as current operating conditions rather than permanent entitlements.

That can save production time, but ingestion is not editorial judgment. Decide whether the imported item deserves a LinkedIn post and adapt the message for the audience rather than turning the Company Page into an automated website feed.

Build repurposing into production

When a report, article or video is commissioned, decide at the same time which useful LinkedIn assets could come from it. This is more efficient than rediscovering old content when the calendar is empty.

Your task

Choose one substantial piece of existing website content. Extract at least three distinct LinkedIn post ideas from it, each useful in its own right. Only then decide which should link back to the original material.

A sustainable content system gives you something worth distributing. The next stage is making sure the right people have a reason and a route to follow the Page.