Creating engaging and effective content for your LinkedIn Company Page can be challenging, especially when balancing brand guidelines with the dynamic nature of social media.
Understanding what to post on LinkedIn Company Page’s to meet the needs of both can be tricky, so I created the 3-2-1 Content Framework Framework that can help you increase your page followers and engagement.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
The Challenge of LinkedIn Company Page Content
LinkedIn Company Pages often get a bad rap, and it’s easy to see why. Many companies still rely on old-school broadcasting tactics, posting content that resembles a PR release more than something genuinely engaging. If you’re a Page Admin struggling to transform dry, corporate documents into content that resonates on social media, you’re not alone.
Firstly, can we agree on one thing: as much as I love LinkedIn Company Pages, people don’t come to LinkedIn to read about how amazing your company is—they want content that’s relevant, insightful, and aligned with their interests and values.
The key to success lies in creating content that’s not only informative but also engaging and authentic.
Introducing the 3-2-1 Content Framework
Michelle J Raymond, a leading expert in LinkedIn Company Pages, introduces the 3-2-1 Content Framework to simplify your content strategy and ensure you’re posting the right mix of content.
This framework divides your posts into three categories: Good to Know, Good to Feel, and Good to Buy.
Here’s how it works:
- 3 X Good to Know Posts:Half of your content should be dedicated to sharing your business’s knowledge about your industry. This could include trends, legal changes, supply issues, or other insights demonstrating your expertise. These posts build trust and credibility by showing that your business is on top of what’s happening in your industry.
Tip – Avoid making these posts too dry—engagement is key!
- 2 X Good to Feel Posts:These posts are about building brand affinity. They show your business’s values and help your audience connect with you on a deeper level. Whether it’s sustainability efforts, community work, or celebrating your employees, Good to Feel posts should reflect the genuine values your company lives by every day.
Tip – It’s important to avoid “tick and flick” exercises—authenticity is crucial here.
- 1 X Good to Buy Post:Surprisingly, many businesses forget to include this type of content. Good to Buy posts focus on what your company offers—your products or services. This content could be testimonials, FAQs, or straightforward sales posts.
Tip – The key is to present your offerings in a customer-centric way, highlighting how your product or service solves customers’ problems.
Why the 3-2-1 Content Framework Works
The beauty of the 3-2-1 Content framework is in its balance. By structuring your content, you ensure your LinkedIn Company Page isn’t just a broadcast machine talking at the audience. Instead, you build trust, create emotional connections, and then, finally, introduce your audience to what you sell.
This method avoids the pitfalls of overpromotion, which can turn your audience away. Instead, you nurture them with valuable content before presenting your products or services as the solution to their needs.
Implementing the 3-2-1 Content Framework on Your Company Page
How often you post depends on your business and audience, but the framework is adaptable. Whether you spread these six posts over a week or a month, the key is consistency and getting the mix right.
If your LinkedIn strategy isn’t yielding the desired results, it may be time to adopt the 3-2-1 framework. Not only does it simplify content planning, but it also enhances your page’s ability to generate meaningful business opportunities.
Grow Your Page Followers and Engagement
Incorporating the 3-2-1 Content Framework into your LinkedIn strategy can transform your Company Page into a powerful tool for growth. Balancing informative, engaging, and promotional content creates a page that attracts followers, builds engagement, and drives business results.
If you’re ready to improve your LinkedIn Company Page, consider using the 3-2-1 Content Framework. This strategy is suitable for any size and industry, whether you’re a small business or a multinational corporation.
Want More Page Followers and Engagement For Your Page?
If your LinkedIn Company Page feels stagnant and needs to generate results, speak with us to learn about the services offered specifically for Page Admins.
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
