How to Use LinkedIn Analytics to Improve Your Content Strategy

LinkedIn Analytics Feature Image

If you’re looking to get the most out of your LinkedIn content, using LinkedIn Analytics is a must. With LinkedIn Analytics, you can see who is engaging with your content, what types of posts are hitting the mark, and when your audience is most active.

This isn’t just about numbers; it’s about understanding your audience and giving them what they want.  
LinkedIn Analytics is a goldmine of information that can help you refine your content strategy. Here’s how to make the most of it in a straightforward, easy-to-understand way. 

Understand Your Audience 

Start by looking at who your audience is. LinkedIn Analytics shows you detailed information about the job titles, industries, and locations of your followers.

This data gives you a clear picture of the types of professionals engaging with your content.

For instance, if you notice a large portion of your audience works in marketing, you can tailor your content to address their specific challenges and interests. 

Why It Matters: Knowing your audience is like having a roadmap for your content strategy. When you understand who is consuming your content, you can create more relevant and targeted posts.

For example, if most of your followers are in the tech industry, you might focus more on tech-related content such as emerging technologies, industry news, and how-to guides on tech tools.

This relevance increases engagement because your audience finds your content valuable and applicable to their work. 

Practical Steps

  1. Access LinkedIn Analytics: Navigate to your LinkedIn page and click on the “Analytics” tab. Select “Visitors” to see the demographics of those who visit your page. 
  1. Analyze Job Functions: Look at the job function of your followers to understand their roles and responsibilities. This can help you create content that addresses their daily challenges and professional goals. 
  1. Review Industries: Check the industries your followers belong to. This insight allows you to tailor your content to industry-specific trends and needs. 
  1. Consider Locations: Knowing the geographic distribution of your audience can help you time your posts better and even tailor content to local events or news. 

Measure Content Performance 

Track Engagement: Look at metrics like likes, comments, and shares. These metrics show how much your audience is interacting with your posts. 

To understand how well your content is performing, start by looking at key engagement metrics.

These include likes, comments, shares, and clicks. Likes can indicate how much your audience appreciates your content.

Comments show deeper engagement and interest, as your audience takes the time to respond and interact. Shares are a strong indicator that your content resonates enough with your audience that they want to spread it further. 

Identify Top Posts: Next, identify which posts receive the most engagement. LinkedIn Analytics makes it easy to see your top-performing posts.

Look for patterns in these posts – what topics do they cover? What types of media do they use (e.g., videos, images, articles)? What tone and style are they written in? 

Why It Matters: Understanding which content performs best allows you to replicate your success.

Think of it like having a recipe for a popular dish. If you know a particular type of post consistently receives high engagement, you can create more content in that style or on similar topics.

This helps build a stronger connection with your audience and ensures that your content strategy is aligned with their interests and preferences. 

Analyze Competitors Performance

Look at Competitors. Start by identifying your main competitors on LinkedIn. Check out their company pages to see what kind of content they are posting. LinkedIn Analytics can help you track the performance of your competitors’ posts.

Look at their engagement rates. Pay attention to the types of content that perform well, such as videos, articles, or infographics. 

Why It Matters: Learning from others can help you avoid pitfalls and find new ideas. It’s like getting tips from someone who has already been down the path you’re on. 

Use Data to Adjust Your Strategy 

Test and learn. Start by analyzing the data from LinkedIn Analytics to identify trends and patterns in your content performance. This might include looking at which types of posts get the most engagement, what times of day your audience is most active, or which topics resonate best with your followers. 

  • Experiment with New Content Types: Try different formats such as videos, infographics, articles, and polls. For example, if you notice that videos get more likes and shares, you might decide to create more video content. 
  • A/B Testing: Use A/B testing to compare the performance of different versions of your content. For instance, you could post two variations of the same content with different headlines or images to see which one performs better. 
  • Monitor Results: Keep an eye on the performance metrics to see how your changes are working. LinkedIn Analytics provides real-time data that can help you make informed decisions quickly. 

Why It Matters: Constantly tweaking and improving your strategy based on real data helps you stay relevant and effective. Think of it as fine-tuning an instrument to get the perfect sound. 


Using LinkedIn Analytics isn’t complicated. Just pay attention to the data, understand what your audience likes, and continually adjust your approach.

By doing this, you can make sure your content strategy is hitting the mark and driving engagement.  

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