What should content on LinkedIn primarily aim to do?

Content on LinkedIn should primarily aim to establish authority and provide value to the audience because LinkedIn is a professional networking platform where users seek insights, knowledge, and expertise from others in their industry. Providing valuable content helps to build trust and credibility, fostering relationships with potential clients, partners, and peers.

When content emphasizes authority, it positions the author or brand as a knowledgeable leader in their field, which can lead to increased engagement and a stronger professional reputation. This strategy encourages meaningful interactions and discussions, enhancing the overall experience for users while also aligning with LinkedIn's purpose of connecting professionals.

The other options don't align as closely with this best practice. For instance, focusing mainly on sales could come across as overly promotional and may not resonate with the audience, who typically seeks valuable insights rather than direct sales pitches. Sharing only industry news, while informative, does not necessarily establish authority or provide deeper value, and networking exclusively with competitors limits the potential to connect with a broader audience and share diverse perspectives.