It is very important to vary. You can refer to a blog article, news item, event or a white paper. But it is also wise to place different types of media on LinkedIn. Think of a (static) banner, a Slideshare presentation, a YouTube video and a PDF brochure with product information. Experience shows that visual content ensures increased engagement on LinkedIn.
Interactioncreates more involvement from your followers. You can ask your latvia phone number list followers to think along about a new product or ask what information they need. Or ask your followers to participate in a webinar. But it can also be less serious (but in a business context) by using a quiz, for example.
After posting the status update, it is the intention that you remain involved and participate in the discussions that follow. You can now participate as a company account (when you have admin rights on the company page). But it is even stronger if a response is made from a personal profile (responsible employee). It is important to stay on top of things, as evidenced by the discussion below following a company update from KPN.