Content marketing strategies focus on exchanging useful resources for meaningful engagement.
But should brands use LinkedIn for content marketing?
With nearly 800 million users across 200 countries, LinkedIn allows like-minded business people to interact, exchange knowledge, and collaborate.
With this in mind, LinkedIn must play a significant tactical role in today's B2B content initiatives.
Depending on your business goals, LinkedIn can help businesses in establishing themselves in the market and generating leads. 80% of B2B leads come from LinkedIn.
The challenge, however, is to generate content that is relevant to your target audience.
Sharing the same content across multiple social media platforms is a mistake. Most of the time, you'll have the same followers across platforms, so it is best not to oversaturate them with duplicate content.
So what should you post on LinkedIn exactly?
We're here to help you out with some of LinkedIn’s best practices and ideas for B2B pages that you can incorporate into your LinkedIn marketing strategy.
Organic LinkedIn B2B content ideas
1. LinkedIn content ideas for brand pages
Social media managers, take notes. 🤓📝
If there’s anything that the pandemic taught us is that, now more than ever, people are looking for meaningful and long-term connections — even when talking about B2B communication.
Marketing fails for brands that present a flat, impersonal, and passionless personality. People find it difficult to relate to or relate to them.
This is where brand humanization comes in.
It’s crucial your potential leads understand that they are dealing with actual individuals.
By demonstrating that you care about them beyond merely doing business with them, you may win your consumers' trust more easily.
Brand humanization is about being honest and transparent, about identifying the people behind your brand, about owning your mistakes, and about forging connections.
So here are some ideas you can use to enhance your LinkedIn brand profile and secure business relationships.
1.1 Employee highlights
Show the relatable side of your people.
Employee highlights posts are a fantastic opportunity to share employee experiences, strengthen relationships among staff members, and enhance your company's and employer brand.
Employee highlights are also an endless source of content inspiration. You can create content around your employee’s history with your company, accomplishments, personality, work anniversaries, challenges, and more.
This way, you’ll give potential new leads more information about the people they would be working with.
If you love the idea but don’t know where to start, you might want to have a look at these 10 examples of brands putting their employees in the spotlight.
1.2 LinkedIn newsletters
Sadly, after following your brand on LinkedIn, many people will stop thinking about it.
This is why LinkedIn newsletters may be a crucial part of your inbound marketing strategy.
A newsletter can help you increase brand recognition and position yourself as an industry leader. By creating valuable content, your connections will consider you a reliable source of information.
The main advantage LinkedIn newsletters hold to other types of content is that your subscribers are notified whenever you publish. This increases the likelihood of them actually reading your content.
An article, for example, enters your timeline when it is published. Only those of your connections who scroll through their feed will see it.
If you’d like to give this feature a try, you’ll first need to learn how to set up a LinkedIn Newsletter.
1.3 Interactive content
In today's oversaturated digital market, interactive content is the key to success.
51% of B2B buyers say interactive content is helpful when tackling business challenges.
Many brands fail to provide interactive content, which causes their content to be ineffective and businesses to struggle.
Polls, surveys, and quizzes are fun, unique techniques for collecting valuable data like audience feedback and buying preferences.
1.4 Corporate achievements
It's always good to take time out from deadlines, meetings, and endless emails to acknowledge even the little wins at work.
Some LinkedIn milestones worth mentioning would be your first 1,000 connections, your first client, or your first publicity opportunity. The list goes on.
Don't allow those significant business milestones slip you by.
Take advantage of the chance to express gratitude to everyone who helped you succeed. Recognizing achievements can do wonders for your company culture.
And who wouldn't want to work with a brand that's on the winning side?
2. LinkedIn content ideas for business owners
The long-term perspective is crucial to content marketing strategy.
Running ads and campaigns can be beneficial short-term, but nothing compares to the significance of establishing solid, authentic professional relationships outside of your company's doors.
If you want to increase brand awareness among industry professionals, establish yourself as an authority in a particular field, or build relationships with industry leaders, potential investors, and business decision-makers, here’s what you need to do:
2.1 Embrace storytelling
Social media marketing is all about promotion — that is true.
However, that doesn’t necessarily mean you have to market yourself and your brand from a hard sell perspective.
People are still at the core of the app — even though LinkedIn is home to professional conversations.
And stories sell, we all know it!
Storytelling has been proven to be the greatest marketing tool ever adopted by brands.
To build a human-centric experience, you can start by creating an emotional personal or professional narrative. If possible, you can also include an overview of your brand processes and services in the mix.
The more inspiring and relevant your story is, the better it will perform.
📌 If you're having trouble thinking of a topic, you might want to start by asking yourself these questions:
- How did you start building the company?
- What was your vision? What made you start your company?
- What aspects of your professional and personal life are you most proud of?
- What was the most difficult time you had to overcome when building your business? How did it feel?
- How did you get your first client(s)?
- What are you grateful for today? How does it relate to the brand you’re building?
- What is the best way to build a great team? Do you have a story that could help your reader have a better understanding of what's going on in your business?
- How do you motivate people in your team to go the extra mile?
- What do you want to achieve next?
2.2 Leverage video content
According to Socialinsider’s latest study conducted on over 141K LinkedIn posts, video is the most engaging type of content on the platform.
You can use videos on LinkedIn to share industry knowledge, thus establish more meaningful relationships and increase engagement.
Video generates the highest engagement per impression rate for small to middle-sized accounts.
If you'd like to do something a bit more interactive, such as a Q&A or an interview, you can also use LinkedIn Live Streaming. This feature is a great way to broaden your network.
According to LinkedIn, brands using Live Stream have seen 7X more reactions and 24X more comments compared to standard video posts.
The same study mentioned above shows that native documents generate 3 times more clicks than any other type of content.
This means that your followers are more likely to react to something that does not require them to leave the platform.
So if you want people to actually engage with the content you share, you’d better put yourself out there and create the video yourself.
2.3 Share industry advice
A superior strategy that makes your marketing effort simple is to lean toward educating and informing your target audience.
Since LinkedIn enthusiasts typically use the site to advance their careers, sharing content that supports this goal is likely to be successful.
On LinkedIn, job postings, interview tips, and inspirational career advice are all staples of content that can be highly effective in building a vibrant community of experts.
3. Best practices on LinkedIn
In the fast-paced world of today, it might be challenging to stand out.
Whether you're just getting started with LinkedIn or you've been around for a while but want to start posting more frequently, here are some of the best practices to maximize your social media efforts.
3.1 Post at the right times
LinkedIn recommends sharing up to 20 posts per month, which would mean posting one piece per business day.
When it comes to the best posting hour, social media experts seem to have slightly different opinions.
In a recent article regarding the best hours to post on the platform, Influencer Marketing Hub has listed what some of the leading social media SaaS’ have to say.
You can start by following these recommendations and, from there, experiment with other posting times to see if you can increase interaction and move toward your objectives.
3.2 Use relevant hashtags
LinkedIn recommends using no more than 3 hashtags per post.
You may use hashtags on LinkedIn to increase brand awareness and reach a wider or more specific audience with your content.
Depending on the keywords in your post, the platform will suggest some hashtags to add so you can provide high-quality, relevant material.
Here are all the ways you can use hashtags on LinkedIn to engage with your audience more effectively.
3.4 Use social media tools to manage LinkedIn content
Thanks to multiple excellent tools available on the market, it’s now easier to develop and carry out a social media strategy.
Social media managers can use social media tools to schedule social media content for their brands and manage online communities.
If you want to handle your LinkedIn efforts more effectively, you might want to take a look at the following services to see how they might benefit your brand:
4. How to know if your LinkedIn content strategy is working?
If you’re actively using LinkedIn but are unsure of whether your content performs well, it’s time you conduct a LinkedIn audit.
An audit of your LinkedIn profile can help you assess your brand's current state and determine what needs to be improved.
For this, you’ll need a social media analytics tool that supports LinkedIn.
Fortunately, we’ve compared 7 LinkedIn analytics tools to help you decide which is the perfect one for your marketing ambitions and budget.
To keep up with the constant demand for information and trend changes, you must update and improve your LinkedIn B2B content strategy continuously.
Developing a successful LinkedIn B2B content strategy requires long-term dedication.
As a social media manager or business owner, you will need to share innovative and high-quality content to educate and engage users, and, most importantly, help secure business deals.
Lastly, remember to be genuine — not salesy.
A strong voice and quality content will outperform a hollow sales speech anytime. People may detect dishonesty more quickly than you might imagine.