What content strategy should you adopt on LinkedIn?

LinkedIn is currently experiencing record levels of engagement. This sparked the interest of many brands, who are now looking to focus more on the professional social network. But what works on LinkedIn? What should your content marketing strategy and especially your LinkedIn social media strategy be based on? What is the best LinkedIn content strategy for B2B marketing?

LinkedIn, a powerful B2B marketing tool

For a long time, LinkedIn was considered a job search engine. But not anymore. It is now a powerful business-to-business marketing tool.

If you work in B2B, LinkedIn is a goldmine! The platform has nearly 675 million users in more than 200 countries, and most of these users are professionals from all sectors.

What distinguishes LinkedIn from Facebook, Twitter, and Instagram is thus the word “professional”.

When you link on this platform, you are linking to professionals. And more than that, you are communicating with the decision makers, since 80% of the members occupy decision-making positions.

By doing B2B marketing on LinkedIn, you can directly reach the people you need to reach at the companies you target. The relationships you build as an individual on LinkedIn are critical from the moment you send or accept this connection request.

original content

With a unique and more professional approach compared to other social networks, LinkedIn has become the number one social network for professionals who want to increase brand awareness and even get more sales.

As you craft your LinkedIn content strategy and embark on the brainstorming process of designing your LinkedIn posts, keep these stats in mind:

  • 80% of B2B leads, for example, come from LinkedIn (versus 13% from Twitter and 7% from Facebook) (Source: Findstack)
  • The average click-through rate for original documents is 3.5% to 8.6%, depending on account size
  • Other types of publications hardly exceed 2.00%.
  • Originals generate three times more clicks than any other type of content on LinkedIn.
  • LinkedIn’s CTR on all types of content is 2.20% in 2022.

Pictures and video

It’s been proven that the best performing LinkedIn content type varies by page size. In the case of medium to large formations:

  • Images drive the highest engagement rates (up to 4.06% average share per impression post) for pages between 50 and 100,000 followers;
  • Originals drive engagement rate per impressions for pages with more than 100,000 followers.

While the average engagement rate per impression on LinkedIn is 3.16%, accounts with less than 50,000 followers have the potential to achieve an engagement rate per impression of 4.49% with video marketing.

LinkedIn specifically pushes videos into user feeds since this type of content has been gaining traction recently. As a result, they get more impressions and are more likely to be involved with the platform.

But how many videos do they watch on social media?

LinkedIn video viewership

For LinkedIn only, The video viewership rate is estimated at 14.46% on average.

To maximize your LinkedIn content strategy, keep these key numbers in mind:

  • Videos from smaller accounts have a higher viewership: 17.18% on average;
  • Medium-sized accounts (between 10 and 50,000 subscribers) have a lower average video viewership: 11.29%.

For a company, connections on LinkedIn are like partnerships. Thus, B2B marketing on LinkedIn is smart marketing. It’s easy to reach your audience faster and get more quality leads.

To delve into the matter,Take a look at our online marketing training with the Social Media Strategy component.

Source: Social Insider

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