Which Content Strategy to Adopt on LinkedIn?

LinkedIn is currently experiencing record levels of engagement. This has piqued the interest of many brands, who now want to put more emphasis on professional social networks. But what works on LinkedIn? What should you base your content marketing strategy and your social media strategy on LinkedIn in particular? 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 B2B marketing tool.

If you work in B2B, LinkedIn is a goldmine! The platform has approximately 675 million users in more than 200 countries, the majority of which are professionals from all walks of life.

That’s why the term that differentiates LinkedIn from Facebook, Twitter, and Instagram is “professional.”

When you link on this platform, you are connecting with professionals. And what’s more, you connect with decision makers, as 80% of members are in a position to make decisions.

Doing B2B marketing on LinkedIn gives you direct access to the people you need to reach the companies you’re targeting. The relationships you build as a person on LinkedIn matter from the moment you send or accept that connection request.

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With a unique and more professional approach than other social networks, LinkedIn has become the #1 social network for professionals who want to increase brand awareness and get even more sales.

As you design your LinkedIn content strategy and begin the brainstorming process of designing your LinkedIn posts, keep these statistics in mind:

  • For example, 80% of B2B leads come from LinkedIn (versus 13% from Twitter and 7% from Facebook) (Source: FindStack)
  • Original documents have an average click-through rate of 3.5% to 8.6%, depending on account size
  • Other types of publications rarely exceed 2.00%.
  • Original documents generate 3x more clicks on LinkedIn than any other type of content.
  • LinkedIn’s click-through rate on all types of content reached 2.20% in 2022.

Photos and Videos

The best performing LinkedIn content type varies by page size. In case of medium to large profiles:

  • Images provide the highest engagement rate (4.06 percent average engagement per impression share) for pages with between 50 and 100,000 followers;
  • Native documents provide higher engagement-per-impression rates for pages with more than 100,000 followers.

And while the average engagement rate per impression on LinkedIn is 3.16%, accounts with less than 50,000 followers have the potential to achieve engagement rates per impression of up to 4.49% with videos. Marketing.

LinkedIn in particular has been pushing videos into user feeds because this type of content has been on the rise lately. As a result, they get more impressions and are more likely to engage users on the platform.

But how many videos do they watch on social media?

video watch rate on linkedin

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

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

  • Smaller accounts have higher video viewing rates: 17.18% on average;
  • Medium-sized accounts (between 10 and 50,000 subscribers) have a low average video view rate: 11.29%.

For a company, connections on LinkedIn are like partnerships. B2B marketing on LinkedIn is therefore smart marketing. It makes no sense to reach your audience faster and generate more quality leads.

To delve deeper into the topic,Take a look at our webmarketing training with social media strategy component.

Source: Social Insider

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