Employer Branding Ideas
London, UK
Employer Branding Ideas
London, UK
How to Use LinkedIn for B2B Content Marketing
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How to use LinkedIn for B2B content marketing

This month at Social Media London we welcomed Oliver Spall, Social Marketing Advisor at LinkedIn. Oliver joined us to talk about Content Marketing Strategies on LinkedIn, looking at best practice, stats from LinkedIn, as well as a few highlights of LinkedIn’s new features.

Here are the main takeaways from the event:

Goodbye LinkedIn Today, Hello LinkedIn Pulse:

LinkedIn dropped LinkedIn Today back in November for Pulse, a newsreader tool it acquired  in April 2013. Thanks to this, you’ll now be able to see a mix of content on your homepage, making it more dynamic with a mix of content from sources you follow, connections, as well as topics tailored to you and your interests (based on who you follow and the content you consume on LinkedIn). LinkedIn is much more than a “professional version of Facebook” – it can become your hub for personalised news, as LinkedIn explicitly made clear in the LinkedIn Pulse announcement (especially if you’re an avid reader of RSS feeds). You can download the Pulse app on your mobile too, available on iOS or Android.

Professional vs. Personal:

Speaking of professional networks, Oliver shared LinkedIn’s business vision, positioning itself as a network where people invest their time, as opposed to other social networks (e.g. Facebook, Twitter) where people only spend their time. LinkedIn is clearly a very useful for business to business (B2B) networking.

Social Success:

73% of brands on LinkedIn use social media for content distribution, although only 50% of them find their social content to be effective. This mainly depends on the content strategy being adopted. Oliver shared a few tips to make sure more and more brands find social content to be effective for their strategies, especially using LinkedIn:

  • Make sure the content you post on LinkedIn drives engagement from your customer: content is core to any brand that engages online.
  • Posting organic content generates 6 times more engagement than using any other features within LinkedIn.
  • While content should be core to your business, make sure you adopt a members-first approach to it, tailoring it to your audience and who you want to target.
  • Ensure that the context for your campaigns is mainly social, to tie in with your social efforts.
  • Target specific audiences through your business or personal profiles, the same way you would with Facebook ads and Twitter targeting.
  • Use your company page to share your content instead of only using your personal profile.
  • Keep your content relevant to your target audience – relevancy dictates whether your content will be engaged with or not Tweak the frequency of your posting if necessary: while there is no perfect number for everyone, the optimum frequency to post on LinkedIn is 5 updates a week (organic content). Having said that, remember that it’s not about the quantity of your content, but its quality and relevance. Your connections, followers and group members will see the content (as LinkedIn’s algorithm doesn’t rank content the way Facebook does), but whether your content gains engagement depends on its quality.

Other Tools:

LinkedIn has other tools up its sleeves that you can use. You can keep abreast of LinkedIn’s new tools and platform updates on its Marketing Solutions page. A new tool you can make use of is LinkedIn Showcase, a new service that allows brands with multi micro-brands and products to show content and target specifically for those audiences. An example would be Microsoft: while they do have a company page, they also have a Showcase page for its flagship product, Microsoft Office. Here’s Social Media London’s Showcase page for example.


You can also check out Ben Hubbard‘s thoughts on the event here, with a few highlights from the extensive Q&A that took place during the event.