7 Best Strategies For LinkedIn B2B Content Marketing
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You’re busy strategizing for your next B2B marketing campaign when you suddenly remember: You promised you’d do a better job with your LinkedIn content creation. You know that posting on LinkedIn can help with your next campaign. But what should you even post? Does anyone care about your business? And what if you end up boring your audience to death? These concerns are valid but can be alleviated with little research and planning. This article will walk you through the basics of B2B content marketing on LinkedIn so you can get started today.
One solution to ease your content marketing worries is Bluecast’s AI content tool for LinkedIn. This tool helps you create engaging content that gets results so you can focus on other aspects of your marketing strategy.
Why Use LinkedIn for B2B Content Marketing
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LinkedIn's membership is vast, with more than 900 million users. So, it's no wonder the platform is a go-to for B2B content marketing. Even so, it’s not just the large number of users that make it attractive for B2B marketing — it’s who those users are. LinkedIn is the only social platform designed specifically for professionals.
So, it’s no surprise that most of its users are educated, affluent, and in positions of power. Nearly 50% of LinkedIn users have a household income of $75K. Additionally, over 60% of users are between 25 and 34. This is the prime working age range, so it makes sense that many of these users are decision-makers.
Leveraging LinkedIn for B2B Marketing Success
LinkedIn has reported over 61 million decision-making users on its platform. This means many of the people your brand may be trying to reach, such as executives and key decision-makers, are active on LinkedIn. In 2020, 62% of Fortune 500 CEOs utilized social media.
Out of those CEOs, 94% were on LinkedIn. So, with the right B2B marketing strategy, your brand can leverage LinkedIn to open the door to new business opportunities.
Build Trust and Credibility with Target Audiences
In addition to reaching the right audience, LinkedIn helps marketers build trust in their brand. The platform reports that 55% of the decision-makers on LinkedIn use thought leadership content to vet other organizations.
Therefore, by implementing a B2B content marketing strategy on LinkedIn, your brand can enhance its reputation, foster trust, and improve its credibility among key decision-makers.
7 Best Strategies for LinkedIn B2B Content Marketing
1. Direct Users With a Showcase Page
A Showcase Page on LinkedIn allows you to spotlight the specific brands or products that are a part of your company. Not only does this help a parent company organize and display the various brands that fall under its umbrella, but it also makes it easy for users to navigate to a specific LinkedIn page quickly.
Adobe does a great job at using the showcase functionality. The brand created affiliate pages for its core products, including:
- Creative Cloud
- Marketing Cloud
- Digital Publishing Suite
Best Practices for Creating Effective LinkedIn Showcase Pages
The company recognized that the people using Marketing Cloud might differ from those using its Digital Publishing Suite. Leveraging the LinkedIn Showcase feature, Adobe created niches for its other products to personalize the content for each of its unique audiences.
When it comes to creating a well-developed showcase page, there are a few best practices to keep in mind:
- Use clear names: Name your showcase pages after the product or brand it’s promoting.
- Provide as much detail as possible: Fill out all of the information fields on the showcase page to make the page more professional, polished, and helpful for users.
- Don’t go overboard: While you can create as many as 10 showcase pages simultaneously, that doesn’t mean you should. Instead, focus on creating pages for products or brands with an audience big enough to support them.
2. Create Advanced Searches
LinkedIn provides marketers and business leaders the perfect opportunity to connect with other professionals. While having an extensive network or following can be great for your business, you want to ensure you’re connecting with users who qualify as business leads.
To do this, we recommend utilizing LinkedIn’s advanced search option. Doing so allows you to target specific types of people — ideally, people who are likely to do business with your brand.
How to Use LinkedIn’s Advanced Search
- Start by entering general search terms in the search bar at the top of the page.
- Click the magnifying glass to the right.
- Once you do, LinkedIn’s advanced filters will appear below the search bar, allowing you to specify who you’re searching for.
- Here, you can search for people, jobs, types of content, and more.
- You can also apply filters to search for people based on your connections, specific regions, or companies they work for.
What to Do After Finding New Prospects
- Connect with them! Growing your professional network can bolster brand awareness and form relationships with people who may become customers.
- A study from HubSpot found that LinkedIn’s visitor-to-lead conversion rate was 2.74% — nearly 3 times higher than Twitter and Facebook.
So be sure to leverage LinkedIn’s advanced search features to find new leads, connect with them, and convert them into customers.
3. Then Save Those Searches
After putting all that effort into creating a detailed search for potential leads on LinkedIn, don’t let your hard work go to waste. Save your advanced searches so you can use them to find more B2B leads in the future.
How to Save Your Advanced Searches
- Look for the “Save Search” button in the top right corner of your page.
- Click it, create a name, and voilà! You can easily pull up that search again to find more professionals to connect with.
Just remember that if you don’t upgrade your LinkedIn account, you’ll only be able to save 3 searches at a time.
Alternative Tools
Some software, like LinkedHelper, allows innovative search features and automated scraping and downloading of entire datasets in a spreadsheet.
4. Run Targeted LinkedIn Ads
Like Facebook and Instagram, you can create and deploy ads through LinkedIn. The social media platform has over 20 unique audience attributes, allowing you to create targeted ads for the right B2B audience.
For example, you can create an audience based on a company’s name or size, empowering you to market to specific types of businesses and the leaders in charge of them.
Best Practices for Creating High-Converting LinkedIn Ads
- Use compelling language that resonates with your target audience and speaks to their pain points or interests.
- Encourage action by offering a free trial or a white paper download.
- Include eye-catching imagery that captures attention while remaining relevant to your offer.
A/B Testing for Better Performance
As a bonus, LinkedIn allows you to test multiple ad variations, such as A/B testing. You can create 2 to 4 versions of your ad and test which performs best.
You can either:
- Rotate the ads evenly or
- Optimize for performance, where the ad with the highest number of impressions is shown more often.
5. Publish High-Quality, Consistent Content
Another great way to connect with potential new clients on LinkedIn is through high-quality content. You can post videos, infographics, blogs, and third-party content to boost your digital presence, grow your following, and improve brand awareness.
One post won’t generate immediate results. To maximize LinkedIn’s potential, you need a long-term content strategy that resonates with your audience.
Key Elements of an Effective LinkedIn Content Strategy
- Understand Your Audience: Create posts that address their pain points, interests, and challenges to provide value.
- Maintain an Authentic Voice: Avoid overly promotional content and focus on content that piques interest and sparks conversation.
- Share Engaging and Informative Content: Dell’s former CEO, Amy Heiss, noted that only 20 percent of Dell’s social media topics focus on Dell, while 80 percent are informative, helpful, and relevant to employees and customers.
Examples of Successful LinkedIn Content Strategies
Microsoft frequently posts questions and tips relevant to office workers, sparking engagement even when the posts aren’t directly promoting their products.
Best Practices for Maximizing LinkedIn Content
- Use Images: According to Hootsuite, LinkedIn posts with images receive twice as much engagement.
- Include Hashtags: Helps categorize content and reach users with shared interests.
- Be Consistent: Stick to a publishing schedule to build trust and establish yourself as a reliable source of high-quality content.
6. Encourage Your Employees to Advocate for Your Brand on LinkedIn
According to LinkedIn, your average employee has a network that’s 10 times larger than your brand’s following. With that in mind, an excellent B2B marketing strategy for LinkedIn is encouraging your team to help grow your brand on the social media platform.
By engaging with your business content—such as commenting, sharing, or reacting to your company’s posts—your employees can help boost your reach and drive awareness.
The Power of Employee Advocacy
Getting your employees involved in your LinkedIn marketing strategy can demonstrate employee advocacy. This is essential because when employees promote their company, the message can have a more powerful impact than when it comes from the business itself.
According to Sociabble, leads from employee advocacy convert seven times more frequently than leads from other sources.
How to Encourage Employee Advocacy on LinkedIn
- Designate Key Employees: Choose senior leaders, long-time employees, sales team members, or those already active on LinkedIn to lead the charge.
- Create a Ripple Effect: When these team members frequently engage with company posts, others may follow.
- Implement Incentives and Recognition: Build a program that motivates employees to engage with the brand.
- Run Contests: Offer rewards such as gift cards or extra PTO days to employees who interact the most.
Essentially, you want to create a work environment where your team actively advocates for the brand on LinkedIn, helping to drive your marketing strategy forward.
7. Direct LinkedIn Users to Your Website
Think of your company’s LinkedIn page as an express lane to your website. When designing your profile, include clear, actionable links to encourage visitors to explore further.
When creating posts, add website links whenever possible. LinkedIn also offers call-to-action (CTA) buttons, which you can use to direct more people to your site. Once you get visitors to your website, you can:
- Provide engaging, informative, or relatable content to build trust in your brand.
- Direct them to a landing page encouraging action, such as filling out a contact form.
- Keep engaging with them through retargeted ads after they leave your website.
The Bottom Line
Utilize LinkedIn strategically to send more people to your website and turn visits into valuable business opportunities.
Bluecast: AI-Powered LinkedIn Content Creation
Bluecast empowers B2B professionals to amplify their LinkedIn presence with AI-driven content creation and management, helping them grow their audience and drive revenue—without content bottlenecks.
Whether you're repurposing content from various formats or crafting original posts that match successful writing styles, Bluecast streamlines the entire process from ideation to scheduling.
Perfect for marketers, founders, and agencies looking to maintain a consistent, engaging LinkedIn presence that delivers business results.
Start your 7-day free trial today—no credit card required!
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Setting Up Your Company Page on LinkedIn
If your business isn’t on LinkedIn yet, now’s the time to create a Company Page. This acts as your brand’s home on the platform, helping you attract customers, partners, and potential employees.
Make sure you:
- Fill out all the details: A complete profile builds trust. Include your:
- Business name
- Industry
- Size
- Website
- Compelling description
- Use high-quality branding: Upload your company logo and a professional cover image that aligns with your brand identity.
- Maintain consistency: LinkedIn visuals should match your website and other social media platforms for a cohesive brand presence.
A well-optimized Company Page increases visibility, making it easier for people to find and engage with your business.
2. Define Your Audience & Goals
Before you start posting, take a step back and define your LinkedIn strategy. Ask yourself:
- What’s my main objective?
- Brand awareness
- Lead generation
- Recruitment
- Thought leadership
- Who is my target audience?
- Industry
- Job roles
- Company size
- Location
- What kind of content will resonate with them?
- Educational articles
- Case studies
- Company updates
Having clarity on these points helps you tailor your content and messaging effectively. Your LinkedIn page shouldn’t just be a digital brochure—it should be a valuable resource for your audience.
3. Optimize for Visibility and Engagement
Just like SEO helps your website rank on Google, LinkedIn optimization helps discover your Company Page. Here’s how:
Use Keywords Strategically
Include relevant industry keywords in your company description and the “Specialties” section. Use words and phrases your target audience is searching for.
Promote Your Page
Add your LinkedIn page link to your website, email signature, and social media bios. Share your page in newsletters and blog posts.
Encourage employees to follow and engage with the page, increasing network visibility. A well-optimized page isn’t just about looking good—it’s about being found.
4. Create Showcase Pages (If Needed)
If your business has multiple brands, product lines, or services, consider using Showcase Pages. These extensions of your central Company Page allow you to maintain separate pages for different business segments while keeping them all connected under your leading brand.
For example, if your company offers enterprise software and small business solutions, you might create separate Showcase Pages for each audience. Showcase Pages follow the same best practices as your main page—meaning you’ll need to fill them out and optimize them for search.
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6 Best Practices for LinkedIn Content Creation
1. Know Your Audience: The Secret Ingredient to Content Marketing Success
This insight will become the basis for everything you do. The more detailed and holistic your audience research, who they are, their needs and aspirations, and what makes them tick, the better you can align every piece of your content strategy accordingly.
On LinkedIn, marketers can access various professional targeting parameters, whether posting content organically or via paid. This enables you to get specific and segmented with your campaigns.
2. Understand Your Competitors: Get the Lay of the Land
Presumably, you have already identified who they are as part of your general business strategy, but understanding what your competitors are doing from a content marketing standpoint is key.
What do they do that you can do differently or better? Where is the “white space” – those unaddressed gaps I can fill for my audience?
3. Set Objectives/Goals: The Roadmap for Your LinkedIn Content Strategy
Clearly defined objectives should be at the heart of any B2B content marketing strategy. These incremental goals ladder up to your ultimate mission:
- Driving sales
- Revenue
Common B2B content marketing objectives on LinkedIn include:
- Increasing LinkedIn Page following
- Expanding branded content reach
- Driving qualified leads
- Growing awareness/connections within targeted buying committees
- Driving traffic to your organization’s website
4. Measure Success: How to Know When You’ve Hit Your Target
“That which you cannot measure, you cannot improve.” It’s a hackneyed phrase at this point, but it’s repeated so often because it is eternally true. The only way you can be confident your B2B content marketing strategy is moving in the right direction is if you closely monitor results and metrics and adapt based on what your audience’s engagement is telling you.
You can inform your decisions through careful research and planning, but ultimately, it’s all guesswork until you have actual data to consult. Luckily, LinkedIn offers a robust suite of analytics to measure every aspect of your program—more on that in the implementation section below.
5. Map Out the Customer Journey: Delivering the Right Content at the Right Time
Context matters. As strategies evolve and become more sophisticated, the focus becomes less on what you’re creating and more on how you deliver it. For maximum impact, B2B content must reach the right people in the right context – at the right time and place.
Mapping out your customers' journeys and identifying which steps they tend to take to purchase solutions in your category makes this possible. Create relationships and build trust.
You’ll want to learn:
- Which terms and topics do they run searches on?
- Which influencers do they pay attention to?
- Which content formats do they prefer at various stages?
- Which social media channels do they use, and how?
- Which actions and behaviours tend to correlate with buying intent?
6. Post Regularly: Consistency Is Key to Staying Relevant
As on any social networking site, staying active is the key to remaining relevant and at the top of one's mind. If you can post a few times a week, post a few times a week; if you can post daily—even better! You can schedule LinkedIn posts in advance to keep up with the posting frequency.
How to Use Analytics to Measure Your B2B Content Marketing Efforts on LinkedIn
Your Updates page is where you’ll see how individual posts are performing. The key metrics here are:
Click-Through Rate (CTR)
This tells you how many people clicked on your post compared to how many saw it. If your post has high impressions but a low CTR, it may not be compelling enough to drive action.
Engagement Rate
This includes likes, shares, and comments. A high engagement rate means your content resonates with your audience.
Both metrics help you compare post performance more accurately. A post with 10 clicks may not perform better than one with five clicks if the first post was seen by 100 people and the second with only 10—CTR will reveal this difference.
Analyze Your Audience Growth with the Followers Page
The Followers page helps you track audience growth and see how you compare to competitors. Here’s what to look at:
Follower Demographics
See who’s engaging with your content based on industry, job title, and company size. This helps you tailor content to your ideal audience.
Companies to Track Section
This feature (generated by LinkedIn) lets you compare your performance with similar businesses, giving insights into how your brand stacks up.
If you notice your competitors growing faster, you might want to adjust your content strategy—perhaps by increasing posting frequency or testing different content formats.
Understand Who’s Checking You Out with the Visitors Page
Not all visitors become followers—but they’re still valuable. The Visitors page gives insight into:
- Who’s viewing your page (even if they don’t follow you)
- Traffic sources (mobile vs. desktop)
If most visitors come from mobile, ensure your visuals and copy are optimized for smaller screens. If you’re seeing high visitor numbers but low follower growth, consider adding a call to action in your posts to encourage people to follow your page.
Measure Ad Performance with LinkedIn’s Conversion Tracking
If you’re running LinkedIn ads, be sure to use the conversion tracking dashboard to see:
- How many people are taking action after clicking your ad
- Which campaigns are delivering the best ROI
- Where to allocate budget for maximum impact
This is crucial for understanding whether your paid efforts drive business results.
Get Started with a 7-day Free Trial Today - No Credit Card Required
Bluecast empowers B2B pros to amplify their LinkedIn presence with AI-powered content creation and management. Bluecast helps B2B marketers, founders, and agencies grow their audience and drive revenue without the typical content creation bottlenecks by streamlining the content creation process.
The AI-powered tool helps you repurpose existing content from various formats and craft original posts that match successful writing styles.
Bluecast also streamlines the entire process from ideation to scheduling so you can maintain a consistent, engaging LinkedIn presence that delivers business results.
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