Social Media Marketing
June 23, 2023
LinkedIn may seem the least glamorous of all social media platforms, but don't be fooled – it's a powerful tool for businesses to connect with their target audience, build their brand, and drive growth.
With over 58 million companies on LinkedIn, you’re going to need strong content ideas to create engagement and help your brand stand out. So, we’re sharing our top 15 content ideas that can help you inject some personality into your brand and give your audience something to talk about.
Grab a cup of your favorite caffeinated beverage, and get ready to take notes while we show you how to create content for LinkedIn.
LinkedIn is the place where businesses and professionals come together to share insights, build connections, and ultimately grow their networks. In fact, there are 875 million users from over 200 countries and regions worldwide. And in 2022, LinkedIn saw a 22% increase in engagement. As the platform continues to grow, more professionals will engage with other people's content, making it a platform brands will want to utilize.
By focusing on LinkedIn specifically and creating engaging content that’s targeted for decision-makers, influencers, and thought leaders in your industry, you’ll be establishing credibility and building trust with potential future employees and partners.
Before we jump into LinkedIn content ideas for B2B, let’s determine who is your ideal audience.
Before you decide on what content to post on LinkedIn, you need to determine your target audience and a buyer persona can help you do that. A buyer persona is a semi-fictional research-based profile depicting your ideal customer. By creating content that resonates with your buyer persona, you have the potential to increase your engagement rates by 6x when cold leads are targeted.
Increased engagement can potentially lead to increased revenue, too. 71% of high performing businesses that surpass their revenue target have a documented buyer persona.
Additionally, LinkedIn's algorithm gives priority to content relevant to the reader. By understanding your audience, you can tailor your content to their needs and interests, and increase the likelihood of it appearing on their feed.
Source: LinkedIn
When creating LinkedIn content, especially if you focus on LinkedIn content strategy for personal branding, you need to have a specific goal (besides just making money) for that piece of content. Without a clear goal, your content may lack direction and fail to deliver results.
Identifying your main goal (as a LinkedIn content creator) can help you create content that aligns with your business objectives. According to Statista, the most common goals are:
So, before you start creating content, ask yourself, "What is my goal with this specific content?" And let that guide your content strategy.
Now that you’ve identified your target audience and content goal, it’s time to create your content! For inspiration, we’ve rounded up 15 LinkedIn post ideas for businesses that have been proven to be most engaging.
TIP: If you want to have LinkedIn content ideas for each day of the week, or for the whole month, grab our content marketing calendar template. Hopefully, it will help ease any content creation anxiety and frustration. You’re welcome.
Now let’s check out these 15 inspirational LinkedIn post examples:
Videos have the potential to receive more engagement than other types of Linkedin posts examples. In fact, video posts increase engagement by 59%, and those who consume them have an information retention rate of 95%.
Here’s an example of a video post by GoGift. Instead of just a text post, there’s an engaging animated video to capture their audience’s attention.
Source: GoGift
For images, we recommend using the LinkedIn post templates that Canva offers. There are both free and paid template versions.
While sharing curated content is perfectly allowed and encouraged, by using LinkedIn’s Publishing Platform to publish an original article, you are seen as an expert on a product or topic. Not only does this build trust with your audience and boost your credibility, but every time you hit publish, your connections are notified and have the option to share your LinkedIn post, potentially increasing your audience reach, too.
Here is an example from Holmen Paper, who published an original piece of content. This article melds technical expertise and company news.
Source: Holmen Paper
LinkedIn Newsletters are a great way to engage your audience on company news and relevant topics. All LinkedIn members can subscribe, read, and share LinkedIn newsletters, making your newsletter’s potential reach wide.
Starting a newsletter on LinkedIn has never been easier thanks to LinkedIn’s Creator Hub. Here’s an example of 9D Technologies’ Monthly Newsletter. When you click on the link, you’ll see an eye-catching and engaging newsletter.
Source: 9D Technologies
LinkedIn posts for upcoming events are a great way businesses can build excitement for their live shows. And later those posts can be repurposed into new content as recap posts featuring highlights from the event.
Check out this LinkedIn post that Valtech created. Not only is Valtech encouraging their audience to visit them, but in turn, they’re drawing people to Salesforce’s Summit. It’s a win-win for both Valtech and Salesforce.
Source: Valtech
People love getting free things: classes, e-books, etc. Consider offering a freebie to attract more people to both your LinkedIn profile and website. Once they download their freebie and get a taste, the intention is they will be hungry for more of your content.
In this example, Ekam Digital shared their e-book on LinkedIn.
Source: Ekam Digital
Use product launch posts to keep your audience up-to-date with your latest products and services. To entice them to click, include a sneak peek of features and tips like Alfa Laval does here with their new product launch:
Source: Alfa Laval
Sometimes the best way to put your business out there is to advertise it. If your budget allows it, you can use LinkedIn Ads as a paid marketing tool that can help you connect with the right people (e.g., the people you want to work with).
In this example, Trello uses a LinkedIn ad to advertise how you can get started with them for free.
Source: Trello
Sharing related news in your industry is a good strategy to build trust with your audience. Before you share, make sure what you post is relevant and still timely. You don’t want to inadvertently post news that is out-of-date, which can damage your credibility.
Here, Gi Group Holding shares their “Manufacturing Global HR Trends” report which is not only timely because of current industry trends, but it’s also relevant to their audience.
Source: Gi Group Holding
Thought leadership posts are another great way to grow your connections and build credibility within your industry. Be sure to state your thoughts and opinions respectfully and support them with facts and statistics (when possible). These posts should serve as solid ground for building your authority within your industry.
HubSpot VP of Platform Ecosystem Scott Brinker does a great job discussing the MarTech landscape along with challenges and opportunities in this example:
Source: HubSpot
This type of post lets you show your expertise while talking about what you love. You’ve been playing the field for a while, so why not share some insight and educate your potential customers?
In this example, Ame P. shares some marketing video tips plus a link if you want to subscribe to their weekly Script Tips.
Source: Ame P.
Polls are great for engagement, plus they’re great for audience research and potentially converting clients, too. Sure, polls about what’s your favorite color can be fun (occasionally), but we recommend focusing on polls that will help you define your B2B marketing on LinkedIn.
In this poll example, the email marketer uses a poll not only to get his audience engaged but to also entice companies who perhaps need email marketing to reach out to him and potentially convert them into a client.
Source: Chase Dimond
Meet the team posts are a great way to introduce your staff to potential clients. Depending on company culture, these posts can be formal (e.g., name and responsibilities only), or informal (name, responsibilities, plus something personal like their hobbies). They’re also great LinkedIn post ideas for recruiters, too.
Etihad Cargo’s LinkedIn post introduces their Manager of Security and Compliance and gives a little insight into what this position does for their company.
Source: Etihad Cargo
Another great example of inspirational LinkedIn posts is B2B social media content ideas. These types of posts are important for showcasing your company’s work culture. Moreover, they humanize your brand, showing how your company operates and what it’s like as an employee to work for your brand.
In this LinkedIn post example, Mercedes-AMG PETRONAS Formula One Team lifts the veil with their behind the scenes video. In this final part of their mini-series, they’re showing their audience what it’s like when work ramps up for the start of the new F1 season.
Source: Mercedes-AMG PETRONAS Formula One Team
Add celebrations to the list of LinkedIn company post examples. Here’s why: every success you achieve as a brand is worth mentioning, no matter how big or small. Celebrate great customer feedback, welcoming new recruits, or receiving a new certificate - anything goes, as long as you stay humble and professional.
Here, GaggleAMP is celebrating being recognized as a leader for employee advocacy:
Source: GaggleAMP
One of the best ways to generate LinkedIn content ideas is to listen to your audience. In the comments, they tell you what they need or what is causing them confusion - all you have to do is pay attention, and then create posts that will answer their questions.
Here’s an example for your personal branding content ideas that also works great as a package of content ideas for LinkedIn company page:
Source: Maria Petkovska
Whatever your LinkedIn content ideas are, always keep in mind these three crucial things:
No matter if you’re doing personal branding on LinkedIn or for your company, just find out the time period when your target audience is most active on LinkedIn and post within that time frame. This will increase the chances of your post being seen by users relevant to you.
According to LinkedIn, if you want to increase your chances of the post being seen by more people, use relevant hashtags. It’s best to choose three types of hashtags: broad, niche, and very niche. For example, #contentstrategy #b2bcontentstrategy #b2bcontentstrategytips.
With a scheduling tool, you can save time, increase productivity, and ensure that your content is posted at the best times for your audience. This will leave you time to focus on what really matters - creating engaging content and building relationships with your target audience.
Scheduling LinkedIn posts can be time-consuming, but it's an essential part of any social media strategy. Use GaggleAMP to save yourself from overwhelm and frustration so you can focus on creating the best LinkedIn content ideas for your readers. Schedule a demo today.
Social Media Marketing
Social Media Marketing
Social Media Marketing
