The significance of LinkedIn in the realm of B2B marketing is indisputable; it’s undeniably the titan of communication platforms! According to LinkedIn’s official guide, “Content Strategy Essentials: A Thorough Guide for Digital Marketers”, a staggering 80% of B2B leads can be traced back to LinkedIn.

Yet, when putting strategies into action, B2B enterprises invariably find themselves wondering if the countless missteps will ever lead to a single prospect inquiry. 

Unraveling the core strategies of LinkedIn content marketing may well be the pivotal first step towards your business goals.

     1.  Clearly define the ultimate goal of your content. This dictates the depth of value it conveys.

Moderate technicality appeals to potential clients, while detailed technical information resonates with industry peers. Are you aiming to acquire customers or forge partnerships?

     2.  How to leverage the platform’s algorithm?
     ① Engagement rates of content:

Like *1 = Impression +1

Click *1 = Impression +4

Share *1 = Impression +7

Comment *1 = Impression +12

② Enhancing impression rates:

Increase account activity during peak posting times.

Amplify the content’s visibility by leveraging the engagement algorithm.

Maintain a consistent posting schedule to identify the optimal intervals.

3.The purpose of each post determines its form.To boost clicks? → Opt for PDF carousels.

To generate leads? → Utilize external links.

To establish industry leadership? → Publish articles.

4.LinkedIn’s nature reveals the ideal posting times.

other social media platforms vs. LinkedIn = social life vs. professional networking

Therefore, users are most active on LinkedIn during their “working hours”.

In summary, success for B2B enterprises in building an account on LinkedIn is not far-fetched at all. The key lies in deeply understanding and skillfully utilizing its unique content marketing logic. This involves crafting targeted content to attract the desired customer segments, strategically leveraging the platform's algorithm to enhance content exposure and engagement rates, flexibly selecting presentation formats based on the specific purpose of each post, and optimizing posting schedules by grasping LinkedIn's working hours characteristics as a professional social networking platform.