In brief: LinkedIn content consists of posts, articles, videos and other formats published on a personal or company profile. In B2B, it helps demonstrate experience, viewpoint and proof of work when it is not merely a rewrite of advertising slogans.
How I use LinkedIn content in practice
In practice, I use LinkedIn content as one part of acquisition. Before launch, I establish whom I do not want to reach, what proof the offer needs, and how I will recognise a relevant response. I continuously monitor search queries, placements or comments by channel and feed the findings back into the content and the offer.
What to watch out for
A cheap click or large reach is not success by itself. With LinkedIn content, it is easy to optimise activity that does not bring the right customers. Be wary of the platform’s automated recommendations when you do not know the margin, capacity and brand constraints.
Questions for decision-making
- Whom do we want to reach, and whom do we want to exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality, or only activity in the channel?