LinkedIn Content Planning Checklist for B2B Teams

Want to make LinkedIn work for your B2B team? Here's a quick guide to creating a content plan that drives real results:

• Why Plan? LinkedIn generates 80% of B2B social media leads and delivers 3x higher conversion rates than other platforms. Without a plan, inconsistent posting and irrelevant content can hold you back.
• Who’s Your Audience? Use LinkedIn analytics to understand job titles, industries, and challenges. Build detailed personas to target decision-makers effectively.
• What to Post? Focus on key content types: educational posts, solutions, company culture, and industry trends. Balance 80% evergreen content with 20% trending topics for consistent engagement.
• When to Post? Best times are weekdays, especially mid-mornings (e.g., Tuesday at 10:00 AM). Consistency matters - aim for 2–4 posts per week.
• How to Measure Success? Track engagement rates, click-throughs, and conversions. Use LinkedIn’s analytics and CRM tools to connect content performance to business outcomes.
• Formats That Work: Experiment with carousels (5x more clicks), videos (5x engagement), and LinkedIn Articles. Use a mix of visuals, polls, and text-only posts to keep content fresh.
• Engage & Expand: Respond to comments, involve employees in sharing content, and prioritize meaningful interactions to boost visibility.
• Review & Improve: Audit content quarterly, test what works, and adjust based on performance data.

Pro Tip: Employee advocacy can amplify your reach - content shared by employees generates 8x more engagement than company posts.

Start planning today to build credibility, generate leads, and position your team as industry leaders.

LinkedIn Content Strategy Framework 2025 - How to Get Started

Step 1: Identify Your Audience and Set Content Goals

To make your LinkedIn content stand out and drive real business results, it’s essential to know exactly who you’re speaking to and what you want to achieve. Without these clear goals, your efforts may just blend into the endless stream of posts.

"Effective targeting begins with understanding who you're looking for, and why." – LeadsBridge

Start with a deeper dive into your audience. Don’t stop at surface-level demographics - dig into their thought processes, challenges, and where they are in their buying journey. This level of understanding transforms generic posts into meaningful content that sparks action.

Review LinkedIn Demographics and Data

LinkedIn provides a treasure trove of analytics to help you understand your audience. Begin by exploring your company page analytics to identify who’s already engaging with your content. Pay close attention to details like job titles, industries, company sizes, and geographic locations.

Take advantage of LinkedIn’s filters - such as location, job title, and industry - to segment your audience more effectively. This segmentation allows you to tailor your messaging to specific groups./

Competitor analysis is another useful tool. Look at who follows your competitors, read through the comments on their posts, and identify the LinkedIn groups where they’re active. This research can uncover untapped audience segments and reveal the types of content that resonate most in your industry.

Your existing network also holds valuable insights. Employee and alumni connections often represent low-hanging fruit - people who are already familiar with your business and more likely to engage.

Keep in mind the broader LinkedIn user base as well. For example, over 43% of LinkedIn users worldwide are women, while 56% are men. The platform is particularly popular among affluent professionals - 53% of U.S. LinkedIn users come from high-income households. Additionally, the largest user base is in the U.S. (230 million users), followed by India (130 million users). Age-wise, nearly half of LinkedIn users (47.3%) are between 25 and 34 years old.^[1]

Use this data to create detailed buyer personas that guide your content strategy.

Build Audience Personas for Targeted Content

Raw demographic data is just the starting point. To create content that truly connects, you need to develop detailed buyer personas.

Effective B2B personas go beyond basic facts like age or job title. They delve into professional backgrounds, career aspirations, daily challenges, communication preferences, and how decisions are made. It’s less about who your audience is and more about the problems they’re trying to solve.[2]

"In reality, your total customer segment can probably be distilled into a number of separate buyer personas, each of which should be spoken to differently." – Ken Marshall, RevenueZen

Gather insights from various sources, such as customer surveys, interviews with your sales team, support ticket analysis, and direct conversations with recent buyers. These conversations are especially valuable - they reveal how your prospects describe their challenges and what factors influence their decisions.

Define three key types of personas:

• Primary personas: The decision-makers you’re targeting.
• Secondary personas: Influencers who impact decisions.
• Negative personas: People who aren’t a good fit for your business.

Here’s an example: LingCorp, a B2B translation company, discovered through research and focus groups that their target audience was primarily female marketers in their early 30s, working in manager-level positions with a strong interest in diversity. By creating content that highlighted their diverse team of translators, LingCorp increased click-through rates and website traffic.

To make personas more relatable, give them names, photos, and even sample quotes. This approach helps your team think of them as real people, making your content feel more like a conversation and less like a sales pitch.

Finally, set clear, measurable goals for your content. These might include growing your page followers, increasing reach, driving qualified leads, or boosting website traffic. LinkedIn, being 277% more effective at generating B2B leads than Facebook and Twitter, is a powerful platform for achieving these objectives.

"After you create and implement buyer personas in your business you will have clear guidance for the decisions you need to make to win their [your leads'] business." – Adele Revella, Buyer Persona Institute

Keep in mind that personas aren’t static. As your business evolves and markets shift, your personas should too. Schedule quarterly reviews to refine them based on new customer feedback and industry trends. With well-defined personas and clear goals, you’ll be ready to craft a LinkedIn content strategy that truly connects.

Step 2: Create a Content Strategy with Clear Themes

Crafting a solid content strategy means aligning your audience's needs with your business goals. Clear themes not only guide your content but also set the tone for what your audience can expect from you.

Using the insights you gathered in Step 1, your strategy should bridge what your audience values and what your business provides. The goal? To become a go-to resource that delivers meaningful insights and practical solutions. With this foundation, it’s time to outline specific content themes that reflect both your audience’s interests and your business objectives.

Set Up Key Content Pillars

Content pillars are like the backbone of your strategy - they keep your content focused while allowing enough flexibility for variety. Many successful B2B companies rely on a few core pillars that highlight their expertise while addressing their audience’s pain points.

Start by identifying the major challenges your audience faces. Use the data you’ve already collected - like customer feedback, sales conversations, and support tickets - to pinpoint these pain points. These insights will shape your content pillars and ensure your content hits the mark.

Here are some common types of content to consider:

For example, DesignFiles - a platform for interior designers - gathers insights by analyzing YouTube videos, checking competitor app reviews, and engaging with its private Facebook community. These methods help them uncover audience interests and challenges, which they then use to shape their content pillars.^[3]

It’s also important to create content that speaks to every stage of the marketing funnel. Some posts should attract new leads, others should nurture prospects, and some should support your existing customers.

Balance Evergreen and Trending Content

A winning content strategy blends timeless pieces with posts that tap into current conversations. This approach keeps your brand visible in the long term while staying relevant in the moment. Once you’ve established your pillars, aim for a mix of evergreen and trending content to keep your audience engaged.

A good rule of thumb? An 80/20 split. Dedicate 80% of your efforts to evergreen content, like comprehensive guides and case studies, which deliver long-term value. The remaining 20% should focus on trending topics, such as industry news or seasonal events, to capture immediate interest.

Evergreen content remains useful for months or even years - it’s your foundation for consistent engagement. Think industry best practices, step-by-step guides, or in-depth analyses. Trending content, on the other hand, is all about being timely. It could be a reaction to breaking news, seasonal trends, or hot topics that grab attention right away.

To make the most of both types, track their performance differently. Evergreen posts should show steady growth in engagement over time, while trending posts will likely see quick spikes in views and shares.

Here’s an interesting stat: 79% of top-performing B2B marketers credit their success to truly understanding their audience. This insight can help you decide when to focus on trending topics and when to lean on evergreen content.

Stay flexible. If trending posts consistently perform well, consider increasing your focus on real-time content. If evergreen pieces generate the most qualified leads, double down on those. Regularly review your content’s performance - ideally once a quarter - and adjust your themes as your audience and business evolve.

Step 3: Plan Your Posting Schedule

Timing is everything when it comes to LinkedIn. Posting at 10:00 AM on a Tuesday could result in hundreds of views, while a post at 3:00 PM on a Friday might barely get noticed. But it’s not just about hitting “publish” - it’s about knowing when your audience is most active and ready to engage.

Why does this matter? Early engagement can significantly boost your content’s reach. For B2B teams, this means better visibility and higher-quality leads.^[4]

Find the Best Posting Times

To optimize your results, start by analyzing your audience’s behavior. Different industries, roles, and locations can influence when your audience is most active.

A study by Buffer in April 2025 analyzed 1 million LinkedIn posts and found that engagement peaks between 7:00 AM and 4:00 PM on weekdays, with Tuesday and Thursday mid-mornings standing out as prime times.

Here’s a quick snapshot of the best times to post:

Mid-morning hours, especially between 9:00 AM and 12:00 PM Eastern Time, are particularly effective for B2B content. Professionals often check LinkedIn during their morning routines, making this window a sweet spot for engagement.

"Who you are targeting makes a dramatic impact on when you post." -Alex Boyd, RevenueZen

For example, C-level executives might be most active early in the morning, while mid-level managers could engage more during lunch hours. On the other hand, engagement tends to drop off on Friday afternoons as people shift their focus to the weekend.^[5]

Use LinkedIn analytics to review your top-performing posts and fine-tune your posting schedule. Tailor your content to match peak engagement times, using the table above as a guide.

Set a Consistent Posting Schedule

Consistency is just as important as timing. Posting regularly not only reinforces the strategies above but also builds trust with your audience. In fact, posting twice a week can increase profile views by up to five times.

LinkedIn rewards regular activity with better visibility. For most B2B teams, posting 2–4 times per week hits the sweet spot.

"LinkedIn is no longer an online resume. It's your digital reputation." -Neil Patel ^[6]

To stay consistent, map out your content themes for specific days. Many B2B teams use strategies like “Monday Motivation,” “Wednesday Wisdom,” or “Friday Features” to provide structure and set expectations.

With LinkedIn’s engagement rates averaging 3.85%, creating a content calendar aligned with your business goals is a smart move. For example, if your analytics show peak activity on Tuesday and Thursday mornings, schedule your most impactful posts for those times, and save lighter content for less active periods.

Use scheduling tools to stay on track, but don’t forget to engage in real time.

"I advise experimenting with your schedule as part of your LinkedIn marketing strategy, then digging into your social media analytics to uncover your unique best time to post and make the most of the LinkedIn algorithm." -Kirsti Lang, Buffer^[7]

Monitor your consistency alongside engagement metrics. If you notice a drop after skipping a few scheduled posts, it’s a clear sign of how important it is to stick to your routine. Meeting your audience’s expectations builds trust and loyalty over time.

Step 4: Track and Measure Content Performance

With your content schedule in place, the next step is to measure how your content is performing. This isn’t about guessing - it’s about using data to fine-tune your strategy and make smarter decisions for future posts.

Choose Key Performance Metrics (KPIs)

The first step is identifying the right KPIs that align with your goals. Are you aiming to boost brand awareness, generate leads, or position yourself as a thought leader? Your chosen metrics should reflect these objectives.

Start by looking at engagement metrics. For example, the average engagement rate by impressions on LinkedIn is 5.00%, which has grown by 30% year-over-year. If your numbers consistently fall short of this benchmark, it’s a signal to rethink your approach.

Here’s a quick breakdown of typical engagement rates for B2B teams:

Beyond engagement, monitor metrics like click-through rates (CTR) and conversion rates. On LinkedIn, a good CTR generally falls between 2–4%, while conversion rates hover around 6%^[8]. These numbers can help you assess whether your content is driving tangible business results.

Make sure your KPIs are tied directly to your goals. For instance:

These insights will guide you in adjusting your strategy to stay aligned with your business objectives.

Connect LinkedIn Analytics and CRM Tools

Once you’ve identified your key metrics, the next step is integrating your data sources for deeper analysis. Combining LinkedIn analytics with your CRM system can reveal which activities are driving sales opportunities.

"Data is one of the most valuable resources a B2B marketer has. It is the key to uncovering insights into how well your campaigns - and your company - are performing."

– Alexandra Rynne, Award-Winning Content Strategy Lead @ LinkedIn Ads ^[9]

For example, using Aware with tools like HubSpot creates a seamless workflow. If you’re using Professional or Power User alongside LinkedIn, you can:

• View LinkedIn activity data directly within HubSpot.
• Avoid toggling between platforms.
• Get social selling attribution easily within CR

This kind of integration is a game-changer for sales and marketing teams.

Regularly validating your data is just as important. For example, integrated systems can flag outdated contacts in your CRM, improving the quality of your pipeline. This not only boosts efficiency but also helps identify trends. If you notice that engagement from top executives leads to higher conversion rates, you can adjust your content strategy to target decision-makers more effectively. The goal is to use these insights to continually refine and improve your approach.

Step 5: Use Different Content Formats for Maximum Impact

Once you've analyzed your content performance, it's time to shake things up. Different people on LinkedIn engage with content in different ways - some prefer quick, snappy visuals, while others are drawn to detailed articles. By mixing up your content formats based on what you've learned, you'll connect with a broader audience and keep them coming back for more.

Did you know? A whopping 96% of B2B marketers use LinkedIn for content marketing^[10]. Teams that try out a variety of content formats often see better results across the board.

Experiment with Content Formats That Work

Certain formats have been proven to drive engagement. For instance, video content can lead to a 5x boost in engagement.^[11]

Carousel posts are another standout option. They generate 5 times more clicks than other types of posts^[12] and saw 2.5 times more engagement than other formats in 2023^[13]. These posts are perfect for sharing step-by-step guides, industry insights, or data summaries in an easy-to-digest format.

Here are some real-world examples of companies nailing carousel posts:

• beehiiv created a Valentine's-themed carousel comparing platform benefits to relationships, racking up 85 reactions, 21 comments, and 10 reposts ^[14].
• Teachable used carousels to share survey results in a 4-page PDF with data visualizations, teasing the full gated report to drive clicks ^[15].
• The Social Shepherd posts weekly updates in carousel format with concise visuals, helping marketers stay informed in under two minutes ^[16].

Video content should also be a priority. 65% of marketers planned to increase their use of video in 2025^[17], and short-form videos are especially effective - nearly two-thirds of B2B tech buyers say these videos influence their purchasing decisions^[18].

LinkedIn Articles, on the other hand, offer a longer format for deeper dives. Publishing full-length content directly on LinkedIn can improve SEO and help establish your team as leaders in your field. Instead of always linking to your blog, repurpose some of your best content into LinkedIn Articles.

Don’t forget about simpler formats. Posts with images can generate 2x higher engagement than those without^[19], and text-only posts with quick insights or frameworks can spark meaningful discussions. Interactive options like polls and quizzes are also great for encouraging participation^[20].

Content that delivers valuable insights or engaging material without requiring a click is often referred to as zero-click content. LinkedIn's algorithm favors this type of content because it keeps users engaged on the platform.

Create Best Practices for Each Format

Once you figure out which formats resonate most with your audience, develop clear guidelines to ensure consistency and quality.

For carousel posts:

• Keep off-slide text under 500 characters and limit each slide to 25–50 words for better reach ^[21].
• Stick to about 12 slides, starting with a strong hook and ending with a clear call to action.
• Use no more than three brand colors, legible fonts, and a vertical layout optimized for mobile viewing ^[22].

The first slide is your hook - make it count. Structure your carousel like a story: start with a relatable problem, build anticipation, and reveal the solution on the final slide. This narrative approach keeps users swiping through to the end.

For video content:

• Keep your videos short (1–2 minutes) with an engaging first 8 seconds, as most viewers only watch for about 15 seconds ^[23].
• Use high-quality vertical videos, add subtitles, and include custom thumbnails to strengthen brand recognition.
• Videos are ideal for explaining processes, showcasing tools, or covering events.

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For LinkedIn Articles:

• Begin with a compelling hook, break up text into short paragraphs, and use attention-grabbing headlines.
• Incorporate relevant keywords for SEO, set custom titles and descriptions, and use a cover image sized at 1920px x 1080px.
• Add up to five visuals and limit external media to one per article.

Consistency is key across all formats. Stick to the same design language, color palette, and fonts to create a cohesive look and feel.

Visual consistency builds trust. Carousels with a unified design tend to have higher completion rates than those that look inconsistent. Keep your branding strong and recognizable across all your content formats.

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Step 6: Drive Engagement and Expand Reach

Once you've fine-tuned your posting schedule and analyzed performance, it’s time to focus on boosting engagement and extending your reach. Creating great content is just the starting point - what truly drives results is active participation and team collaboration. LinkedIn rewards consistent interaction, and companies that actively engage tend to see far better outcomes than those that simply post and vanish.

Respond to Comments and Messages

How you respond to comments and messages can make or break your LinkedIn strategy. Did you know that 40% of people expect a reply within an hour, and 79% expect one within 24 hours? LinkedIn’s algorithm also favors engagement heavily - while likes are helpful, comments are far more impactful, with one comment worth 10 points in LinkedIn’s ranking system^[24].

When responding, make it personal. Address commenters by name and include thoughtful, value-added insights. Avoid generic responses like, "Thanks for sharing!" Instead, offer your perspective, share relevant data, or relate a personal experience. As Social Media Officer Abukwe Vatsha advises:

"Always have the human element to your responses. Let it be evident that an actual person is responding on the other end. Avoid robotic replies - a more human interaction is sure to drive engagement between the organization and the public."^[25]

If someone asks a question, go beyond a simple answer. Follow up with another question or insight to keep the conversation alive. Jason Gong, Head of Growth at Bardeen, emphasizes the importance of this approach:

"When you reply to a comment, you show that person that you value their input and perspective. This helps create a stronger connection and makes them more likely to engage with your content in the future."^[26]

Respectful engagement is key, even in disagreements. Thoughtful discussions can foster deeper connections and encourage more meaningful interactions.

Don’t limit your engagement to your own posts. Commenting on content from peers, industry leaders, and potential clients not only increases your visibility but also improves your LinkedIn Social Selling Index (SSI) score. Dedicate time each day to interact with posts that align with your goals. Strategic tagging can also bring others into the conversation - just make sure it’s relevant and adds value.

Beyond direct engagement, empowering your team to share content takes your reach to the next level.

Get Employees to Share Content

Your employees can be your greatest advocates, and their participation can dramatically expand your network. Content shared by employees generates eight times more engagement than posts from company accounts^[27]. Even better, people are three times more likely to trust content shared by employees than by CEOs^[28]. Companies with engaged employees are also 20% more likely to retain them^[29].

Make it easy for employees to get involved. Provide pre-written, customizable templates for posts about company news, industry updates, employee stories, and thought leadership. Encourage them to add their personal touch - whether it’s a unique perspective or a short anecdote - to make the content feel authentic.

Highlighting the benefits for employees can also boost participation. Sharing content helps them grow their personal networks, build their professional brands, and develop valuable skills. For example, salespeople who actively share content are 45% more likely to exceed their quotas^[30].

To streamline the process, create a simple onboarding guide that explains best practices, outlines what to post and what to avoid, and offers basic tips for crafting engaging social media content. Recognize and celebrate top contributors in team meetings, newsletters, or company-wide communications. Track metrics like engagement rates and reach to show how their efforts make a difference.

Employee advocacy programs can increase overall social engagement for a brand by 25% to 40%^[31]. To maximize this effect, encourage employees to support each other by liking, commenting on, and sharing one another’s posts. This creates a network effect that significantly amplifies your reach.

Make advocacy part of the regular workflow rather than an extra task. Provide tools, training, and even dedicated time for participation. Remember, effective advocacy is a two-way street - listen to your team’s feedback, address concerns, and adapt the program to ensure it remains engaging and valuable for everyone

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Step 7: Review and Improve Through Regular Audits

Your LinkedIn content strategy isn’t something you can just set and forget. The most effective B2B teams treat their content like a dynamic system that thrives on regular evaluations and adjustments. Without these check-ins, even the most well-thought-out strategies can lose their edge.

In fact, successful B2B marketers who audit their content at least twice a year see better lead generation and improved ROI ^[32]. Companies conducting regular audits also report a 30% boost in organic traffic ^[32]. But it’s not just about knowing what worked - it’s about understanding why it worked and figuring out how to replicate that success.

Run Quarterly Content Audits

Think of quarterly content audits as a health check for your strategy. LinkedIn’s algorithm updates, changing audience interests, and shifting industry trends mean you need to stay adaptable.

Start by defining clear goals for your audit. Are you trying to increase lead generation? Drive more engagement? Strengthen your brand’s authority? Knowing your objectives will help you focus on the metrics that matter most.

Take stock of all your published content, including contributions from employees that align with your brand. Organize this content by topics, formats, and its relevance to different stages of the buyer’s journey. This categorization often reveals patterns you might not have noticed - for example, educational posts might be outperforming promotional ones, or videos could be generating more engagement than static images.

Next, dive into your performance metrics. Don’t get distracted by vanity metrics like likes and shares. Instead, prioritize meaningful data such as click-through rates, conversions, profile views, and lead quality. Analyze how different types of content perform at various points in your sales funnel to identify where adjustments are needed.

Evaluate the quality of your content by looking at its relevance, accuracy, engagement, and overall alignment with your brand. What resonated six months ago might not hit the mark anymore as industry standards evolve, new competitors emerge, or customer needs shift.

Don’t stop at your own content - take a look at what your competitors are doing. A competitive analysis can reveal what’s working in your industry. Study their engagement rates, content formats, and posting schedules. By identifying gaps in their strategies, you may uncover opportunities to address overlooked buyer needs or tap into trending topics.

These insights will help you make targeted adjustments, which you can validate through A/B testing.

A/B Test Content Elements

After completing your audit, A/B testing becomes your next step for refining your strategy. This method allows you to test two variations of content to see which one resonates more with your LinkedIn audience^[33]. It’s a powerful tool for optimizing your approach to attract decision-makers and generate better leads.

The beauty of A/B testing lies in its precision. Instead of guessing why one post outperformed another, you can isolate specific components - like headlines, visuals, calls-to-action, or even posting times - to pinpoint what makes the difference.

Let’s say a SaaS project management company wants to test two different value propositions. Version A highlights team collaboration features like real-time updates and shared dashboards, while Version B emphasizes time-saving benefits through automation. By comparing click-through rates and sign-up numbers, the company can determine which message better connects with their audience.

Visual elements are another area ripe for testing. For example, a CRM software company might experiment by running two ad versions: one with a screenshot of its dashboard and another with an illustrated feature list. Both ads use the same headline - “Struggling to track leads? Our CRM simplifies your sales pipeline.” The results will show which visual approach drives better engagement.

Content format testing can also provide valuable insights. A cybersecurity company planning a webinar series might test two promotional strategies. Version A could feature a short video clip of an expert discussing recent cybersecurity threats, while Version B uses a carousel post summarizing key takeaways from major breaches. By analyzing engagement levels, the company can validate the topic’s appeal and refine their campaign.

Even algorithm changes can present testing opportunities. For instance, if a marketing automation company notices a drop in engagement after a LinkedIn algorithm update, they might test two different strategies. One could focus on thought leadership posts about AI in marketing, while the other highlights customer success stories and ROI improvements. Comparing metrics like reach, shares, and click-through rates will help them adapt effectively.

Finally, monitor overall engagement trends to refine your posting schedule and frequency. Keep in mind that what works for one industry - or even one audience segment - may not be effective for another. Tailoring your approach based on these insights ensures your content stays relevant and impactful.

Conclusion: Building a Scalable LinkedIn Content Plan

A well-structured LinkedIn content plan does more than just ensure regular posting - it acts as a steady engine for growth, delivering measurable results. The stats back it up: LinkedIn accounts for 80% of B2B social media leads and achieves 3x higher conversion rates compared to other platforms. But leveraging this potential takes more than occasional updates.

To start, having a solid team structure is crucial. Clear role assignments help avoid bottlenecks and keep the content pipeline moving. For instance, a Content Lead can oversee strategy, Subject Matter Experts can share industry insights, Writers and Editors can handle the creation process, and a Final Reviewer ensures quality stays on point.

Let data guide your decisions. Companies running data-driven LinkedIn ABM campaigns report 40%-60% higher conversions than those relying on guesswork^[34]. Metrics and testing provide the clarity needed to refine your approach and focus on what works.

AI tools can be a game-changer for content creation, especially for drafting posts or maintaining consistent tone across short-form content. However, human oversight remains critical to ensure authenticity and build trust. As Kevin Cochrane, former SAP chief marketing officer, once cautioned:

"Once trust has been lost, it's nearly impossible for brands to rebuild sustainable, honest relationships with their customers."

Repurposing content is another smart way to maximize efficiency. Break down long-form pieces into smaller posts, adapt content to reflect different team members' perspectives, and revisit successful topics periodically ^[33]. This approach keeps your output steady without constantly starting from scratch.

Employee advocacy is a powerful tool for expanding your reach. Posts from personal profiles often generate 3x more engagement than content shared from company pages ^[35]. Equip your team with templates and style guides to ensure consistent messaging, and encourage them to share and engage with company content for broader visibility ^[36].

Stay flexible by keeping an eye on trends and experimenting with different formats. For example, LinkedIn videos drive 5x the engagement, while Live videos generate a staggering 24x more ^[37]. Testing these formats systematically can help you identify what resonates most with your audience.

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FAQs

How can I use LinkedIn analytics to better understand my B2B audience?

Start by diving into LinkedIn's demographic insights. Look at details like job titles, industries, and locations of your audience. This information is a goldmine for tailoring content that speaks directly to their interests and professional needs.

Next, pay attention to engagement metrics - likes, comments, and shares. These numbers reveal what kind of posts your audience enjoys most. For instance, visual content like carousels or infographics often outshines plain text updates in terms of engagement. Keep an eye on trends, too. Tracking metrics over time can help you pinpoint the best days and times to post, so your content gets maximum visibility.

By consistently analyzing this data, you can ensure your content remains relevant and targeted, making it easier to build meaningful connections with your audience.

How can B2B teams effectively balance evergreen and trending content on LinkedIn?

To build an effective LinkedIn content strategy, focus on maintaining a mix of 80% evergreen content and 20% trending content. Evergreen content addresses ongoing audience interests, offering long-lasting value. On the other hand, trending content taps into current events or hot topics, helping you grab attention and spark timely conversations.

This combination keeps your content relevant while fostering trust with your audience over time. Plus, it gives you the flexibility to leverage trending moments for increased engagement. Make it a habit to check your LinkedIn analytics regularly - this will help you fine-tune your approach based on what your audience responds to most.

How can B2B teams use employee advocacy to boost the reach and engagement of their LinkedIn content?

Employee advocacy is a smart way for B2B teams to boost the visibility and engagement of their LinkedIn content. When employees share posts, it often comes across as more genuine and relatable, which can build trust and strengthen credibility with their connections. In fact, content shared by employees tends to generate much higher engagement compared to posts directly from the company’s LinkedIn page.

To maximize the impact of employee advocacy, equip your team with pre-approved, ready-to-share content. Encourage them to personalize their posts by adding their own perspectives or experiences. This not only makes the content feel more authentic but also gives employees a sense of pride and involvement. The result? Deeper, more meaningful interactions with potential clients and business partners.