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B2B Content Marketing Strategy: LinkedIn ‘Leads’ The Way

It’s a myth that LinkedIn is just for job seekers and job switchers. Businesses are gaining positive results by including LinkedIn in their digital marketing strategy and potential customer outreach. Content marketing on LinkedIn can help B2B marketers make highly targeted connections that translate into quality leads. Here’s how LinkedIn can be the best platform for your B2B content marketing strategy –

More B2B leads from LinkedIn than any other platform:

Studies show that 80% of B2B leads come from LinkedIn compared to 13% on Twitter and 7% on Facebook. At least 94% of B2B marketers use LinkedIn to distribute content. It’s important for businesses to identify and reach the target audiences where they are. LinkedIn users are 4 times more likely to visit your website than Facebook users.  In terms of social referrals to a company’s website – LinkedIn is the highest with 64%, followed by Facebook at a distant 17% and Twitter at 14%.

LinkedIn users share more than Facebook and Twitter:

There has been a 43% increase in the number shares per post in LinkedIn. It also becomes an effective platform for your B2B content marketing strategy as LinkedIn Pulse articles with more than 1500 words gain the highest engagement.  For B2B content, LinkedIn shares surpassed Facebook and Twitter in contents related to SEO, marketing and leadership. In 2018, content sharing per post is expected to follow the trend.

LinkedIn is focused on supporting your B2B content marketing strategy:

With increasing number of B2B companies counting on LinkedIn for serious content, LinkedIn is now taking digital marketing more seriously. Last week, LinkedIn finally introduced video for Sponsored Content and Company Pages. These are an extension of the video content sharing for individual profiles, which was launched in August 2017.

LinkedIn is growing fast, and how:

With more than 500 million members and 260 million active users in 2017 (2.5 times more than in 2016), LinkedIn is growing at an exponential pace. As of 2018, LinkedIn’s growth is about as big as Snapchat’s growth in 2016 and Instagram’s in 2017. The company has a user goal of 3 billion people comprising 70 million companies worldwide, that will make it the biggest hub of working professionals.

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