Ultimate Guide to LinkedIn B2B Content Marketing for Company Pages

Many businesses struggle to navigate this powerful platform and leverage its features for successful content marketing. This ultimate guide will steer you expertly through the process, showing you how B2B content marketing on LinkedIn can significantly boost lead generation and promote brand visibility.

Table of Contents

Key Takeaways of Linkedin B2B Content Marketing for Company Pages

B2B content marketing on LinkedIn can help you sell goods or services to other firms. It lets you show off your brand and reach more people.
To create a good strategy, define your audience, conduct research, pick platforms and formats that suit you and set clear targets.
Using tools like the Free Content Suggestions Tool from LinkedIn can give new ideas for posts. The right influencers can also boost your brand and get you in the right LinkedIn algorithm.
Regularly checking industry trends helps to keep up with changes. Making relevant content for the different stages of your customer’s journey will bring in more traffic to your company page on LinkedIn.

What is B2B Content Marketing?

B2B content marketing is a strategic approach that focuses on creating, distributing, and promoting valuable, relevant, and consistent content to attract, engage, and retain a clearly-defined business audience with the objective of driving profitable customer action.

Importance for B2B Businesses

B2B content marketing holds big value for businesses. It’s a marketing strategy to show off your brand and help other companies get better at what they do. This form of marketing aims at selling goods or services to other firms through creating content that is helpful and informative.

Not only does it boost sales, but also brings in talented people who seek great places to work. Sharing the right kind of content on the LinkedIn company page promotes a company’s ways and values. B2B content marketing raises web traffic, creates more leads, lifts income, and helps meet business goals.

Benefits of a B2B Content Marketing Strategy

B2B content marketing carries many perks for businesses. Here are some key benefits:

Showcases Expertise: It lets you share your trade knowledge. This wins you more respect in the industry.
Builds Trust: People get to know your company’s values better from the content you share. This builds trust with customers.
Boosts Brand Awareness: Your brand stands out when you consistently provide good content online.
Increases Website Traffic: Quality content draws people to visit your website often, boosting traffic.
Leads to Conversions: Content that speaks directly to needs can turn a reader into a customer.
Attracts Target Audiences: By understanding what your readers want, you can create engaging content that keeps them coming back for more.
Powers Lead Generation: By drawing in the right crowd, marketing strategies boost efforts to make sales leads.
Improves Search Rankings: Good and regular content helps improve your ranking on search engines so customers find you easier.

How to Create a B2B Content Marketing Strategy

To create a successful B2B content marketing strategy on LinkedIn, businesses must embark on thorough audience definition and expertise identification, competitive research, selection of appropriate platforms and formats, setting of realistic goals and success metrics, the creation of an effective content calendar for consistent posting, continuous testing and learning for improvement purposes as well as building a community influencers to broaden their reach.

Defining Your Target Audience and Expertise

You need to know who you are talking to in your B2B content marketing strategy. This is called defining your audience. To do this, ask questions about the people you want to reach.

What do they like? What are their needs or problems? Looking at these points will help you understand them better. Knowing this can guide your messages on LinkedIn and make them work for your business.

Your expertise is what sets you apart from everyone else. It’s the skills or knowledge that makes your business special. Sharing this with your target audience can build trust and respect for your business on LinkedIn.

Conducting Competitive Research

Look at what other companies are doing through competitive research. It helps find strengths and weaknesses of your competitors in the market. Explore their websites, check out their social media pages, and read online reviews about them.

All these steps aid in crafting a stronger B2B content strategy for your business on LinkedIn.

Choosing Platforms and Formats

LinkedIn is the top place for business networking. By using it, B2B businesses can find new clients and grow. It’s vital to pick where you want to share your content as not every platform suits every kind of content.

After you choose a platform, decide on a format. This could be blog posts, videos, images or even podcasts. It all depends on what your audience likes. For LinkedIn, written content works best since people use it for work and learning.

Setting Goals and Success Metrics

Goals give your work a clear focus. They guide what you do every day. Metrics help check if goals are met or not. From these, you know what works and what needs to change. Trust with your audience grows as they see the value of your content.

Tracking how people engage with the content will show its success too.

Creating a Content Calendar

Creating a content calendar plays a key role in making your B2B content marketing strategy work. Here’s how you do it:

Start by looking at your goals. What do you hope to achieve with your LinkedIn company page? Your goals shape what you put on the calendar.
Now, think about your audience. Who are they and what do they want? This will help guide the kind of content you create.
Next, take time to study your industry and your company. Find out what makes them tick. This will give you an edge in creating unique and appealing content.
Your chosen keywords come next. These are words tied to your work that people look for online. Use tools like keyword research to find these words for use in your content.
The next step involves a content gap analysis. This means looking at what kind of content is missing from current market trends, then stepping in to fill that gap with your own content.
Akin to this is doing a content audit. It’s all about checking through old LinkedIn posts and seeing where changes need to be made or new ideas drawn up.
Lastly, plot out when everything will go up on LinkedIn using the calendar itself.

Testing and Learning

You should test your content. This is part of making a good B2B content strategy. First, make the content you think will work best. Then see how it does on LinkedIn. Is it doing well? Or is it doing poorly? Look at what works and what doesn’t.

Learn from these tests in order to get better at marketing your business on LinkedIn. You can always change things and improve them based on the results you get from testing out different types of content or methods of sharing that content.

Building an Influencer Community

Influencers have power. They can make your brand grow big. It’s not easy but it’s worth it. Start by finding the right influencers for your market niche. Tools like AspireIQ or Traackr can help with this search.

Once you find them, build real relationships. Share facts about your brand, audience and goals with these content creators. This will lead to successful work together.

Utilizing LinkedIn’s Free Content Suggestions Tool

LinkedIn’s free Content Suggestions Tool is a big help to B2B companies.

The tool gives new ideas for what to post so businesses can create better content that their target audience will love.

B2B brands, software companies, and manufacturing industries use it a lot as it helps them make their LinkedIn Company Pages more liked by people who visit them.

Mastering B2B Content Marketing on LinkedIn

This section delves into the intricacies of successful B2B content marketing on LinkedIn, exploring vital aspects such as the role of storytelling in attracting audiences, creating customer personas to resonate with your target market, producing consistent quality content, effectively promoting said content for maximum reach and constantly staying updated with industry trends to remain relevant and competitive.

The Power of Storytelling

Stories are very strong tools. They add a human touch to your brand on LinkedIn. B2B content marketing uses stories well and helps make real tags with your audience using trust and feeling.

Stories about your brand, customers, or workers are true stories. These true tales help people feel close to your brand.

Content marketing with personas

You need to know who your buyers are. These people make up your buyer profiles or personas. Think of these as pictures of the types of customers you want to reach. You may have one persona or many, but each shows a type of customer who will buy from you.

Once you know who your personas are, use them in content marketing. With the right info about their likes and worries, it is easy to create things they enjoy. This could be blog posts, videos, webinars and more. Make sure what you produce helps them in some way, like solving a problem for them or teaching them something new.

Again, LinkedIn comes in handy here and this makes it powerful for B2B marketing efforts. With its helpful tools like audience demographics features and market research data, you can get a deep look at your buyer profiles there too.

Just keep those personas in mind when making content decisions. That’s how we master content marketing with personas as part of our online marketing strategy.

Quality Content Creation

Quality content creation is key on LinkedIn. It helps B2B businesses show their know-how and build trust with other businesses. The best content meets the needs of your target audience.

It answers their questions or solves a problem they have. To make top-notch content, know your audience well. Find out what they need and want to learn about. Speak in their language to connect with them better. Make sure each post adds value for them in some way.

Effective Content Promotion

Promoting your content well matters a lot. It helps people see and value what you share. You can use paid ways or emails to make sure more people see your posts on LinkedIn. Always keep the 80:20 rule in mind; this means that most of your content (80%) should be useful to others. The rest (20%) can talk about your own stuff. When done right, promoting content aids in lead generation and boosts audience engagement on this platform.

Staying Updated on Industry Trends

Trends in the industry can change fast. It is smart to keep an eye on those changes. LinkedIn helps you do this. You can see what other businesses like yours are doing on LinkedIn.

Look at how they use content and try their methods for your own business if it fits. This will let you stay with the times and not fall behind. You could also find new ways that work better for your business by keeping a watch on these trends.

Content Ideas for B2B Companies on LinkedIn

Populate your LinkedIn business page with insights from the Global Talent Trends Report or feature top B2B companies of 2024. Engage your followers by discussing trending topics on LinkedIn, sharing tips for using a content calendar, advising on how to increase company page followers, and offering predictions about LinkedIn in 2024.

These are just a few of countless possibilities to generate engaging and valuable content for your audience.

Insights From the Global Talent Trends Report

The Global Talent Trends Report shares facts about job markets. It tells how these trends impact B2B firms. This report uses data from the LinkedIn Economic Graph and member group.

This report helps B2B businesses shape their LinkedIn content marketing plans. Using the report, companies can make helpful, insightful content that engages their audience. The study urges companies to use market-driven material for better engagement.

Industry reports work well as content ideas on LinkedIn for B2B companies. By keeping this in mind, your firm can tap into these insights and develop more engaging posts that hold your viewer’s interest.

The top 10 trending topics on LinkedIn provide a wealth of information for businesses looking to align their content with current trends and discussions among professionals. This information can be used to create content that resonates with the interests of their audience, sparking engagement and establishing their brand as a thought leader.

Remote Work – This topic focuses on the ongoing shift to remote work. B2B companies can share insights on managing remote teams or the technology that supports this new mode of operation.
Diversity and Inclusion – LinkedIn members are discussing ways to foster an inclusive workplace. Share your company’s initiatives or best practices on this critical topic.
COVID-19 Impact – This topic remains relevant as businesses navigate pandemic-related challenges. Content could include strategies for adapting to new market conditions or lessons learned.
Data Security – This trending topic provides an opportunity for B2B businesses to share their expertise on protecting sensitive customer and company data.
Mental Health at Work – Companies can share their strategies for supporting employee mental health, such as flexible work arrangements or wellness programs.
Artificial Intelligence – AI is transforming various industries. B2B businesses can share how they are leveraging AI or how their customers can benefit from this technology.
Sustainability – Businesses are increasingly prioritizing sustainability. Post about your company’s green initiatives or how your products or services promote sustainability.
Leadership – Sharing thought leadership content or insights on effective leadership can engage your audience and position your company as an industry leader.
Customer Experience – This topic provides an opportunity for businesses to share their efforts to improve customer experience or success stories from satisfied clients.
Blockchain Technology – As blockchain technology continues to evolve, B2B companies can share their insights and how this technology is impacting their industry.

Aligning your content with these trending topics can help to increase engagement and make your posts more impactful.

Tips for LinkedIn Members About Using a Content Calendar

A content calendar helps plan your posts on LinkedIn. You can decide what to post and when. This keeps your page active. Make sure the calendar lines up with your content ideas. Stick to topics that show off thought leadership in your field.

With a content calendar, you will never miss a day of posting and stay fresh in the minds of people who follow your company on LinkedIn.

How to Increase Company Page Followers

Post content often on your LinkedIn Page. This makes your page more visible and draws more followers.
Use key words that matter to your business in your LinkedIn Page’s info. Put them in the overview, logo, company details and action button.
Link your website with your company page. Make sure people can see the “follow” buttons on all pages of your website. This will bring in followers naturally.
Share updates and news about your company on your LinkedIn page often. Doing this will get you the most for your money and pull in more followers.
You will find great tips on how to better use LinkedIn for B2B marketing in The Ultimate Guide to LinkedIn B2B Content Marketing for Company Pages.
Try out the 15 new content ideas given in the guide for your LinkedIn Page. They can freshen up your content and draw more followers to you.

These steps will make it easy for others to find and follow your company’s page on LinkedIn, thus growing its online presence, leading to increased engagement and a potential boost in business opportunities as well.

Predictions for LinkedIn in 2024

LinkedIn will stay important for B2B firms in 2024. Good SEO will help these companies get seen when people want what they sell. Ross Simmonds, a pro at content, shows how to win with future LinkedIn marketing.

Some marketers may choose to put their stuff on LinkedIn instead of their own sites by 2024. This could make them more money and draw more eyes to their work.

Best Practices for LinkedIn Content Strategy

This section provides a comprehensive study on the best practices for implementing an effective LinkedIn content strategy, encompassing crucial aspects such as identifying your ideal customer profile and buyer persona, setting clear objectives and success metrics, outlining a solid content strategy with well-structured posts that capture attention and drive engagement, and incorporating proven writing techniques.

It also details how to adeptly schedule posts for optimal results and accurately measure your success to continually refine your approach.

Identifying ideal customer profile and buyer persona

To have a good LinkedIn content plan, you must know your ideal customer profile (ICP) and buyer persona. ICP is not about guessing who might like the item. It’s about knowing who wants it most.

You find this out by looking at things like where they live, their age, or what job they do. The buyer persona is a kind of made-up person who shows what customers are like in real life.

We need to think about what drives them, their aims and how old they are among other things. Using ICPs and buyer personas gives your plan focus from the start by helping you target those most likely to want your product or service.

Defining objectives and success metrics

It is important to set clear goals for your LinkedIn content. This helps you keep track of your efforts and see what works best. Your goals could be anything from getting more likes, shares or comments, to driving traffic to your website.

Once you know what you want, the next step is deciding how to measure it. These are called metrics. For example, if your goal is more web visits, use a tool like Google Analytics to track this.

Have regular check-ups on these metrics so that you can adjust if needed.

Outlining a Content Strategy

A good content strategy is like a map for your business. It shows you where to go and how to get there. This starts with knowing what you want to say. In this step, you should think about our marketing goals and lay out the things you need to talk about in your posts on LinkedIn.

Then, you plan when and where these talks will happen. After that, look at what works best on LinkedIn Pages.

Using those tips helps you make better posts and makes people want to read them more. This process of thinking ahead is key in developing a strong LinkedIn content strategy for B2B businesses.

Following Best practices for Formatting and Writing

The right style can make your words shine on LinkedIn company pages. You have to think about how you write and format your text. Make sure your points are easy to read and understand.

Mixing short and long sentences helps. Use action verbs to bring life to what you say. Three hashtags at the end of a post can help people find it better. But don’t throw in jargon or hard words just to sound smart.

Scheduling Posts and Measuring Results

Planning the right time for posts is key to success. It allows you to reach your audience when they are most active. Many tools can help with this task. Tracking how well a post does is just as important.

It tells you what works and what doesn’t. You can use metrics like post views or likes to judge this. Over time, these steps will make your LinkedIn strategy better and stronger.

Mastering Classic B2B Storytelling Techniques

Storytelling is a powerful tool for engaging your LinkedIn audience and conveying your B2B brand. As Tequia Burt writes, “Storytelling humanizes your brand and product.” When done right, storytelling helps make your B2B storytelling more compelling and memorable.

There are several classic B2B storytelling techniques you can use to make your stories stand out:

White space – Don’t crowd your stories. Use paragraph breaks and headings to make them easy to read at a glance.
Answer the “So what?” question – Help your audience understand why your story matters to them. Draw clear connections.
Leverage different content types – Combine text, images, infographics, videos, and other formats to bring your story to life.
Spotlight your customers – Case studies that highlight your existing customers’ journeys make for powerful storytelling.
Convey an inclusive B2B brand – Use storytelling to share your brand values and what makes your company culture special.

Storytelling allows you to connect with your LinkedIn followers in a more human way. When done effectively, it helps drive engagement, shares your expertise, provides value, and ultimately generates more leads. Track important metrics like reactions, comments, and shares to see which B2B storytelling techniques resonate most with your audience. Experiment to find the right formula for your targeted audience.

Frequently Asked Questions about Linkedin B2B Content Marketing for Company Pages

1. What is LinkedIn B2B Content Marketing?

LinkedIn B2B content marketing is using LinkedIn to share materials like blogs, videos, and articles with other businesses who may become customers.

2. Why Should I Use LinkedIn for my Company’s B2B Marketing?

You should use LinkedIn because many business owners and decision-makers are on this site looking for useful information and possible partnerships.

3. How can I Create Engaging Content on LinkedIn for Other Businesses?

To create engaging content, make sure your posts help solve problems, offer new ideas or give valuable insights related to your industry.

4. Can Everyone in The Company Help With our LinkedIn B2B Content Marketing?

Yes! Everyone in the company can contribute by sharing their skills or knowledge through posts that could attract potential business partners.

5. Is it Costly to do B2B Content Marketing on LinkedIn?

No, posting articles or regular updates on LinkedIn is free but there are paid options available if you wish to reach a bigger audience faster.

Conclusion and Summary of Ultimate Guide to LinkedIn B2B Content Marketing for Company Pages

LinkedIn is a great tool for B2B businesses. This guide gives you the best ways to use LinkedIn for your business. Use this guide to boost your business and find more customers on LinkedIn.

This comprehensive guide explores the immense potential of LinkedIn for effective B2B content marketing. By leveraging LinkedIn’s unparalleled professional user base and suite of marketing tools, B2B companies can significantly amplify their brand visibility, establish thought leadership, generate high-quality leads, and ultimately drive business growth.

The guide details proven strategies to identify your ideal customer, conduct competitive research, create engaging content calibrated to your buyers’ journeys, promote your content for maximum reach, and continually refine your approach based on key metrics. It also provides tips to make the most of LinkedIn features like personalized analytics, Lead Generation Forms, and Sponsored Content.

With over 850 million members, LinkedIn offers unrivaled access to the world’s largest professional community. By implementing the best practices outlined in this guide, including optimizing your Company Page, publishing targeted content consistently, leveraging employee advocacy, and joining relevant LinkedIn Groups, B2B marketers can realize the full potential of LinkedIn to catapult their brands ahead of the competition.

The stage is set for B2B marketers to thrive on LinkedIn. Equipped with this comprehensive playbook, any B2B company can develop an effective LinkedIn content marketing strategy tailored to their brand, product and audience – and ultimately drive transformative business success.

Image Credit: RawPixel / 123RF.com (Licensed). Photo Illustration: Doctor Marketing, MD™.

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Marty Stewart

Chief Strategy Officer (CSO), Chief Marketing Officer (CMO), Founder at Doctor Marketing, MD™

Marty Stewart is the Founder and Chief Strategy Officer (CSO) of Doctor Marketing, MD™ as well as other multiple company brands. Marty’s ability to transform words into over $54+ million in revenue places him at the forefront of content creation and content marketing innovation. He is recognized for his meticulous data and results-driven visionary approach that blends strategic written content and copywriting that ranks on Page #1 of Google. These accomplishments highlight Marty's unparalleled expertise in the content creation, content marketing and content distribution space, cementing his status as a Thought Leader in modern online marketing strategies.

Doctor Marketing, MD™ is a leading content creation, distribution and marketing agency. The firm works with Top Doctors and Surgeons, Healthcare Companies, Medical Professionals, Private Practices, Medical Groups and Clinics, Hospitals, Executives, and Leaders in the Healthcare Industry and specialty Medical sectors. Doctor Marketing, MD™ has built a world-class content writing team of award-winning writers, SEOs, copywriters, wordsmiths, and ghostwriters. They’ve perfected a proprietary content assembly line process, and further specialize in large-scale content production through well-crafted blog posts, articles, and medical content pieces that attract new patients.