Ingredients of Top B2B Content Marketing Strategies on LinkedIn

  |  July 12, 2013   |  Comments

Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity.

Content marketing was a hot topic at this year's Cannes Lions festival. But for many B2B marketers, building and distributing content is extremely challenging. Content marketing doesn't end at the publication of that excellent article, webcast, white paper, video, case study, e-book, newsletter, or podcast. Getting it into the hands of the right person is critical. Today, 87 percent of B2B marketers are using social channels to distribute content, with LinkedIn emerging as the dominant social channel for B2B content marketing plans.

Here are four strategies for creating and distributing content on LinkedIn:

  1. Maximizing the LinkedIn news feed as a content delivery mechanism. This is standard content marketing "table stakes" - delivering relevant, targeted content direct to company followers through LinkedIn's news feed. Brands that have built a decent list of "followers" can target content based on follower personas - targeting by company size, industry, function, seniority, and geography. For example, by targeting localized status updates to followers, Salesforce increased engagement and sharing of content by 30 percent.

    But what if a brand doesn't have followers? Or the right followers? At the very minimum, including calls to follow a company page in all outbound materials, using LinkedIn follow buttons, and paid follow ads are simple mechanisms for increasing follower numbers.

    And, brands are now no longer limited to delivering content to just their own followers' news feeds. LinkedIn recently unveiled Sponsored Updates, which allows brands to reach targeted members who are not already company followers, effectively opening up a huge new addressable audience.

  2. Encouraging followers to share brand content on a brand's behalf. Many Facebook best practices also apply to LinkedIn - people trust recommendations from their network. Brand awareness is spread by investing in personalized social experiences that encourage the network to participate, and share that participation. Beyond using the LinkedIn share button, brands that deploy LinkedIn APIs to create personalized social experiences outside LinkedIn can encourage participants in those experiences to share. Microsoft's Nametag Analyzer campaign, for example, allows visitors to sign in with their LinkedIn credentials, and then share the personalized results - in this case a fun, shareable "name tag" - along with Microsoft Dynamics branding. The user amplifies the message (and the branding) to her own network, and opens up participation to new audiences.
  3. Encouraging sharing of conversational content in LinkedIn groups. Conversations in a LinkedIn group are just as much about content marketing as the distribution of videos, case studies, webinars, white papers, and the like. By providing helpful and informative "thought-leadership" advice, and by prompting group discussions to motivated group members who have self-selected their interest, as well as encouraging discussion around brand-created content, brands can be seen as helpful without imposing sales messages. Citi has been a prime example of success in this area. It has sponsored a group of 200,000 active businesswomen on LinkedIn, members who have shown a 30 to 50 percent weekly return rate.
  4. Offering targeted content hubs, based on LinkedIn personas. B2B brands with well-organized existing repositories of content can target that content to the right personas by encouraging visitors to log in using their LinkedIn credentials before they browse the content. The result can be a far richer, and more targeted experience. Intel U.K. has cracked this by offering personalized Intel IT Center resources based on the visitor's LinkedIn profile; resulting content can be shared with peers and networks across LinkedIn.

Brand awareness, customer acquisition, and lead generation are top B2B content marketing priorities. But B2B content marketers have long struggled with the issue of reaching a specific person, not a nameless user, and engaging that user in a conversation through more powerful content and targeting. Today, through the vast tools available and lessons learned from Facebook's innovations in social brand marketing, B2B content marketers can achieve great success by targeting the right content to the right person on LinkedIn. Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity. And when a consumer shares a brand's message, or brand content, on behalf of that brand to their own business network...well, that's "priceless."


ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Roger Katz

Roger Katz is the CEO and founder of Friend2Friend, a social media technology and solutions company that works with global brands and media agencies. Launched in 2007, Friend2Friend works with over 100 global brands through its offices in San Francisco, New York, Los Angeles, and Barcelona, Spain. During Roger's 20 years working in marketing, strategy, and social media, his career has included management and consulting roles at companies such as Photobucket, Agilent, Brocade, Quantum, Bell Labs, and Pacific Community Ventures, as well as a number of startups. Behind his marketing mind lies deep engineering expertise. He has engineering degrees from Michigan State and UC Berkeley and an MBA from Wharton. He's a cycling fanatic, aspiring guitarist, and (slow) swimmer.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...