5 Awesome LinkedIn Content Strategy Examples

LinkedIn is home to 930 million members in more than 200 countries and territories. That includes nearly 30% of all adults in the U.S. Basically, if you’re looking for a business-to-business (B2B) social media platform, this is it.

To make your LinkedIn page do its job, you need not only a defined content marketing program but a distinct LinkedIn marketing strategy. This is one of the most effective ways to build brand awareness and your target audience. Rather than allocating spend toward another social media platform like Twitter or Facebook, lay your chips where you know they’re most likely to be cashed in: your LinkedIn company page.

We’re diving into several LinkedIn content strategy examples — moments when B2B brands excel at LinkedIn marketing and what you can learn from them. Here’s how to leverage top tactics to get more users visiting your company page.

LinkedIn Content: Quick Facts and Figures

Before we look at LinkedIn strategy and content creation examples, it’s important to understand the platform itself. Here are some reasons LinkedIn is fundamental to B2B content marketing success:

Marketers see up to 2x higher conversion rates on Linkedin.
LinkedIn was rated the No. 1 platform for B2B lead generation.
40% of surveyed B2B marketers said LinkedIn is the most effective channel for reaching high-quality leads.
59 million companies have LinkedIn pages.
LinkedIn members interact with pages more than 2 billion times per month.
93% of surveyed marketers had used LinkedIn for content creation and distribution within the past 12 months.

With these figures in mind, it’s clear that B2B marketers who aren’t running a strong LinkedIn account are leaving qualified leads on the table.

So, here are 5 companies getting the job done.

1. HubSPot

You know the name, and you probably know the game — HubSpot markets software products for sales, inbound marketing and customer service. The brand’s blog post formula is one of the best of its kind, breaking down all the essential marketing ins and outs for its readers. In a nutshell, HubSpot grants you the insight for great content ideas.

HubSpot knew its audience overlapped substantially with LinkedIn content marketing experts, so placing text ads directly in front of B2B users was a no-brainer. Being a marketing organization itself, HubSpot was likely able to leverage tons of its own customer data to better craft the LinkedIn ad creative for maximum impact.

Why It Works

HubSpot has built content and efficacy over time, and its performance has left marketers like us talking about it all day. Leveraging LinkedIn was a huge part of this, leading to more valuable content — which, in turn, led to better conversions and growth.

This example highlights the necessity of using every content type available on LinkedIn. While fully standing out from competitors, HubSpot also underscores how effective this social platform can be in generating leads at scale.

2. Adobe

Adobe is at the forefront of its industry, so its ideas matter. As a provider of digital media platforms and creative marketing software, Adobe’s services have an array of uses.

Its LinkedIn profile mirrors this breadth of services with social content that’s branded, educational, research-driven, graphical, collaborative, motivational and more.

Even audiences beyond the traditional B2B persona may find their posts insightful. That’s what Adobe tries to focus on: content that’s interesting, as opposed to content that’s conspicuously calculated for lead generation.

Why It Works

Adobe gets right what a lot of brands get wrong. They view publishing platforms and social media marketing as more than just soapboxes. In reality, they’re communication corridors: Adobe has something they find interesting, and they think you might find it interesting as well, so here it is. There are fewer taglines and sales overtures and more abstract aha moments.

This model differs from brands so constrained by narrow messaging and corporate identity that they’re afraid to even try to be unique.

And we don’t fault those organizations. When content marketing comes down to dollars and cents, it’s difficult to invest small budgets in content that doesn’t have a clear conversion goal or can’t shorten the sales cycle in any way. In this sense, Adobe has the luxury of experimentation.

3. MailChimp

By transferring over the visual marketing practices of a platform like Instagram or even Snapchat, MailChimp successfully strikes a balance between professional and cheerful.

Why It Works

MailChimp weaves video testimonials and written case studies into its LinkedIn publishing schedule, providing followers with real-life takeaways on the benefits of their services. So, not only do readers gain a better understanding of MailChimp products and the added trust conferred from a testimonial, but they also obtain a strong sense of the company’s personality and values.

Though LinkedIn is often a repository for industry opinions and longer-form content — especially LinkedIn Pulse — it doesn’t have to be. Short videos with subtitles, custom illustrations and simple animations also have a purpose on LinkedIn, and MailChimp shows us how.

4. Amazon Web Services

This certainly isn’t revolutionary, and for many organizations, being so promotional may fall flat. Because AWS dominates its industry and provides services that impact virtually every aspect of our lives, however, its LinkedIn content strategy resonates. It isn’t necessarily about sales; it’s about education.

Why It Works

Each of AWS’s LinkedIn posts is effectively a mini case study on how impactful its technology is and the ways it is being utilized.

By elaborating and offering examples of the latest tech, such as machine learning and artificial intelligence, AWS co-opts part of the larger conversation around these topics. And by inputting their own expertise and use cases, they position themselves on LinkedIn as a go-to resource for timely content on important tech developments.

5. Deloitte

Few organizations carry the B2B reputation of Deloitte, which is known to produce quality content in the form of lengthy industry reports, data-driven research and insights from internal experts. Through its LinkedIn page, Deloitte posts timely, relevant content several times a day — and in different formats.

Graphical representations of survey results, video interviews of executive team members and articles summarizing proprietary trends reports are just a few of the ways Deloitte conveys its brand values to followers. The management consulting firm also prioritizes quality feature images, alternating between custom illustrations, stock imagery and simple text overlays.

Most prominently, Deloitte’s social presence covers a wide range of important business matters, such as automation, regulation, green infrastructure, smart city planning and blockchain, among others.As a business owner or board member, Deloitte would be a great resource for developments on how technological and governmental trends may impact their operation.

Why It Works

When your primary offering to customers is a somewhat nebulous service like “consulting,” it can be difficult to speak plainly, show results and convince others of your inherent value. But Deloitte — irrespective of its existing brand image and name recognition — uses LinkedIn as a tool for fleshing out its messaging and reinforcing what it brings to the table.

By scanning the company’s LinkedIn content, you immediately get the idea that it is abreast of business trends, has predictions for the future and employs experts who have something to offer customers of all stripes. Moreover, because senior executives and decision-makers prefer quick, visual and video content, Deloitte formats its posts to cater specifically to its target audience.

Launching Your LinkedIn Content Strategy and Promotion Plan

In many ways, LinkedIn is a more precise and potentially lucrative platform than other social channels for B2B brands. An average LinkedIn user spends only 17 minutes a month on the platform. They’re often there to interact directly with other professionals and brands differently than any other social network — and draw in potential customers.

Even if the initial goal of a user is networking, information-gathering or engaging with content, the underlying motive is to advance professional and digital marketing objectives, either now or at some point in the future.

Here are a few parting essentials for conquering the LinkedIn algorithm.

Have a testing phase. Sponsored content can die quickly if you’re not adapting based on results. You want people to engage, not mute you.
Post at the right time. Most LinkedIn users check LinkedIn within working hours, particularly on Tuesdays and Wednesdays.
Create content specific to the platform. The above examples are a great place to start. A LinkedIn article that goes up to a max of 2000 words performs best.
Use hashtags. Hashtags are more relevant than ever — don’t overuse them. Stick to a max of 3 where possible.
Keep an eye on ROI. Make sure you’re generating the right return on investment from LinkedIn by regularly measuring your efforts and their effectiveness based on key benchmarks such as lead generation.
Communicate consistently. Stay top-of-mind, but switch things up, too. Provide content of different types — from quick updates and short posts to full blogs and even ads in LinkedIn InMail.