LinkedIn now hosts 3 million company pages, but brands need to share social media content strategically to generate leads and conversions.

LinkedIn is known as the leading social network for B2B companies, and the announcement that it now hosts 3 million company pages solidifies its standing. To celebrate this milestone, LinkedIn released an infographic that highlights some key stats about its members and the social media content they publish. While it’s important for marketers to participate on the networks where their customers are most active, it’s paramount they also share the right content to generate leads and conversions.

According to Linkedin, participating companies post about 1.2 million products and services on the network to inform and entice interested prospects.

Marketers get the greatest engagement levels when their updates feature company branding materials such as interviews and inside looks as well as employment and career opportunities. Tips and best practices, fun facts and quotes also spark a high volume of interactions, LinkedIn reports.

LinkedIn announces 3 million companies have pages on the site.

However, marketers who have their eyes on conversions should consider sharing branded content that’s highly informative and insightful. Brafton previously reported on common mistakes B2Bs make with their content marketing strategies, explaining that business buyers are looking for easily accessible, educational content that gives them the facts they need to make informed purchases.

LinkedIn holds great potential for B2B brands with it’s growing reach, which now extends to 148 diverse industries. To convert target audiences on the network, marketers first need to engage prospects with interesting and thought-provoking posts. The second step is to reel in LinkedIn members with information that will push them through the sales funnel. White papers, ebooks and news articles give brands authority online, but will also encourage qualified prospects to convert.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.