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LinkedIn Insights — a Bulletproof Content Strategy for B2B Marketing

With the increasing number of companies leveraging LinkedIn in 2022, do you know what type of content will increase your chances of raising your company’s profile and lead to more brand development?

According to data, 79% of B2B marketers value LinkedIn as an abundant source of leads, while LinkedIn is also responsible for more than 50% of social traffic on B2B websites and blogs.

With so much exposure potential, businesses must direct their marketing focus into that channels and strategies that are more likely to pay off. As Judi Fox — a LinkedIn marketing expert, stated, “the top tip for a LinkedIn company page is to balance the time spent on content creation vs. the return on investment for the business generated.”

The most successful LinkedIn company pages seem to have a content strategy based on a constant mix of native documents, videos, images, and text-only posts, proving that diversity is important.

By analyzing 141.474 business posts from 1.126 LinkedIn pages, Socialinsider & Cloud Campaign’s LinkedIn content study offers some interesting insights about LinkedIn’s average CTR and page reach potential.

Post more native documents — it generates the highest amount of clicks

In the case of B2B companies, LinkedIn is known to be the most effective social media platform for promotion, having an average conversion rate three times higher than any other network.

Highlighting the stats revealed by data, it seems that in 2022 native documents generate 3x more clicks than any other type of content, with LinkedIn’s click-through rate standing at an average of 2.20%.

PS: native documents are PDFs that, once uploaded directly on LinkedIn, are displayed similar to an Instagram carousel.

LinkedIn Average CTR by Impression Rate — Image Credit: Socialinsider; LinkedIn Pgs 1.126; Jan.2021-Apr.2022; Thank you.

The fact that native documents alone are reaching a click-through rate between 3.5% to 8.6% on average is the best evidence of how LinkedIn’s algorithm works.

Just like any other social media network, LinkedIn rewards the most the content that succeeds in keeping the users on the platform longer. Without having any link insertions that will make the page’s followers leave the platform, and thanks to the scrolls of the slides, native documents succeed in doing exactly that.

Increase your number of video posts — video content is the most engaging content on LinkedIn

Video content is one of the most trending posts on all social networks; this is old news by now.

These days, videos make up about 15–20% of posts on social media, in any platform’s case.

Everyone is so hyped about video content because it’s immersive and easy to consume. Adding a catchy idea to the mix, and here’s probably the next viral social media campaign.

However, with LinkedIn’s engagement per impression rate standing at 3.16% on average, videos seem to be the most engaging type of content only for small to middle-sized accounts.

In the case of larger profiles (between 50K and with more than 100K followers), the engagement landscape is slightly different. The pages with such a following seem to gain more engagement through native documents and single images.

LinkedIn Average Engagement Per Impressions — Image Credit: Socialinsider; LinkedIn Pgs 1.126; Jan.2021-Apr.2022; Thank you.

When making their LinkedIn content strategy, B2B businesses should also look at the overall social media tendencies and, at the same time, at trends regarding their niche and account size since there could be significant differences, as proved by data.

Nonetheless, as the numbers offer some guidelines, testing remains the ultimately trustworthy way of creating a successful LinkedIn marketing strategy.

LinkedIn Average Page Reach Rate — Image Credit: Socialinsider; LinkedIn Pgs 1.126; Jan.2021-Apr.2022; Thank you.

Since reach and engagement are the two most important metrics for social media managers, after examining LinkedIn’s content stands in terms of engagement, a couple of stats about Linkedin pages; reach are worth mentioning.

While LinkedIn’s average reach page rate is 3.49% in 2022, the smallest accounts (under 5K followers) succeed in reaching most of their audience — having an average page reach rate of 6.17%.

On the other side of the spectrum, accounts with between 50–100K followers have the hardest time delivering their messages to their audiences on LinkedIn — having an average page reach rate of a mere 1.63%.

Wrap up

With all this info, you can start your LinkedIn page audit to see where you score above and below the average and improve your LinkedIn content strategy moving forward.

Image Credit Inner Article: Provided by the Author; Thank you! Top Image Credit: by Andrea Piacquadio; Pexels; Thank you!

Elena Cucu

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