Chapter 3 – How to Use Content Marketing on LinkedIn

You need to understand “content marketing” if you want to effectively use it on LinkedIn. Content marketing doesn’t focus on a “pitch,” but rather on providing your target audience with solutions to their problems. With content marketing, you want to focus more on educating the buyer and providing values instead of pushing your products and services.

Content marketing allows the buyer to better understand what they are getting, why they need it, and how it will help them. This requires a regular placement of necessary information via private email, articles, or blog posts. 

Publishing content on LinkedIn is becoming more and more popular for companies because it helps them build trust with their customers and create brand and company loyalty. This leads to a stronger relationship between the company and customers, increasing the number of repeat customers and referrals.

If you have content to distribute (which you definitely should), LinkedIn should be your first stop, since it is where most B2B marketers go first. According to LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers use LinkedIn as a content distribution channel, 89% use Twitter, and 77% use Facebook and YouTube. Facebook may have more active monthly users, but LinkedIn makes up more than 50% of all social traffic to B2B websites, making it the go-to for B2B content distribution!

94% of B2B Marketers Use LinkedIn

Rather than creating a demand for your product or service, content marketing anticipates the needs of your customers and delivers information on products and services that already exist.

Since content marketing is primarily done online, it’s easier for companies to target their audience and provide the information customers need to make a decision on which product they should buy. In content marketing, the company that consistently delivers the most valuable information to its audience is rewarded with the most business.