Of course B2B brands have helped LinkedIn become a front runner in the content marketing race, but a surprising number of consumer brands are turning to the platform to extend their content marketing efforts. According to the Content Marketing Institute, LinkedIn use registered the biggest jump in social media usage by B2C marketers last year, rocketing from 51% to 71%.
WHAT IT ACCOMPLISHES FOR B2C CONTENT MARKETERS:
– Recruitment plus. While 78% of the top brands on LinkedIn use it as a way to recruit talent, it’s about more than just job hunting and schmoozing. Starbucks uses their page to showcase company culture, investor information, ideas on gifting via social media and brand history to give fans a glimpse behind the curtain to see the inner workings of one of the world’s favorite brands.
– The opportunity to target effectively. Recent data reveals that LinkedIn users are more affluent, with 1 in 2 users considering a hybrid vehicle and having a 105% likelihood of earning an annual household income of over $100k. This makes the channel a perfect fit for auto brands. Nissan was part of the Sponsored Posts pilot program and has since developed a brand page that focuses on innovation, publishing eco-conscious articles, infographics and videos in addition to brand news and product info. The brand has developed specialized content for a niche audience based off clear data that has helped drive brand awareness across the globe.
– A softer sell with more value and relevance. Nordstrom’s LinkedIn page mixes brand announcements, community support and blog posts with great contextual content that would appeal to a youthful, fashion-friendly professional audience while driving sales. Highlights include style tips for grooms and secrets on properly fitting a suit.
WHY IT WORKS:
– Everyone is a publisher. By opening up the platform, LinkedIn has democratized content marketing, supporting both audiences and users by allowing everyone to share thoughts and insight in their chosen profession. In fact, content is being viewed six times more than jobs-related activity. But why? According to Jason Miller, LinkedIn’s Senior Manager of Content Marketing, it’s because individuals are more apt to investing time in a professional social network rather than simply spending time on it, looking for insights and information to help make them better at what they do.
– Brands in the spotlight. With the arrival of showcase pages, brands and companies have the opportunity to share news, updates and events in addition to proving thought leadership and unique perspective on their industries. Sponsored posts are another new addition, and while costly, allow brands with big wallets to target based on company, job title, location and more to get the quality clicks they want.
– Always rolling out new tools. From their recently-launched Content Marketing Score and a dedicated hub of e-books, infographics and videos for teaching professionals about best practices, LinkedIn is dedicated to helping marketers understand how to better strategize, create and distribute content. By creating a native insights tool like the score, they’re also allowing marketers to see what’s actually working and push hard to surpass their goals.
With digital continuing to rapidly break down the once-rigid silos of our personal and professional lives, successful marketers are thinking less in terms of B2B vs. B2C and more in terms of H2H (human to human). And since professionals comprise an audience that’s 152% more likely to be active in online conversations, it’s important to take the world’s biggest professional social network into careful consideration.
How do you plan on making the most of LinkedIn for your content marketing plans going forward? Sound off in the comments!