LinkedIn Fosters Growth of B2B Content Sharing

By Emily Thornhill | Inbound Marketing Manager

What content is most frequently shared on LinkedIn and social media by technical audiences? How do you create content that is more likely to be shared and consumed? Results of a recent study by MarketingCharts indicate that “professional content consumption is 'dramatically rising' on LinkedIn” and other social media platforms.

What are people looking for and sharing on LinkedIn?

Experts at TREW Marketing find LinkedIn to be the best social media channel for B2B content sharing, as it reaches a highly targeted, engaged audience that can be added to your company’s database and marketing funnel. Similarly, the study by MarketingCharts confirmed that most content consumers are trolling LinkedIn to keep up with industry news, discover new ideas, and network with their colleagues and clients. Content consumers are spending an average of eight hours per week on LinkedIn reading new research, breaking news, and case studies pertaining to their industry.

Most LinkedIn content consumers are simply sharing their favorite content by clicking the “like” button. However, the comment board on posts is becoming increasingly popular, as it allows users to share the content at hand and add their own expertise or opinion on the topic.

How can businesses take advantage of these B2B content sharing trends?

Content marketing begins and ends with high-quality, accurate, and in-depth content, but there are other best practices that you can adopt for sharing content on LinkedIn. For example, top suggestions from a Marketing Profs study suggest optimizing the title and timing of social media posts to increase visibility and shares.

Title Optimization for Social Media Sharing

The title of any social media post is determined not only by content, but also by platform. Twitter allows 140 characters in a post, including links. LinkedIn has more flexibility, providing a less-restrictive character count for post title, description, and link to corresponding content. According to a Marketing Profs article based on a study by TrackMaven, the majority of blog titles posted on LinkedIn are around 40 characters. However, blogs that were shared most often had titles with 60 or more characters.

TREW experts rely on the latter statistic to format titles for social media posts, but consider the first 40 characters to be the determinant of SEO best practices. Meaning, let your titles run at 60 characters but include the keywords in the first 40 characters in order to ensure SEO for link building in social media.

Timing of your Blog Posts on LinkedIn and Social Media

Though preferences vary based on industry, audience, and reader personality, content sharing on LinkedIn is more frequent at certain times of day and days of the week. Interestingly, while 87% of posts were published to social media platforms during the workweek – specifically Tuesdays and Wednesdays – content that was published on the weekends was shared more frequently. Using a marketing automation tool is a great and easy way to optimize timing, as social media posts can be scheduled for ideal sharing times.

While posting during certain times can generate more shares on average, it’s best to focus first on sharing at a steady and consistent pace, never allowing for “dead times” when you aren’t posting at all. And, always throw in some curve balls for good measure. Even technical audiences need a break in the monotony.

Content marketing is important to B2B marketing in all forms and fashions, from the content on your website (“brochure-ware”) to press releases to blogging. However, when it comes to business blogging, sharing content on LinkedIn is the best way to organically promote your content to a technical audience.

In a video by TREW Marketing, CEO Rebecca Geier walks through the elements of creating a content plan for your company. Watch the Content Planning Video now

Need some help beefing up your library of quality content? Learn more about TREW’s Content Development services, and see examples of our content marketing work.

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Emily Thornhill

Inbound Marketing Manager

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