How to Write Content For B2B Marketing on LinkedIn

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Taking full advantage of social media marketing requires understanding which platforms your brand should be active on. For instance, perhaps yours is a B2B company. If so, it makes sense to be active on LinkedIn.

Optimizing your LinkedIn presence requires sharing the type of content that your followers and potential customers might find valuable. The following guide on writing LinkedIn marketing content will help you get started, explaining how to begin developing the types of written content that will appeal to professionals who regularly use LinkedIn.

What is Content Marketing? Essential Information

Bill Gates famously declared, “Content is King” way back in the 1990s. His prediction was accurate. All types of customers tend to dislike overt advertisements. Surveys confirm this. Thus, brands need to make the right impression on leads by offering genuine value to them.

One way to do so is to provide an audience with content. This is the basis of content marketing. However, understanding what content marketing is isn’t the same as understanding how to write content for B2B marketing on LinkedIn. To cultivate this skill, apply the following suggestions.

How to Write Content for B2B Marketing on LinkedIn: What You Need to Know

Before writing content to post on your LinkedIn page, you might also want to familiarize yourself with LinkedIn’s advertising options. Doing so will help you better understand how to plan ad campaigns on this platform.

To begin planning and writing B2B marketing content for LinkedIn, keep the following tips in mind:

Define Your Audience

Defining your audience is one of the first steps you should take when planning any type of content marketing campaign. By understanding your audience, you can understand what types of content are most likely to resonate with them.

Be aware that defining your audience for the purposes of content marketing doesn’t merely involve identifying their demographic details. This is an important component of defining an audience, but it’s by no means the only step.

You must also determine what types of problems your audience members face and identify how your services or products help them. You can more effectively develop written marketing content for LinkedIn when you clearly focus on the problems your customers need help solving.

Do Your Research

Limiting “fluff” is essential when writing B2B marketing content for a platform like LinkedIn! If your language is overly promotional or your content doesn’t contain any practical information that readers can apply to their businesses, your audience isn’t likely to gain much value from the content you post. If your content is too fluffy, posting it could actually have a negative influence on your brand’s reputation among customers.

Avoid this by thoroughly researching the topics you plan on writing about. Gather statistics, data, and other such information that you can include in your content to ensure it’s valuable in a genuinely practical manner.

It’s also wise to try to find information you can include that may surprise a reader. Although you want to ensure all the information you share is accurate and verified, if a reader learns something they didn’t expect from your content, they may be more likely to remember and share it. This is one of the core principles of B2B content marketing.

Plan Your Content

Create a social media content calendar and generate ideas for at least three months’ worth of weekly LinkedIn posts. If you want to post more frequently, feel free. Just make sure you are not rushing when you create content. It’s typically better to post high-quality content than to post high quantities of content!

Before writing your blogs, outline them. This will help you determine how you can:

Introduce a relevant topic in a way that grabs the attention of a reader.
Include the types of objective data and information that make the right impression on a B2B client.
Highlight problems that your potential audience members may encounter in their own businesses.
Address potential solutions to these problems without being excessively promotional.

You can then proceed to draft and publish your content. As always, you should monitor your content’s performance to ensure it’s helping you achieve your goals.

When a piece of content succeeds, try to identify the qualities that allowed said content to make a positive impression on readers. When your content marketing efforts fall below expectations, analyze the piece of content that didn’t perform as expected and determine what it might have failed.

Consider Repurposing Written Content

Maximizing the potential value of your content is another wise content marketing idea. For example, a long-form blog that you post to LinkedIn could be repurposed as a piece of video content. The content would still share the same valuable information that the blog shared; it would merely do so in a format that’s been shown to drive higher levels of engagement.

You can also potentially take smaller pieces of content that you’ve already posted on other platforms and combine these pieces of content to generate logs for LinkedIn. For example, perhaps through your Twitter account, you regularly share statistics and other such data that might be relevant to your target audience. You could gather several of your more popular tweets and write an entire article incorporating these statistics. Of course, you should make sure that you do this naturally and that you’re not forcing unrelated pieces of information into a single piece of content.

Just remember that mastering content marketing takes time! Additionally, content marketing strategies that work on one platform may not always deliver results on another. There may be a learning period to adjust to if you’re just starting to experiment with content for B2B marketing on LinkedIn. However, if you keep these tips in mind and consistently focus on refining your tactics, eventually, you’ll develop the confidence of a seasoned LinkedIn marketer.

(Check out our guide on improving your LinkedIn profile for more information on this topic.)

Use Powtoon to Develop Content Marketing Videos

A smart content marketer is one who knows how to save time without sacrificing quality. If you wish to repurpose LinkedIn blogs and articles into videos, Powtoon allows you to easily generate video content regardless of your experience level and video production budget. Sign up today to learn more about what Powtoon can do for you!

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Hanna Abitbul

Hanna is Powtoon's Content Marketing Strategist. She joined Powtoon as a copywriter in 2019, after graduating from university with a specialized degree in marketing and business. She continues to inspire people to create incredible video content with blog posts, videos, guides, and more. Hanna's passions include reading, singing, and caring for animals (#proudvegan). Nothing makes her happier than waking up to her two black kitties who, contrary to popular belief, are good luck!