In a world where trust is the strongest currency, LinkedIn is the ultimate digital space where a B2B business can build authentic reputation and strategic alliances.
This is not just another social network. It is the most mature environment for networking, thinking, and influence in the professional space—and very few brands are using it to its full potential.
What is the power of the LinkedIn platform?
80% of B2B leads from social media come from LinkedIn
Over 65 million users in decision-making positions are active users on the platform
Organic reach is still strong, especially for thought-leader profiles
So, you understand that your presence on such a platform is essential and can increase your brand’s strength and leads from new potential customers and markets.
What content should you develop on LinkedIn to attract the right audience?
- Industry insights & analysis
Value on LinkedIn translates into knowledge. Posts that explain what’s changing in your industry, what customers should expect, gain attention and trust.
The goal is to showcase your expertise and that you are a specialist in the market where you operate.
- Thought leadership from specific individuals, not just the brand name
Personal accounts of executives in key positions (CEO, Marketing Director, Sales Manager) often have 10x more reach than corporate profiles. This is because people connect with people, not just with the company logo.
Turning these individuals into advocates in your industry indirectly creates the perception that your team is composed of experienced people who know what they’re doing. This instantly builds trust.
Examples of personal branding topics:
“What I learned from closing 100 B2B demos this year”
“Why we stopped cold outbound campaigns and doubled our inbound”
- Success Stories and practical case studies
Results always tell the strongest story. Instead of surface-level “See how we helped X client,” explain what the problem was, what the solution was, and what the result was. This serves as “proof of credibility.”
Create a series like “Client Spotlight” or “Inside our projects” to build consistency.
Example Post:
Here’s what we changed on their landing page and how organic LinkedIn played a role.
- Behind-the-scenes content
A big trend now on LinkedIn is to showcase the personality of each team member and the overall company culture through the eyes of its staff.
Showing a perspective that no one usually sees about how specific processes “run” creates a connection between you and your target audience.
- Answers to key questions from your buyer persona
LinkedIn is ideal for educational content based on real-life questions your customers have. This is not just about tutorials, but about breakdowns and frameworks.
Take advantage of all the insights you’ve gathered from your existing clients and compile the 10 most frequently asked questions you’ve heard. Then create a series that answers one of these questions each time.
Example Post:
“How do I know if I need LinkedIn Ads or content marketing on LinkedIn?”
We explain when each tool makes sense (and when it doesn’t).
How can you build real influence (and not just post impressions)?
The most important thing is to be authentic. Users can tell when something is PR-driven versus genuine. Be very active on the platform. It’s not enough to just post relevant content—you also need to engage with your audience in the comments. And the most important thing is to be consistent in your effort. Only with consistency will you be able to see the long-term results you need.
What to avoid when creating content:
Generic posts like “Good morning, let’s go strong!”
Posts without a clear takeaway or purpose
Excessive promotion of the product (LinkedIn is not an Instagram ad)
Lack of brand consistency (colors, fonts, templates)
When used strategically, LinkedIn is not just a social media platform. It is a lever of influence, trust, and B2B growth.
A company that invests time and consistency in LinkedIn builds its brand as an authority—not just another seller.
Want to strategically activate LinkedIn for your B2B business?
At the advertising agency Pylarinos Advertising, we take on LinkedIn content strategy from scratch.
Contact us today.
