Your B2B LinkedIn page is chock-full of valuable, relevant content, right? Even better, the platform is key in your marketing strategy.
“What page?” you ask. “I forgot we had one.”
If your business’s LinkedIn page is staler than last week’s leftovers, it’s time for a revamp. LinkedIn is the world’s largest professional network with more than 1 billion users. Potential customers, business partners and industry leaders use it to find insights, inspiration and solutions. In addition, they want informative, relevant content that helps them identify industry experts and potential partners.
As a result, Linked In is a gold mine for B2B marketers. By providing great content consistently, you’ll reach your target audience. Having an active B2B LinkedIn page with content that engages business leaders, decision-makers and buyers with topics they care about will be critical in 2025.
Show you’re the real deal on LinkedIn
B2B businesses know decision-makers and buyers prefer self-research. The days of the hard sell are long gone. They research companies on their own and decide which ones they’ll contact. Therefore, the greater your online presence, the better – as long as you focus on quality. Be sure your 2025 marketing strategy includes a great B2B LinkedIn page where you interact with your audience.
One of the best ways to do that is to share thought leadership content on the platform. And here’s why: Decision-makers use thought leadership to determine which businesses to work with.
A 2024 B2B Thought Leadership Impact study of 3,484 business leaders shows:
- 70% are more likely to view businesses favorably when they produce high-quality thought leadership consistently.
- 73% trust thought leadership over marketing materials and product sheets.
- 54% of C-level executives and 52% of decision-makers read thought leadership content for at least an hour every week, on average.
- Over 75% explored a product or service they hadn’t considered because of thought leadership content.
Top brands are paying attention to the research. Consequently, 52% of B2B marketers will spend more on thought leadership in 2025 than in 2024, followed only by video, according to a Content Marketing Institute report. Original content that isn’t promotion-y will give executives and buyers reasons to engage with you. Cover topics that appeal to your audience and relate to your business.
How to share thought leadership content on LinkedIn
LinkedIn prioritizes content that keeps users on the platform. Therefore, you’ll get better results with your LinkedIn marketing if you don’t use outbound links. Engaging content that encourages interaction is key.
Share thought leadership content on the platform using the native formats below.
1. Videos
Video reigns supreme in B2B marketing. It will likely gain even more traction in 2025. LinkedIn reports that video is the fastest-growing format on the platform. Echoing that trend, 65% of marketing leaders plan to use video more in 2025 than 2024, according to LinkedIn’s Marketing Benchmark. Short videos have the highest return on investment, according to more than half of the leaders in the Marketing Benchmark survey. What’s short? Think 30-60 seconds.
Research from Wyzowl confirms LinkedIn is among the top platforms for video marketing. It came in fourth place as the most-used channel among 76% of marketers in 2024.
The process for posting videos to your B2B LinkedIn page from your device is similar to sharing photos.
Thought leadership topics for videos include:
- Emerging trends
- Industry challenges, innovations and predictions
- New technologies
- Industry best practices
- Original research
- Market and economic forecasts
2. Livestreaming
Use LinkedIn Live to broadcast events in real time on the platform. Live events allow you to interact directly with your audience, driving engagement and connections. LinkedIn records the videos automatically. They remain on your B2B LinkedIn page with a “Previously live” stamp. Those who can’t participate live can watch later, supporting further interaction.
On average, LinkedIn Live videos get six times more reactions and 23 times more comments than native videos. The market for B2B livestreaming is expected to grow in 2025 as the platform encourages authentic connections and conversations.
Thought leadership content for LinkedIn Live includes:
- Presentations
- Webinars
- Subject expert interviews
- Panel discussions
- Question-and-answer sessions
3. Newsletters
To expand your audience reach, consider launching a LinkedIn newsletter. Each time you publish, LinkedIn notifies subscribers, helping to boost engagement. If your B2B business already has an e-newsletter, avoid repeating content. Instead, offer fresh, personalized insights that complement your existing material. Follow a regular cadence so that your subscribers know when they can expect to hear from you.
Thought leadership content for LinkedIn newsletters includes:
- Data-driven insights
- Original research
- Expert forecasts
- Advice for audience challenges
- Industry trends and implications
- Regulatory/industry changes and how to adapt
4. Articles
LinkedIn articles are ideal for long-form content. The format is similar to blog posts, but you can get instant feedback on your content with likes, comments and shares. You can repurpose blog content for LinkedIn to increase visibility, but limit the number of external links you share. As a reminder, LinkedIn wants to keep people on the platform.
Thought leadership content for LinkedIn articles includes:
- Industry trends and predictions
- Previews of regulatory changes and how to navigate them
- Lessons from industry leaders
- Expert takes on emerging technologies and why they matter
Other types of content
Additionally, engage your audience with other types of content on your B2B LinkedIn page, including:
- Polls
- Slideshows
- Infographics
- Employee spotlights
- Mini case studies
- Behind-the-scenes stories
The more you can mix up your content, the better. But monitor your LinkedIn analytics and network feedback. Similarly, match content to your audience’s preferences. Adjust your B2B LinkedIn marketing strategy based on your content performance.
Extend your reach with employee engagement
Encourage your employees to promote your brand and thought leadership on their personal and professional LinkedIn networks to boost engagement. When they like, comment on and share your content, it exposes your brand to a new audience. To extend this even further, share posts featuring employee profiles, awards and achievements. Employees are especially likely to share these types of content.
Sprout Social’s Employee Advocacy platform streamlines the process. Brands create pre-approved messaging and content and employees can share it with their LinkedIn networks with a few clicks. Similar platforms include EveryoneSocial and Sociabble.
How to measure success for your B2B LinkedIn page
LinkedIn’s company page admin dashboard provides quick access to analytics that help you track performance. Metrics to watch include:
- Engagement: This includes reactions, comments, reposts and click-through rates for your posts and company page. Check the “engagement rate” metrics to see the posts and content that resonates with your audience.
- Follower growth: Posting at least weekly increases followers, according to LinkedIn. If your follower growth is stagnant, improve your content quality and mix. Furthermore, try posting twice a week rather than once a week.
- Follower demographics: Filter your followers by industry, company size, job function and other categories to identify and tailor topics most relevant to them.
- Leads: Monitor how many leads you generate through LinkedIn campaigns and other activities.
B2B brands that are killing it on LinkedIn
The four brands below are leading the way on LinkedIn by sharing their thought leadership and making the most of the platform’s potential. Here’s how they’re elevating their presence and what you can learn from their strategies:
1. Siemens
First, Siemens focuses on its audience rather than itself. Recognizing your audience’s needs and challenges is crucial. Businesses that champion themselves rather than their customers risk alienating potential clients. Second, the Germany-based technology company interacts with customers through intriguing polls, short videos, slideshows and native articles. Additionally, the company shares a variety of behind-the-scenes content that spotlights employees and Siemens’ culture.
2. Bain & Co.
It makes sense that a management consulting firm would highlight its employees since they’re the ones who provide expertise, insights and solutions that drive client success. Bain & Co. does just that. Its LinkedIn page showcases the company’s people-first culture. Through short videos and other content, Bain & Co. focuses on employees’ strengths, passions and diverse backgrounds. This strategy works well because it shows the brand’s human side. If your B2B brand excels at sharing personal stories like these, employees will be more likely to share the content with their LinkedIn networks. In turn, you’ll boost your company’s exposure and engagement.
3. Accenture
Accenture’s LinkedIn page sets the professional services company apart because it doesn’t read “sales pitch.” Instead, Accenture shares educational (but not boring) content about trending topics. Examples include generative artificial intelligence, sustainability, and change management. Moreover, Accenture includes playful content. As an example, the “Can you guess this Accenture office?” series helps the brand stay relatable while remaining professional. B2B brands are loosening up on LinkedIn. In turn, it’s easier for them to capture attention and connect with their audiences.
4. Cisco
Cisco’s LinkedIn page keeps its audience interested with interactive content. One of the best examples is its LinkedIn Live videos. Cisco uses the livestreaming option for presentations, panel discussions and other events. Audience members who can’t participate live can watch the recorded videos on the platform later.
How to win on LinkedIn in 2025
LinkedIn recently made updates that discourage minimal-effort posts from B2B businesses and low-value content. It also quietly did away with hashtags and shrunk preview images in posts that link to content off-platform. Now, LinkedIn prioritizes high-quality and insightful native content.
Moreover, the platform wants B2B businesses to follow, like, share and comment on other brands’ and industry leaders’ LinkedIn pages. And it wants meaningful conversations. Superficial responses like “Congratulations!” or “Nice job!” don’t cut it anymore.
It’s likely that LinkedIn will continue introducing features that keep people on the platform and encourage deep engagement. With that in mind, here’s how to succeed on LinkedIn in 2025:
- Focus on real community conversations. Interact with current and potential customers, partners, industry experts, business leaders and your team.
- Share authentic, valuable content directly on the platform.
- Post content in different formats to appeal to audience preferences.
- Encourage your employees to like, comment on and share your company’s posts.
- Don’t be afraid to be lighthearted. Content can be fun and remain professional.
- Post consistently. The optimal cadence depends on your industry, target audience and content budget. A general rule of thumb is to post at least once a week.
- Be sure your polls ask questions your audience cares about. Check out Accenture’s and Siemens’ polls for inspiration. They have consistently high engagement.
- Offer more videos. Thirty to 60 seconds is the sweet spot.
Build a community – not just a page
In 2025, make your B2B LinkedIn page a thought leadership content hub and a place where you build community. Lead meaningful conversations with decision-makers, buyers and industry leaders. The more people feel connected to your business, the more they’ll be loyal to your brand.
