Due to the pandemic, businesses have changed their way of marketing from traditional to digital ventures, causing the expansion of content marketing to become the heart of online business strategy from then on. According to a survey done by Content Marketing Institute, 77% of Business to Business (B2B) companies used paid media as the primary channel to deliver content, and the most popular social media channel in 2022 is “LinkedIn”.
LinkedIn has become a popular primary platform for B2B content sharing because it’s the platform that all members use to find jobs and build business alliances, simply known as “Connections”. Business owners and marketers use this channel to spread their business information to the group of experts and other company owners. Moreover, industry professionals can also contact each other about the business directly through private chat which is seen as a more convenient way of communication. Therefore, distributing B2B content will be much easier when it’s available through this channel. The performance results of LinkedIn Content Marketing statistics are as follows:
- 6 out of 10 users actively look for industry insights on LinkedIn.
- 45% of content readers on LinkedIn fall under upper management in companies.
- 93% of B2B content marketers use LinkedIn for organic social marketing.
- LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs.
The survey shows that 75% of paid social media for B2B content marketing is LinkedIn, It has the highest percentage as compared to other social media channels such as Facebook, Instagram, Youtube, and Twitter. The research also reveals that LinkedIn is the most effective marketing channel for B2B content creators and it provides the best results compared to other paid social media platforms in 2022, with 79% effectiveness as compared to Facebook which has only 54% performance result.
In addition to being the paid media channel where most B2B services invest in hosting their content offerings, LinkedIn also holds the top spot in organic social media channels. The survey from B2B Content Marketers indicates that LinkedIn receives 93% of B2B organic social media channels that marketers used to distribute content and receives 77% of the best-produced results platform which is the highest among all the other social media platforms.
From social media statistics, it could be predicted that LinkedIn will continue to be the fastest-growing platform in the future based on the user base and business statistics indicate that the number of users increased from 78 million on the platform in 2010 to 830 million in 2021.
It’s not just the increasing number of users, when considering the business statistics illustrating that the number of companies has also increased from 18 million in 2017 to 58 million in 2021.
It can be speculated that more and more businesses, as well as individual users on LinkedIn, will continually increase and going to be the most useful channel for B2B content marketing along with the most inclusive online source for business connections in the future. Thus, LinkedIn will inevitably become an essential piece in content marketing that businesses cannot overlook anymore.
Last updated on July 1, 2022