B2C marketers should create content to address LinkedIn user interests beyond work

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 23, 2020, 4:04 PM UTC

Though LinkedIn is traditionally a B2B platform, creating relevant non-business content can help B2C marketers attract customers on the platform.

This piece suggests B2C companies should capitalise on LinkedIn to connect with users beyond their professional interests. Marketers should create content around audience interests apart from work and the causes they care about. For instance, the entertainment company HBO complied clips from their movies and shows to create a short video on mental health awareness.

Marketers can also leverage the platform to foster community engagement. But, businesses should identify their USPs and frame content around those points to create content relevant to their brand.

Brands can also leverage the professional network to highlight their company culture or announce the business's stand on topical issues. It can help B2C businesses showcase their human side and retarget mid-cycle leads.

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[16 minute read]