Expert Content Is Still Worth Its Weight in Gold for B2B Sellers on LinkedIn

What happened

A new Edelman report analyzing content published on LinkedIn indicates that thought leadership continues to be highly valued by B2B buyers. According to the study, brands value the professional insight and experience shared by other professionals.

The details of the study we received are limited, but the conclusion reinforces something many companies already see in practice: qualified opinions carry weight in business-to-business purchasing decisions.

What this means for your business

For small and midsize companies that sell to other businesses, this is good news: you don't need big budgets to build authority, just well-communicated knowledge.

How to put it into practice:

• Put people up front: posts from partners and team experts tend to build more trust than the company page alone.
• Share real experience: lessons from projects, mistakes avoided and the behind-the-scenes of decisions are more useful than generic statements.
• Have an opinion: comment on changes in your industry and say what you recommend to clients.
• Stay consistent: one or two consistent posts a week already help build a presence.

AI can help organize ideas and review text, but the experience has to be yours. That's exactly what B2B buyers are looking for.

Original news: socialmediatoday.com.