10 Critical LinkedIn Content Marketing Statistics

LinkedIn content marketing statistics are very important to understand. LinkedIn is perhaps the most underrated channel for content marketing. But with more than 875 million members, LinkedIn boasts an incredible pool of potential connections and sales opportunities. You may already be pursuing a content marketing strategy on other social media platforms, but if you’re not marketing on LinkedIn, you’re doing yourself a disservice. 

Still not convinced of the potential of LinkedIn? Let’s dive in to LinkedIn content marketing statistics. These 10 LinkedIn content marketing statistics may change your mind. 

1. LinkedIn is the Top Content Marketing Distribution Channel for B2B

LinkedIn is markedly different from other social media platforms, but B2B content marketers seem to think this is a good thing. In fact, a stunning 96% of B2B content marketers report using LinkedIn in the last 12 months. 

This statistic is shocking at first, but it does make sense. LinkedIn is the preferred platform for B2B connections and is, obviously, geared toward a professional audience. It’s understandable, then, that B2B content marketers would be drawn to this unique platform above others.

2. Long-Form Content Performs Best on LinkedIn

Many social media platforms are designed for short-form content that’s quickly readable and easily sharable. But LinkedIn differs here as well. OkDork has reported most users prefer to read content between 1,900 and 2,000 words in length. 

But why do audiences on LinkedIn prefer long-form content? 

Long-form content allows readers to get an in-depth look at a topic in a matter of minutes. It’s easy to interact with other readers and the author, and it follows the same publishing process as pages publishing on the site. 

3. LinkedIn Produces the Best Organic Content Marketing Results

Organic marketing is a whole different ball game compared to paid marketing, but LinkedIn is an excellent platform for the former. 77% of content marketers report that LinkedIn produces the best organic results, according to SlideShare. 

LinkedIn didn’t simply sneak above other social media platforms here. It completely overtook them. The second-choice platform was Facebook with a mere 37%, followed by Instagram (27%) and YouTube (21%). 

LinkedIn does an excellent job of positioning itself as a place for networking, so engagement is expected. Organic results are much easier to obtain on LinkedIn than on other platforms that emphasize ads on every page. 

4. 93% of B2B Content Marketers Use LinkedIn for Organic Social Media Marketing

B2B content marketers aren’t blind to the potential of LinkedIn for organic marketing. In fact, the vast majority of them are taking advantage of the platform. A stunning 93% of B2B content marketers report using LinkedIn for organic marketing in some capacity.

Social media in general is a great opportunity to get organic marketing results simply because of the nature of networking. If you’re not already using LinkedIn as part of your social media strategy, you could be doing yourself and your company a big disservice.

5. 75% of B2B Content Marketers Use LinkedIn Ads

But just because LinkedIn stresses the importance of networking doesn’t mean that paid ads aren’t effective here. Actually, it’s quite the opposite. 

LinkedIn took the top spot of “paid social media platforms B2B content marketers used in last 12 months,” according to the previously mentioned SlideShare study. Facebook wasn’t far behind this time with 69%. Instagram came next. At 30%, then Twitter at 22%, and finally, YouTube at 19%.

6. Video is the Most Engaging Form of Content

Consider this a two-for-one statistic. Videos are becoming increasingly popular on LinkedIn and are considered the fastest-growing type of content on the platform. Why? That’s the second figure: LinkedIn says that “video is also the most likely type of content to start a conversation.” 

But why is video so effective? First, it’s easier to remember than information presented through text or through audio alone. 

If you can give audiences something memorable, they’re more likely to see the value in it, interact with it, and recommend it to others. On top of that, video is easily sharable, which only adds to its engagement potential.

7. Messages Sent Has Increased 35% Year-Over-Year

Are you only using LinkedIn to post content and reply to others’ posts? Don’t underestimate the power of reaching out to others directly. Year-over-year, LinkedIn has seen an increase in the number of messages sent by an impressive 35%. 

You might already be reaching out to prospects directly through other social channels or your email list. But LinkedIn can be an incredible place to connect with potential partners and customers without having to dig for their contact information.

8. LinkedIn is the Top Resource for Quality Content

To build trust with your customers, your business should be offering high-quality content over “fluff” pieces with no real value. In a 2017 survey of marketing executives, LinkedIn was found to be the top channel for quality content for 91% of respondents, beating out online news sites, Twitter, Facebook, and Google+. 

High-quality content does more than just build trust with your audience. It performs better on search engines than low-quality pieces, it’s naturally more engaging, and it establishes your company as an authority in your field. Just remember that your audience has high expectations for the content they find on LinkedIn, so make sure your work measures up!  

9. There’s a Sweet Spot for Images

We’ve already talked a bit about the benefits of visuals in your content. But if you’re adding pictures to your posts, you don’t want to go overboard. According to OkDork, having exactly eight images in your posts leads to increased engagement, views, and shares. 

Where you place the images in your post is up to you, but it’s a good idea to begin your post with one. You can scatter the other images throughout the post to break up the text, perhaps serving as additional context (like graphs and infographics) or simply adding aesthetic appeal (like stock photos).

10. Just 3 Million Users Share Content Weekly

We’ve saved what could be the most shocking of all LinkedIn content marketing statistics for last. Despite the platform having nearly 900 million members around the world, only a mere three million of them share content on a weekly basis. 

So, what does this mean for you? There are literally millions of people out there who would rather read your content than create content of their own. Don’t miss your chance to reach them! If the other LinkedIn content marketing statistics we’ve presented here haven’t convinced you that this platform is worth your time, we hope this one will.