Many B2B companies treat LinkedIn as nothing more than a digital corporate brochure or an archive for human resources updates. They post about corporate milestone anniversaries, share occasional job openings, and then wonder why their social media efforts fail to impact their bottom-line revenue.
This approach is a massive missed opportunity.
LinkedIn is the world’s largest professional networking ecosystem, housing millions of corporate decision-makers, executives, and purchasing managers. Capturing their attention requires shifting away from vanity metrics and moving toward a highly structured, authoritative, and educational content architecture.