LinkedIn Surpasses Facebook, Twitter as Top B2B Content Marketing Platform

LinkedInAccording to the results of the 2013 B2B Marketing Benchmarks, Budgets and Trends, LinkedIn has beat out Twitter and Facebook as the number one platform for posting content. As the top social media channel for B2B content distribution, LinkedIn reportedly intends to increase focus on further developing the network’s role in content marketing.

The report found that 83% of marketers use LinkedIn as part of their content marketing strategy, up 12% from 2011. Facebook and Twitter came in second place as the top social media platforms for content distribution, but, at 80% each, lagged behind LinkedIn. An article from EContent reported that LinkedIn has taken the top spot for B2B content marketing for a number of reasons, including its homepage and profile layout, the professional audience and atmosphere, and its INfluencer feature that allows users to follow article feeds from industry thought leaders.

Andrew Schulkind, president of online marketing firm Andigo, said “[LinkedIn] tops Facebook because of the perception of the audience. LinkedIn is for sharing more what you’re doing on a professional level. I go to Facebook to see what my college buddies are doing and LinkedIn is to see what my colleagues are doing.”

As LinkedIn continues to introduce new functions for B2B marketers to distribute content and connect with other brands, businesses, and professionals, EContent expects that it will maintain its spot above Facebook and Twitter as the number one platform for B2B content marketing.


Photo courtesy of EContent Magazine

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