Taking the LinkedIn lead

More B2B marketers are including LinkedIn as an instrumental tool in reaching their desired audience for their content marketing campaigns. Prior to her appearance at Ad:Tech in Sydney, Prue Cox gave Marketing some advice for organisations hoping to make the most of the platform.

Marketing: What are your recommendations for brands running content and lead generation activity on LinkedIn?

Prue Cox: It’s about understanding the split between brand activity and lead generation activity. Clients – B2B clients especially – probably skew a little bit more toward the lead generation side and forget about nurturing the audience with content. It’s so important to nurture your audience constantly with content in the feed. Five percent of our members’ time on Linkedin is spent in the feed, consuming content. It’s a really ripe opportunity for marketers to actually engage with them. What we’ve seen from our insights is, on average, it takes about seven