If you’re looking to maximize your B2B marketing success, you need to establish trust with your target buyers, and showcase brand credibility with your content.
So how do you do that?
This is the focus of LinkedIn’s latest B2B Marketing Benchmark report, which incorporates responses from 1,500 B2B marketing leaders to dig deeper into the key formats and approaches that are working for them right now.
First off, as noted, the data shows that 94% of marketers agree that building trust is key to B2B success.
So what’s the most effective way to build trust?
LinkedIn says that video content is the leading format for enhancing trust and connection.
As you can see, short-form video, specifically, has become a key trust-building element, while brand storytelling and testimonials also play an important role.
Which is reflected in LinkedIn’s usage data, where video consumption has increased 36% year-over-year, with short-form video creation growing at twice the rate of other post formats. Video posts are also now shared 20x more than any other content type in the app.
So it makes sense that LinkedIn’s seeing more interest in short-form video, and why B2B marketers are then generating better results with the format. Whether that’s through pure popularity or algorithmic amplification, I don’t know, but either way, on LinkedIn, short-form video should be part of your content mix.
Creator partnerships can also help to enhance brand trust, and LinkedIn provides an overview of the top considerations for such:
The report explores all of these elements in detail, with a heap of engagement data and usage stats to support the findings of the report.
LinkedIn also provides a summary of the key notes, and how to action these tips in your strategy:
These are some good notes, which definitely relate to broader LinkedIn content trends, and align with the platform’s increasing focus on video content.
Which is why, again, you should be looking to utilize video on LinkedIn if you want to boost your in-app presence.
