Want the inside scoop on what actually works for B2B content on LinkedIn? After managing content for companies across different industries – from SaaS to financial services – I’ve noticed some clear patterns. Some content types crush it everywhere, but the real wins come from knowing your industry’s sweet spots. Let me break it down for you.
Table of contents
The Content Types That Work Everywhere
Before we get into the industry-specific stuff, here’s what I consistently see driving engagement:
- Short-form video content – seriously, nothing grabs attention quite like it
- Graphic + text posts – perfect for breaking down complex ideas
- Long-form text-only posts – great for sharing detailed insights
But here’s the thing – while these formats work across the board, how you use them makes all the difference. Let’s dive into what works best for each industry.
1. Tech & SaaS: Show, Don’t Tell
In tech and SaaS, nobody wants to hear you brag about your features. They want to see how you solve real problems.
What crushes it:
- Content that tackles specific pain points (showing how others solved similar challenges)
- User success stories (SaaS buyers love seeing what worked for others)
- Product-driven content that doesn’t feel salesy
- Insights about emerging tech trends
I’ve seen posts absolutely take off when they:
- Show real examples of digital commerce solutions in action
- Share genuine user stories about platform efficiency
- Walk through features naturally without the hard sell
2. IT Services: Make Complex Simple
Your biggest challenge? Taking those complex IT concepts and making them actually digestible.
What drives engagement:
- Breakdowns of technical stuff using real-world examples
- Step-by-step guides for common challenges
- Visual explanations of tech concepts (charts and graphics are your friends)
- Takes on emerging tech like AI and automation
The posts that get the most traction:
- Quick tips about continuous learning and training
- Clear explanations of security and cloud infrastructure
- Simple breakdowns of complex IT concepts
3. Marketing Services: Show Real Results
In marketing, everyone claims they’re the best. Stand out by showing actual results.
Focus on:
- Real case studies with actual numbers
- Quick tips people can use right away
- Updates on industry trends that matter
- Stories of actual client transformations
Top performers include:
- E-commerce success stories with real metrics
- Campaign breakdowns showing specific wins
- Consumer marketing case studies with growth numbers
4. Financial Services: Build Trust Through Knowledge
In finance, it’s all about showing you really know your stuff.
What works:
- Data-backed insights that prove market understanding
- Clear explanations of complex financial concepts
- Sharp takes on market trends and changes
- Case studies focused on real business impact
The content that gets engagement:
- Smart takes on cashflow management
- Clear breakdowns of business strategy
- Real talk about operational efficiency
- Insights on financial integrity
5. Business Services: Focus on Impact
In business services, your content needs to zero in on operational impact and real business improvements.
What resonates most:
- Content showing how to boost efficiency or scale operations
- Real examples with measurable improvements
- Solutions to specific business challenges
- Strategic advice that shows you know your stuff
The posts that perform best:
- Practical operational efficiency tips
- Business improvement case studies
- Strategy execution insights
- Clear solutions to common business challenges
Here’s How to Actually Do It
1. The 80/20 Rule
Keep this in mind: 80% educational content, 20% promotional. Build trust first, then talk solutions. Trust me, it works way better than constant self-promotion.
2. Getting More Eyes on Your Content
Some tricks I’ve learned:
- Use everything LinkedIn offers – polls, videos, documents – all perform better than basic text
- Drop in relevant hashtags (but don’t go crazy)
- Tag industry people when it makes sense
- Turn those long posts into bite-sized content
- Share real feedback from real users
3. Timing Matters
Post during business hours, Tuesday through Thursday typically performs best. Aim for 2-3 solid posts per week – consistency beats frequency every time.
4. Track What Works
Keep an eye on:
- Engagement rates (1-3% for personal pages is solid)
- What kind of engagement you’re getting (likes, shares, comments)
- Which content types perform best for you
- When your posts get the most traction
We use tools like SHIELD and Agency Analytics to track this stuff, but even basic LinkedIn analytics can tell you a lot.
What’s Coming Next
Keep an eye on these trends:
- AI in content creation (it’s here to stay)
- More focus on sustainability messaging
- Video content getting even bigger
- Platform push toward shorter, punchier content
- Growing emphasis on ethical practices and DEI
Remember, this isn’t just theory – it’s based on what’s actually working right now across different industries. The key is starting somewhere and staying consistent with it.
Need help creating content that actually moves the needle for your industry? Let’s talk about how we can help you cut through the noise and get real results.
