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B2B marketing is all about sharing knowledge. That’s why many companies see LinkedIn as the platform for thought leadership. But why do so few companies actually achieve results?

A successful strategy requires more than just posting on your company page every now and then whatsapp number database or writing on behalf of the CEO. How do you do it right? In this article, I share concrete tips for effectively using B2B thought leadership on LinkedIn.

The most common mistakes (and how to avoid them)

Many B2B companies face the same pitfalls when it comes to thought leadership on LinkedIn. Here are the biggest mistakes:

1. Use Company Pages as a Primary Channel
Many companies rely on their company page to share knowledge. But personal profiles customer service on social media receive an average of five times more engagement . People prefer to follow other professionals than a brand. What works? Let employees use their own network and share authentic insights. This creates more trust and interaction.

2. Marketing writes on behalf of others
Many companies have marketing teams represent the CEO or other experts on LinkedIn. The result? Generic, undifferentiated content that doesn’t come across as authentic. What does work? Interview the experts and write posts in their own tone of voice. Or coach them in writing strong, personal book your list  content themselves.

3. Thinking too complicated
Thought leadership is often made unnecessarily complex. Companies invest time in extensive reports and in-depth research, while the target group is looking for quick and practical insights. What does work? Share concrete tips and practical examples that can be applied immediately. Short, powerful posts often work better than extensive analyses.

4. Not posting often enough
Posting sporadically (e.g. once a month) doesn’t yield much. Consistency is key: companies that post at least once a week see an increase in engagement and reach. What does work? Create a content plan and ensure a fixed publication frequency. Thought leadership is a long-term strategy, not a one-time action.

5. Not optimizing for organic reach

Many companies are underutilizing the potential of the LinkedIn algorithm. Without smart optimization, posts go unnoticed. What does work? Use visuals, post at the right times, and encourage colleagues to respond for an extra boost in visibility.