Mastering Your Business’ LinkedIn Content Strategy for 2025
Introduction
The other day, I received a notification that I have been a LinkedIn member for 17 years—yes, 17! This news brought the same mixed sense of pride, nostalgia, and dismay that any corporate anniversary does.
When I first joined LinkedIn, I was recently laid off and looking for a new job. Today, as a writer and business owner, writing content for LinkedIn is a part of my job. The platform has evolved from a job board and social media afterthought to a critical marketing tool and powerful vehicle for business connections worldwide. A 2024 content marketing report found that more than 73% of technology marketers have increased their use of LinkedIn over the last 12 months.
LinkedIn continues to grow and meet the demands of businesses and professionals from all industries and professions. Over the last few years, LinkedIn has embraced an informal B2C audience after years of being known for a more stodgy B2B one.
Yet, there are still businesses that only use LinkedIn when they have a job posting. And there are still people who believe LinkedIn is just for B2B. We’re here to tell you that the LinkedIn of yesteryear is no more. Today’s LinkedIn is an all-encompassing marketing tool you cannot afford to skip, whether you’re a multinational corporation or a Boston-based brick-and-mortar consumer business.
So, that begs the question: Why would a small brick-and-mortar business in a city like Boston add LinkedIn to its marketing strategy? Why would any business, for that matter?
Why LinkedIn Matters for Boston Businesses
We’re talking about Boston because that’s our home city. But, it is a good representation of the larger consumer landscape. Like most major metropolitan cities, Boston is still recuperating from the pandemic and experiencing a major shift in the way residents live and work. This shift has significantly impacted Boston businesses, especially brick-and-mortars that serve the commuter population. The good news is that foot traffic in Boston is returning to pre-pandemic levels. Still, that doesn’t mean we can just go back to the marketing tactics of five years ago.
Marketing has significantly changed in five short years. And we don’t just mean the increasing focus on tactics like AI, personalization, and account-based marketing. Consumer behavior has changed thanks to our post-pandemic reality.
For example, when I worked in a corporate office in Kendall Square, I found some of my favorite restaurants (like Fuji!), stores, and service providers through one of two ways: word of mouth or my eyeballs (i.e., walking or driving through the city). Lead generation looks very different if people only come into the office a few times a week.
There is a renewed focus on the small business economy and buying from local, women-owned, or minority-owned businesses. Additionally, more than ever, consumers and businesses want to make sure they are buying from people they like, know, and trust. These changes have meant that buyers are turning to LinkedIn to learn more about businesses and the individuals at the helm of those businesses. Four out of five decision-makers are on LinkedIn.
The truth is that businesses that think they don’t belong on LinkedIn most likely do. The key is devising a strategic content plan to become a trusted authority in your industry. Savvy businesses already on LinkedIn don’t need to be convinced of its power, but they might wonder how and where to focus their content creation efforts.
Read on to learn about creating compelling LinkedIn content for your audience in Boston—and beyond!
Optimizing your LinkedIn Content Strategy
One of the essential aspects of optimizing your LinkedIn content strategy is to commit to a cadence you can maintain. Of course, the more you post, the more you will increase your following (and, therefore, your leads). But if you try to post five days a week and can’t keep it up, you’re not doing you or your audience any favors.
Like any content marketing strategy, you want to identify your content buckets–topics directly related to sales goals. In fact, you likely already have these buckets and perhaps even the content. We are huge fans of repurposing content. So, take that Instagram content and see how you can update it for your LinkedIn audience, which will likely look a little different.
And how do you know what that audience looks like? ABC: Always Be Checking your analytics. Keep tabs on your page visitors and what content is doing best through the analytics tab on your business page.
Just as you would with any other social media platform, you want to devise a schedule of posts that combines educational and inspirational content with promotional and sales content. Unlike other platforms, LinkedIn isn’t keen on overly promotional content, and you will see consequences if you only post content that focuses on sales, lead bait, and irrelevant content.
A quick search on the Lauren Perna Communications LinkedIn page or Google will deliver many great tried-and-true ideas for LinkedIn content creation. However, like any good social media platform, LinkedIn is constantly following the trends and updating its algorithm to favor trending content forms. Luckily, the platform is good about sharing its updates and trends. We’ve listed the top LinkedIn trends of 2025 for businesses eager to start or elevate their presence on the platform.
Key LinkedIn Content Trends for 2025
Short-form Video
The LinkedIn team is encouraging short-form video content as a way for creators and businesses to build stronger, more authentic connections with their followers. There is a huge difference between reading something from a business and seeing someone talk directly to the camera.
LinkedIn also wants to capitalize on the success of TikTok and IG Reels. Yet, in true LinkedIn form, these videos skip the dancing and lip-synching and focus on short interviews or discussions.
LinkedIn Live
LinkedIn Live is an excellent option for businesses with more to say than short-form video allows. People can watch these mini-events live or later on, and the business doesn’t even have to film these live (but don’t tell). Events are a great way to build a loyal audience on LinkedIn.
Employee Posts and Engagement
The best LinkedIn content will always focus on the people behind the business. This means employees and executives should strongly consider creating their own LinkedIn content to complement the business content.
In that vein, businesses should create content that focuses on their employees and drives engagement from their team. In the most basic sense, this looks like welcoming new employees, highlighting promotions, and sharing employee activities. It could also look like short-form videos of employees talking about their expertise or a new offering.
LinkedIn Newsletters
LinkedIn newsletters are rising in popularity as a reliable way for businesses to share longer-form content. LinkedIn posts will always be critical, but there will always be an appetite for longer-form content with snippets of relevant content.
In an age when consumers are oversaturated with newsletters and cold-email outreach, LinkedIn newsletters offer a new way to get more educational and informational content in front of warm leads. Businesses with an existing newsletter can repurpose their content on LinkedIn as they are likely two different audiences.
AI personalization
You might think a team of writers wouldn’t suggest AI in a list of LinkedIn trends. That couldn’t be further from the truth. We recognize the value in embracing AI as a tool and resource, not a replacement for good writing. Using LinkedIn’s built-in AI tools for content ideas, commenting, messaging, and ads is an effective way for companies to harness LinkedIn without creating (too much) more work.
Best Practices for Boosting LinkedIn Engagement
As with any marketing strategy, one of the goals of LinkedIn is to drive engagement with your audience. You want to produce content your followers connect with and react to. The more your followers engage with your content, the more you build connections with potential customers and stronger relationships with existing customers. Some of the best ways to boost engagement include:
Responding to comments that people leave on your posts.
Including a call-to-action in every post (but avoid engagement bait or overly salesy CTAs).
Encouraging discussion in the comments of your posts.
Posting a link in the comments section of your post (instead of in the post itself).
Informing your employees when you have a post (LinkedIn gives you the option to do this every time).
Tag people and their companies if you mention them in posts or include pictures of them.
Tag people you know will respond or might be interested in your content (but don’t go overboard with this tactic, as it’s no longer as pertinent as it once was).
How LPC Can Help Your LinkedIn Game
LinkedIn might be the most trustworthy social media platform, but there are still no guarantees that your content strategy will work. You should monitor your page analytics and tweak your strategy accordingly.
Whether you run a brick-and-mortar that has yet to explore LinkedIn or a mid-sized virtual business thriving on LinkedIn, we hope you’ll consider implementing these trends and tactics to up your LinkedIn game.
If you want to expedite the process, send us a message. Our team of Boston-based LinkedIn content creators are experts in helping companies of all kinds elevate their LinkedIn presence.
