What Types of Content Do B2B Influencers Post on LinkedIn?

What's Inside This Post:

• Why Follow a B2B Influencer on LinkedIn?
• Why Create Content with a B2B Influencer on LinkedIn
• What LinkedIn Content Can B2B Influencers Create
• Why Content Quality Matters More Than Format
• Leveraging B2B Influencer Content on LinkedIn

‍

Why Follow a B2B Influencer on LinkedIn?

It's a question many marketing professionals ask themselves when building their LinkedIn strategy.

But here's the truth: you're probably already following a B2B influencer without even realizing it.

This is someone you trust almost instinctively, someone who consistently shares relevant industry insights and delivers value to your professional network. You might even find yourself engaging with every piece of content they post.

Why do professionals follow B2B influencers on LinkedIn? Here are the top reasons:

• Stay updated with the latest industry news and trends in your sector
• Gain insider knowledge from specialists with real-world experience in your field
• Access expert opinions on products, services, and industry topics that impact your daily work
• Prefer authentic perspectives from trusted experts over traditional business publications

This list varies from person to person, but the pattern is clear: B2B influencers provide genuine value.

According to a comprehensive study by CMIT and Faber Content, 82% of these LinkedIn experts are considered true influencers by their audience. Furthermore, 50% of respondents view them as opinion leaders who shape industry conversations.

‍

Being influential matters, and that's exactly what brands are seeking in today's B2B landscape.

However, building and maintaining an engaged LinkedIn community requires strategy and consistency.

To know more, read our blog on B2B Influencers.

How do successful B2B influencers do it?

By sharing high-quality, thought-provoking content on a regular basis that resonates with their target audience.

That's why we've created this comprehensive guide listing the main types of B2B influencer content you can leverage for your LinkedIn marketing campaigns.

Why Create Content with a B2B Influencer on LinkedIn

Before diving into specific content types, let's address a fundamental question: Why partner with a LinkedIn influencer for content creation instead of posting on your company page?

Nothing prevents you from managing your own LinkedIn content strategy independently.

However, you'll quickly encounter a critical challenge: How do you ensure your content reaches your target audience effectively?

Achieving meaningful reach on LinkedIn requires patience, strategic planning, and authentic engagement.

On LinkedIn, building an engaged B2B community demands well-crafted content that goes beyond basic promotional messaging. Modern professionals expect brands to share genuine value and insights.

Consider these eye-opening statistics:

• 90% of B2B decision-makers are resistant to cold outreach and traditional sales prospecting, according to a DemandGen report
• 61% of B2B buyers turn to Google and peer reviews when researching products or services

Les Années Folles specializes in B2B influencer marketing and LinkedIn content strategy for businesses.

From developing your visual identity to executing a comprehensive publication strategy, our team provides end-to-end support—and the results speak for themselves.

For example, we've supported the Fund for the Integration of Persons with Disabilities into the Public Service for 12 months in their LinkedIn communications strategy targeting decision-makers.

In just one week, our content strategy generated:

• 300 new followers
• Two posts with over 90 engagements each

‍

To amplify reach further, sponsored content was promoted by Antoine, a disability advocate from the Les Années Folles network.

This talented influencer shares daily content about disability in the workplace, informing professionals across industries.

The strategic combination of quality LinkedIn content and B2B influencer partnerships is no accident.

For content to effectively reach your chosen target audience, LinkedIn influencers have become an essential marketing lever that brands cannot afford to overlook.

In record time, B2B influencers help you:

• Reach key decision-makers in your industry
• Promote your services with credibility and authenticity
• Add expert perspective to your value proposition

Their secret weapon? Mastery of content creation.

Top LinkedIn influencers understand exactly what their community wants and how to drive meaningful engagement.

To know more, read our blog on How to Find a B2B Influencer on LinkedIn

What LinkedIn Content Can B2B Influencers Create

The variety of content formats B2B influencers can produce is extensive—and constantly evolving.

Content options continue to expand year after year, giving you flexibility to experiment with different B2B marketing approaches and communication styles.

So what types of LinkedIn content can you create with a B2B influencer? To know in more detail, read our blog on What Types of Content Do B2B Influencers Post on LinkedIn?

To answer this, consider the multitude of features LinkedIn offers for content creation.

On LinkedIn alone, users can write posts, create stories, share publications, publish long-form articles, and host live events.

Here's our comprehensive (though non-exhaustive) list of B2B influencer content types:

1. LinkedIn Posts and Publications

The most common format is the standard LinkedIn post—content published on an influencer's profile that appears in followers' news feeds.

LinkedIn content statistics:

• An average of 2 million pieces of content are published daily on the platform
• Post volume has doubled since June 2020

When it comes to LinkedIn posts, B2B influencers have numerous options:

Standard Text Posts (up to 1,300 characters) where the influencer presents your offer to their professional network.

These posts can include:

• Experience sharing and case studies
• Event registration calls-to-action
• Commentary on industry trends and current topics
• White paper and resource downloads
• Product or service recommendations

LinkedIn post formats can incorporate:

• Images and graphics
• Videos
• Carousel posts (multiple images)
• Polls and surveys

For example, Antoine from Les Années Folles shares daily initiatives in the disability inclusion space, helping professionals stay informed about workplace accessibility news.

LinkedIn Articles written by influencers provide long-form content that establishes deep expertise and thought leadership.

Amélie Favre Guittet, an HR specialist working with Les Années Folles, published an article featuring 50 essential tools for job searching and apprenticeships at the end of 2020.

LinkedIn Stories offer a more natural, authentic, and spontaneous content format for real-time engagement.

2. Interactive Content and Live Events with B2B Influencers

Beyond standard publication formats, LinkedIn influencers excel at hosting and participating in interactive content experiences:

Webinars where the influencer serves as the main presenter or featured guest speaker, answering participant questions and demonstrating genuine expertise.

Branded Podcasts hosted by influencers who want to showcase company expertise in an engaging audio format.

In our previous article about B2B influencers, we highlighted Dell's "Dell Luminaries" initiative, presented by Mark Schaefer (social media marketing consultant) and Doug Karr (founder of Martech blog and digital transformation expert).

Conference Speaking and Media Appearances where influencers present expert viewpoints to large audiences (increasingly through virtual events).

LinkedIn Live Broadcasts in partnership with brands and organizations.

According to LinkedIn, live broadcasts increased by 89% since March 2020, reflecting growing appetite for real-time B2B content.

Amélie Favre Guittet regularly hosts LinkedIn Live sessions. In April 2021, she was invited by ANDRH Île-de-France to participate in their first live event.

Results:

• Average of 160+ live viewers‍
• Over 620 comments and interactions

‍

When a B2B influencer participates in these events, they also promote them to their network, multiplying your brand's visibility and associating your company with recognized industry experts.

3. Content Beyond the LinkedIn Platform

While B2B influencers primarily build their presence on LinkedIn, their influence extends to other marketing channels.

Their skills and analysis aren't limited to LinkedIn content creation alone.

B2B influencers can also:

Participate in Video Interviews

While these can be shared as LinkedIn posts, they're typically published on video platforms like YouTube for extended reach.

Recently, Ruben Taïeb accepted an interview invitation from a business media outlet to discuss his entrepreneurial journey and industry insights.

This cross-platform approach helps influencers reach new audiences while driving traffic and credibility back to LinkedIn.

‍

‍

Create Written Content for Multiple Channels:

• Blog posts for partner brands
• White papers and research reports
• Guest articles on the influencer's personal website featuring brand partnerships

All of this content can be strategically shared on LinkedIn to inform the influencer's community when new resources become available.

As we mentioned earlier, LinkedIn content options are constantly multiplying.

This makes it increasingly challenging to stand out and reach a significant portion of your target audience.

To succeed, you must invest time in crafting your message and developing content that captures the attention of the B2B decision-makers you want to reach.

That's what we'll explore in the next section.

Why Content Quality Matters More Than Format

LinkedIn and social media platforms offer an impressive range of B2B content options, as you've seen.

While the format of your content remains important, in B2B influencer marketing campaigns, substance matters more than style.

To engage a community of professionals, you must carefully consider the messages you communicate.

Remember what we discussed at the beginning: B2B influencers are followed because they share industry news and expert opinions that professionals genuinely value.

At Les Années Folles, we invest approximately 20 days to develop the optimal content strategy for each influencer partnership campaign.

We collaborate closely with the LinkedIn influencer throughout the process.

Our team strategizes every element:

• The hook and opening lines
• Visual content for carousels and graphics
• Relevant hashtags for discoverability
• Calls-to-action to drive community engagement
• Messaging that aligns with both brand and influencer voice

But this raises an important question: How do you choose the right content format?

Marketing agencies like ours can guide you in implementing your B2B influencer strategy effectively.

If you prefer to work independently, one critical question can guide your decision-making:

"How will I measure the success of this influencer partnership?"

Are you aiming to:

• Increase sales through influencer recommendations?
• Improve brand awareness and recognition?
• Gain visibility among new professional audiences?

Depending on your primary objective, different content strategies will be more effective.

Examples:

• To gain LinkedIn followers: Publish posts where the influencer mentions and tags your company page
• To increase sales conversions: Have the influencer include trackable links in their content

To share in-depth expertise: Long-form LinkedIn articles work better than 1,300-character posts

‍

Thinking strategically about campaign measurement is an excellent starting point for selecting the right B2B influencer content approach.

Don't be afraid to experiment—even if the options seem overwhelming at first. Testing and optimization are key to finding what resonates with your target audience.

Conclusion: Leveraging B2B Influencer Content on LinkedIn

Creating a B2B influencer marketing campaign on LinkedIn is a strategic investment that delivers measurable results.

Today, each LinkedIn content tool enables you to achieve specific business objectives.

While it's important to choose wisely, remember that you can refine and optimize your strategy based on performance data.

LinkedIn is used by over 20 million professionals daily—and user engagement continues to grow.

Even better news: professionals are spending more time on the platform than ever before.

During Q4 2020, user sessions increased by 27% according to LinkedIn data.

This means more professionals are actively consuming content and becoming accustomed to engaging with valuable business insights on the platform.

Whatever B2B influencer content format you choose, you have the opportunity to reach a significant portion of your target audience.

But to achieve success, you need to take action!

Ready to launch your B2B influencer marketing campaign on LinkedIn? Les Années Folles is here to help you create compelling content that drives real business results.

Looking to amplify your B2B marketing with LinkedIn influencers? Contact Les Années Folles to discuss your influencer marketing strategy.