LinkedIn Is Dying and YouTube Is the Future for B2B Content Marketing

The B2B content marketing sphere is witnessing a pivotal shift away from traditional methods to more engaging and authentic strategies. Central to this transformation is the rise of video content on platforms like YouTube. This shift reflects the demands of modern B2B audiences who seek not just information but experiences that resonate. YouTube's adaptability and diverse video formats make it an ideal platform for businesses to communicate complex ideas in an engaging way.

In an era where content saturation is common, YouTube stands out for its ability to provide unique, relatable narratives. It's not just a trend but a sign of an evolving market, one that values interaction and content that connects with both the mind and heart. Savvy B2B marketers recognize this opportunity, embracing YouTube as a vital tool in shaping a more engaging and successful future.

YouTube's Significance in B2B Marketing

YouTube, ranking as the second most used search engine globally after Google, has become a crucial platform for B2B businesses. Effective digital marketing in the B2B landscape now involves embracing YouTube. Here's a quick glance at why YouTube is vital for your B2B marketing strategy:

• Target Audience Definition - Understanding who you're talking to is crucial.
• Content Planning and Creation - Your plan must resonate with your audience.
• Search Optimization - Keywords and call-to-actions play a pivotal role.
• Audience Engagement - Building community is key.
• Influencer Collaboration - Leverage YouTubers to extend your reach.
• Paid Advertising and Experimentation - Invest wisely and explore new avenues like connected TV (CTV).
• Measuring Success - Use robust analytics to gauge your impact.

With YouTube's exclusivity in airing content like the NFL Sunday Ticket, the platform's potential for brand growth and audience reach is clear. By understanding these strategies, adapting, and learning from successful examples, you can create impactful YouTube marketing campaigns that resonate with your target audience.

Challenges faced by B2B marketers on LinkedIn

The transformation in B2B content marketing is clear, and while many platforms are embracing the future, LinkedIn appears to be falling behind. Here are some of the challenges that B2B marketers are facing on LinkedIn:

• Declining Organic Reach and Engagement - Engagement on LinkedIn has reached such low levels that it has birthed an underground community of 'engagement pods.' Users are even paying to join these 'secret societies' to get likes and comments on their posts. It's a sign that organic reach and genuine engagement are diminishing.
• Saturated Content Feed and Increased Competition - On LinkedIn, users often see content from their network rather than the best content on the internet. This limited exposure means that unless you actively search for and follow thought leaders, you might miss out on valuable insights. The saturation also leads to fierce competition for visibility.
• A Platform for Professional Networking, Not Content Creation - While LinkedIn is a great place for professional networking and repurposing content, it's not the optimal platform for content creation. It leans more towards text-based content, limiting creative opportunities for marketers.
• Loss of Authenticity and Creativity - As people increasingly rely on AI tools like ChatGPT, content on LinkedIn is losing its authenticity and creativity. This dependence is leading to a homogenization of content, making it harder for brands to stand out.

These challenges highlight the need for B2B marketers to re-evaluate their LinkedIn strategies and explore other platforms that offer more opportunities for genuine engagement, creativity, and reach.

LinkedIn's Priorities

LinkedIn's positioning as a platform has always been distinct, catering primarily to professional networking. However, its priorities may not align with the needs of modern B2B content marketers:

Not Designed for Educational Content

LinkedIn doesn't facilitate educational content in the way platforms like YouTube or TikTok do. It's challenging to bookmark content, find saved materials, and there's no option for 'playlists'. Plus, LinkedIn provides no detailed data on content performance, making it hard to understand what's working and what isn't.

No Content Collaborations

Unlike Instagram, LinkedIn doesn't promote content collaborations. This lack of a collaborative culture stifles creativity and the exchange of ideas, limiting opportunities for brand growth and community engagement.

Focus on Recruitment and Ads

LinkedIn's primary revenue streams come from recruitment, advertising, and premium subscriptions. Most people visit the platform for job hunting, networking, and using LinkedIn's learning platform (formerly Lynda.com) to gain new skills, and the site is optimized for this purpose. This focus shifts attention away from content marketing and reduces the effectiveness of the platform for B2B engagement.

While LinkedIn has its place in the professional world, these priorities highlight a misalignment with the needs of B2B content marketers. As platforms like YouTube offer better retargeting and more engaging content opportunities, it's worth considering whether LinkedIn is the right platform for your marketing strategies.

User Demographics and Preferences on LinkedIn

Understanding the landscape of LinkedIn requires a look at both the demographics and the content preferences of its users.

Demographics

LinkedIn's user base is diverse, spanning various age groups and industries. While the platform has been a stronghold for professionals, especially those in the corporate sector, the age distribution leans more toward the mid-career and above segments.

Shift Towards Visual and Interactive Content

Consumers today, regardless of the platform, are increasingly leaning toward visual and interactive content. Marketing videos from brands are becoming essential tools for engagement. Although LinkedIn has traditionally been a text-heavy platform, this preference shift might lead to a demand for more visual content there too.

Trending Terms and Younger Generation

Interestingly, the younger generation is championing terms like "passive income" and "side hustles." Such content, however, doesn't seem popular on LinkedIn. The disconnect between these trending ideas and what's prevalent on LinkedIn may signal a misalignment with younger audiences.

If LinkedIn doesn't adapt to these shifting preferences and fails to engage the younger demographic, it risks becoming irrelevant. The platform's current focus may need to evolve to cater to visual content and embrace the values and interests of the next generation of professionals.

The Power of Video Content in B2B Marketing

Video content is experiencing unprecedented growth across platforms. For example, people are 52% more likely to share video content than any other type. This rise in video consumption is not just a fleeting trend but an essential part of modern marketing strategies.

Video content has several advantages, especially in the B2B landscape. Its visual appeal and storytelling capabilities allow brands to convey complex ideas in an engaging way. This leads to improved information retention and a more vivid demonstration of products, services, and solutions.

SEO Benefits and Increased Discoverability

YouTube, being the second-largest search engine, plays a crucial role in the SEO strategy for many brands. Video content increases discoverability and offers significant SEO benefits for B2B companies. While LinkedIn posts can rank on Google, they usually don't due to their social nature. LinkedIn articles, on the other hand, are more likely to rank but still fall short compared to video content. Video is 50 times more likely to rank on Google than plain text results, underscoring its power.

Video content is no longer just an option, it's a necessity for B2B marketing.

Strategy Opportunities For B2B Marketers to Excel on YouTube

The landscape of B2B marketing is rapidly evolving, and YouTube is emerging as a key platform for success. Here's how B2B marketers can harness the opportunities offered by YouTube:

• More Researching Tools - YouTube provides robust research and analytic tools that help in planning content and assessing performance. This insight allows for continuous improvement and content that resonates with the target audience.
• Evergreen Content - Unlike posts on platforms like LinkedIn that quickly lose visibility, YouTube videos continue to attract views and engagement over time. This evergreen content offers lasting value, providing long-term benefits for brands.
• Content Customization - YouTube supports various video formats and lengths, allowing businesses to create tailored content for different B2B audience segments. This customization can include tutorials, case studies, or thought leadership pieces, all aligned with specific customer needs.
• Community Engagement - The platform's comment section and community features foster ongoing relationship-building with viewers. Engaging with the audience in this way encourages long-term connections with potential clients, enhancing brand loyalty.
• Collaboration Opportunities - YouTube's influencer and creator community provides unique collaboration opportunities. Partnering with industry experts and thought leaders enhances credibility and reach, connecting the brand with a wider and more engaged audience.

Transitioning from LinkedIn to YouTube

Making the shift from LinkedIn to YouTube can be a fruitful strategy for B2B marketers. Here's how to execute this transition effectively:

Analyzing and Repurposing Content

Begin by examining the existing LinkedIn content and identifying suitable video topics. What resonated well on LinkedIn could be transformed into engaging video formats on YouTube. This repurposing takes advantage of established success while optimizing for the new medium.

Building a Content Calendar

Aligning a YouTube content calendar with your B2B objectives will ensure consistency and relevancy. The transition isn't about leaving LinkedIn entirely but rather expanding into a new avenue. Thoughtful planning helps in integrating the old with the new.

Cross-Promoting and Analyzing

Integration into existing B2B marketing strategies means leveraging YouTube's unique features while cross-promoting content on other platforms. Utilizing YouTube analytics can further refine strategies, offering insights into viewer behavior and preferences.

Transitioning from LinkedIn to YouTube doesn't mean abandoning one for the other. Rather, it's about recognizing the opportunities and advantages that each platform offers and combining them in a cohesive and successful marketing strategy.

The Future of Content Marketing

The world of B2B content marketing is rapidly changing, and YouTube is at the forefront of this transformation. With its dramatic rise, it's become evident that now is the time to embrace video content. It's better to start slowly and evolve rather than never to begin at all.

Your first videos may not be perfect, and that's perfectly okay. Even some of the biggest YouTube stars like MrBeast started with humble, unpolished videos. Now, his productions cost over $1 million each! Remember, you don't need high-end equipment; an iPhone can do the job, especially when you're starting out.

The point is not to let perfectionism hold you back. Embrace the reality that not everything needs to be polished to resonate with your audience. The authenticity and value of the content often outweigh production quality.

Ready to elevate your brand to the next level? At Steel Croissant, we're more than just a marketing agency, we're your growth partner. From impactful digital strategies to memorable branding and engaging web design, our dedicated team of marketers, designers, and strategists work hand-in-hand with you to create tailored solutions that resonate with your audience. Let's make marketing accessible together, shaping a future where your brand doesn't just survive but thrives. Contact us now to get started!