When most brands sit down to map out their social media strategy, LinkedIn is the platform that gets the "we'll get to it later" treatment. Instagram? Obviously. TikTok? Check. X? Sure. But LinkedIn? It just doesn't have that same sparkle as the entertainment-focused platforms.
And that's exactly why you're missing out.
While everyone else is sleeping on LinkedIn, the savviest brands and businesses are quietly building empires on a platform that's literally designed for professional connections, trust-building, and — here's the kicker — actual conversions. If you're not prioritizing a LinkedIn content strategy in 2026, you're likely leaving serious opportunity on the table.
As digital marketing experts, we’re here to shine a light on why LinkedIn deserves a spot in your content game plan, and how to actually make it work for your brand. Developing a content strategy for LinkedIn can go away if you don’t have the right tools, but don’t worry, Baal & Spots is here to help you sail these uncharted waters. Contact us today to get started.
Why LinkedIn gets left behind (and why that's a mistake)
Let's be honest — LinkedIn doesn't exactly scream "fun." There are no viral trends, no short-form comedy, and definitely no Gen Z chaos driving the culture. It's the platform where people go to network, job hunt, and share professional wins — which is precisely why it often feels like an afterthought in social media management plans.
But here's what most brands miss: LinkedIn is where decision-makers actually hang out. We're talking CEOs, marketing directors, HR managers, entrepreneurs, and industry leaders who have purchasing power and influence. These are the people who can actually move the needle for your business, whether you're B2B or B2C.
The lack of "entertainment value" is actually LinkedIn's superpower: people come to LinkedIn with a completely different mindset than they bring to Instagram or TikTok. They're there to learn, grow, and make informed decisions, which means content about your business has a much better chance of being taken seriously rather than getting lost in a sea of memes.
Beyond thought leadership: showing your brand's human side
Establishing yourself as an industry leader and building credibility are the obvious upside to LinkedIn content marketing. Everyone knows that posting insightful content positions you as an expert — but what many brands don't realize is that LinkedIn has evolved into a place where you can actually showcase personality, culture, and the real people behind your business.
Gone are the days of stiff, corporate posts that sound like they were written by a lawyer — and don’t even get us started on the “this is what [strange or everyday occurrence] taught me about B2B sales” posts.
In 2026, the content strategy for LinkedIn that wins is the one that balances professionalism with authenticity. Show your team celebrating a win. Share behind-the-scenes moments from your office or a company event. Post a video of your CEO talking candidly about lessons learned from failure. This is the content that builds real connection and trust with your audience.
People don't just want to know what your brand does — they want to know who you are. LinkedIn gives you the perfect stage to demonstrate your values, your culture, and what makes your team special. And when you do this consistently, you create an emotional connection that goes way beyond "we provide this service."
Video content: your secret weapon on LinkedIn
If you're not using video on LinkedIn, you're missing out on one of the platform's highest-performing content types. LinkedIn's algorithm loves video, and users want to see it. We're not talking about overly produced, commercial-style videos; we're talking about meaningful, authentic video content that adds value.
It’s time to whip out the tripod, set your phone camera to record, and get your employees talking.
What is a good content strategy for LinkedIn?
A good LinkedIn social media strategy is one that leans heavily into video. Here are some ideas to get you started:
- Team spotlights: Introduce team members and let them share their expertise or day-to-day experiences
- Quick tips and tutorials: Share actionable advice in 60–90 seconds
- Behind-the-scenes content: Show what goes into your product, service, or company culture
- Customer success stories: Let your clients tell their stories in their own words (and let your audience hear it from their own mouths)
- Live Q&As: Go live to answer common questions or discuss industry trends
The beauty of LinkedIn video is that it doesn't need to be perfect. In fact, the more polished and corporate your videos feel, the less authentic they come across. A quick, set-the-phone-down-style video from your phone that shares a genuine insight will often outperform a highly produced piece of content.
Video humanizes your brand in a way that text posts simply can't. It allows your audience to see facial expressions, hear the tone of voice, and connect with the real people behind your company logo. And in a world where AI-generated content is everywhere, that human touch is more valuable than ever.
Here at Baal & Spots, we love balancing professional insights with humorous trends in our own video content and for our clients. Our employees love getting in front of the camera to talk about the latest social media news, marketing insights, and even what their day-to-day life looks like working with us. Employee-generated content (EGC) is incredibly valuable because no one is a better spokesperson for your brand than those who live and breathe it every day.
LinkedIn newsletters: your direct line to your audience
Here's a tool that's criminally underutilized: LinkedIn newsletters. If you're serious about developing your LinkedIn strategy for business growth, newsletters should be a core component of your approach. And they’re so easy to execute!
When someone subscribes to your LinkedIn newsletter, they're essentially giving you permission to show up in their inbox and notifications regularly. Unlike regular posts that might get buried in the algorithm, newsletter editions notify subscribers directly — which means guaranteed visibility with your most engaged audience. And let’s be honest, because other users are real professionals that represent real business opportunities, LinkedIn users check every single LinkedIn notification.
LinkedIn newsletters allow you to:
- Build a dedicated subscriber base: People opt in because they want your content
- Establish thought leadership: Regular, in-depth content positions you as an expert
- Drive consistent engagement: Subscribers are notified every time you publish
- Boost your reach: LinkedIn often promotes newsletter content to wider audiences
The key to a successful LinkedIn newsletter is consistency and value. If you’re utilizing blogging for SEO in your current content marketing strategy — which you absolutely should be — use your published pieces to kickstart conversations (and drive extra traffic to your website). Create content specifically designed for your LinkedIn audience: industry insights, behind-the-scenes looks at your business, curated resources, or commentary on trending topics in your field.
Think of your newsletter as a regular coffee chat with your professional network. It should feel conversational, valuable, and worth their time. When you nail this, you'll build a loyal community that actively looks forward to your content.
Psst…if you don’t already follow Baal & Spots on LinkedIn, you’re missing out on amazing content, informational yet entertaining newsletters, and our employees’ sweet faces.
LinkedIn works for everyone (yes, even your B2C brand)
There's a misconception that LinkedIn is only for B2B businesses, but that's simply not true. While it's obviously a goldmine for B2B companies selling software, consulting services, or business solutions, B2C brands can absolutely thrive on LinkedIn too.
For B2B brands, LinkedIn is practically built for you. Your target audience is already there, actively looking for solutions to their business problems. By implementing and following LinkedIn post best practices — like sharing case studies, industry research, and thought leadership content — you can attract decision-makers who are ready to buy.
For B2C brands, LinkedIn offers a unique opportunity to build trust and credibility in ways that other platforms don't. Consider:
- Personal finance brands sharing financial literacy content with young professionals
- Wellness companies targeting busy executives who need work-life balance solutions
- Education platforms connecting with lifelong learners and career-changers
- Retail brands showcasing company culture to attract both customers and top talent
The key for B2C brands is to focus on the professional angle of your product or service. How does what you offer help people in their careers, productivity, or professional development? Can business insights directly related to your business offer important perspective for LinkedIn users? Frame your content through these lenses, and you'll find your audience on LinkedIn.
One of our long-term healthcare clients uses LinkedIn as a platform to not only recruit and hire new staff, but to share educational tips and dive into employee success stories to connect with a broader audience. Doctors and nurses can relate to their peers, and everyday users can take home tidbits of healthcare information.
How to start your LinkedIn content strategy
Now that you understand why LinkedIn matters, let's talk about how to actually build your LinkedIn content strategy for 2026. The good news? You don't need a massive budget or a dedicated team to get started. And with Baal & Spots as your dedicated digital partner, content strategy and execution is a breeze.
Start with your goals
Are you trying to build brand awareness, establish thought leadership, or attract top talent? Your goals will shape your content approach. This connects directly to your broader online marketing efforts and should align with your growth objectives.
Understand your audience
Who are you trying to reach? What challenges do they face? What type of content would they find valuable? Use LinkedIn analytics to understand who's already engaging with your content and refine your targeting. Whether it’s busy CEOs who need help with their marketing strategy or consumers looking for financial help, if done right, your LinkedIn content can speak to the right people.
Create a content mix
Although we heavily emphasized the use of video — because it works — don't just post one type of content all of the time. Mix it up with text posts, graphics, articles, videos, polls, and newsletters. Variety keeps your audience engaged and helps you reach different segments of your network. If you’re feeling stuck on what to post, our team can plan out your monthly content calendar with a variety of different post types to keep audiences engaged.
Keep reading: What is content marketing?
Be consistent
This is where most brands fail. Posting once a month won't cut it. If you want to maintain a healthy profile and engagement rate, you should aim to post at least 2–3 times per week to stay visible and build momentum. This is where your content mix comes in handy; not every post needs to be a fully produced and edited video. If you haven’t already established your major content pillars, that can help you determine what types of posts can fill those gaps.
Engage authentically
LinkedIn isn't a broadcast platform — it's a networking platform. Respond to comments, engage with other people's content, and start genuine conversations. The algorithm rewards engagement, and your audience rewards authenticity. Encourage your employees to join the discussion by sharing on their personal profiles and adding their two cents. They are the experts after all!
LinkedIn marketing agencies: are they worth it?
The biggest question on every business owner's mind: Is hiring a digital marketing agency worth it? Yes. Look, we know you’re busy — you have a business to run! — but if you try to juggle your marketing needs on your own, a ball is inevitably going to be dropped.
If building and executing a comprehensive LinkedIn content strategy feels overwhelming, you're not alone. Many brands choose to partner with LinkedIn marketing agencies that specialize in the platform's unique dynamics and best practices.
A good agency like Baal & Spots can help you develop a strategy, create content, manage posting schedules, and optimize performance based on data. They bring expertise in LinkedIn's algorithm, knowledge of what content performs best, and the resources to execute your plan consistently.
Transferring your marketing responsibilities should feel like a weight off your shoulders, not more work for you to micromanage. Luckily, Baal & Spots makes it easy to transition into LinkedIn content that engages and converts.
Let us help you develop a strong LinkedIn content strategy
Dear businesses: stop treating LinkedIn like the forgotten middle child of social media. It's time to give it the attention it deserves.
When it comes to online marketing, small businesses need to utilize every platform possible to connect and engage with their target audience. LinkedIn isn't the flashiest platform, but it might be the most valuable one for your business. While your competitors are busy only chasing trends on TikTok and Instagram, you can be building meaningful relationships, establishing credibility, and generating real business results on LinkedIn.
A thoughtful LinkedIn content strategy that includes video content, newsletters, and authentic storytelling will set you apart in 2026. The platform rewards consistency, value, and genuine human connection — all things that align perfectly with building a sustainable brand.
Ready to level up your social media strategy? Baal & Spots’s team of social experts can create, implement, and manage successful social media strategies across any platform of your choosing…especially trickier ones like LinkedIn. When you need an agency that works as an extension of your team and not just another faceless vendor, reach out to us. We’ve helped countless brands find their success on LinkedIn, and we can help you, too.
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