There’s no doubt about it. LinkedIn is essential in the B2B marketing world, and yet so many brands don’t know where to start. Many are stuck following the old-school method of prioritizing promotion over engagement (something Metadata was guilty of in the early days.) Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, join this episode to explain where Metadata’s LinkedIn strategy started out and how transforming it has led to great success. They explore why brands struggle to gain traction, how to be proactive on LinkedIn, and why LinkedIn is really a publishing platform, not just a promotional one. Find out: How Metadata has transformed its LinkedIn strategyHow to push out content that really creates an impactJustin’s three most important learnings about LinkedIn Tune in to the full episode to learn how to grow your LinkedIn page’s reach and impact in your target market. 0:00 – 0:57 Introduction 0:57 – 4:05 How Metadata used to run its LinkedIn page 4:05 – 5:19 Why consistency is key on social media 5:20 – 9:04 Why you should avoid the old-school methods of social media promotion 9:04 – 13:19 Finding social media inspiration from other companies 13:20 – 16:59 How to balance between popular yet generic content and niche content that’s more valuable 17:00 – 21:10 Why Metadata became laser-focused on LinkedIn 21:10 – 25:01 The shelf life of content and the value of content repurposing 25:01 – 34:29 Justin’s top learnings since running social company pages 34:29 – 36:15 Outro