"According to a joint study by Edelman and LinkedIn, 64 percent of buyers say that an organization's thought leadership content is a more trustworthy basis for assessing its capabilities than its marketing materials and product sheets."
"Only 3 percent of employees share their company's content on LinkedIn. Yet that 3 percent accounts for 30 percent of a brand's total engagement on the platform."
"The company page, with all its polish and production, is generating the other 70 percent by reaching an audience of mostly existing followers who already know the brand exists."
LinkedIn's evolution has diminished the effectiveness of company pages, as decision-makers now prioritize individual thought leadership over brand content. A study reveals that 64% of buyers trust personal insights more than marketing materials. Only 3% of employees share company content, yet they drive 30% of engagement. This indicates that personal voices are crucial for brand interaction, while polished company pages primarily reach existing followers, failing to expand brand awareness effectively.
Read at Inc
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