Public Relations & Social Marketing Insight

Any PR firm working with a big business client today will advise that client’s public face to become, well, more public. This means going digital, either on social media or in corporate communications designed to get internal teams and investors excited. But what about going a step further and creating editorial content in the interest of becoming a digital thought leader/business strategist a la Richard Branson or Tony Hsieh? (It’s not enough to write a book anymore.)

We ask because, before today, we’d never heard of JetBlue Airways chairman Jeff Peterson. But now we don’t just know who he is—we know that he has some ideas about how to make his industry more efficient. You can see by the numbers that his LinkedIn post on “A Common Sense Solution to Slow Airline Boarding” has been quite successful....

My company uses content marketing for a number of purposes to promote our business and build relationships with customers. But one of the particularly effective ways we’ve used content marketing is to increase the membership of our LinkedIn Group, “Manage Your Leads,” a group focused on lead generation and B2B sales....

If you’d like to start a LinkedIn group of your own — or boost the membership and raise the profile of a LinkedIn group you already have — here are five time-tested B2B content marketing tips that we’ve used to drive traffic, attract new members, and increase the engagement of our group...