When most people think of LinkedIn, they think of job hunting, company announcements, or the occasional humblebrag. But only using LinkedIn to update your job title or post a company milestone means you’re seriously missing out on a vital PR and marketing opportunity.

LinkedIn has evolved into one of the most powerful content marketing and brand-building platforms around – and yet, so many businesses still underestimate its potential. In this article, we explore how to use LinkedIn for PR and marketing – and what makes it such an effective tool for your business.

LinkedIn is more than a digital résumé

First, let’s debunk the biggest misconception: LinkedIn isn’t just a place to park your CV and move on. It’s a dynamic space where professionals across industries share insights, tell stories, and connect in meaningful ways.

What sets it apart from other platforms is intent; people go to LinkedIn with a professional mindset. That means they’re far more open to engaging with strategic, value-driven content. You’re not interrupting their cat videos or dance trends – you’re meeting them where they’re already thinking about growth, learning, and leadership.

That’s where LinkedIn differentiates itself from other platforms. Success on LinkedIn doesn’t require a massive following or viral content. In fact, the real magic happens when your content reaches the right niche audience. Whether you’re a solo consultant, a mid-size PR agency, or an in-house marketer, your ideal audience is likely already active on LinkedIn – clients, collaborators, journalists, investors, decision-makers. And because LinkedIn connections often span industries and roles, there’s huge potential for organic reach through shared posts and comments.

LinkedIn content – what performs well?

Unlike other platforms where organic reach has dwindled to almost nothing, organic reach is still alive and well on LinkedIn, which rewards high-quality, engaging content. The algorithm favours:

  • Posts that spark conversation
  • Valuable insights or learnings
  • Content that keeps users on the platform (like carousels or native video)

This makes it a fertile ground for brand storytelling, thought leadership, and audience-building, without the need for paid promotion (though that’s a layer you can add later).

So, what’s the type of LinkedIn content that performs well?

  • Personal stories with a professional hook – this is great for both relatability and visibility. Best case scenario, your interesting story resonates with someone so much that they can’t help but comment or reach out to you directly. Now that’s networking!
  • How-to tips and educational breakdowns. It’s the best way to show your expertise and add value to your posts.
  • Behind-the-scenes content or case studies. You can bring an air of transparency or credibility to your business – and everyone loves a peek behind the scenes.
  • Carousels and document posts. These get high engagement and dwell time. If you want to post more than one image on LinkedIn, make it a PDF and post it as a carousel instead!
  • Short-form video snippets – these are great for showing your face, voice, and personality. It’s always good to stand out from the crowd.

The key here is consistency and authenticity. You don’t need to reinvent the wheel – just share what you know, and speak to the challenges your audience is already facing.

LinkedIn through the eyes of PR and marketing professionals

For PR and marketing agencies like OggaDoon, LinkedIn is a double win. From our perspective, not only is it a space to elevate our own brand, but it’s also the perfect platform to amplify our clients. This is especially true in B2B, tech, finance, professional services, and other similar sectors.

If you want to utilise LinkedIn to maximise your PR and marketing efforts, you can use it to:

  • Position your team members as thought leaders in a relevant field – the go-to experts in your niche. When other people working with your business get involved too, it expands your reach exponentially. Personal profiles tend to perform far better than company pages, so a coordinated, human-first strategy is key.
  • Share positive news, case studies, and testimonials – not only does this appeal to potential clients, it’s also a great recruiting tool.
  • Boost media coverage and PR placements. It’s always great to be featured in the media, but don’t forget to reshare those articles on LinkedIn! Coverage like this always works best when amplified through your own channels.
  • Build relationships with journalists, industry insiders, and prospective clients. They’re all on LinkedIn, sharing their own knowledge – engage with their content and don’t be afraid to share your own thoughts on the topics they’re discussing.

LinkedIn isn’t about shouting the loudest. It’s about showing up consistently, sharing value, and building trust with the right people. For PR and marketing pros like us, that’s the sweet spot – and it’s never been more accessible. 

This is the first in our series of articles focused on LinkedIn content as a tool for PR and marketing. You can find more in-depth looks at LinkedIn as a platform on our blog – or reach out directly to discuss how we can apply this knowledge to boost your business!