As LinkedIn continues to grow its role as a content creation platform, it is increasingly recognized for its potential to connect professionals and companies through meaningful, business-focused content. 

LinkedIn’s new features — Sponsored Articles and Sponsored Newsletters — allow businesses to promote long-form content directly to their target audiences. Sponsored Newsletters, in particular, enable companies to extend the reach of their recurring newsletter content, leveraging LinkedIn’s growing base of over 184,000 newsletters, which have seen a 47% rise in engagement in the past year. These new tools are part of LinkedIn’s broader strategy to enhance B2B marketing by providing more targeted, data-driven content distribution options for brands.

This expansion underscores LinkedIn’s growing role as a professional content creation platform, where educational and thought leadership content can thrive. Sponsored Newsletters, for example, allow brands to promote native content while benefiting from LinkedIn’s highly targeted audience of professionals, helping them increase engagement and lead generation. Companies can use LinkedIn’s Campaign Manager to sponsor content, ensuring it reaches the right professionals while maintaining the platform’s emphasis on authenticity and value-driven interactions.

Below are some insights from industry professionals about LinkedIn’s evolving role in content marketing and its potential impact on businesses.

Josh Rosen, CEO, TRG Sports & Entertainment

LinkedIn’s network provides a unique ground to create content targeted towards a more nuanced demographic; namely, business and marketing professionals that are searching for best practices in the digital space.

Jim Silver, CEO, FamFluence

LinkedIn is highly effective for B2B marketing when used strategically. Since people come to LinkedIn for business purposes, overly promotional content can be off-putting and counterproductive. The key to success is creating content that strikes a balance—educational, informative, and valuable to your audience without feeling like an advertisement.

Vin Matano, Founder, Creatorbuzz

I’m willing to bet my entire life savings that LinkedIn will be one of the main content creation platforms for creators and for brands looking to reach their customers. LinkedIn’s users are much more affluent compared to users on TikTok, with the average salary for a LinkedIn user being $70k.

Josh Norris, Founder & CEO, Josh Norris Consulting

The role of any platform is determined by the audience, not the creators. For both B2B and B2C, people look to LinkedIn to learn things that help them do better at their careers. The most popular and respected creators on LinkedIn have had high-quality careers and now share how others can follow in their footsteps.

Ruben Hassid, Founder, easygen.io & rubenhassid.ai

LinkedIn’s role in content creation is simple: it’s the ultimate platform for personal branding in B2B and B2C. Forget paid ads—they’re a trap. The real power lies in creating authentic content that connects, using AI tools like Perplexity, Canva, and EasyGen to produce content faster and smarter than competitors.

Dan Albert, Co-founder, 456 Growth Media

Helping B2B and B2C content creators grow their networks on LinkedIn seems straightforward. With features like LinkedIn Newsletters, a short-form video algorithm, and LinkedIn Live, creators can expand their reach and networks through targeted omni-channel strategies.

Glenn Ginsburg, President, QYOU Media

LinkedIn has reshaped itself into a space where individuals and companies can share content and build personal brands. With 310 million monthly active users, LinkedIn continues to expand its content marketing capabilities, offering new opportunities for creators and brands to engage with both B2B and consumer audiences.

Wes Elder, Founder, Creatorspace

I tell everyone, including content creators, to get on LinkedIn. It’s where the decision-makers are. As long as LinkedIn stays focused on the business side of things, I think the growth of content creators and sponsorships will be a healthy next step for the platform.

Tachat Igityan, Founder and CFO, destream

LinkedIn is a prominent social media platform, especially for business connections. The engagement rate of this media is rising yearly, and now statistics show that at least 40% of its users visit LinkedIn daily.  Given this number, I find that LinkedIn has a crucial role as a content creation platform. 

As for B2B, companies and professionals can use LinkedIn to share expert insights and increase their authority. They can create posts or write long articles on topics the company specializes in—it will attract business clients and partners. Using such a strategy, companies also have an opportunity to draw talent, as many job seekers use LinkedIn for that purpose. 

When it comes to B2C, brands may use it to build trust and engage with customers better. Companies can benefit from sharing educational posts, how-to guides, feature updates, etc. Again, it will help to demonstrate their expertise and attract clients. The B2C content can also be useful for humanizing the business. Show your employees, conduct interviews with them, and make them comment on industry news—all these will make your company more transparent and, therefore, trustworthy.  

Dylan Huey, Founder & CEO, Reach

LinkedIn has quickly become my go-to social media platform—not because it’s saturated with creators yet (it’s still in its early stages here)—but because it’s the premier platform for professional content. When I post on LinkedIn (I try to post 2-3 times a week), I know I’m connecting directly with business professionals and decision-makers.

Unlike other social platforms, LinkedIn offers unmatched visibility into exactly who is interacting with my content—whether it’s a Fortune 500 executive, a hiring manager, or an industry thought leader. This level of insight transforms LinkedIn into a powerful tool for networking and building strategic relationships.

For B2B, LinkedIn plays a critical role in allowing businesses to showcase their expertise, generate leads, and engage with key decision-makers in a targeted and highly professional environment. It’s not just a place for posting content—it’s a platform where businesses can establish authority, build credibility, and drive meaningful conversations that lead to real results.

On the B2C side, LinkedIn is evolving into a platform where brands can humanize their messaging, connect with consumers on a deeper level, and build trust through transparency. Although LinkedIn may not be the first platform that comes to mind for B2C, it offers brands a unique opportunity to share behind-the-scenes insights, leadership perspectives, and authentic stories that resonate with consumers who value expertise and authenticity.

As LinkedIn expands its content marketing capabilities with sponsored articles and newsletters, it’s positioning itself to become the go-to platform for professionals and businesses to connect, collaborate, and grow—whether they’re targeting other businesses or directly engaging consumers.