As a B2B marketer, one of the worst nightmares you face is the dreaded content graveyard—where your well-crafted posts go to die, buried under low engagement and minimal reach.
We all know the frustration of crafting the perfect LinkedIn post—tweaking the copy and perfecting the graphic or video—only to watch it garner a few reactions.
With 80% of B2B marketers relying on LinkedIn, it’s easy to fall into the trap of posting content that slowly fades away unnoticed by your audience. But don’t let your content rest in peace just yet—there are ways to resurrect it and keep your strategy lively and engaging. In honor of the upcoming holiday, we present our “spooktacular” content ideas:
Is Your Content Heading to the Graveyard?
It can be hard to tell when your content is creeping toward the afterlife, but here are a few telltale signs that it’s entering the dreaded content graveyard:
- Low engagement rates: Your posts may get plenty of impressions, but if the engagement isn’t following—meaning few likes, shares, or comments—it’s a clear sign your content is getting ghosted.
- Monotonous post formats: Posting the same type of content repeatedly can lead to audience fatigue. If you only share text posts with single images, your followers may find the content stale and uninteresting.
- Stagnant follower count: If you’re not gaining new followers despite regular posting, it could indicate that your content isn’t appealing to new users.
Ways to Breathe New Life into Your Posts
Want to keep your content alive and thriving? Here are some wickedly effective tricks:
1. Brew Up a Mix of Post Types
Variety is the secret potion for keeping your content engaging. LinkedIn data shows that 48% of posts are simple text with a single image, which can lead to a monotonous feed. Instead, shake things up! Throw in polls, carousels, videos, and even infographics to keep things fresh. Not only will this keep your audience from feeling like they’re stuck in a content time loop, but it also ensures that different types of content appeal to different people.
2. Cast a Spell of Consistency
If you want to summon engagement from the depths, regular posting is critical. Companies that post at least weekly experience twice the engagement compared to those that are more sporadic. So, don’t let your content vanish into the night—keep a steady cadence that your audience can rely on.
3. Video Content = Pure Magic
Video is like a powerful spell that can breathe life into your posts. In fact, video content is 20 times more likely to be re-shared than any other type of post, and video posts receive 5 times more engagement on LinkedIn. Creating video content ensures your message stands out instead of fading into a sea of forgettable posts. However, including captions or subtitles is crucial, as only about one-third of users watch videos with the sound on. Making your content accessible without sound is critical to high engagement.
4. Escape the Stock Photo Curse
Personalized visuals are far more captivating than generic stock photos. Posts featuring personalized images can see up to a 45% increase in engagement and typically double the comment rate. Try using custom collages or showcasing your team in action to make your content feel alive and personal. And a fun hack: when you post a gallery of images, each click through the photos counts as an engagement, making it a surefire way to boost your post’s performance.
Revitalize Your Strategy Before It’s Too Late
By mixing up your content types, being consistent, leaning into video, and using personalized visuals, you’ll ensure your content doesn’t end up in the graveyard—rotting away with little to no engagement. Avoid the deathly stillness of low-performing posts and give your strategy the life it needs to stand out in the crowded world of B2B social media.
Keep it dynamic, varied, and personal—and watch as your social presence stays high-performing year-round.
