LinkedIn has undergone a renaissance in the last several years and today is a central focus for many B2B companies’ marketing strategies. But what does it take to do LinkedIn right?

Mark Raffan of Content Callout is an expert at using LinkedIn for organic social marketing. In this episode, he explains why you should be putting twice as much effort into individual posts as you do company posts, along with advice on things like:

• When to use branded versus non-branded content

• How to create a strong hook

• How to know what you shouldn’t post

• Overcoming objections from subject matter experts who are reluctant to build their personal brands on LinkedIn

• Why responding to comments on your posts is so important

• How to structure your LinkedIn posts to get the most engagement

Get the details on all of this, and more, in this week’s episode.