Episode web page: https://tinyurl.com/4rymcmrs

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In today’s crowded digital world, standing out on LinkedIn is more challenging than ever. With users scrolling through 300 feet of content daily and 1.5 million pieces of content being engaged with every minute, how can marketers cut through the noise?

In this episode, Nathan Isaacs sits down with Purna Virji, a LinkedIn marketing expert and author of High Impact Content Marketing, to discuss proven strategies for LinkedIn success. From blending organic and paid content to leveraging thought leadership and short-form video, Purna shares valuable insights on building engagement, trust, and brand loyalty on one of the world’s most powerful professional platforms.

Key Takeaways:

🔥 Why Consistency Matters: A common mistake brands make is only showing up when they have a big launch. Purna emphasizes the importance of continuous engagement—whether through organic posts, paid ads, or a mix of both.

🌱 Paid vs. Organic: Why You Need Both: LinkedIn research shows that users exposed to both organic and paid content are 61% more likely to convert than those who only see paid ads. Organic content nurtures your existing audience, while paid ads help you reach new ones.

📊 Testing and Learning: Your LinkedIn page isn’t just a broadcasting tool—it’s a dynamic testing ground. Brands should experiment with different types of content organically before investing ad dollars to boost their top-performing posts.

🎥 The Rise of Short-Form Video: Video consumption continues to surge, with LinkedIn seeing a 34% increase in video uploads year over year. Purna recommends embracing short, engaging videos to build trust and humanize your brand.

💡 Leveraging Thought Leadership: People follow people before they follow brands. Thought leader ads allow companies to boost employee and executive content, making it a powerful tool for credibility and reach.

📣 Beyond Vanity Metrics: It’s not just about likes and shares—success on LinkedIn should be measured by pipeline impact, engagement quality, and long-term brand trust.

Episode Links:

📖 Purna Virji’s book: High Impact Content Marketing 

💡 Follow Purna on LinkedIn: Purna Virji

📊 LinkedIn for Marketing: LinkedIn Business Page

🎧 More episodes of Insights Unlocked: UserTesting Podcast