Radical Content

Why LinkedIn Is the Most Underutilized Platform in Marketing (ft. Melissa Dawson)

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In this episode of Radical Content, I sit down with Melissa Dawson, Global Social Lead at WD (formerly Western Digital), to break down how B2B brands can actually win on social media by leaning into storytelling, thought leadership, and audience-first content. Melissa shares how she helped transform WD’s social strategy from a broad B2C/B2B mix into a focused LinkedIn growth engine that generated millions of impressions, massive engagement, and real business impact.

From viral LinkedIn posts to the future of B2B marketing, this episode is packed with insights for marketers, creators, and social media professionals trying to stand out in an increasingly crowded digital landscape.

What You’ll Learn in This Episode

  • Why LinkedIn is massively underrated for both B2B and B2C brands
  • How WD shifted from product marketing to audience-first storytelling
  • The LinkedIn content formats driving the most growth right now
  • The psychology behind Melissa’s viral “social media manager” post
  • Why relatable content often outperforms polished expertise
  • How LinkedIn’s algorithm differs from TikTok and Instagram
  • Why social media managers are becoming the future CMOs
  • Melissa’s hot take on brands using creator content for free exposure

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    Radical ContentBy Eric Gray