Break the B2B marketing mould: How to make LinkedIn content 'pop' with Robin O’Connell
- Jessica Phillips
- 12 minutes ago
- 3 min read
Are your LinkedIn captions sounding like every other post? Is your content too static or AI-saturated?
To avoid your content gathering dust on LinkedIn’s back shelf, think about what the story of your data is telling you.
In B2B marketing where everyone is in the game of selling and networking, sounding generic is going to produce mediocre results.
As Robin O’Connell, Senior Content Solutions Consultant at LinkedIn, explained in a recent conversation with Azadeh Williams at the 2025 Future Media Forum, it’s time for marketers to shift focus.
From content efficiency to effectiveness
Here’s a common pitfall: teams celebrating reduced content production time without measuring whether that content delivered real business outcomes.
"You can do the wrong things 100 percent efficiently," O’Connell says.
Instead, marketers should prioritise effectiveness. That means leveraging AI not just to speed things up, but to empower employees to create compelling, engaging content that resonates.
For B2B marketers, this shift is important. Moving away from short-term, hyper-ROI strategies towards long-term, emotionally engaging brand content is the path to building relevance and trust.
Out-of-the-box creativity is the answer to ad fatigue
Ad fatigue is a real thing.
Audiences are saturated on a 24/7 basis with news and content. Meanwhile, attention spans are shrinking and advertising costs are rising.
What’s the solution? Original, bold creativity.
O’Connell believes marketers should double down on bold, unique content that stands out rather than following the herd.
"If your competitors are all blue, be pink. If they’re all talking about AI, focus on the human element," he says.
The key is to not just fit into the professional mould but to break it completely. B2B content doesn't have to be boring. In fact, it shouldn't be.
Build trust with content consistency and human sparkle
The digital world is becoming very ‘cloudy’. No one really knows who they can trust when we live in an era of deepfakes and AI-generated influencers.
That is why building trust is as golden as currency.
"Trust equals consistency over time,” explains O’Connell.
That means ditching one-off campaigns for ongoing conversations with your audience.
And it means staying human. Real people, real stories, real emotions. Audiences crave authenticity, and nothing beats the genuine emotional connection created by content shared from a person, not a logo.
According to O’Connell, employee-shared posts often get double the engagement of brand posts. People connect with real people.
Three easy stesp to improve your B2B content on LinkedIn
When it comes to building an engaged presence on LinkedIn, O’Connell offers three golden rules:
Put employees at the centre: Empower your people to create content. Give them tools, remove barriers, and let their creativity shine.
Make your content move: On LinkedIn, video views in Australia are up 47 percent year-on-year. Video is more dynamic, engaging and now expected by audiences.
Be brave: Don’t be afraid to do the opposite of what’s expected. Stand out, take creative risks, and let your brand voice cut through the noise.
To automate content or not?
While AI is transforming marketing, O’Connell cautions against over-reliance on automated content.
"Pause on AI-generated influencers and think: is this building trust or breaking it?"
The most powerful content still comes from people who care. It’s emotive, specific, and human.
Great content on LinkedIn is about creating connections. If marketers want to truly cut through, they need to flex their human super muscles more than ever before.
Ready to break your own mould? Start with people, not perfection.
Authored by Jessica Phillips, Senior Social Media and Communications Specialist at AZK Media.
At AZK Media, we specialise in helping global technology companies and tech start-ups get noticed in new and emerging markets. We make driving your growth, our business. Contact us today to see how we can strengthen your PR and media efforts.
留言