The LinkedIn Playbook: B2B Content That Works

“I look at LinkedIn as the business place to stay connected… I’ve got an incredible network, and it’s global.” — Kevin D. Turner

Personal branding in the B2B world is about visibility, trust, and long-term opportunity. 

That’s why in this episode of B2B Business Class, I spoke with Kevin Turner, Managing Partner at TNT Brand Strategist.

Kevin joined the show to share how professionals can harness LinkedIn and other digital platforms to craft a magnetic brand that works even when they’re offline.

With humor, insight, and a bit of tough love, Kevin unpacks what today’s professionals often get wrong and what they can do to stand out in a noisy, algorithm-driven world.

Why LinkedIn Became Kevin’s Global Networking Hub

Kevin’s passion for LinkedIn began as a practical solution to managing professional connections worldwide. 

In his words, traditional social platforms just didn’t fit the bill.

“I needed a place to keep all my friends together,” Kevin explained. “Facebook didn’t quite cut it… LinkedIn was the business place to stay connected with these people I had met all over the world.”

This initial interest soon evolved into a profound understanding of the platform, prompting Kevin to offer specialized services to help others harness LinkedIn’s capabilities effectively.

“ I've always believed in my career that you can share the science and they'll come back to you for the art,” Kevin said. “ Part of sharing everything I know about LinkedIn is just that — to get that out there so people can do better.”  

Navigating LinkedIn’s Hidden Rules and Expectations

Most LinkedIn users don't realize the depth of the platform's complexities. 

Kevin emphasized the importance of understanding LinkedIn’s often-overlooked guidelines, which can significantly affect user experiences.

“One of [LinkedIn’s rules] people break all the time is running contests or giveaways,” he revealed. “Believe it or not, that's against the LinkedIn user agreement. Most people don't know that, and they break it every single day.”

Kevin advises users to treat LinkedIn interactions as they would real-life business encounters, cautioning that inappropriate behavior can result in platform restrictions or bans.

“ You don't go to a networking meeting and start handing out your card, expecting business to happen or expect relationships to build,” Kevin argued. “That doesn't work. Well, it doesn't work on LinkedIn, either. You’ve got to have conversations. You’ve got to build trust.”

The Algorithm Myth: What Really Drives Your LinkedIn Reach

Contrary to popular belief, LinkedIn’s reach isn’t dictated by a single, ever-changing algorithm. 

Kevin explained that the reality is far more complex, involving multiple algorithms that determine visibility.

“There are over 19 algorithms on LinkedIn that affect just reach and exposure,” he clarified. “They’re also owned by competitive and siloed product groups that sometimes are competing for the same thing.”

Understanding this can help businesses stop chasing algorithm updates and instead focus on producing a regular cadence of authentic content.

That’s why Kevin argued that activity is one of the most important metrics on LinkedIn.“ If you're active [on LinkedIn] every single day, it’s kind of like sunlight,” he suggested.

“Activity is the best disinfectant for LinkedIn. Your activity says that [your content] must be true.”

Avoid “Personal Blanding” When Crafting Your LinkedIn Identity

Kevin highlighted a common pitfall for LinkedIn users: “personal blanding,” or creating overly broad profiles in hopes of attracting diverse opportunities. 

Instead, he advocated for targeted clarity.

“People throw everything into their profile, [hoping] others will figure it out,” Kevin warned. “Nobody hires a Jack or Jill of all trades. The end of that is ‘master of none’… If it’s not something that moves you forward, take it out. Less is more.”

Clear positioning enhances visibility and appeal, ultimately driving better quality connections and opportunities.“Focus on where you want to go,” Kevin said. “Get the branding right and let [people] know exactly what you bring to the table.”

Find Your LinkedIn Posse

Kevin closed us out by underscoring the importance of identifying your unique audience on LinkedIn. 

Rather than chasing trends, users should focus content towards the groups that resonate most with their business goals.

“You’ve got to know who your audience is on LinkedIn,” Kevin said. “Play to your audience, and they will find you.”

He recommended using LinkedIn’s built-in tools to curate personalized content feeds, thereby cutting through algorithm clutter and staying connected with your "posse."

“It’s a microcosm of the real world… Do the things they like to see and that will build momentum.” 

For more insights from Kevin D. Turner, you can listen to this episode of B2B Business Class on Spotify, Apple, or wherever you get your favorite podcasts.