4 Hottest LinkedIn Groups For B2B Content Marketing

By on October 1, 2012 / Social Media, Strategy and Planning / Leave a comment

The best LinkedIn groups are used for discussion, networking and idea sharing, not for streaming self-promotional posts. But are you getting anything from your LinkedIn groups besides spam?

Some good qualities for LinkedIn groups are:

      • A high comment-to-discussion ratio.
      • Active moderation from group leaders, especially common in branded groups.
      • Discussion topics that do not always begin with blog article links.
      • Involvement in discussion from group owners/managers.

Of the 20 groups we surveyed, these four groups stood out for quality:

  • B2B Lead Roundtable. This group focuses on the lead and demand generation part of the marketing process. It’s ideal for strategists who are directly responsible for driving sales. Some current hot topics in the group are lead nurturing, increasing conversions and CRM strategy. Roundtable is one of the larger groups on the list, with more than 12,000 members. Large groups are harder to moderate. However, Roundtable’s discussion-to-comments ratio is consistently low, indicating that people are talking, not simply promoting their new posts.
  • Content Marketing Institute. Branded groups are good because they tend to be better maintained. CMI Magazines’ group is a general content marketing forum, with topics ranging from lead gen to social media strategy. There is a heavy focus on CMI events, such as the organization’s annual Content Marketing World conference, but there is still plenty of  valuable non-branded discussion.
  • The Content Wrangler Community. One of the older communities in the list (est. 2007), this group runs some solid numbers in terms of population, comments and discussion. It’s another good all-rounder with great general content. Content Wrangler displays another good sign of a healthy community: front page discussions that begin with something other than links to blog posts or articles. Many posts begin by posing the audience questions, which facilitates conversation better than post-linking. Also, the group owner Scott Abel stays pretty active in the conversations, and his presence is beneficial to the community.
  • Hubspot Partners Forum. This group is targeted at individuals and agencies who receive training, certification and software from the Hubspot agency. However, even non-Hubspot Partners are allowed to join and can benefit from the content.  Look for conversations on innovative strategies content strategies, such as outsourcing and marketing software tools.

What are your favorite LinkedIn groups for B2B contenting marketing?

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  1. Joe
    8:30 pm on October 1, 2012

    I would love to share this article on Twitter but the app you’re using wants to “connect” with my Twitter account instead of simply allowing me to post. Not sure this is a productive use of social media and hope this is not something you recommend to your clients.

    I did enjoyed the article, though, but I am not going to share it if I have to allow you access to my account…even if you won’t “post anything without my permission”.

    Good luck.


  2. Mary Ellen Slayter
    8:44 pm on October 1, 2012

    Hi Joe!

    We use the share-to-social plugin provided by Shareaholic, which is a common, trusted third-party app. We’ve used it for years on sites big and small and have always been happy with it as users and site managers.

    Anyone who wasn’t comfortable with even that limited connection could just copy the link directly into Twitter or their social media management client. The latter, of course, connects to your account the same way Shareaholic does.


  3. 20 LinkedIn Tips for B2B Social Media Success | Social Media B2B
    12:43 pm on October 2, 2012

    [...] 15. The best groups have discussion topics that do not always begin with blog article links. (Source) [...]


  4. Bethany Lee
    7:05 pm on October 11, 2012

    Hi John Paul,

    Great article! I love LinkedIn WHEN I find groups that exhibit the qualities you wrote about here. I always check the comment to discussion ratio before joining a group–that may or may not determine if I enter a group, but it is a good point of reference for me to know what to expect from it. Content Wrangler has always been a good group in my opinion.
    Like I discussed on LinkedIn, would LOVE a follow up article to this with advice from LI managers who run successful groups. :-)
    I’m going to share this article in my own group as to what I’m hoping to achieve, and turn your four qualities of a good LI group into part of my “about this group” paragraph (or something of the sort).


    • John Nettles
      2:46 pm on October 12, 2012

      Sounds like a great idea, Bethany. Thanks for the suggestion. I’ve already got some info from Scott Abel of Content Wrangler, and will ask the other moderators for their feedback.


  5. The Benefits of LinkedIn B2B Marketing for Your Business | JASE Group Creative Advertising & Public Relations Agency Norfolk VA
    3:02 pm on October 29, 2012

    [...] Active LinkedIn groups can be a great resource for B2B marketing. Group participants have the opportunity to network with other professionals in the industry. Individuals cannot only share resources and ideas, but groups are also one more avenue to share feeds for the organization’s other social media platforms. However, content sharing should be authentic and relate to the group’s topic or interest area. [...]


  6. B2B Lead Blog » Social Media Marketing: 6 tips for running a valuable LinkedIn group that attracts prospects
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    [...] In early October, the B2B Lead Roundtable Group, this blog’s LinkedIn group, was recognized as one of the top LinkedIn groups for content marketing. Check it out for yourself here: “4 Hottest LinkedIn Groups for B2B content marketing.” [...]


  7. Augie Ray
    1:32 pm on November 12, 2012

    I agree with Joe. With so many ways to allow posting to Twitter without needing to grant access to yet another app, why use this method? Data shows most people are very concerned with privacy online, and granting access to an unknown app simply because I want to post a piece of content isn’t something I’m willing to do. So, instead of sharing this with my 15,000 followers, I’m moving on, which seems your loss, not mine.

    I could copy and paste a link into Twitter to avoid granting access to the app, but will most people go to this effort simply because you’ve chosen to make it difficult to share? If your goal is maximum sharing of your content, then your method for permitting sharing seems counter-productive, in my opinion


  8. Social Media Marketing: 6 tips for using a profitable LinkedIn organisation that attracts prospects
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    [...] In early October, the B2B Lead Roundtable Group, this blog’s LinkedIn group, was famous as one of a tip LinkedIn groups for calm marketing. Check it out for yourself here: “4 Hottest LinkedIn Groups for B2B calm marketing.” [...]


  9. Are LinkedIn Groups Worth Your Time? - Reputation Capital: Content Marketing Strategy, Copywriting, Social Media Consulting
    7:02 pm on November 12, 2012

    [...] There are some really great groups out there. It’s just that LinkedIn Groups were not created to be RSS feeds. Unless your branding goals are carefully targeted, you may want to consider building your reputation through other means. By John Nettles on November 12, 2012   /   Social Media, Strategy and Planning, Uncategorized   /   Leave a comment [...]


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