This article discusses how small businesses can effectively use social media to attract customers. It highlights survey findings on consumer behavior, trust signals, and the types of content that drive engagement and purchases across different platforms and generations.

The article discusses a company's shift from gated to ungated content after spending $15,000 on a campaign that yielded low engagement and fake leads. By removing barriers to access, they increased demo requests and revenue significantly, demonstrating that providing value without asking for information can lead to better results.

The article outlines effective strategies for leveraging Thought Leadership (TL) ads on LinkedIn, emphasizing the importance of content quality, engagement, and audience targeting. It shares lessons learned from experimentation and highlights areas for improvement, such as balancing text with visuals and deeper persona segmentation.

Most B2B marketing content fails to engage audiences due to its generic and soulless nature. Niall Ratcliffe highlights the importance of clarity and personality in content, providing examples of both effective and ineffective B2B strategies, along with tips for improving content marketing efforts.

LLMs utilize content from platforms like Reddit and LinkedIn to make recommendations, highlighting the importance of social media interactions in search optimization. Effective strategies include creating engaging lists or reviews, using AI for post editing, encouraging customer feedback, and focusing on comment engagement to enhance visibility in LLM outputs. Adapting to these new dynamics is crucial for businesses aiming to improve their search presence.

The author shares a new LinkedIn Ads strategy called Ungated Lead Gen for 2025, which involves creating valuable PDF documents that solve audience problems without requiring contact details. This approach builds trust and increases engagement, ultimately leading to higher brand awareness and closed deals, as it allows prospects to consume content freely before encountering a call-to-action.