Glossary

B2B LinkedIn content glossary

Plain definitions of the terms B2B teams use when they plan LinkedIn content: employee advocacy, content operations, thought leadership, social selling, and more.

B2B content planning

Deciding what the company will say, who will say it, and when, so every post supports the same priorities.

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Content approval workflow

The review steps a post goes through before it is published, and who signs off at each one.

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Content operations

The people, process, and tools a team uses to plan, produce, review, and ship content on a repeatable schedule.

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Editorial calendar

A shared schedule of upcoming content: what is going out, from whom, and when.

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Employee advocacy

People across the company sharing its ideas and expertise on their own profiles, in their own voice.

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LinkedIn content strategy

What a company and its people post on LinkedIn, for which audience, and how it supports business goals.

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Social selling

Salespeople using their own LinkedIn presence to build trust and relationships with buyers.

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Subject matter expert content

Content built on the knowledge of the people doing the work: engineers, product leads, salespeople.

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Thought leadership

Content that shares a distinct, informed point of view and earns trust by showing what you know.

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Self-serve

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