Episode web page: https://tinyurl.com/4rymcmrs ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- In today’s crowded digital world, standing out on LinkedIn is more challenging than ever. With users scrolling through 300 feet of content daily and 1.5 million pieces of content being engaged with every minute, how can marketers cut through the noise? In this episode, Nathan Isaacs sits down with Purna Virji, a LinkedIn marketing expert and author of High Impact Content Marketing, to discuss proven strategies for LinkedIn success. From blending organic and paid content to leveraging thought leadership and short-form video, Purna shares valuable insights on building engagement, trust, and brand loyalty on one of the world’s most powerful professional platforms. Key Takeaways: 🔥 Why Consistency Matters: A common mistake brands make is only showing up when they have a big launch. Purna emphasizes the importance of continuous engagement—whether through organic posts, paid ads, or a mix of both. 🌱 Paid vs. Organic: Why You Need Both: LinkedIn research shows that users exposed to both organic and paid content are 61% more likely to convert than those who only see paid ads. Organic content nurtures your existing audience, while paid ads help you reach new ones. 📊 Testing and Learning: Your LinkedIn page isn’t just a broadcasting tool—it’s a dynamic testing ground. Brands should experiment with different types of content organically before investing ad dollars to boost their top-performing posts. 🎥 The Rise of Short-Form Video: Video consumption continues to surge, with LinkedIn seeing a 34% increase in video uploads year over year. Purna recommends embracing short, engaging videos to build trust and humanize your brand. 💡 Leveraging Thought Leadership: People follow people before they follow brands. Thought leader ads allow companies to boost employee and executive content, making it a powerful tool for credibility and reach. 📣 Beyond Vanity Metrics: It’s not just about likes and shares—success on LinkedIn should be measured by pipeline impact, engagement quality, and long-term brand trust. Episode Links: 📖 Purna Virji’s book: High Impact Content Marketing 💡 Follow Purna on LinkedIn: Purna Virji 📊 LinkedIn for Marketing: LinkedIn Business Page 🎧 More episodes of Insights Unlocked: UserTesting Podcast
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the world of LinkedIn marketing with Perna Virjee, principal consultant and global program manager at LinkedIn and author of High Impact Content Marketing. With millions of posts competing for attention every minute, how can you make your brand stand out?
Perna shares expert insights on blending organic and paid strategies, leveraging thought leadership, and the rise of short form video. Get ready for actionable takeaways you can use today. Enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And our guest today is Purna Virji. Purna is the author of High Impact Content Marketing and is principal consultant and global program manager at LinkedIn. Prior to joining LinkedIn, Purna previously led global learning and thought leadership programs for Microsoft.
She's been named by Adweek on their Young Influentials list. She is a columnist and top-rated international keynote speaker who has been featured in The Drum, Marketing Land and Adweek. Welcome to the show, Perna.
Oh, thanks, Nathan. I'm delighted to be here.
Perna, I'm excited to have you on the show and do some of the research prior to, you know, as preparation for the interview. I came across a couple of stats and I think it's a good foundation for our conversation today. And I want to just kind of cite those two statistics. And the first was from a presentation you made at Be To Believe.
in 2022, and I'll add a link to that in the show notes for listeners. But in there, you said at one point you said people scroll through about 300 feet of content on their phones each day, you know, thumbing up and up and up. And the other stat comes from Microsoft, which owns LinkedIn in a recent earnings release.
And that was that LinkedIn members are engaging with 1.5 million pieces of content every minute on the platform. Now, given all that, how can marketers in 2025 cut through all that noise and connect with their audiences on LinkedIn, one of the most important social platforms and professional platforms out there, especially for B2B businesses?
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