Zero-Click Content: Key to LinkedIn Engagement for B2B Healthcare

“Where have all my impressions gone?”

If you’ve noticed your LinkedIn engagement is down lately, you’re in good company with other B2B marketers. We’re all struggling to break free from what feels like LinkedIn jail.

What started as a penalty on posts with external links has developed into an apparent wholesale rejection of organic brand content. Brand accounts receive a fraction of the impressions they used to drive — despite having more followers — and the audiences they do reach are engaging less.

You can blame it on LinkedIn’s push for ad revenue, shifting trends in buyer behavior, or the boogie — but these changes call for a different B2B LinkedIn content strategy. Here it is.

Bolster your B2B LinkedIn strategy with zero-click content

We’ve all seen posts that coerce a click or comment in exchange for information:

• “Click to learn more.”
• “Follow the link in the comments.”
• “Comment EBOOK to read our findings.”

Posts like this feel transactional because they are. They may boost engagement metrics but won’t improve buyer sentiment.

A better way to increase your LinkedIn engagement is by not forcing it.

What’s zero-click content, and why does it work so well with B2B?

Zero-click content is a LinkedIn-first approach that delivers insights directly within a post, instead of coercing clicks.

The key to a zero-click content strategy is being an open book. Don’t gate your best info or hide it on your website. Lay it all out for your LinkedIn followers to see on their feeds.

How is zero-click content beneficial on LinkedIn? First, it solves part of the social media throttling problem. (By linking out less, you should expect to receive more reach.)

Zero-click content also offers your audience what they want — quick, complete insights — which deepens your connection and builds trust in your brand.

As we know, trust is valuable in a long B2B healthcare buying cycle.

How to use zero-click content for B2B lead generation

First, let’s be clear: One great LinkedIn post won’t drive B2B healthcare lead gen alone. But repeated touchpoints with rich, unique information can capture attention, build trust, and drive demand inside the feed.

Here’s how to create high-performing, LinkedIn-friendly content that drives awareness and (eventually) business.

1. Post stand-alone insights

Good information is meant to be shared, not tucked away like a Disney princess in a tower. So let down your hair — and let your best insights run free.

Also, try a new spin on the “Bottom Line Up Front” approach and summarize key takeaways of long-form content (like white papers) directly in a post instead of linking out. It’s hard to resist linking, no doubt, but multiplying the eyes on your insights is worth it.

2. Use carousels and PDFs

Nicely designed, multi-slide content stands out on feeds and keeps users engaging with your post.

Why is this good? LinkedIn — like search engines — pays attention to engagement time. The longer your audience hovers over your post, the better that is for your reach.

LinkedIn carousels aren’t just for personal accounts. See how Moderna used zero-click content in a LinkedIn carousel to drive engagement.

3. Capitalize on comments

Let’s bust another myth: Comments aren’t just for personal accounts, either. (And you don’t have to post like Wendy’s or Duolingo to drive engagement in the comments section.)

Answer your audience’s comments, stay on brand, and aim to share additional value. Then, repurpose your best comments into stand-alone posts.

4. Bring conversations into the DMs

This one’s tricky. You don’t want to send a direct message (DM) too early or come off aggressive and salesy. You don’t want to be a “bro.”

If you reach out, do so with the intent of genuinely helping. Make it as easy as possible for the person on the other end to respond. Be mindful of their time. Long messages or voice memos probably won’t get answered.

5. Encourage employee advocacy

To improve the reach of your zero-click content, encourage your sales team and leadership to share it.

Check out the reposts Pfizer received on its Super Bowl 2025 commercial. It’s hard to say how many of these reposts are from Pfizer employees, but of all the posts, this is one an employee would be proud to share.

Note: This isn’t an example of zero-click content, as the post links to a page on the Pfizer site. Sometimes, it’s worth breaking the rules. Use your best judgment.

6. Audit your LinkedIn performance for insights

Ever in need of content ideas? (How about always?) Here’s what we do.

Review your top posts across the last year or so. Which topics generated high engagement? Which generated actual leads? (Keep in mind that these categories often don’t have much overlap.)

Look for the trends and be mindful of outliers. Use this information to produce zero-click content on LinkedIn about topics your audience is interested in.

7. Keep it fresh on social

Building a following is harder on a branded social media account. So give your audience a reason to follow you on LinkedIn: unique content they can’t get elsewhere. Don’t publish the same insights on your social channels, blog, and newsletter all in the same week.

Also, personalize your LinkedIn content to your audience. Have a lot of physicians in your network? Write LinkedIn posts that speak to them.

How to know your B2B LinkedIn strategy is working

Let’s start with what not to do:

• Don’t compare your performance to an arbitrary benchmark.
• Don’t obsess over attribution.

Here’s why — and what you should do instead.

The trouble with benchmarking

Everyone wants to know: What’s a good engagement rate on LinkedIn for B2B healthcare?

The truth is, there’s no magic number. LinkedIn’s algorithm constantly shifts, and the industry benchmark moves with it. Plus, all brand accounts are seeing lower engagement due to throttling.

Instead of chasing a fluctuating benchmark, focus on 2 key comparisons:

• Your past performance: Is your content maintaining or increasing engagement over time?
• Your competitors: Are similar brands seeing similar results?

Keep in mind: Engagement rate (total engagements ÷ total impressions) only measures active interactions — likes, comments, shares, and clicks. You can’t “count” the silent majority who are consuming without engaging. But they’re there.

How do you track success with zero-click content?

First, recognize that attribution is an imperfect science. Platforms hide referral data, making it impossible to track exactly where traffic comes from. Plus, buying decisions are made after numerous micro-interactions. (Which one do we attribute the sale or the contact to?)

Zero-click content is more of a “trust the process” situation. Track touchpoints (to the extent you can) to see what’s working. But more importantly, focus on creating content that builds trust, credibility, and loyalty, whether or not it results in an immediate, trackable conversion.

Remember, quick clicks aren’t the goal of zero-click content. This B2B LinkedIn content strategy is about the long game: nurturing and lead gen.