THE 95/5 PLAYBOOK FOR LINKEDIN GROWTH

Summary from the TLDR Marketing newsletter

Most B2B LinkedIn content fails at one of two extremes: too dense for a social feed or too shallow to earn professional credibility. The 95/5 playbook addresses this by structuring content across three complexity levels mapped to where a buyer sits in their decision journey, then pairing it with two synchronized motions. Zero-click thought leadership builds familiarity with the passive 95%, and signal-triggered outbound converts the active 5%. High-intent signals like gated downloads or pricing page visits earn a direct message referencing the exact resource. Low-intent signals like likes and comments get a softer reply first.