July 26, 2025
Generic content on LinkedIn doesn't work. Professionals expect posts tailored to their roles, industries, and challenges. Personalised content not only grabs attention but also drives engagement, especially for B2B marketers in the UK. Here's why it matters:
To succeed, focus on creating content that aligns with your audience's needs, use AI to scale efforts, and post consistently during peak times (Tuesday-Thursday, 10:00 AM-12:00 PM). Personalised content isn't optional - it's the key to better engagement and higher-quality leads.
Generic content has a tough time making an impact on LinkedIn [1]. While other platforms might tolerate formulaic posts, LinkedIn's audience - largely made up of professionals - expects posts with substance, relevance, and real value. Adding to the challenge, LinkedIn's algorithm sorts content into three categories: "spam", "low quality", or "good to go" [1]. If your post doesn’t make it past this initial filter, it’s unlikely anyone will see it, no matter how much effort you put into it.
One of the main issues is how many businesses treat LinkedIn as just another social media platform, rather than recognising its unique role as a professional networking and business tool [2]. This approach often results in content that fails to connect with LinkedIn's professional audience.
Engagement rates on LinkedIn range from 0.54% [5] to 3.85% [3], and this gap speaks volumes about the difference between tailored, thoughtful posts and generic, one-size-fits-all updates. LinkedIn's algorithm further complicates things by prioritising content that drives meaningful interactions. Once a post is deemed "good to go" [1], it’s shown to a small test audience. The likes, comments, and shares it receives determine whether it gets distributed to a wider audience. Without relevance or the ability to spark genuine interest, generic posts often fail this critical test.
Daniel Tunkelang, Former Director of Engineering and Data Science at LinkedIn, puts it plainly:
"The simple answer is that most LinkedIn members have no reason to engage frequently with the platform... And they're definitely not interested in the LinkedIn feed's mix of industry news and content marketing spam" [4].
This sums up the challenge perfectly - generic content doesn’t stand out; it just adds to the noise.
Another common mistake is overly promotional content. LinkedIn users tend to be turned off by posts that feel more like advertisements than professional insights [4]. Businesses often push product-focused messages, overlooking LinkedIn’s emphasis on relationship building and authentic engagement.
The numbers back this up: tailored, relevant posts consistently outperform generic ones, both because of LinkedIn's algorithm and because of what users actually want to see.
LinkedIn users come to the platform with clear expectations, and generic content rarely meets them. As a professional hub, LinkedIn sees 40% of visitors engaging with business pages every week [6]. These users are looking for content that speaks to their industry challenges, career aspirations, and professional interests.
Low engagement often stems from a disconnect between what users expect and what they’re given. Posts that lack relevance to a user’s network, seem self-serving, or focus too heavily on promoting a company’s products tend to fall flat [4].
For UK professionals, this gap is even more pronounced. With over 1 billion members worldwide across more than 200 countries [7], generic, location-agnostic content often fails to resonate with regional audiences. UK professionals expect posts that reflect their unique market conditions and business culture. For example, a manufacturing director in Birmingham will have completely different priorities compared to a fintech executive in London. Generic content fails to acknowledge these distinctions.
LinkedIn’s professional environment means users are on the lookout for actionable insights, industry trends, and thought leadership that can help them grow their careers or businesses [6]. They value meaningful exchanges over posts that feel like mass marketing. It’s no surprise that content offering real value tends to generate more engagement [2].
Generic posts simply don’t meet these expectations, leaving professionals unimpressed and disengaged. This highlights the importance of crafting tailored strategies to create content that truly resonates, a topic explored in the next section.
Generic content often falls flat, struggling to connect with its audience. In contrast, personalised content changes the game by fostering genuine engagement. By addressing a professional's specific interests and needs, it transforms passive scrolling into active interaction. The key difference? Personalised content makes every viewer feel like the message is meant for them, creating a level of connection that generic posts simply can't match.
Relevance is the cornerstone of engagement - it ensures content speaks directly to the recipient's professional world [11]. When a post addresses a daily challenge or provides insights into someone's industry, engagement naturally increases. And this isn't just a theory; the numbers back it up.
For instance, companies posting at least once a week on LinkedIn see double the engagement compared to those that don't [9]. But it’s not just about posting often; the format and approach matter too. Different types of posts yield varying engagement levels, proving that tailoring content is crucial.
Understanding your audience is the first step. Posts that include questions can generate 50% more comments [9], while LinkedIn users are 20 times more likely to share a video than other types of content [9]. These stats show that engagement isn’t random - it’s a response to content that invites interaction and delivers value.
Personalisation goes beyond relevance by aligning content with the recipient's specific interests and needs [11]. When these two elements combine, the result is content that not only grabs attention but also encourages meaningful interactions [11].
Take personal LinkedIn profiles as an example. They generate 2.75 times more impressions and 5 times more engagement than company profiles [8]. This highlights how content with a human touch consistently outperforms corporate messaging.
The benefits of personalisation extend beyond individual posts. Tailored interactions create a sense of value and understanding [12], while building personal connections between businesses and customers boosts engagement, trust, and satisfaction [12]. When content feels like it was made for someone’s professional world, it strengthens relationships and delivers mutual benefits.
In contrast to generic messaging, personalised content not only engages but also addresses specific professional and regional needs, making it far more impactful.
In the UK, where audience expectations are shaped by unique cultural and professional nuances, personalisation becomes even more important. Beyond general strategies, creating content that resonates with the UK audience requires a deeper understanding of its distinct context.
The UK is LinkedIn’s 5th largest market globally and the largest in Europe by user numbers [14]. With approximately 42.9 million users as of July 2024 [13], LinkedIn plays a pivotal role in British business culture. This makes understanding UK-specific factors essential for creating relevant and engaging content.
LinkedIn dominates as the preferred social platform for B2B decision-makers in the UK, with over 80% of B2B sales representatives actively using it [14]. These professionals bring expectations shaped by British business norms, communication styles, and market conditions.
Demographic insights also reveal key patterns: 56.3% of UK LinkedIn users are men and 43.8% are women, with 47.1% aged between 25-34 [13]. This audience values content that reflects their professional environment while aligning with British spelling, sector-specific terminology, and local market insights.
Networking is a significant focus for UK users, with 61% using LinkedIn to build professional connections and 45% reporting new business opportunities from the platform [13]. This means UK professionals particularly appreciate content that facilitates networking and delivers industry-specific insights.
Moreover, 4 out of 5 LinkedIn users influence business decisions within their organisations [13]. Content that addresses UK-specific concerns - such as navigating post-Brexit trade changes, understanding GDPR, or exploring trends in British industries - immediately grabs attention.
The platform’s effectiveness for UK businesses is evident: 82% of B2B marketers report success on LinkedIn, and it’s 277% more effective at generating high-quality leads compared to Facebook and Twitter [13]. Localising content to reflect British business practices, regulations, and cultural nuances amplifies this success.
Consider the difference between generic advice on "boosting productivity" and content tailored to "overcoming productivity challenges in UK manufacturing post-Brexit" or "how London fintech firms adapt to evolving regulations." The latter speaks directly to UK professionals, making it far more engaging.
Magali Mas D'Amato, a Social Media Consultant, highlights the importance of this targeted approach:
"Brands can't afford to 'wing' socials anymore. They need to examine their holistic strategy, values, and how consumers interact with them to make sure they aren't drowning in a sea of noise. Chasing virality isn't a goal anymore; consumers expect to be prioritised and brands need to focus on connecting with them at a deeper level" [10].
Building this deeper connection means understanding not just what UK professionals do, but how they think, communicate, and tackle challenges within their specific business environment. By addressing these factors, personalised content can create a lasting impact.
Artificial intelligence is reshaping how content is created on LinkedIn by diving deep into user data to craft posts that resonate with specific audiences. By analysing user behaviour, preferences, and interaction patterns, AI systems can recommend content tailored to what people are most likely to engage with. These systems build dynamic profiles for both users and content, updating them with every interaction. Factors like how long users engage with posts or how often they view certain content play a key role in these updates [17][15]. This approach allows AI to predict what kind of content will capture attention, aligning with the fact that 71% of consumers expect personalised interactions, while 76% feel frustrated when they don’t receive them [16]. For LinkedIn’s professional audience, this means AI fine-tunes its strategies to deliver impactful, relevant content.
On LinkedIn, AI personalisation involves a detailed analysis of professional habits and engagement trends. It studies how users interact with different content formats, topics, and styles to create profiles that guide content recommendations. By understanding audience preferences, AI can help craft posts that address specific interests, from professional challenges to emerging industry trends and career goals [18].
AI doesn’t just stop at individual preferences - it also looks at broader patterns. For instance, it tracks which posts hold attention the longest, what users share within their networks, and which topics spark the most conversations. It even pinpoints when users are most active. For professionals in the UK, this might mean recognising a preference for updates on British business regulations or industry-specific jargon. AI also identifies trending topics within professional communities [20], helping content creators engage in conversations already gaining traction.
Naomi Bleackley, VeraContent Editorial's AI and Process Manager, highlights the need for human oversight in this process:
"AI isn't perfect at all. It's a great tool, but it's not going to replace humans because it doesn't think like a human. The answers it produces may look fluent, but that doesn't mean they're accurate or nuanced" [20].
AI’s ability to determine the best times to post content is another game-changer. By analysing when audiences are most active, it ensures posts reach the right people at the right time. For LinkedIn users in the UK, this means factoring in local work schedules, time zones, and professional routines. AI can even suggest hashtags to maximise visibility and engagement [18]. For example, image-based posts tend to generate 98% more comments, and AI tools have been shown to boost click-through rates by up to 40% [19][21].
Melanie Goodman, a LinkedIn marketer and coach, shares her insights:
"As a LinkedIn marketer and coach, I've found scheduling tools to be invaluable for improving engagement rates. These tools allow me to plan and post content at optimal times when my audience is most active, ensuring greater visibility" [21].
For UK professionals, AI might recommend posting during morning commutes (7:00–9:00 AM), lunch breaks (12:00–1:00 PM), or early evening networking hours (5:00–7:00 PM). It also encourages experimenting with formats and timing across different regions, analysing the results, and adjusting strategies accordingly [20]. Once posting strategies are established, AI continues to refine them in real time to maximise engagement.
AI systems are designed to adapt quickly, adjusting content strategies based on real-time audience feedback [23][24]. They monitor user interactions and provide immediate insights into what’s working and what isn’t. This allows content creators to make data-driven decisions, ensuring their posts remain relevant and engaging [23]. These continuous adjustments enhance the overall user experience, keeping content aligned with audience expectations [23].
David Roldán Martínez underscores the importance of this approach:
"Success on LinkedIn comes from understanding and acting on your data. By following this AI-powered analysis framework, you can create content that consistently engages your professional network and achieves your business objectives. Remember to regularly review and adjust your strategy based on new insights and evolving patterns" [21].
AI feedback offers a wealth of information to improve LinkedIn strategies over time [22]. In one example from 2025, the Content Lead at Semrush used Jasper AI to create a post that achieved over 500 likes and 50 shares by combining original research with eye-catching visuals [22]. This case highlights how AI can pinpoint trending topics and the most effective formats for specific audiences. By continuously analysing engagement patterns - such as the best times to post or which formats perform well - AI ensures strategies stay relevant and responsive to the ever-changing professional landscape [24].
After diving into AI-powered personalisation, the next step is putting a well-planned, data-driven strategy into action. With 80% of B2B leads from social media coming from LinkedIn and 96% of B2B marketers using the platform for content distribution, getting this right is essential [26].
Start by defining your goals. Whether you're aiming for lead generation, building brand awareness, establishing thought leadership, or driving website traffic, your objectives will shape your approach. For instance, lead generation focuses on attracting top-tier B2B prospects and nurturing relationships, while brand awareness increases your visibility and reputation within your industry [26].
Next, dive into audience research. Analyse your target demographics, job roles, key challenges, and content preferences. In the UK, the largest LinkedIn user group is aged 25–34, with 56.3% men and 43.8% women. Additionally, 4 in 5 LinkedIn users influence business decisions in their organisations, making them prime targets for B2B marketers [13].
Armed with insights about your audience, build content pillars - core themes that reinforce your brand's message. These could include:
When it comes to formats, stick to what works: short posts (150–300 words), carousels, videos under two minutes, and polls. These types of content align with LinkedIn's engagement patterns.
Consistency is key. Aim to post 3–5 times weekly, as LinkedIn Pages that post updates at least weekly see double the engagement [26][27]. For UK audiences, the best times to post are during work hours, particularly between 10:00 AM and 12:00 PM from Tuesday to Thursday, when engagement tends to peak [30].
With these steps in place, the next decision is how to deliver your personalised content: manually or through AI.
Choosing between manual and AI-powered personalisation depends on your goals, resources, and the scale of your campaigns. Here's a side-by-side comparison:
| Feature | Manual Personalisation | AI-Powered Personalisation |
|---|---|---|
| Scalability | Limited to small audiences | Handles thousands of profiles at once |
| Accuracy | Relies on human judgement | Consistently precise data insights |
| Resource Requirements | High time and effort | Requires minimal ongoing maintenance |
| Consistency | Can vary across campaigns | Delivers consistent messaging |
| Cost Efficiency | Expensive for large-scale efforts | More economical for broad personalisation |
| Speed | Slower content creation | Rapid content generation and distribution |
Manual personalisation works best for smaller, high-value campaigns where human insight adds a special touch. However, the growing reliance on AI is clear: 94% of marketers allocated AI budgets for 2024, with 75% planning to increase their investment this year [29].
"Posting daily is easy. Posting stuff people actually care about? That's the game. Relevance beats frequency."
- Bill Stathopoulos, CEO at SalesCaptain [25]
Once you've chosen your personalisation method, using UK-specific data can make your content more relevant and engaging. With approximately 42.9 million LinkedIn users in the UK, understanding local business practices and preferences is vital [13].
Industry events and regulatory updates are excellent topics for content. UK professionals are particularly interested in updates on British business regulations, the effects of Brexit on various industries, and compliance requirements. Addressing these areas shows your understanding of the local market and positions you as a trusted voice.
Local business trends also resonate well. Topics like the shift to remote work, sustainability initiatives in UK companies, or the economic impact on different sectors tend to drive engagement. For instance, a UK skincare brand successfully increased email revenue by 35% in 2025 by using AI to send targeted product recommendations based on past purchases [28].
Cultural preferences play a significant role too. British professionals value subtle confidence over aggressive sales tactics, favour data-backed insights, and appreciate content that acknowledges the challenges of operating in diverse markets. References to familiar UK business landmarks, terminology, and seasonal factors - such as the financial year ending in April - can also make your content more relatable.
Timing matters when targeting UK audiences. Consider local holidays, major industry events, and the usual summer slowdown in August. Engagement often peaks in autumn when professionals return from holidays and focus on year-end goals.
Knowing that 61% of UK professionals use LinkedIn for networking and 45% have gained business opportunities through their connections can help you craft content that encourages meaningful interactions, rather than just broadcasting your message [13].
Autelo is the result of extensive research and collaboration, built from consultancy work with 51 B2B startups and interviews with 111 B2B marketers. It’s an AI-powered tool specifically designed to help B2B marketers and agencies scale their LinkedIn personalisation efforts. By building on earlier personalisation strategies, Autelo aims to deliver even better engagement results [31].
Autelo equips marketers with the tools needed to execute personalised strategies effectively. Its seamless CRM integration allows you to connect with your existing systems, enabling deep, data-driven personalisation. By pulling insights from your sales conversations, documents, and CRM data, the platform creates comprehensive customer profiles that guide your content creation.
The platform goes further by generating detailed customer personas. It analyses content performance, CRM data, and sales interactions to ensure your messaging is genuinely targeted. This means your content isn’t just personalised - it’s informed by the insights that matter most to your audience.
Autelo also offers dynamic writing suggestions. By analysing current engagement trends and learning from your audience’s preferences, it recommends topics and content types that are more likely to resonate. This ensures your posts are tailored to drive better results.
The AI Dashboard Assistant provides real-time performance insights, helping you understand why certain posts succeed and offering actionable suggestions for improvement. Whether it’s identifying engagement patterns or highlighting areas for growth, the dashboard delivers insights when you need them.
Another standout feature is Smart Search, which allows you to quickly locate documents or metrics from connected platforms. This is particularly useful when crafting content for specific prospects, as you can easily pull up relevant case studies, past communications, or performance data to inform your approach.
For B2B marketers in the UK, Autelo simplifies the process of creating personalised content. It addresses common challenges such as maintaining consistency, scaling efforts, and measuring performance effectively.
Additionally, Autelo includes AI-assisted commenting, making it easier to engage with prospects who are already familiar with your brand. This feature supports a relationship-focused approach, which aligns well with UK business practices and helps foster meaningful connections.
Autelo’s pricing is straightforward and tailored to growing B2B businesses and agencies. For £500, you can access the full platform during a six-month beta period, with unlimited use of its features [31].
This pricing model is designed to make AI-powered personalisation accessible without the burden of costly monthly subscriptions. The six-month beta period gives marketers ample time to implement personalisation strategies, measure their impact, and optimise their LinkedIn performance. For agencies managing multiple clients, the cost per client becomes negligible when spread across accounts. Additionally, the platform continuously evolves based on user feedback, ensuring it adapts to your needs over time.
Creating personalised content isn't just a bonus for LinkedIn success - it’s a necessity. LinkedIn stands out as a leading platform for generating high-quality B2B leads [32], and tailoring your content to your audience’s needs can significantly enhance your business outcomes.
The move from generic to personalised content on LinkedIn marks a major shift in how B2B marketers connect with their audiences. LinkedIn boasts a conversion rate that’s double that of other platforms when your messaging directly addresses your audience’s unique challenges and interests [32]. Companies that post regularly enjoy noticeably higher engagement, and 40% of B2B marketers highlight LinkedIn as their top channel for driving quality leads [32].
AI-driven tools are changing the game for scaling personalisation. Platforms like Autelo allow marketers to maintain a customised approach while reaching larger audiences. With features like CRM integration and dynamic content suggestions, tools like this ensure your messaging stays relevant as your audience grows.
For UK B2B marketers, personalisation that aligns with local business culture and relationship-focused networking practices can make a significant difference.
Now that the importance of personalisation is clear, it’s time to refine your approach using actionable insights. Start by auditing your LinkedIn performance. Use analytics to pinpoint which posts resonate most with your audience - this data will guide your future content strategy.
Consider leveraging AI to supercharge your personalisation efforts. Autelo, for instance, offers six-month beta access for £500, providing an opportunity to explore advanced personalisation features without a long-term commitment. With its ability to analyse CRM data, suggest tailored content, and deliver real-time performance insights, platforms like this can elevate your LinkedIn strategy in a matter of weeks.
Stick to the 80/20 rule: make 80% of your content value-driven and 20% promotional [33]. Keep in mind that over a third of buyers who see a LinkedIn ad for a business go on to research that company with the intent to purchase [32]. Personalised content isn’t just about boosting engagement - it’s about ensuring your business is top of mind when potential clients are ready to buy.
Audit, refine, and scale. By combining strategic personalisation with AI-powered tools like Autelo, UK B2B marketers can unlock new opportunities to drive engagement and revenue growth through LinkedIn.
Personalised content is a game-changer for B2B marketers in the UK. It allows you to connect with your audience on a deeper level by addressing their specific needs and interests. On platforms like LinkedIn, this tailored approach encourages meaningful interactions, builds trust, and strengthens connections with key decision-makers.
When you customise your content, you’re not just another post in a crowded feed. You increase your visibility and spark engagement, which can lead to meaningful conversations. These interactions often translate into higher-quality leads, paving the way for sustained business growth.
AI takes personalised content on LinkedIn to the next level by diving deep into user data. It analyses preferences, behaviours, and engagement patterns to craft content that truly connects with specific audiences. The result? Interactions feel more meaningful and create a stronger impact.
To make the most of AI, lean on tools that specialise in content generation, predictive analytics, and recommendation algorithms. These technologies can help you produce targeted posts at scale, ensuring your content stays relevant and grabs the attention of your audience. This approach not only boosts engagement but also aligns perfectly with what your audience cares about.
Creating LinkedIn content that speaks directly to UK professionals is key to fostering genuine connections and sparking engagement. When your posts reflect local norms, spelling, and professional interests, they naturally feel more relatable and resonate with your audience.
Taking time to understand UK-specific factors - like industry trends and how professionals use social media - can make your messages hit closer to home. Tailoring your content to these nuances not only builds trust but also showcases your brand as considerate and in tune with your audience's needs.
