The study finds 44% of B2B publishers rely on Linkedin and invest in the platform to promote their content. Only 7% of B2B publishers use Facebook for example, while 19% use Twitter and 16% use Instagram.

            Among all publishers, Facebook still reigns supreme, but its important as a traffic driver is declining.

            Part of the draw toward the professional networking site is that almost 60% of its users are in the covered 25-34 age group, making it the largest demographic group on the site. Other studies have revealed that this demographic has a high willingness to pay for content.