Smaller brands have plenty of channels available for sharing specialist expertise, but publishing frequency varies dramatically between them. A survey of 812 marketers found LinkedIn and other social platforms leading in weekly publishing frequency, while industry publications see the least frequent use, with over a quarter of brands never publishing there at all.

Essential Statistics

• 43% of smaller brands share specialist expertise on LinkedIn or other social platforms at least weekly, the highest weekly frequency measured.
• 34% share expertise on their own website at least weekly.
• 27% never share specialist expertise in industry publications, the highest never rate measured.
• 26% never share expertise through partner or association channels.
• Relevant communities and video platforms both show 21 to 22% never-use rates, among the lowest-frequency channels measured.

Key Takeaways

• LinkedIn and social platforms leading in weekly frequency suggests these channels have become the default, lowest-friction outlet for sharing specialist expertise.
• Owned websites ranking second suggests brands still see their own site as a core publishing home even as social platforms take a larger share of frequent activity.
• Industry publications showing the highest never-use rate suggests this channel requires either more effort or more external validation than most smaller brands are currently able to secure.
• Partner and association channels showing a similarly high never-use rate suggests many brands haven’t yet built or activated these relationships for expertise sharing.
• The gap between high-frequency channels like social and low-frequency channels like industry publications suggests smaller brands may be concentrating expertise sharing in channels that are easy to access rather than ones with potentially higher authority value.

Actionable Insights

• Keep LinkedIn and owned website publishing as your consistent, high-frequency channels, since these already show the strongest weekly publishing habits among smaller brands.
• Identify one or two relevant industry publications or partner channels to pursue deliberately, since over a quarter of brands currently never use these channels at all, representing a real gap.
• Repurpose expertise content you’re already publishing weekly on social platforms into formats suited for lower-frequency channels like industry publications or video.
• Don’t assume frequency equals impact. A less frequent but well-placed piece in an industry publication may carry more authority weight than another weekly social post.
• Audit your own channel mix against this breakdown to identify whether you’re over-relying on easy, high-frequency channels while neglecting higher-effort channels with potentially stronger authority signals.

‘Posting on LinkedIn every week is easy. Getting into an industry publication is hard. Both matter, but most smaller brands are only doing the easy one.’ – Neil Patel