LinkedIn has always been the professional social network and the most effective network for B2B marketers. The mission of LinkedIn is to connect the world’s professionals and make them more productive. As they focus more on content marketing, there are strong parallels, as the right content can also make users more productive.
The context of LinkedIn is professional. This is important to understand as LinkedIn is a customer first company. Even though customers go to Facebook at night, the next morning they come back to LinkedIn with their professional hat on. They are aspirational as they think about their career and other professional goals. They are investing time in the platform, rather than spending time.
Marketers need to put their prospects and customers first when it comes to content.
Here are the four ways that LinkedIn is all in for B2B Content Marketing:
1. LinkedIn Today
LinkedIn Today promotes content from the web that is shared using the LinkedIn Share button. The most popular content is surfaced to LinkedIn members, and shown to their based on their industry, interests and self-selected categories.
LinkedIn selected 150 influencers to launch this program by offering the opportunity to post long form content about any topics, or blog, on LinkedIn. The only guidelines LinkedIn provided were that members are interested in content that informs, educates and inspires. These posts generated rich, deep comments from real thought leaders. The program has expanded to 400 people since its launch last year.
The acquisition of the world’s largest collection of business presentations really brought the idea of visual content to LinkedIn. There was always a strong connection between two platforms, as they both focused on the business side of things, but by using the Slideshare technology, LinkedIn has created more opportunities to post richer, visual content on profiles and company pages.
4. Sponsored Updates
LinkedIn took their time developing an in-stream, native ad product because of their customer first focus. These updates appear across mobile, tablet and desktop versions of the site. One example of a company that has achieved success with these updates was marketing technology company and power content creator, Hubspot. They got 400% more leads from their sponsored updates than any other source.
Change the marketers mantra from always be selling to always be helping
The key ingredient to better content experience is relevance and as marketers move from information to insights they can create more relevant content. Three ways to create more relevant content in real time:
- Waiting for the Moment:
- In the Moment:
- Anticipating the Moment:
What is LinkedIn doing to help marketers make sure they have relevance content?
- Highlight content types
- Quantify content influence
- Provide recommendations
How have the changes to LinkedIn and their approach to content marketing affected your B2B marketing on the platform? Have these new opportunities driven more traffics and leads to your own content?