LinkedIn Adds Content Marketing (Erica Johnson)

LinkedIn is a popular professional networking website founded in the early 2000’s (LinkedIn about us, 2014).  With over 250 million users around the globe (LinkedIn about us, 2014), organizations and employees alike have flocked to this website.  While I am familiar with the website and have even used it in the past, I never realized that they offer more than the ordinary social media platform.  This year, LinkedIn launched a marketing content insight product that scores the impact of the advertising on their website (Delo, 2014).  The score will be calculated simply using the number of members that have interacted with the brand and been active recently.  Taking their platform and expanding it, LinkedIn plans to use the content marketing score to give advice on what their members want to learn and hear about—what interests them.  Then the brand can deliver content specifically geared towards their target audience of LinkedIn members.

While this is a new product for LinkedIn, Forbes magazine indicates that this marketing concept is one of the most important methods of 2014 (DeMers, 2013).  This will allow LinkedIn to be part of the movement and attract more and more advertisers.  This is a great opportunity for LinkedIn.  Establishing itself as the premier online environment for potential employees to meet potential employers and the place to introduce professionals that may be looking for partnerships or advice, LinkedIn is expanding their scope.  Now, this organization is also going to link specific content with their members.  This could be the start of professional job postings exiting company websites and using LinkedIn exclusively.  It could be the place an employer can find a Temp Agency, learn what an appropriate salary to offer a potential employee and solicit business as well. There are also plenty of benefits for the member.

As a potential employee, a person could learn information about relocation, potential job opportunities and industries they may have never considered in the past.  All in all, LinkedIn may have just opened another exclusive door for their type of organization.

References

Delo, C. (2014). LinkedIn launches insights tool to help brands become better publishers. Advertising Age, , March 2014.

DeMers, J. (2013). The top 7 content marketing trends that will dominate 2014. Forbes, , March 2014.

 

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5 Responses to LinkedIn Adds Content Marketing (Erica Johnson)

  1. Michele says:

    Hi Erica,

    If LinkedIn’s marketing scores along with its lists of trending content are used by companies to improve the relevance of their content, it will not only benefit the companies but also LinkedIn members and, ultimately, LinkedIn itself. It’s a great example of a company creating a relationship with a consumer by offering something that is meaningful to that consumer; both for LinkedIn and the companies that take advantage of this information. I found this interesting blog post by Ginny Soskey which provides one view of how the trending content tool can be used to create content.

    As a LinkedIn user, I appreciate the fact that LinkedIn recommends relevant content for my interests. If companies can start providing even more relevant content, I’ll be more likely to read the information and to return to LinkedIn more often. Also, I’ll be less likely to notice that the company is advertising or promoting itself because it is something that I am interested in.

    This is a good move by LinkedIn. They give companies a good reason to spend more of their advertising dollar on LinkedIn. At the same time, they reduce the risk of losing members as advertising increases because it won’t come across as advertising but as interesting content.

  2. Lindsay says:

    Hi Erica,

    This is a great example of LinkedIn understanding how their users use the site already, and making strides to improve that experience for them. I work for a small company, and we were hesitant to throw a ton of money into paid job posting sites the last time we were hiring. They are expensive and also yield a ton of non-relevant applicants.

    Instead, we posted the job description (unpaid) through LinkedIn groups we were already members of as employees, and ended up making an excellent hire through our own networks. Based on that experience, I think we’d be a lot more apt to use LinkedIn paid services in the future to find jobs. It’s great that LinkedIn is finding this niche and exploiting it, especially after it’s long been viewed as the professional knock-off version of Facebook.

    Lindsay

  3. Robert says:

    Hello Erica!

    It appears that this is fast becoming a trend in businesses to gain insight to their consumers. I never thought of LinkedIn as a social type of website, but in reading some of the blogs in there, it could be making a bit of a turn that way. I agree, it is a great place to seek potential employers and, at the same time, a place where employers could seek out qualities in a potential employee.

    I think Google was using something similar to advertise to their consumers directly marketing types of products where the user has visited websites. Kind of dangerous for people to know that they are being looked at in that manner, but also convenient to receive product information on items that are attractive to a particular consumer. I guess it has it’s good parts and concerning parts. I am a LinkedIn user as well, and sometimes enjoy reading some of the offerings that groups have on their separate blogs. Thanks very much for the informative post.

    Rob

  4. Lorena Crowley says:

    Hey Erica,

    My company is very enthusiastic about LinkedIn. We see it as a great networking opportunity and encourage our employees to be active, make connections, share content and represent our brand well on the site. We even pay for professional photos so that people can have profiles that are business appropriate.

    In the past year or so, LinkedIn has definitely expanded its offerings for advertisers. We can target our content adds so specifically, it’s kind of of insane. We can determine that we only want our content to go to individuals in IT, with more than five years experience, in companies with more than 1000 employees in the southwest of the US, if we wanted to get that specific. For marketers, this is great! For the user community, I suppose this means that ad content will hopefully be more relevant. But I’ve seen a shift in LinkedIn definitely wanting to build an advertiser base and introducing new offerings for company pages to add value for businesses using the site as a communication platform.

    For us, it’s a no brainer. LinkedIn is consistently within our top 5 referring sites for our website traffic, so we know the platform needs our attention. We spend a lot of time making sure that we have a solid mix of content that would be of interest to several different audiences. The site has a unique opportunity to serve as a meeting point for businesses and employees.

  5. Jared Maxwell says:

    Hi Erica,

    I have been amazed to see how far LinkedIn has come, especially with how long they have been around. I’m very dialed into LinkedIn personally, and I had no idea about this marketing content insight that they launched, but their ideas behind it are pretty sound. In my professional experience with LinkedIn, I’ve always made the comparison that they are trying to be more like Monster.com instead of Facebook, and that particular business model has served them well. I think a move like this will not only help them generate more revenue, but is more brand and business friendly. I would have to say that I agree with the Forbes article that you referenced, because what they are doing is incredibly important for companies looking to hire. Already, LinkedIn is a very robust tool to help recruiters find people, and this will bolster that a little more.

    Thanks for sharing.

    -Jared