Earlier this month, LinkedIn expanded its publishing platform, in a move that will allow all of the platform’s users to write long-form posts and share them with their connections. This change will be helping to transform LinkedIn into a comprehensive publishing platform, and one that businesses will be able to use to create informative content to educate their audiences with. While LinkedIn has previously offered the publishing feature to a select group of industry professionals, also called LinkedIn Influencers, with the new update, the feature will now be offered to all LinkedIn members. Will LinkedIn become the preferred publishing platform for B2B?
According to an announcement from LinkedIn, the Influencers’ posts have been doing well, receiving more views and comments than average posts. This first group of Influencers included big names within the financial industry as well as Bill Gates, Richard Branson and Barack Obama, among others. After the initial group of “Influencers” were selected to pilot this new effort, LinkedIn has found that these posts receive an average of 31,000 more views, 250 more likes and 80 more comments per post. Even with the new platform in place, LinkedIn is still maintaining its Influencers program to help bring attention to some of the most influential users on the site.
There are currently more than 277 million users on the LinkedIn network, and now all of them will be able to access the publishing feature right from their home screen.
LinkedIn members who are looking to enhance their B2B transactions will find that this new feature can be instrumental to their success. LinkedIn is already one of the top sites for B2B content publishing, and the most used social media platform by B2B marketers. The addition of the open publishing feature should only expand the influence of LinkedIn within the B2B marketing industry, and should help LinkedIn become the leading professional publishing platform in the market.
Now that the new update is officially available, members who are interested in taking advantage of the new publishing power will find a small pencil icon to the right of their Share Box. By clicking on this pencil, any user will be able to access a screen where they can create their long form posts and content. They will also be able to add titles and links in order to publish their article. Once an article has been crafted, it will be part of the public profile of the publisher. With the platform in place, members will be able to share their expertise through videos, images, photos, articles and presentations. Many members hope that this new feature will help them grow their business and develop a stronger online presence.
The new LinkedIn update offers members the ability to deliver more personal insights along with their profile. The social media site has launched the blogging feature to help increase user engagement, however, different users have found different benefits of the new platform. While some companies may be focused on the B2B marketing component of the new rollout, others are seeing the benefits of this addition when it comes to hiring decisions. No matter what the reason is for utilizing the new LinkedIn feature, it is clear that this platform is ushering in a new era for all of the social network’s users.
It might be time for us to focus more of our energy on LinkedIn as the new publishing platform for B2B. What do you think?
- Millennial Luxury Marketing – Understanding a generation of the future - March 12, 2018
- Luxury Brand Strategy – Elements to Consider in a New Luxury Economy - March 12, 2018
- Luxexperience –A Southern Hemisphere Luxury Travel Event - August 3, 2017