LinkedIn has long been the world’s largest professional networking site. It’s a place where people could escape photos of cats, kids and tonight’s dinner and instead focus on business and career growth.
Although professionals have been using LinkedIn for years to share blog posts, articles, research, job postings and other relevant information, users recently expressed a desire to publish content directly on LinkedIn.
In early 2014, LinkedIn began rolling out its publishing platform, and by the middle of the year, every LinkedIn user had the ability to publish content.
LinkedIn has quickly become a powerful content marketing tool. In fact, a December 2014 survey from the Content Marketing Institute and the Direct Marketing Association UK revealed that LinkedIn had surpassed Twitter as the top social network for content marketing.
96 percent of respondents to this survey use LinkedIn for content marketing, up from 85 percent in 2013.
You may say to yourself, “Why should I publish content directly on LinkedIn? I want that traffic on my website.”
This seems logical – until you look at it from the perspective of the LinkedIn user.
They’re on LinkedIn for a reason. They would rather not abandon the website or mobile app to read your content.
By using LinkedIn’s publishing platform, you’re putting the needs of your target audience first, which is what good marketing should always do. And you can still publish content on your own website.
Here are five reasons why publishing content on LinkedIn has quickly become a powerful content marketing tool.
Searchability. These articles are searchable by keyword on LinkedIn. Because LinkedIn has the kind of domain authority that Google loves, using LinkedIn’s publishing platform makes it easier for people to find you and your content on the search engines.
Visibility. If your content is viewed enough times, it will get picked up by LinkedIn Pulse. Pulse provides content recommendations for users via email and news feed updates, allowing you to reach people outside of your network. Unless you have a national or worldwide following, content on LinkedIn will be seen by more eyes than content on your website.
Multimedia. LinkedIn allows users to incorporate photos, videos and slideshows in addition to traditional articles. This is the kind of content that people love and engage with on any social media or networking platform.
Benchmarking. Want to find out what content has the greatest impact? LinkedIn’s Content Marketing Score measures audience engagement and compares the performance of your content performs to other publishers.
Credibility. Publishing content on LinkedIn allows you to capitalize on the brand equity of the world’s most popular professional networking platform. This helps to position you as an authority in your field, which can lead to a number of new business opportunities, including speaking engagements, guest articles, sales leads and strategic partnerships.
If you need developing a content strategy that enables your company to take full advantage of the power of LinkedIn, call 732-229-7100 or email firstname.lastname@example.org to schedule a free consultation.