Since its launch in 2012, LinkedIn's Influencers blogs has featured musings from the likes of Richard Branson, Bill Gates and, even, President Obama. Now, however, you don't have to be a famous entrepreneur, celebrity or the President to get in on the action. The professional network announced that it is expanding its publishing platform to all users, enabling members to share long-form posts.
"When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network and has the ability to reach the largest group of professionals ever assembled," said Ryan Roslansky, director of product management at LinkedIn, in a blog post. "Now members have the ability to follow other members that are not in their network and build their own group of followers. Members can continue to share their expertise by posting photos, images, videos and their original presentations on SlideShare."
Initially, LinkedIn is giving 25,000 of its members access to the publishing platform, steadily expanding it to all members in multiple languages over the next few weeks and months.
Content has long been a big part of LinkedIn's strategy to attract new members and, consequently, B2B advertisers. The company's acquisition of content platforms such as SlideShare and content aggregator Pulse exemplify LinkedIn's push to elevate content, as well as the revamp of LinkedIn Today last year.
The Influencers initiative, which the company said would continue, has been a big part of its content success. The average Influencer post drives more than 31,000 views and receives more than 250 likes and 80 comments, which is, boasts LinkedIn, "by any measure…a remarkably high level of engagement for digital content."
This is a smart move on LinkedIn's part. Giving its members the ability to share blogs rather than just post short status updates will go a long way toward keeping the professional network's member numbers up, as well as provide marketers a new tool. The bonus of snagging user-generated content is just icing on the cake.
-See this LinkedIn blog post
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