With over 200 million professionals and 2.4 million companies on LinkedIn, the platform hopes to become a giant information exchange where users can swap exclusive content like white papers, presentations, and expert discussions. We’ve already seen this effort underway through LinkedIn’s integration of Slideshare, and the release new products like LinkedIn Today, which aggregates top professional news for users, and LinkedIn Influencers, where a hand-picked crew of 200 celebrity professionals present exclusive content.
LinkedIn Groups have made it easier for people in niche industry roles to share and spread tips, tricks and updates with each other.
“One of the areas where we’re making strong traction in is LinkedIn as a professional publishing platform. You see with the momentum we’re generating now in Influencers, LinkedIn Groups, Slideshare, people are increasingly turning to LinkedIn to publish professionally relevant content,” Weiner said on the call. “We think that’s going to create a very strong platform and very valuable context for large enterprises, for small-medium businesses who want to target [and] engage with professionals.”
Basically, LinkedIn wants to become the first place professionals come to both distribute branded content and consume content that will help them do their job better. The benefits for LinkedIn are obvious: the more time people spend consuming content on LinkedIn, the more advertising dollars the company will see, and the more proprietary data they’ll collect about people’s professional content consumption habits.
In addition, LInkedIn is planning on rolling out its own version of the Facebook’s Sponsored Story called Sponsored Content, which will allow a brands to promote the whitepapers, infographics, and other branded content they produce to specific segments of their followers. For many B2B marketers, it may present the content distribution solution they’ve been craving.
We all already know that content is a commodity, but LinkedIn may soon take that idea to a whole new level.