You’ve probably heard already about the “leaked” internal memo from LinkedIn discussing their acquisition of Bizo and their subsequent plans to take over the world.
About the Bizo Acquisition, the Leaked Document, Corporate Espionage, the Monopolization of Social Media, and Where LinkedIn Will Be in Five Years…
I don’t care. It’s not important.
Why LinkedIn Rocks for Content Marketers
Now this, on the other hand, is important.
You see, LinkedIn occupies a very special and unique position in the world of social media and content marketing. It has always been the place for leaders and decision makers. Even before it was the powerhouse it is today, it was the first, the biggest, and the best social network for business.
As such, it’s a natural for professionals like me – B2B-focused marketers, consultants, trainers, coaches, etc. – to focus our often meager time and financial resources on. Unlike Facebook, Twitter, Google+, Instagram, Pinterest, or any number of other big and small options out there who try in their own way to appeal to everybody, LinkedIn does – and always has – appeal to business people.
In my own circumstance, I can tell you definitively:
I have never once been able to trace back a single dollar earned in my freelance career as a writer and content marketer to Twitter, Facebook, Google+, Instagram, or Pinterest. LinkedIn, on the other hand, has directly or indirectly been responsible for around 90% of my income over the last three years (since I went full-time.)
In this helpful article by Lizetta Staplefoote on the Visual.ly blog, the matter of the leaked document and whatnot are actually analyzed from the perspective of content marketers.
It does a great job of highlighting how shifting audiences, the rise of mobile, and the rise of social selling have all played a role in LinkedIn’s strategy, including their acquisition of Bizo and their plans for 2015 and beyond. And it ends with three key take-aways for content marketers:
- Less Guessing – The more powerful targeting capabilities LinkedIn will provide will make B2B content marketing far more effective than it even is right now.
- More Pressure to Produce – The enhancements will also open up many more opportunities for targeted, even personalized, engagement, which means more content is needed.
- Re-think Your Strategy – There are ways every content marketer can mirror the best parts of LinkedIn’s strategy to up their game on all fronts.
Stellar LinkedIn Tips
Want to learn more about using LinkedIn for content marketing? Check out my FREE eCourse, Social Media Basics.