Content Marketing Blog

LinkedIn opens up its publishing gates to all members

One of the first things a brand should do when setting up an online presence is create a LinkedIn account. Not only is it great place to boost brand awareness, but it also allows its users to connect with other professionals.

Now LinkedIn has increased its content marketing potential even further by allowing all members to publish content.

Users can now publish articles, which can be shared with their connections and will appear on their profile pages.

This gives brands the opportunity to establish themselves as thought leaders in their chosen industries.

However, only a select few high-ranking professionals, such as Bill Gates, Richard Branson and Martha Stewart, are able to publish articles that everyone on LinkedIn can see.

Content by these high-profile individuals, known as ‘Influencers’, can be seen by all LinkedIn users. In order to encourage publishing on the site, LinkedIn also increased the amount of Influencers to 25,000 international professionals.

In the past few months LinkedIn has been working hard to establish itself as a news provider. Last year the site partnered up with Pulse to create a customised news feed that allows users to see articles related to their professional or personal interests.

LinkedIn has been embraced wholeheartedly by Australian businesses. A recent study by the Content Marketing Institute found that LinkedIn is favoured social media marketing platform for Australian businesses, with 86 per cent making use of the site.

LinkedIn is also popular with Aussie professionals, with over 3.3 million individual members, according to Frank Media.

This new publishing feature will undoubtedly be well received by Australian professionals and brands using the site for content marketing, as it gives them the chance to showcase their industry expertise to other LinkedIn members.

Posted by Dylan Brown