Jeff Weiner wants LinkedIn to be the king of content marketing

LinkedIn ChocolatesAs already reported here on SuccessfulWorkplace, LinkedIn beat expectations again and the news comes as no surprise that they’ve have met and exceeded expectations every quarter since going public.

But at the recent analyst call, CEO Jeff Weiner tipped the ante further by revealing his ambitions for the socio-professional platform: “One of the things that we’re increasingly focused on in 2013 is going to be the opportunity to support content marketing.”

Now do the math. LinkedIn has already pushed forth LinkedIn Today and the INfluencer streams in a big way, all frontpage headline acts we gravitate to as soon as we log in so it makes sense that this shapes the next phase for the platform. With 200m members and 2.4m companies listed there it’s a content goldmine. As Jeff put it, LinkedIn sees its future as a publishing platform for professionals.

“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. “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.”

LinkedIn also wants to play big with ‘sponsored content’ much like everyone else but using their professional base to do it. Imagine you’re a company with a wealth of available content built over the years; Case Studies, Surveys, Whitepapers, Company Blogs, Weiner wants to be able to serve that content as a status update and target specific followers and they’re already working with the likes of Xerox, The Economist and Blackberry.

Jeff wants to be crowned publishing King of content and context as well as connections in the professional world, and with almost 10bn page views last quarter there’s a lot of eager eyes watching his ascension to the throne.

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Categories: Disruption, Marketing, Social / Collaboration

Author:Theo Priestley

"I had more creative ideas from Theo in 6 months than I have had in 6 years from most people." Theo Priestley is one of the most recognised independent technology industry influencers and evangelists, ranking in the Top 100 thought leaders across Virtual/ Augmented Reality, FinTech, Artificial Intelligence, Big Data, Internet of Things and future trends. Theo has written insights for Forbes, Wired, The European Magazine, Venturebeat to name a few, and has been interviewed for many online publications including the BBC on his thoughts on technology and the future. A regular paid keynote speaker and panelist at conferences and events, Theo is engaged for his forthright views and isn't afraid to challenge conventional thinking and the marketing hype surrounding the industry when presenting, never pulling punches to get the message across on how technology can be applied to improve business and the customer experience. He has also successfully organised and run TEDx and Ignite events. Highly active across social networks, he sits in the Top 1% for social media engagement on Kred and Klout and is constantly sharing articles and his analysis that he feels his audience would be interested in. Theo is also active in the startup community, mentoring within UK and US accelerators and sits on a number of advisory boards. Former VP and Chief Technology Evangelist at a Top 25 European enterprise software company with a career spanning both innovation strategy and delivery of software and business change in Financial Services, and as an independent technology industry analyst. Follow Theo on Twitter @tprstly or connect here directly for constant insights on tech and marketing trends. • Top 1% Influencer on Kred (915) • Top 1% Influencer on Klout (70+) • 12,000+ Followers on LinkedIn • 13,000+ Followers on Twitter • Recognised Top Influencer in AI, Virtual/ Augmented Reality, Fintech, IOT and Wearable Tech, Big Data and Analytics.

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