A Scenic Tour of the Online World

LinkedIn for B2B Content Marketing

Tuesday, March 5th, 2013

Yours truly was quoted in this EContent Magazine piece about LinkedIn’s strengths as a B2B content marketing tool.

I’m not sure I agree that LinkedIn is a “sleeping giant of publishing,” but it’s certainly true that it owes its success to being all business, all the time.

The recent upswing owes more to the changes LinkedIn is making to be more content marketing focused. I think they realized that the overwhelming majority of their members got little from the service other than a collection of connections. Making the site more content focused makes it more useful and more relevant.

It also makes it imperative that you participate. Post content, comment on colleague’s posts, ask and answer questions. And be sure that what your posting isn’t all about you, but all about your audience.


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