Create Content, But Where?

by Kim Taylor

Content creation is everything.  It’s turned marketing on its head.  It’s even changed the way we approach SEO.  And, not surprisingly, everyone wants a piece of the action—including LinkedIn.

The self-described “social network for professionals” now wants those very professionals to publish original content on their platform.  Forget your blog, using LinkedIn’s Publishing Platform you can now go beyond the status update to full-fledged long-form posts.

The posts are distributed to the vast network you’ve created, and even the one you haven’t.

“Starting today, LinkedIn is opening up our publishing platform to our members, giving them a powerful new way to build their professional brand. When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network and has the ability to reach the largest group of professionals ever assembled. Now members have the ability to follow other members that are not in their network and build their own group of followers. Members can continue to share their expertise by posting photos, images, videos and their original presentations on SlideShare.”

It’s clear that LinkedIn is trying to overcome the notion that they are nothing more than a glorified rolodex by giving users a tool to “build influence.”  Posts are tied to your professional profile, which in many ways differentiates it from other social networks—where overlap between personal and professional is more likely.

What’s unclear is the true reach an average user will have.  Will LinkedIn’s Influencers still get top billing in the network’s email blasts?  The publishing platform is initially only open to 25,000 users, a mere .009 percent of their 277 million users, so don’t rush to ditch your other platforms just yet.

What do you think?  Will you take advantage of LinkedIn’s new platform?

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