LinkedIn Emerging as a Content Repository

Posted by: in Content, Social Media Insights & Trends, Thought Leadership on April 15, 2014

Michael Brito recently blogged about the significance of LinkedIn as a publishing platform. That’s the latest outcome of the social platform’s focus on content.  This focus is not a new one—it’s a strategy that dates back to 2011 when LinkedIn named Dan Roth its executive editor.

That move paved the way for LinkedIn Today. Not too long after, LinkedIn bought Pulse in April 2013. And less than  month after that, it purchased purchased SlideShare. For a more detailed look its history, take a look at Ken Yeung’s article commemorating LinkedIn’s 10-year existence.

My point in connecting these dots is to highlight LinkedIn’s emergence as a content repository. Twitter has solidified its position as the place to hear about breaking news and Facebook’s trying its hand at trending news as well. In my view, though, LinkedIn’s trumping both of them in terms of surfacing content by topic, by publisher, and by influencer.

Finding Content by Channel (or topic):

Log into LinkedIn, click Interests, then Pulse (or click on the image below). From there, click the All Channels tab. Click on the blue plus sign to follow or subscribe to any Channel.

LinkedIn - All Channels

 Finding Content from LinkedIn Influencers:

Log into LinkedIn, click Interests, then Pulse  (or click on the image below). From there, click the All Influencers tab. Click on the blue plus sign to follow or subscribe to any LinkedIn Influencer.

LinkedIn - All Influencers 

Finding content by Publisher:

Log into LinkedIn, click Interests, then Pulse (or click on the image below). From there, click the All Publishers tab. Click on the blue plus sign to follow or subscribe to any Publisher.

LinkedIn - All Publishers

LinkedIn curates content based on all the channels, the authors and publishers you subscribe to (along with the articles your connections and others in your industry are sharing). It surfaces that content via the Your News link. You can also get to Your News in LinkedIn by clicking on LinkedIn.com/Today.

LinkedIn has also been quietly surfacing metrics around content you share. In the image below, besides showing the number of views and likes a particular update earned, it also breaks those totals down by 1st, 2nd and 3rd connections.

Shares on LinkedIn

With its focus on content, LinkedIn has made a lot of progress in a short amount of time. Since they introduced the concept of LinkedIn as a publishing platform by opening to a small set of LinkedIn Influencers in the fall of 2012, those posts have driven lots of engagement (an average of 31,000 views, 250 likes and 80 comments according to LinkedIn).

We’ll see, but I think opening it up as a publishing platform for many more of its members will ensure that LinkedIn keeps the content momentum it’s been building.

If you haven’t spent some time digging into the kind of content LinkedIn offers, I’d recommend you give it a try. I bet you’ll find things worth sharing on a regular basis.

By: Lionel Menchaca

Lionel used to be Dell's Chief Blogger, beginning in 2006 when Dell launched its first blog. Now he's Director of Corporate & Strategy for WCG.

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  1. Top 5 Business News - 21st April, 2014 | PentaGist linked to this post on April 21, 2014

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