My slides from Digital Media Europe 2014, discussing content on LinkedIn and how news brands can leverage it to grow their reach and engage with their audience.
Publishers, you'll find more detailed how-tos in this deck: http://www.slideshare.net/alexandervariano/linkedin-publisher-toolkit-winter-2014-30952218
Understand the LinkedIn member's mindset and what type of content resonates here: http://www.slideshare.net/linkedineurope/the-mindset-divide-33226655
2. “For the world’s largest professional network,
content is king.”
- AllThingsD
2
3. **
*22
187M+
Unique monthly visitors
Languages
10.6B
Page views per quarter
200
Countries
Use LinkedIn 5X more to
discover professional
content and insights than
use our job properties (2)
Are 2X more likely to
trust information from
LinkedIn than from
competitors (1)
Follow
companies and
publishers for
professional
insights
Our members:
Connect Your Content to Our Audience
We’ve got the world’s largest network of high-quality, engaged professionals who crave
news and insights
Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012 3
4. 4
“Spend Time” “Invest Time”
Personal Networks Professional Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
1
2
3
A Professional Mindset Ideal for News Brands
6. How Content Appears on LinkedIn
Across all
devices and platforms
Homepage Pulse
Top Headline Emails
Network Update Stream
Groups
Company Pages
Desktop
LinkedIn for iPadLinkedIn for iPhone
Pulse
(Android & iOS)
6
7. Appear in Pulse catalogue of
news sources
Distribute content to
your followers
Content appears in the
Network Update Stream
How Publishers Can Leverage LinkedIn
Give Us Your RSS Feeds Use Your Company PageAdd The InShare Plugin
7
8. To get listed in Pulse,
submit a link to your full RSS feed to
publisher@linkedin.com
8
The Value We Create for PublishersIncreased content distribution.Referral traffic.Exposure and brand awareness amongst LinkedIn’s high quality audience.Access to unique data and insight via plugins and APIs.Inshare: Add plugin across your desktop and mobile site;Readers share content with their network;Articles appear in the Network Update Stream, factor in algorithms and appear elsewhere on site.Many languages (Mitteilen…)Company page:Use Status Updates to share the best professional content with your followers. Measure how effectively you're reaching your audience with our analytics tools.Publish updates manually or through social tools like Hootsuite and Spredfast.
Pulse offers easy access to the best sources of professional news and insight across LinkedIn. RSS feed with headline, full text and image. Content appears across the Pulse catalogue, Company Page and Network Update Stream.Select publishing partners can incorporate their RSS feed from Pulse into their Company Page.To submit your feed for consideration, email publisher@linkedin.com.