To say that LinkedIn has had quite an interesting past few months is an understatement. In March, the social network reached 100 million registered users and in May, the company went public with a very successful IPO.
Throughout all this, LinkedIn has really upped its game with its content marketing efforts that show (not tell) its value beyond the perception it’s just a social network for job seekers.
#1 Infographics: LinkedIn has been sharing via their blog a number of insights by mining the vast amount of data that’s built up on the site over the past 8 years. Their latest looks at the differences in how men vs. women network.
#2 Tools: LinkedIn labs recently released a very simple yet enticingly engaging way to navigate one’s connections. The genius behind how they executed it is in the way that it taps into one’s nostalgia.
#3 Engaging & Timely Emails: Not more email! Yes, we all get lots of emails from companies that never see the “open” button. But it was a recent email (below) from LinkedIn which prompted me to write this post. Not only was it timed on or around my graduation anniversary from b-school but it prompted me to look back and reconnect with some people by using Linked In. Mission accomplished.
Brands that do content marketing well take it a step (or many steps) further beyond blasting email newsletters. They create experiences (that can be simple) that appeal to individuals to want to share and spread them to others. The kinds of content that LinkedIn has been producing are great examples of how to do it. Yes, brands are, indeed, becoming publishers.