One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
LinkedIn has opened up its publishing platform to all members and introduced a raft of new influencers to its content program.
To date, only those belonging to LinkedIn’s influencer program could publish long-form content on the portal. In a blog post, LinkedIn director of product management, Ryan Roslansky, said the decision to expand this to all members was about tapping into the insights and knowledge across its membership base as well as helping them build out their ‘professional brand’.
When members publish a post on LinkedIn, their original content will become part of their profile and shared with their network. From today, 25,000 English-speaking members have the ability to publish content, and the capability will be rolled out to multiple languages and territories in coming months.
LinkedIn is also adding a range of new influencers to its list including Nissan CEO, Carols Ghosn; CNBC host and financial expert, Suzie Orman; and Morgan Stanley CEO, James Gorman.
The company claimed since the launch of the influencer program in 2012, each post gets an average of 31,000 views, 250 likes and 80 comments. Existing members include Richard Branson, Martha Stewart, Bill Gates and Australian online retailer, Ruslan Kogan.
Earlier this month, LinkedIn confirmed it had reached 50 million members in Asia-Pacific including more than 5 million members in Australia.
Other LinkedIn news
- LinkedIn introduces, quickly says goodbye to email service that sparked security concerns
- LinkedIn gives businesses more ways to publish content with ‘showcase’pages
- Telstra jumps into new LinkedIn content marketing program
- LinkedIn to Pulse, maker of mobile news reader app
- Why LinkedIn was the talk of Content Marketing World 2013