Hasta La Creative!

Every social network has, at one point or another, been hailed as the future of content marketing. But there’s something a little different about what LinkedIn is doing in its recent push to become a high-quality content platform. Part of it is about the audience, which by definition consists of professionals who are eager to learn something or make a connection that will help further their careers. But for marketers, the shiniest thing about LinkedIn’s content hub is the potential it holds for brands.

LinkedIn is doing two things that brands should keep a close eye on. First, the company is opening its publishing platform — a space hitherto afforded only to a select group of influencers — to everyone. Second, the company’s sponsored updates provide a better way for knowledge marketers to reach an engaged audience than any existing native advertising opportunity.

Unlike other social networks, LinkedIn is perfect for middleweight content, which is short enough to be digested in a few minutes, but long enough to allow more in-depth exploration of complex ideas than many social media sites do. This kind of content is an essential part of marketing. But other than the clubby world of op-ed pages, there hasn’t been a great outlet for budding thought leaders to get middleweight content in front of a broad audience. Enter LinkedIn.

Continue reading at AdAge.com

Source