Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Fundamentals of Social Media Marketing

Start the Course
... Inbound Marketing Content Marketing
Close
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing
Free Social Media Course
View Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

How LinkedIn Got Cool & Became Your Most Powerful Distribution Channel

By John Bonini

John Bonini also recommends this free course, Fundamentals of Social Media Marketing.

How LinkedIn Got Cool & Became Your Most Powerful Distribution Channel

linkedin-distribution-channelTwo years ago, I didn't even have the LinkedIn application on my iPhone. 

(Talk about first world marketing problems.)

Out of all the social networks, it just didn't seem very engaging. It was pretty stale, and to me, was more a platform to find career opportunities and wax poetic about the plethora of business skills you had. 

"You're proficient in both Microsoft Word and Excel? No way!"

Simply put, it bored the hell out of me. 

More importantly, of all the social networks, LinkedIn was the one offering the least engagement in comparison to Twitter and Facebook for our agency. 

No one hung out on LinkedIn the way they did Twitter or Facebook. You logged in, endorsed some people for skills you had no freakin' clue they had, checked your notifications, and logged out. 

Then something changed. LinkedIn became a place not for stopping by, but for congregation. Users began hanging out, consuming content, and having much more personal engagements. 

So engaging, in fact, that HubSpot Founder and CTO Dharmesh Shah tweeted in April: "Woo hoo! Guess where I now have 200,000 followers and more engagement than twitter?"

He was of course, referring to LinkedIn. 

So what exactly happened? And what does this mean for you? 

Free Course: Fundamentals of Social Media Marketing

How LinkedIn got cool

In October 2012, LinkedIn launched their Influencers program, effectively handing over the microphone and platform to its most powerful users. 

Now users could find original content from business leaders like Richard Branson, Bill Gates, and Arianna Huffington simply by scrolling through Pulse – LinkedIn's news and content aggregator. 

This was monumental in transforming LinkedIn from a static network into a fresh, headline-stealing platform that rivals even the most notable business publications like Inc. and Forbes. It's proven to be successful, as LinkedIn understood a very basic, innate concept in how people decide where to spend their time: "where are all the cool people hanging out?"

For the longest time, it's always been Twitter. But now you have people like Shah and social media expert Gary Vaynerchuk linking to articles they've published to LinkedIn...on Twitter. 

Why it's your most powerful distribution channel

The Influencer program was so successful that LinkedIn expanded its publishing platform to all users in February 2014. While they're still in the process of rolling it out to everyone, you can now publish original content on LinkedIn's platform. 

This is huge, as LinkedIn takes care of the promotion for you. 

Say, for instance, that you have 500 LinkedIn connections. Any time you publish an article on their publishing platform, each your connections will be alerted immediately. For example, David Meerman Scott, one of my connections on LinkedIn, recently published an article on LinkedIn to which I was notified. (See below.) 

linkedin-distribtuion-channel

 

Think of how monumental this is. When you post an update on Twitter or Facebook, you're relying on your followers actually seeing your update in order to attract attention. 

LinkedIn, on the other hand, pushes a notification out to your entire network to let them know you've published an article. The result is far more engagement in a fraction of the time. 

In fact, you'll likely see more traffic and comments on your LinkedIn articles than you would your own company blog. Below is a post I recently published, and as you can see, the level of engagement is impressive. 

 

png-5

 

The fact that LinkedIn immediately pushes your content out to your network makes it an extremely powerful tool for attracting attention and expanding your reach. This also makes building a valuable LinkedIn network extremely important. 

Don't focus on volume. Focus more on the types of professionals who are interested in your product or service. Connect with prospects and other industry influencers who could potentially share your content with their relevant audience. 

Particularly in the B2B space, it's important to establish a presence. The fact that so many powerful influencers, as well as millions of other business professionals, are pointing their networks to LinkedIn to consume content makes it perhaps your most simplistic and powerful platform for getting found. 

Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Topics:

Content Marketing
Marketing Strategy
Linkedin Marketing
Published on June 17, 2014

Recent Articles

5 Features of a Sales Enablement Strategy That Actually Works
June 27, 2022 • 9 min read
15 B2B Content Marketing Examples That Crush The Competition
June 23, 2022 • 11 min read
The Best Sales Enablement Tools for Your Team in 2022
June 13, 2022 • 7 min read
64 Content Marketing Statistics To Supercharge Your Strategy [Updated for 2022]
June 4, 2022 • 9 min read
7 Simple Steps To Create an Effective Content Marketing Process
May 26, 2022 • 13 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
How To Create a YouTube Channel for Business (+ 9 Brands Leading the Way)
April 25, 2022 • 9 min read
SaaS Inbound Marketing: How to Get Started With Your Strategy (+ Examples)
April 16, 2022 • 9 min read
Why Your Content Marketing Needs Storytelling (and 3 Frameworks to Help)
April 12, 2022 • 6 min read
Inbound Marketing for Home Improvement: A DIY Strategy To Bring in New Customers
April 9, 2022 • 10 min read
15 Powerful Content Marketing Examples To Inspire Your Next Campaign
March 24, 2022 • 12 min read
What Short-Term Wins Can We Expect With They Ask, You Answer?
March 15, 2022 • 6 min read
19 Business Blog Topics Your Audience Wants You To Write About
March 14, 2022 • 12 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Best Marketing Courses on Udemy
February 25, 2022 • 8 min read
9 Essential Content Manager Duties You Need To Hire For
February 21, 2022 • 7 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
Inbound Marketing for Manufacturers
February 4, 2022 • 12 min read
Content Marketing Benefits: What You're Missing Out On In 2022
February 3, 2022 • 8 min read
How To Choose Content Marketing Topics
January 31, 2022 • 12 min read
Inbound Marketing for Healthcare (+ Examples)
January 28, 2022 • 11 min read
The Big 5: How to Write Great “Problems” Content
January 27, 2022 • 6 min read
11 Common Business Blogging Mistakes To Avoid At All Costs
January 25, 2022 • 11 min read