LinkedIn has become a full-fledged course in content marketing: last month the platform announced the availability of its bloggering function for all users. The first thought that pops up in marketer's head after reading this message is probably: "Yet another platform where I have to spend time and create content for it."
Let's look in more detail whether it is worth it or not.
Advantages
- Expanding the reach. Once you post an article on LinkedIn, it will be publicly available, ie. not only for your contacts. If it is really good, LinkedIn will circulate it as part of the selected content in its newsletters.
- Opportunity to show your expertise. Up to now, you could only publish statuses, links, or participate in group discussions. It is now a much better opportunity to prove what the depth of your expertise is.
- Complementing brand communication. The possibility to discuss in detail the specifics of your particular market and to illustrate your understanding. Establishing interesting contacts.
Disadvantages
- Too much content that will compete. Thus, the same situation that is happening now on Facebook - users will be overwhelmed.
- Payment. Who wants more readers will need to advertise their articles. This function is already active. The more content, the greater the need for paying for its visibility.
- Content on foreign territory. You will post for people you know nothing about (unlike when you post on your own website). You play by LinkedIn's rules.
Should you invest your time?
First, think whether LinkedIn fits into your social marketing strategy. One thing is to have a profile here - a must today. However, active participation is a different topic. How much time does your target audience spend on LinkedIn? are there other options to demonstrate your skills and knowledge? Answers to these questions will help you decide whether to use this new opportunity or allocate your time to making other type of content.
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