LinkedIn-influenced blog platform

According to foreign media reports, recently, some users of white-collar social networking site LinkedIn have felt that they read the station's financial news headlines, seems to have been visiting a portal rather than social network. Yes, LinkedIn is learning Twitter to provide more news media content. Media analysis pointed out that LinkedIn provides news media content behind, is actually wants to enhance the website stickiness, obtains the user preference data, provides the core recruitment and so on the support.

In the past few years, LinkedIn has become an internet company based on big data and advanced technology, with half its revenue from corporate recruiting services, and is currently developing new technologies to allow white-collar users to think about jobs they have never thought of before.

It may seem a bit surprising at first glance that LinkedIn is starting to enter the media arena. However, LinkedIn has been rolling out products to build its media content, such as the site launched the Celebrity financial blog "LinkedIn Influence", the company released the official news of "Today's LinkedIn," then LinkedIn acquired the news reading Tool Pulse, and integrate it into their own business.

For a website that has not been rich in media business, the decision to enter the media sector is somewhat interesting. However, the media business can attract the attention of users, which can bring more user data to LinkedIn, thus helping to recruit business.

"We want to be a place where you get up in the morning and see the news, you can look at the industry before you work a day, and you can get information when you're in a different meeting," said Ryan-roslansky, a LinkedIn executive who oversees content products. ”

"Today's LinkedIn", which provides corporate news, was actually born in 2011. Then, LinkedIn invited prominent entrepreneurs such as Gates and Branson to open the "LinkedIn-influenced" blog platform in "LinkedIn today." According to LinkedIn, this blog product has led to a seven times-fold increase in the overall "LinkedIn today" traffic. On average, you get more than 100 reviews, the most popular posts, and more than 100,000 clicks per blog post.

Perhaps some will question what LinkedIn is doing in the media business. The business model of media content services is online advertising, but at the moment, online advertising is not a high-growth business. While many companies are experimenting with precision advertising and sponsored advertising, the prospects for the advertising business remain unclear for the site operators.

LinkedIn is launching a "sponsorship dynamic" service for corporate users, according to the Advertising Age, which is a native advertisement ("soft ad", which looks similar to ordinary content) and is part of its media business.

According to earnings in the first quarter of this year, Internet advertising accounted for only 23% of the overall company's revenue, while the other 77% per cent came from members ' fees, and the corporate recruitment service "recruit program" contributed 57% of the revenue.

As a result, even if LinkedIn's media and advertising businesses are successful, corporate hiring will still be the biggest cash-cow business. Revenue for the business in the first quarter was $180 million trillion, up 90% year-on-year. For recruiting services, the most important thing is to get more user preference data.

The company's executives, who are responsible for content, say the media content is what users often visit, and they rely on this information to learn about industry dynamics, the more they access it, the more likely they are to buy LinkedIn's fee-based Membership service and update their personal data in a timely manner.

At present, the size of LinkedIn's users is 225 million people, if you want to bring more information available for recruitment products, LinkedIn must attract more attention. Compared with Twitter's 200 million monthly active users and Facebook's 1.1 billion monthly active users, LinkedIn is still lagging behind, and they have realised that the financial news, which professionals read, will be a valuable attempt to improve the stickiness of users.