LinkedIn Transition Media Company: providing content marketing Platform

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LinkedIn CEO Jeff Vina

"LinkedIn has successfully transformed into a media company," Scott Dewitt Scott Devitt, analyst at Morgan Stanley, said in a report this week from Sina Science and technology news in Beijing February 27 morning.

LinkedIn initially provided news aggregation services to users, and the content was customized based on user preferences. After the popularity of the service, LinkedIn also encouraged users to write original content on the site, which proved successful.

At present, LinkedIn is a mature platform. Jeff Weiner, the CEO of LinkedIn, Jeff Vina this week about plans to make a profit out of LinkedIn's content. He says LinkedIn will become a content marketing platform. This seems to imply that sponsors will appear on the platform, using a similar BuzzFeed approach to selling ads, where advertisers communicate marketing messages in the form of ordinary content.

In recent years, this has become an increasingly popular way of advertising. For LinkedIn, it's also a good fit. Unlike traditional media companies, Linkdin's content is often related to marketing, innovation, and creativity. If big tech companies want to cover their careers, then LinkedIn's sponsorship will be a good way.

LinkedIn is already one of the most diversified sources of Silicon Valley revenue, and the launch of the service will make its revenue source more diverse. But social-networking firms need to be smart about advertising. Often, social-networking ads can make users feel unhappy or less relevant.

"The marketing solution is one of his most interesting opportunities for LinkedIn in the future," DeWitt said in the report. In addition to having a good opportunity in the traditional business and business-to-business advertising Arena, LinkedIn is also trying to develop a valuable content marketing platform. With the sponsorship content of the LinkedIn homepage, the white papers and professional ideas shared by opinion leaders and companies will create huge profit opportunities. ”