Jason Wincuinas
Apr 24, 2014

New LinkedIn programs aim to grow the content-marketing ecosystem

HONG KONG - LinkedIn’s strategy is to expand the company’s profile beyond a social network to encompass business publishing. Senior director Olivier Legrand explains how two new programmes aim to widen the audience and boost the quality of the content marketing favoured on the site.

Olivier Legrand

The subtlety of sharing business stories that illustrate the benefits of a product or service with audiences that are actively seeking ways to improve their companies or themselves, is a potent formula. It gets right to the old adage that nobody buys a drill because they need a high-speed, 450w, handheld toolthey buy a drill because they need a quarter-inch hole. Content marketing is all about the quarter-inch hole.

For B2B marketers, every Linked...

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