“We are seeing a shift where people are thinking about LinkedIn not only as a place to meet their human resources needs, but for great content on a regular basis,” commented Jean Ellen Cowgill, president of Atlantic Media Strategies (AMS), publisher The Atlantic’s creative agency, one of a handful of Certified Content Partners that LinkedIn revealed Thursday. The remaining companies include: Bloomberg, CBS Interactive, IDG Communications, Newscred, Contently, Freshwire, Percolate and Group SJR.
Cogwill said LinkedIn is a good place to reach business niches Atlantic clients care about when they're in a business or professional mindset. In that sense the site is a contextual buy.
LinkedIn has been padding out its publisher relationships. Self-serve Sponsored Updates were an expansion of its burgeoning publisher network -- the company has content affiliations with some 1.5 million publisher partners and an Influencer network of 500 or so contributors. These relationships have resulted in posts from the likes of Richard Branson and Jonah Peretti, for example, which may show up in your newsfeed if you've been reading articles on leadership or business innovation.
Jon Williams, LinkedIn’s head of global agency and client solutions, told AdExchanger, “we have this incredible data on our platform about what are the topics people are engaging with and how are companies’ (campaigns) performing against particular trends or demographics?” LinkedIn’s recent release of “Trending Content” and a “Content Marketing Score” were designed to guide marketers through which pieces of content from its publisher ecosystem are best manifested.
“Our members are really looking for useful information to engage with, so it’s very much about the context on our platform,” he added. “The reason we’re investing in this partner program is because our content is quite different. It has to be relevant to members. We have data-informed content that is also written and curated by experts.”