The Content Marketing Institute reports that 83 percent of B2B brands use LinkedIn to distribute custom content. Perhaps the reason so many organizations use LinkedIn for marketing is the site’s focus on connecting like-minded professionals. In October 2012, LinkedIn launched a feature that allowed members to follow a group of Influencers who share their industry knowledge and insights through regular digital content. LinkedIn just announced that the Influencer list has grown to 220 professionals, all of whom have contributed to more than 2,300 posts on the site, generating 30 million views.
In a recent blog post, LinkedIn’s Itamar Orgad notes that the site hosts 9.5 million “people follows” to date and is planning more options in 2013. The social media company hopes this function will help members find relevant online content, encourage them to share media and help people engage with thought leaders online.
LinkedIn also has a few plans for the immediate future. For example, Orgad writes about enhanced search filters to help users access Influencer posts quickly using filters like “recent posts,” “top posts” and “following.” Additionally, LinkedIn will improve content discovery modules to help members find relevant content based on what they’re following and reading, and members can also read relevant content published by Influencers directly from their profiles.