LinkedIn’s new mobile app: B2B content marketing

Published on
by Brafton Editorial
LinkedIn's mobile application brings content front and center for members

Social media and content marketing become more entwined every day, and a new LinkedIn feature highlights that media is essential to audience engagement. LinkedIn redesigned its mobile interface to bring content front and center. The largest B2B social platform recognized that the average work day extends beyond the traditional 9-to-5, and professionals use their portable devices to continuously look for ways to gain an edge over the competition.

LinkedIn decided to focus on industry-relevant content as a way to provide its users with educational business resources. Along with a new design, LinkedIn’s mobile application features some exciting new tools for marketers and users alike.

News and blog content front and center

The mobile application (for both smartphones and tablets) surfaces relevant media to users’ streams. This allows professionals ​to ​keep up with conversations taking place across LinkedIn. Now when a member visits his or her stream, the most tailored and timely updates, news, posts and chatter from Influencers will be highlighted for easy viewing. This means potentially more exposure for more than half of B2C companies and 81 percent of B2B companies already using LinkedIn for branded content distribution.

Custom navigation for easy access to relevant headlines

Members can now customize their navigation pages to preload features that matter most to them. If LinkedIn Groups provide the most lead generation opportunities, marketers can make sure their streams never miss an update. LinkedIn also promised in its official blog announcement that many more mobile features are on their way. New search capabilities and personalized updates will help improve the overall user experience and bring members back to the site for all things industry related.

The LinkedIn updates remind marketers that a presence on major networks thrive when paired with high-quality custom content, and brands realize they need content writers to support their social media staff. As Brafton previously reported, SAP’s Adriel Sanchez told SES NY attendees to hire a content person, not a social media specialist, because quality writing is the foundation of social success.

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