LinkedIn is making a concerted effort to grab marketers' attention and secure their social media marketing investments.

LinkedIn has become one of the most important web content distribution channels for B2B brands, and the network continues to make upgrades to amplify its appeal. The network’s most recent facelift affected LinkedIn Groups – the gathering place for professionals and industry leaders. An official blog post announced the update, which includes better user experience and more attractive interface.

The decision to beautify the site might provide long-term benefits for brands actively sharing social media content on the network, as an enhanced interface could entice larger audiences to engage more frequently in conversations. According to LinkedIn, users already participate heavily in the 2 million Groups currently in existence, with more than 200 conversations taking place every minute.

Marketers who share brand messages in the professional network’s Groups can get their custom content in front of highly qualified audiences, rather than distributing them on channels that may not be saturated with interested prospects.

Users already participate heavily in the 2 million Groups currently in existence, with more than 200 conversations taking place every minute.

Still, LinkedIn is already seeking to expand its audience to include younger members with University Pages. Brafton recently covered the site’s move into pre-collegiate consumer audiences, suggesting it could have a membership expansion effect similar to that of Facebook, when the social network invited all ages to join.

While it’s unlikely the professional network will suffer an identity crisis at the hands of its new audiences, it’s imperative that marketers pay attention to the conversations taking place in Groups and News Feeds in general. What brands discover through social listening will inform their future marketing direction, allowing creatives to execute smarter strategies.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.