They’re all amazing – but for the most part, these tools are curation machines that have only a small number of users contributing original content. Thus, the main way of using these tools is to build influencer lists for your buyer personas so that you can focus in on only those few individuals that are truly contributing to your industry.
But now LinkedIn is offering a publishing platform.
This tool will allow any user to create essentially their own blog. I see the possibilities here stretching beyond just a normal blog; I see this is the ultimate digital newspaper. Sales professionals will be able to guide their prospects and clients to the landing page of their digital newspaper – see here as an example. Within that digital newspaper, will be a host of articles, videos, and infographics that truly help their buyers through complex buying journeys.
How Do You Use It?
Click on Advanced Search in LinkedIn on the top of your screen. In the drop-down bar (left side) under Search, look up Articles. This will allow you to search for any subject matter and/or any industry experts. As of today, LinkedIn Publisher is filled with well-known influencers and famous names like Bill Gates and Richard Branson.
Going forward however, I believe that the best content will come from analysts and small business owners that are making an impact in their industry. You will be able to follow any person, or subject, with any of their content and influence on a specifc industry.
Here's a screenshot of how it looks:
The Bottom Line
CONSIDER YOURSELF WARNED – THE BEST CONTENT IN THE WORLD WILL END UP HERE. 250,000,000 people can now have a simple voice without having to create a Wordpress blog.
If you're interested in learning more about how you can use LinkedIn Publishing to grow your business, book some time in my calendar and we can explore the possibilities.