Nearly two years ago, LinkedIn announced the ability for the general public to publish on its platform. Before this announcement, it reserved the platform for a hand-picked group of 150 influencers, which eventually grew to 500.

Influencers ranged from Bill Gates to Mark Cuban, whose blog posts averaged over 20,000 views and became a currency for acquiring LinkedIn thought leadership.

After a successful launch, many B2B professionals are using LinkedIn to publish thought leadership pieces or syndicate content to expand their network and gain a following.

The publishing platform offers everyone the opportunity to be an influencer within their own network. This is invaluable for executives who want to stand out amongst their peers, especially when they’re potential clients.

Here are five ways B2B companies can benefit from the new LinkedIn publishing platform:

  1. Targeted audience– The new platform promises to match the blog’s topic with users who share an interest in that particular vertical. This gives an opportunity to create a two-way dialogue where everyone is sharing their expertise and leading to deeper relationships.
  2. Powerful analytics– LinkedIn has outstanding insights for personal profiles that are only going to improve. Authors have the opportunity to look at who viewed their article based on granular details such as industry and title. These insights should help writers learn who is most receptive to what their company has to offer and improve the overall marketing strategy.
  3. Brand awareness– For companies that aren’t regularly getting placements in media outlets messaging can get lost in the shuffle, making it difficult to build a reputation. LinkedIn now gives smaller companies an opportunity to build their reputation on a medium that will increase exposure.
  4. Content marketing– Sharing quality content is crucial whether it’s a matter of increasing influence or SEO purposes. The cliché stating “content is king,” still holds true and there’s no better place to store that content than the world’s largest professional network.
  5. Tell your story– Before long-form posts came into existence, a LinkedIn profile was all someone had to show who they are. Now, anyone is able to write content that shows who they are and expand on what makes them and their brand unique. Telling your story requires context beyond a slogan or a marketing campaign; it’s what differentiates companies and stirs customers to become advocates. It stimulates readers on a meaningful level that leads to a holistic and sustainable interest. All of the above can happen when there’s content that tells that story. The best writers aren’t only telling a story, but starting a conversation that allows the writer to become the focal point and thought leader of the discussion.

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