In addition LinkedIn Today has article feeds from major media outlets such as Forbes, Fortune, CNN, Bloomberg, WSJ, The Economist and a host of nationally recognized bloggers.
Fast Company states; “the professionals’ social network launched a new publishing platform designed to connect experts and thought leaders in business with a broader audience”. Giving the ability to ‘follow’ influencers across a variety of industries makes the new platform even more engaging for LinkedIn members. “The goal is to get highly influential thought leaders to use LinkedIn to share big ideas and small ideas and tips,” says Daniel Roth, executive editor, LinkedIn.
There are 19 topics covered in LinkedIn Today with hundreds of contributors adding new content each week. Readers have the options to subscribe to the content categories and to follow the individual authors which trigger category content and author articles to appear in the user’s home page on LinkedIn. The quality of the content is outstanding, thought provoking and provides insight as to how and what these thought leaders think about relative to topics influencing a variety of issues.
What Content Categories Draw The Most Interest?
We’ve categorized the topics as either tangible or intangible subject matters in the graphic on this post. You may want to argue the assignment of subject matters to either tangible or intangible but the bigger point of this analysis is representative by the aggregate of the reader’s interest which is clearly on the topics that discuss intangible subject matters.
The total # of subscribers to LinkedIn Today is 6,286,245 while this number and the number of subscribers to each category of topics do not tell the whole story in terms of audience interest. First the service is only eight months old and really it has not been well publicized. Second the top five articles since launching, listed below, have collectively been viewed by 8 million people and remember there are hundreds of articles each week that get the audience’s attention.
Top Five Articles Viewed Since Launching:
- The #1 Career Mistake Capable People Make 1.9 million views
- 11 Simple Concepts to Become a Better Leader 1.8 million views
- 10 Things To Do Every Workday 1.6 million views
- Stop Using These 16 Terms to Describe Yourself 1.4 million views
- Three Things I’ve Learned From Warren Buffett 1.3 million views
Since launching LinkedIn Today the monthly unique visitors to LinkedIn has gone from 28 million to 39 million. Not all the growth can be contributed to LinkedIn Today but it is safe to say it was a major contributor.
What can your business learn from the success of LinkedIn Today?
- Every business is a social network of relationships
- People find value in content that stirs our minds to think
- Good content is the engagement tool of the 21st century
- Intangible topics create the most value and interest by connecting our hearts
Steps 1 – 4 are the intangible attributes of value creation for any business hoping to succeed in the Social Era.