Santiago Pavillard

Reaching Your Golden Influencers with Content Through LinkedIn Ads

Posted on Saturday, 27 August 2016 in Publishing

 

We're all well aware that the tides have shifted in SEO. Building links for the sake of building links is no longer the best strategy.

We've all heard the gospel of great content being preached: "Just create great content, and the links will naturally come." While this may be true for brands with existing followings, it's often a very different story for most SMBs.

The fact of the matter is that if a brand lacks social presence and followers, it may get more eyeballs on its great content by printing a copy, and stapling it to a tree.

For that reason, you need to pay to get that great content in front of the eyes that are most likely to share/blog/mention it. I'm going to show you how to do this using LinkedIn Ads.

LinkedIn, the resume site?

"LinkedIn?", you say? "Why would I share content on LinkedIn?", you ask? Very good question!

Everyone's favorite professional social network is very well known for its ability to host your resume, as well as its usefulness in finding your next job. What you may not have noticed is that LinkedIn has been making great strides towards becoming a content hub, and it began back in 2012.

In 2012, LinkedIn released their Influencer program. It allowed business celebrities like Bill Gates and Richard Branson to publish long-form articles, and it allowed the likes of us peasants to follow that content without requiring said celebrities to accept our connections.

In 2013, the network announced its acquisition of Pulse, a news and content engine, which can push you content based on your industry, seniority, etc. It then released a new ad unit called "Sponsored Updates," which allows advertisers to put content in front of the right eyes.

In 2014, long-form posting (such as the likes of Arianna Huffington and Barack Obama enjoyed) was then released to all LinkedIn members.

You can see how, gradually, the professional network positioned itself to become the place you go for your business news.

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