By Lane Ellis

What do B2B marketers need to know about LinkedIn’s* new full-length articles, profile ratings and reviews, Live Events, Learning Hub skill-building platform, and updated accessibility features?

The world’s largest professional social media platform — with more than 774 million users — has rolled out an impressive assortment of new features throughout 2021, including five recent additions that bring a goldmine of new opportunities for B2B marketers.

For the first time, Microsoft-owned LinkedIn saw annual revenue topping the $10 billion mark, Satya Nadella, chairman and chief executive officer of Microsoft announced in July, with quarterly revenue up 46 percent.

This growth has been accompanied by a number of powerful and fascinating new feature roll-outs that are poised to make a change in how B2B marketers utilize LinkedIn.

Let’s jump right in and look at five of the key new LinkedIn features and how they’ll affect B2B marketers.

1 — Publish Long-Form Content Using Page Articles

LinkedIn has launched a new feature that gives company pages the ability to share long-form content on the professional social platform.

Unlike personal LinkedIn accounts, until this addition business pages had faced a limit in the length of the material that could be organically posted.

In addition to allowing articles of virtually any length, LinkedIn’s new Articles For Pages feature offers a variety of analytics information about the people and businesses reading and interacting with that long-form content — helpful for businesses to learn more about their target audience.

LinkedIn has made the process of publishing detailed articles intuitive, with an interface that’s familiar to anyone who has posted a traditional update on its platform, conveniently available to page administrators as “Write article” as an always-visible option beneath the “Start a post” prompt, as shown in yellow below.

Editing options for articles include the ability to highlight quotes, incorporate links, and include calls-to-action such as linking to a company website, encouraging readers to become followers of the page, or even downloading a related digital asset.

Firms using the new feature will face the issue of determining just how much to publish on LinkedIn versus on their own websites. Through experimentation, company’s can look for a mixture that produces the best engagement and maximum impact for the unique needs of each business.

With more B2B brands making significant use of discussion in the form of comments on LinkedIn, the new long-form article feature provides fascinating options for firms to consider when it comes to where they want to engage clients and prospects.

Learn more about this new feature at Articles for Pages: Build Community with Long-Form Content.

2 — Share Customer Praise With Ratings & Reviews

LinkedIn also recently began offering review and rating features to user profiles, as part of a new more robust services profile element that can now include a range of past client reviews and ratings.

When LinkedIn initially rolled out the ability …read more

Source:: Top Rank Blog