They should start considering also calling August NASA’s year, given how many social platforms are ‘launching’ various new initiatives. Going beyond that punny remark, LinkedIn just launched a new, dedicated community for B2B marketers, with the LinkedIn Collective designed to ‘inspire excellence and success’ specifically for B2B strategists. The name and tagline remind me separately of a good local band and a high-school slogan, which make for a lethal combination if you ask me.
Just B2B Things
The community will be the central hub of sorts for B2B marketing discussion and knowledge sharing, with LinkedIn’s editorial team curating the best updates and posts. As LinkedIn explains:
“The Collective will offer groundbreaking thought leadership and content resources informed by LinkedIn data and insights, our team of experts, and leaders across the B2B marketing industry. With the Collective, we want to showcase what it looks like to build a content brand on LinkedIn, proper.”
This seems to be the key to this new approach. Vice President of LinkedIn Marketing Solutions Jim Habig says that LinkedIn is looking to further solidify its position as a content source and not just a repository of third-party updates and info.
“Our new content brand is platform-first. That is, it will live, breathe and grow on LinkedIn. Some see LinkedIn purely as a distribution or promotional channel but we’re here to challenge this assumption. Our platform is more than that – it’s a thriving community of 850 million members that turn to us to help build their brands, foster connections and grow their communities.”
As such, the new LinkedIn Collective acts as an experiment of sorts, at least when it comes to establishing a publication home on-platform, with dedicated resources to help expand its presence and bring more users to LinkedIn for the latest updates. Over the next few months, the LinkedIn Collective team will be looking to curate the best thought leadership on how B2B marketing should be done.
“We want to create a destination that propels that discourse forward and defines exactly why B2B marketing is different, how to do it well and how to move it into the future.”
The Wrap
It’s a rather interesting experiment, seeing as how the LinkedIn Collective acts as both a marketing information resource and as a part of LinkedIn’s wider scheme on how it looks to maximize user engagement and become more of a destination space, where users can spend more of their time.
With LinkedIn engagement steadily on the rise, it’s clear that it’s doing something right. This editorial approach expansion could be a significant step towards maximizing its gained attention.
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