LinkedIn Throws its Hat into the Content Marketing Ring with Product PagesSocial network for professionals, LinkedIn moved to boost its standing as a content marketing platform this week with the introduction of “Showcase Pages.” These new page offerings provide brands with the opportunity to create pages for specific products, and are different from the “Company Pages” that LinkedIn introduced last summer.
“Starting today, LinkedIn members will be able to follow the specific brands and products they care most about that have Showcase Pages,” explained LinkedIn in a post on their official blog.
Unlike Company Pages, which allow companies to post job openings and status updates, Showcase Pages make it possible for companies and marketers to promote the content they post to appear in users’ news feeds.
Showcase Pages seem designed to be LinkedIn’s version of native ads. The pages will appear in users’ feeds interspersed between updates from people in their network and posts from thought and business leaders that they’re following.
“Showcase Pages are dedicated pages that allow companies to highlight different aspects of their business and build relationships with the right community,” explained the post on LinkedIn’s blog. “Whether it’s a brand, a business unit, or an initiative, following a Showcase Page will provide you the updates you are most interested in.”
Sponsored updates in general are still relatively new on LinkedIn, having only been introduced in July. Since then the company has found moderate success at increasing its income through companies taking out native ads on its platform.
If Showcase Pages turn out to be all they’re cracked up to be, they could be great for companies, in that they’ll allow them to share the content they post with a more targeted audience.
Companies can operate up to ten Showcase Pages. However LinkedIn will make special provisions for bigger companies that need to operate more pages and have the staff to manage them.
Companies will also be able to advertise on Showcase Pages by purchasing Follower Ads to increase the Showcase Page’s overall follower count. Showcase Pages seem like another component of LinkedIn’s overall strategy to grow its ad revenue by encouraging brands to use the platform for promoting their content to a broader audience.
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