LinkedIn recently unveiled a revamped news feed for profile owners. After acquiring Pulse, an information platform users can customize, earlier this year, LinkedIn announced this week its news feed, LinkedIn Today, has been replaced on desktops and mobile devices by LinkedIn Pulse.
As Internet users increasingly use social media for more than simply connecting with friends, family and colleagues, effective content marketing strategies on these platforms can strengthen brand's lead generation and nurturing strategies.
"Pulse and LinkedIn technology have been fully integrated to offer a more relevant news experience with content tailored to your professional interests ..," said Ankit Gupta, Pulse co-founder and product manager at LinkedIn, according to Information Week.
Gupta added the integration is the "first step of many" LinkedIn is taking to offer users a stronger content engagement experience.
With business-to-business companies relying heavily on LinkedIn to connect with current and potential clients, it's important that these organizations capitalize on the platform's focus on providing users relevant, personalized information streams. Effective content marketing begins with knowing the target audience and involves crafting unique, high-value articles, reports, white papers, infographics and other information sources that resonate strongly with leads.