LinkedIn is likely to continue playing a major role in social media marketing among business-to-business companies. Earlier this month, the networking platform unveiled showcase pages, which give brands with company pages more segmented Web room to share information about their products or services.
"Showcase pages are dedicated pages that allow companies to highlight different aspects of their business and build relationships with the right community," a post on the Official LinkedIn Blog stated.
The post goes on to explain that showcase pages are "all about content," and brands can share information directly from these pages with their LinkedIn followers. Additionally, companies can use the social media site's analytics tools to track their showcase pages' performance.
LinkedIn is already a platform through which B2B marketing efforts can promote brands as industry experts and connect them with leads. A major struggle within content marketing is boosting brand reputation without appearing overly promotional. With the addition of showcase pages, brands now have another outlet to share information about their products or services without having to worry about coming off as too self-serving.
As with all content marketing strategies, showcase pages should feature concise writing, interactive multimedia and original information that is relevant to the target audience.