Is the LinkedIn acquisition by Microsoft going to help us as marketers and sales people?
Are Microsoft able to improve the intelligence of the platform to improve our feeds to ensure they are full of relevant and useful content?
If so, what is the opportunity?
Wouldn't it be great if you could see who had actually read your posts? Like you can if you've got tracking like HubSpot on your website?
With the utterly bonkers amount of content that is available and being produced each second, we all know how difficult it is to get our content in front of our target audience, and LinkedIn are sat on a huge amount of data that could be helping us, rather than keeping it hidden for no good reason, commercial or otherwise.
We should be producing content is targeted towards our prospects, addressing their challenges and pain points. But, there is a constant risk that we spend the vast majority of our time shouting into the void. Seeing what works, and for who, could be a really valuable next step.
LinkedIn currently use a variety of signals to determine what content appears in your feed. These signals include your connections, content that you consume and engage with and information about your career.
LinkedIn is already using its algorithm to automatically adapt your feed content to match your professional interests. The question looming is how is the Microsoft acquisition going to change this and what is the impact that has on us marketers?
I think this could be a massive opportunity to produce content that is really targeted and specific to your target audience, and sharing insight with us when it works.
It could help filter out people that are shouting into the LinkedIn void and help us get through the noise.
It will mean we all have to have very clearly defined buyer personas.
For now, we'll have to continue producing content that is focussed on our target audiences challenges and pain points.
Producing relevant content
Producing valuable content
Microsoft will become better at predicting what information users might find useful, suggesting news articles related to a project someone is working on or recommending a friend of a friend online who might be able to help an employee with a task at work. In this vision, LinkedIn’s “newsfeed” will become a focus for information-sharing at the office.