The number of LinkedIn users continues to soar, with 300 million people having joined this leading ‘business networking’ social media site. Many people, however, still don’t really use LinkedIn for more than job hunting or endorsing their existing contacts, meaning they’re not really deriving full benefit from the site.

In order for LinkedIn to get users coming back more often and to build a more captive audience, they are trying to morph into a content platform where people login to read news they are interested in. In 2011, for example, LinkedIn launched “LinkedIn Today” as a way of getting people to login to read news that is relevant to their industry. In 2013, LinkedIn bought Pulse, which is a content publishing application.

“We believe LinkedIn can be the definitive professional publishing platform – where all professionals come to consume content and where publishers come to share their content. Millions of professionals are already starting their day on LinkedIn to glean the professional insights and knowledge they need to make them great at their jobs,” said Deep Nishar, Product and User Experience Manager at LinkedIn when commenting on the acquisition of Pulse.

With LinkedIn counting on people to start using their site to consume news, express their own views and comment on each other’s ideas, this opens a lot of doors for internet marketers and business owners. While publishing content on your own blog and sharing it on Facebook and Twitter offers a number of benefits, business owners and industry experts will be able to build a more niche, targeted audience on LinkedIn if they join relevant industry groups and connect with the right people.

Need help with your LinkedIn marketing strategy? Contact WSI OMS today.