By Ben Hollom

Businesses on LinkedIn are now given a new option to share their content with other professionals. The social networking site announced the launch of LinkedIn Sponsored Updates — a tool that will facilitate establishing business relationships between companies that are not otherwise related on social sites.

In a blog post I was reading by David Hahn, vice president of product management at LinkedIn, he explained that LinkedIn Sponsored Updates will deliver relevant content to the feed of businesses outside the publisher´s immediate relations. The tool will allow companies to pay for sharing blog posts, articles, videos, slideshows or other content with current and prospective customers who do not follow them on LinkedIn, he added.

Companies using the new feature will be able to target their audience according to profile data. They can track down the progress and impact of their campaigns by using the comprehensive analytics offered by LinkedIn, the blog post said. Sponsored Updates can be liked, shared and commented on and the sponsoring company can be followed. These options will give businesses more exposure and are a great opportunity to create new business relationships.

With the introduction of Sponsored Updates, LinkedIn joins other major social platforms like Facebook and Twitter, which have also rolled out sponsored content into users´ feeds. It highlights the direction that LinkedIn has been going over the past few months, focusing on content sharing, rich media and advanced tools to track the performance of posts.

Once again, this latest update from LinkedIn shows the importance of B2B in terms of content sharing. Producing engaging, quality-written content that other professionals in your sector will want to read and share is a hard task, not to mention a time-consuming one. M2 Bespoke are specialists in generating tailored online content, created specifically for your target audience. Please give our friendly team a call today and see how we can help.

Ben Hollom

July 25, 2013