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LinkedIn surpasses rivals in online marketing race

Graeme Parton

The Content Marketing Institute (CMI) has published a report which suggests that LinkedIn has overtaken Facebook and Twitter in the race to become the most popular outlet for B2B content marketing.

The 2013 B2B Marketing Benchmarks, Budgets and Trends report, which CMI conducted with MarketProf, revealed that more than four out of five (83%) of marketers utilised LinkedIn within their content marketing plan; an increase of 12% on last year’s figures. This has come as a surprise given that Twitter and Facebook were each used by just 80% of the businesses asked.

In response to the report’s findings, experts have suggested that LinkedIn’s popularity can be attributed to numerous factors; with many citing its profile and homepage layouts and, of course, its professional atmosphere and user base. The site also has a feature called ‘INfluencer’, which gives users the opportunity to follow the content feeds produced by key industry figures.
Expanding on the reasons for the network’s rise, Andrew Schulkind of New York marketing firm Andigo, said:

“[LinkedIn] tops Facebook because of the perception of the audience. LinkedIn is for sharing more what you’re doing on a professional level. I go to Facebook to see what my college buddies are doing and LinkedIn is to see what my colleagues are doing.”

It is expected that, with the continued introduction of innovative features like INfluencer and LinkedIn Today, the site’s popularity will continue to grow. The report’s findings and the subsequent reactions from marketing experts go to reinforce the importance of reaching the right audience when it comes to content marketing.

While Twitter and Facebook should not be underestimated when it comes to reaching consumers with a content marketing strategy, professional networking solutions like LinkedIn allow businesses to communicate with other useful contacts within their own industry.

Graeme has experience creating content for online sources and for the radio, and at university he studied Multimedia Journalism.

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