Why is LinkedIn promoting collaborative articles?

We all are aware of LinkedIn collaborative articles. It is a relatively new initiative from LinkedIn where multiple people are invited to contribute their views about a topic through notifications. Some of your connections’ contributions appear on your feed also to encourage you to contribute your two cents.

But have you ever wondered why LinkedIn is promoting this feature so much?

It is to leverage the power of User-generated Content.

Think about it. After all, LinkedIn is a content platform. If we all stop creating content on the platform one day, it will cease to exist.

While users have to login to create content on LinkedIn, having everyone to login to consume content limits the reach. That’s where the company came up with the masterful strategy of collaborative articles where users share their perspectives on a topic of their interest.

A lot of the success of the initiative can be attributed to the quality of the algorithm that recommends the right questions/topics to the users.

Here are two of the biggest advantages of collaborative articles compared to ordinary LinkedIn posts:

• Collaborative posts are indexed on search engines. Though LinkedIn posts are indexed too, given that collaborative articles are longer and have multiple perspectives, the likelihood of them getting ranked is higher. This way, the platform is making the best use of SEO without investing itself in content creation.
• Compared to commenting on a post, users are more interested in contributing to collaborative articles as they are seen as equal among the many contributors.

Now, how can you replicate this in your B2B business?

Most of you are not into the business of social media.

But here is what you can do.

Leverage different types of user-generated content to make your brand a topic of discussion online (and offline).

Here is an article from Skalegrow that tells you how to do this:

Leveraging User-generated Content in B2B [Beyond Case Studies]

That's all for the week. I hope you found the content useful.

Leverage marketing to grow your B2B business

Want to grow your B2B business with innovative marketing tactics? Check out Skalegrow , a new-age B2B marketing agency that will help you implement marketing strategies that align with your business goals. Write to us at [email protected] to know more.