Check out this post from Ad Age: LinkedIn Ramps Up Content In Pursuit of Ad Dollars
I get what they are doing. This is part of the strategy to put more stuff on LinkedIn and lure us to stay there. I think this is the natural evolution of a website like LinkedIn, which has tons of signups, users, page views, etc.
I personally think they are doing it the wrong way.
First, the acquisition of Pulse for about $90M. Pulse is a system to bring content into LinkedIn.
The problem with that is that they are pulling in content from…everywhere. Why do that when they have tens of millions of active users who have their own content, and would essentially curate the web to find and share rich content? In other words, we don’t need AP info on LinkedIn… I get that from my local news site, HuffingtonPost, and any other site you already go to for Content (buzzfeed, techcrunch, etc.).
Bringing in a lot of noise that is managed by yellow-journalist people was a misstep, in my opinion. They should have made it easier for people to find and share outside info that is relevant to them, AND, like Facebook, make LinkedIn the place where you talk about the news.
But hey, what is $90M.
Second, LinkedIn needs to go back to its roots and look at the value proposition it started with. Many years ago LinkedIn was a database to connect with people, find people, network with them. If they turn it into a content site they will become another AOL. No one does what LinkedIn has been spending years doing, and it seems like they are taking it in a direction to be a follower instead of leader.
I would love to see LinkedIn go back to the roots of connections and relationships (anyone remember “relationships matter?”), and enhance and grow those features. And especially look at their policies that tend to encourage people to spend less time on LinkedIn.
The next few years will be interesting.