Public Relations & Social Marketing Insight

As LinkedIn regulars know, LinkedIn isn’t just for job searches – it’s for news.

Over the last few years, it has become clear that people are posting – and reading – more news on the platform. In fact, according to a recent Pew Research survey, nearly 20 percent of LinkedIn’s audience uses it to access news.

At Business Insider, we’re seeing this translate into a growing audience, increased referral traffic and an opportunity to interact with users who are among our most loyal and engaged.

For us, LinkedIn is part of a multi-platform (distributed) approach to content. It is no surprise given the makeup of our readership – the “next generation of business leaders” – that LinkedIn is among our top sources of social referral traffic.

Furthermore, each of our three brands, Business Insider, Tech Insider and Insider, has developed a strong presence on the platform.

Here are a few of the key reasons why Business Insider performs so well on LinkedIn...

If you only view LinkedIn as the site where you keep your digital resume and virtual business card collection, you won’t see how it really can help grow your business, expand your content’s audience, and build valuable connections.

LinkedIn is the definitive professional publishing platform and one of the largest business publishers in the world, according to Todd Wheatland, Head of Content Strategy at King Content.

In his presentation at Content Marketing World 2014, Wheatland noted that LinkedIn is often cited as the No. 1 source for new business. He pointed to content marketing phenoms Jay Baer, Joe Pulizzi, and Lee Odden, all of whom have named LinkedIn as their top source for new business as they built their multi-million-dollar companies in the last five years. It’s not just for entrepreneurs either. Wheatland’s previous employer, Kelly Services Inc., also cites LinkedIn as the top generator for new business.