LinkedIn Expands Marketing Effort with Elevate

By Allison Boccamazzo, Managing Content Producer  |  July 27, 2015

Over the past year, LinkedIn (News - Alert) has made some notable changes on the content marketing front.

For instance, in April of 2014 the company unveiled Dynamic Duo, a tool that combines a content marketing score with trending topics to provide marketers with increased visibility into their content marketing efforts. Last summer, the company acquired marketing and advertising firm Bizo; through acquiring a set of Bizo’s tools, LinkedIn aimed to help marketers better reach their target audiences, nurture prospects, and acquire customers.

In hopes of further heightening its content marketing stature, LinkedIn in April launched an all new paid mobile and desktop application solution called Elevate. Surely there is no better time than now for the company to make a move on the mobility front, with research from Socialnomics author Erik Qualman showing that more people own a mobile device than a toothbrush and, every second, two new members join LinkedIn.

According to reports, the app leverages algorithms from news services like Pulse (News - Alert) and Newsle to suggest articles to users, who can then schedule and share the links to their favorite suggested articles across various social platforms including (so far) LinkedIn and Twitter, with plans to add Facebook (News - Alert) in the near future.

The end goal is to encourage users to share relevant, quality content across their social feeds to better influence potential customers and new hires, existing customers and thought leaders/influencers in their networks. Using Elevate, companies can strengthen their social influence and brand awareness; meanwhile, employees can bolster their own professional reputations, which positively reflect upon their employers.

When utilized correctly, Elevate can yield significantly positive results; the tool’s closed pilot found that for each six pieces of content shared by an individual, that individual received about six profile views and made two new connections.

Edited by Maurice Nagle