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LinkedIn Is Looking More Like a Publisher as It Grows Its Native Ad Business Now acting as a content broker, too, with Rebecca Lieb in AdWeek

Altimeter Group

As quoted in AdWeek:

Rebecca Lieb, analyst at Altimeter, said distributing more content is part of LinkedIn’s effort to increase its relevancy beyond HR professionals by getting people to expand their use of the site and think of it as a b-to-b social media destination. Hence, its frequent email updates to users and the introduction of Facebook-like commenting features.

“LinkedIn realized for some time it has to be relevant outside the HR community to make money,” Lieb explained. “Increasingly, it’s becoming a marketplace for thought leadership, marketing products and the marketing of companies as great places to work.”

Read the rest of this article on AdWeek.