The new podcasting network is LinkedIn’s latest initiative to drive more engagement on its site and provide value to its users. The company has been investing in video for a few years now, and it seems podcasting is the next logical step.
This is a smart move. The connection of social audio and podcasts with LinkedIn’s social capabilities and high engagement rates will make it easier for users to engage with creators and their content and vice versa. For example, the Podcast Network will enable hosts to share exclusive content with listeners through posts, videos, newsletters, and LinkedIn Live events. Imagine when they integrate NFTs into the platform.
Here’s a list of the current B2B-related podcasts available on the network.
- Big Technology: Alex Kantrowitz
- Brown Table Talk: Dee C. Marshall & Mita Mallick
- Rethink Moments: Rachel Botsman
- Sparked: Jonathan Fields
- The Anxious Achiever: Morra Aarons-Mele
- The Next Big Idea: Rufus Griscom
- The Start-Up of You: Reid Hoffman and Ben Casnocha
- Yes Factor: Winnie Sun
They also provide users a way to get more information and learn how to get their podcasts included in the LinkedIn Podcast Network. Here’s the form.
LinkedIn is “Going Big” With Emerging Media
LinkedIn has been chasing social audio since Clubhouse’s rise (and fall?) in 2021. And now, with the success of TwitterSpaces, LinkedIn seems to be trailing. Earlier this year, they announced a new events platform for new and emerging media. With 116 million Americans tuning into podcasts every month, this initiative seems to be a smart move in the creator economy.
In 2021, LinkedIn launched “Creator Mode,” which allows Creators to post articles, videos, and podcasts and build an audience around relevant topics. This is a significant change for LinkedIn, which has always been a more professional and “business-only” platform. While other social media platforms are geared more toward personal use, LinkedIn tries to make itself more appealing to users by giving them more opportunities to create content.
Also, in 2021, LinkedIn launched the Creator Accelerator Program (CAP) in the US, a 10-week incubator-style program aimed at helping creators become thought leaders to grow their audiences on the platform. They selected 100 creators, provided them with a $15,000 grant, and gave them access to LinkedIn’s Community Management team, tools and resources, workshops, peer-to-peer networking, and mentorship opportunities. They just recently launched a similar initiative for LinkedIn users in India.
Some Content Creators Ignore Long-form Content
Instagram, Snapchat, and TikTok are the platforms of choice, building influence, driving engagement with their audiences, and creating new revenue streams for many content creators. In fact, according to a report published by eMarketer, 43.3% of creators do not use anything other than social media platforms to create content.
This makes sense. It takes time and effort to be a storyteller using blogs and longer(ish) form videos like YouTube. Plus, from a B2B perspective, there needs to be a high degree of substance from industry experience.
This is a massive disconnect for the creator community. The shelf life of short-form video content is minuscule. Consumers don’t go to these platforms to consume more than a day or two of old content if that. Instead, they want to be “in the know” and engage with the most relevant and up-to-date content possible.
The average lifespan of a Tweet is 18 minutes. For a Facebook post, it’s about 2 hours. For Snapchat, it’s 24 hours. For TikTok, it’s about one day. But for a video on YouTube, it’s forever. But the window is much shorter for most of the newer platforms. But, of course, there are exceptions to every rule, and in most emerging channels like TikTok, the content is searchable.
Long-form content, on the other hand, has a much longer lifespan. It allows the creator to dive deeper into a topic and provide more value to their audience. An article can be read and shared for weeks, months, or even years after publication. Likewise, a video can be watched multiple times and shared with others. This truth also applies to blogs and articles.
This content lives in Google forever.
People often forget that Google is the lifeline to the internet. The search engine crawls millions of web pages daily and serves only the most relevant results to its users. You won’t find an Instagram story, TikTok, or Snap in the search results.
According to the same report referenced earlier, it’s not all doom and gloom, and some creators are thinking about the long-term viability of their content. About 57% of creators use long-form content and storytelling to reach their audiences outside social media.
- 41% of creators are using websites and blogs
- 9.4% of creators are using LinkedIn newsletters and emails
- 3.4% of creators are using podcasts
- .5% of creators are using messaging apps like Slack
The good news here is that B2B influencers and creators understand the buyer’s journey and how research plays a fundamental role in the path to purchase.
What Does This Mean for B2B influencers & Creators?
LinkedIn hopes that its new Podcasting Network will help empower additional creators who want to produce high-quality long-form content. Most of LinkedIn’s active users who work in B2B or technology already understand why this is important. Podcasts are an excellent way to reach buyers early in the buying process. They’re perfect for providing thought leadership, building authority, and driving engagement with potential customers. This is the good news.
The bad news is that creators must add more substance to their content. LinkedIn is not looking for short, light pieces or lip-syncing videos. Instead, they want in-depth, well-produced content to help users learn, be entertained, and stay updated on the latest industry news and thought-provoking content. As an active LinkedIn user myself, it’s what I want as well.
If you think about it, LinkedIn is drawing a line in the sand with the tools they are providing to creators. However, the creators still need the desire, knowledge, and resources to produce high-quality content–a good camera, mic, lighting, green screen, video/audio editing software, and more.
But more importantly, B2B creators need industry knowledge and experience and articulate their thoughts, advice, and recommendations in a way that resonates with their audiences. This can’t be taught or learned overnight. It takes years of “doing” to impact and influence others.
This is the only way to build credibility—to be a thought leader.
Tips to Start Building Thought Leadership on LinkedIn
Here are five things you can do today to start building credibility on LinkedIn and take advantage of the capabilities they are offering to the B2B creator community:
Create a LinkedIn profile different from everyone else: Make sure your profile is up-to-date and accurately represents your skills, experience, and personal brand. Treat your summary as your brand statement. A personal narrative that answers the following questions:
- Who am I?
- What do I stand for?
- Why should others care?
Start posting updates: This is the most obvious thing to do, but many people don’t take the time to write concise and informative content. Instead, take the time to research, understand the customer experience journey, and think about what you can offer that is unique and helpful. Share articles, images with data points, and PDF documents to help provide context to your post.
Start a LinkedIn blog: Share your thoughts, advice, and insights with the LinkedIn community. But, more importantly, have an opinion and stand behind what you write about. Don’t be afraid to be controversial. It will get you noticed, even if you’re not yet an expert in your field.
Create & post short-form videos: Share tips, tricks, how-tos, and thought-provoking content with your audience. Again, ensure you are well informed and provide actionable and usable information to others. Don’t just create videos for the sake of making videos.
Engage with other users’ content: This is one of the best ways to build credibility and thought leadership on LinkedIn. When you take the time to read, comment, and share content relevant to your interests and expertise, you show that you are an engaged member of the LinkedIn community. This will help you attract others who share similar interests and can help you build long-term relationships with your target audience. Plus, they will engage back with your content.
The launch of the LinkedIn Podcast Network is a clear sign that they are serious about empowering B2B creators on the platform, providing high-quality content to its users, and improving the overall experience for everyone. Here are a few B2B influencer marketing case studies that will help guide your planning for 2023.
Q: What is the LinkedIn Podcast Network?
A: The LinkedIn Podcast Network is a new platform that allows users to follow and listen to highly-produced podcasts from leading B2B creators.
Q: Can I add my podcast to the LinkedIn Podcast Network?
A: You have to fill out this form to get more information. It’s unclear how many podcasts they will allow into the network. They most likely have a review process to check for quality, topic, etc.
Q: What are the benefits of being on the LinkedIn Podcast Network?
A: There are several benefits:
- Increased exposure and reach to your podcast and your brand
- An easier way for people to find and listen to your podcast
- Opportunity to collaborate with other leading B2B creators
I’ve also started to list all the latest LinkedIn features, in case you’re interested.