LinkedIn’s audience of more than 500 million people is anything but captive. Most users spend between zero and two hours on the platform each week, or about 24 minutes per workday. Compare that to about 41 minutes per day spent on Facebook by the average daily user.
This makes sense. LinkedIn’s audience is inherently less receptive to the whimsy of Facebook or Instagram. Users usually go there with one of two clear purposes:
- Discover relevant content that helps their career or somehow serves their own efficacy within a given industry. No one’s impervious to distraction, but we don’t expect to be bombarded with vacation photos and funny cat videos on a professional networking site. Our attention is inherently more trained on business matters.
- Create, curate and share content with the intent of making ourselves more visible to prospective employers, business partners, etc.
That second item is particularly compelling. LinkedIn, more than any of the other social media platforms, was built for content marketing. It’s where people go to become influencers, build authority and engage with other professionals.
LinkedIn, more than any of the other social media platforms, was built for content marketing.
But that doesn’t make content marketing any easier on the platform. Setting aside…