Like many other platforms, LinkedIn has swung back and forth between serving up traffic to publishers and not offering much traffic at all. But over the past year, a number of changes made to its platform have significantly increased the traffic LinkedIn drives for business-focused publishers, and it’s about to roll out two more meant to turn it into an even more vital source of readers.
That, in turn, is making publishers approach LinkedIn differently. Again. A number of them have dedicated staffers full time to tending the platform, covering certain topics more frequently, and even considered pulling resources away from other platforms, like Twitter.
“LinkedIn has been, for us, a very good source of traffic,” said Lewis DVorkin, chief product officer at Forbes. “But in the last year, or even a little bit longer, it’s been quite remarkable.”