Daniel Roth, the Executive Editor at LinkedIn Corp (NYSE:LNKD), spoke about how content creation and relevant information will be the drivers of growth for the professional network on “Bloomberg Surveillance.”
The key concept of LinkedIn Corp (NYSE:LNKD) is to connect businesses and people working in those businesses. It is a platform to share professional ideas and updates. Roth said that the latest acquisitions like Bizo are in line with this focus and will encourage people to write their own articles on LinkedIn Corp (NYSE:LNKD). According to Roth, the news feed at LinkedIn Corp (NYSE:LNKD) is also more targeted and relevant.
“If you think about what newspapers were designed for, which is to give people very quick information, absolutely we want to make sure that we are there. But it is a lot about insight. And I think the big difference is this is about connecting an individual user with the information they need that day to be better,” Roth said.
He added that more relevant information will enable professionals to be more effective throughout their day.
Roth considers that the key to success of any product is the distribution. Getting the product or content in front of people was difficult earlier. However, networks like LinkedIn Corp (NYSE:LNKD) offer an audience, people in their network, who are interested in knowing about them.
Talking about the formats of information sharing, Roth said that while business-to-business (B2B) videos and interviews are already available, their appeal was limited given the target audience. It would be some time until LinkedIn Corp (NYSE:LNKD) moves to more extensive videos, given the convenience of the written content for today’s professionals.
About maximizing the impact of influencers, Roth added that every user can choose his influencers based on their interests, and then the newsfeed will update them on any content shared by them.