LinkedIn's VP Of Marketing: 'Content Has Changed The Whole Reason For People To Be On The Site'

LinkedIn Corp

has always marketed itself as the site where professionals connect and form networks. However, the company has now increased its focussed on content being published on the site, which is enabling it to bring it more users. Penry Price, vice-president of marketing solutions at LinkedIn, was on CNBC recently to discuss LinkedIn's new found focus on content and how it is seeking to monetize it. Targeting Professionals "It's been an unmet need online to really think about targeting professionals and sort of a more B2B [business to business] focus," Price said. "And so we are trying to differentiate by just using our strength, going to think about professionals and working with companies who talk to professionals." Sponsored Content: Fastest Growing In Ad Business Price was asked how LinkedIn's ad model has changed with more content now being available on the site and thought leaders from various fields writing what is effectively op-eds on LinkedIn. He replied, "We found that content is actually being consumed 7 times more than the sort of traditional thought of LinkedIn being another job search site and so content has changed the whole reason for people to be on the site." He continued, "We keep growing more and more content as continually published and from a monetization side, the ad business, we are finding our fastest growing product now actually in the ads business for us is around sponsored content." "So, the idea that the mobile device has changed how we all consume content, we now have an ad product that works in the mobile feed that is relevant and targeted to these professionals," Price concluded.