NEW YORK: LinkedIn has selected WPP's Group SJR as one of ten initial partners for its new Certified Content Partner Program.
LinkedIn’s program, which launched at the end of last week, aims to aid companies in expanding their following by connecting them with content producers, publishers, and tech platforms.
As a professional network with more than 300 million active users, LinkedIn’s push into publishing is a "disruptive" move that will lead to a lot of questions because it is unprecedented, said Alexander Jutkowitz, managing partner for Group SJR, which is a part of Hill+Knowlton Strategies.
He added that the program ensures that companies will reach the right people.
"This is the most transformative moment in terms of targeting and reaching the right audience in communications," he said. "[Group SJR] has developed a state-of-the-art content creation machine, and that has been combined with first-in-class analytics, and an environment where you can reach the right people [on LinkedIn]."
This "communication formula" differentiates itself from advertising and creates real value for clients in terms of reputation and brand, he explained.
Other LinkedIn content partners include The Atlantic, Atlantic Media Strategies, Bloomberg, CBS Interactive, Contently, Freshwire, IDG, NewsCred, and Percolate.
Group SJR is also leveraging the partnership with LinkedIn to work on the firm’s own thought leadership efforts.
"We are not just telling people to do it, we are actually doing it ourselves," said Jutkowitz. "We are our own customer."
LinkedIn also launched its Sponsored Update API (application programming interface) program, through which brands can maximize their ability to reach quality audiences by working with the network’s partners to manage their Sponsored Updates campaigns, said a LinkedIn representative in an email.
"Our partners come with powerful native advertising tools that will help our customers not only optimize their campaigns, but also work to gain better performance and great budget efficiency," added the representative.
Along with the partnership, Group SJR has created a LinkedIn practice area within its business, led by Matthew Mirandi, senior director of digital content strategy and audience development. The practice area is composed of 10 staffers, consisting of content creators and analysts.
"We launched this practice area to understand, from an analytics and content creation perspective, what kinds of content, headlines, images, language, and thinking performs the best," said Jutkowitz. "We are the first, but we won’t be the last to create a LinkedIn practice area."
Group SJR is a content publishing agency that helps brands create daily knowledge-based content designed for online sharing. The firm runs the website for General Electric’s online magazine Txchnologist, and does similar work for Xerox's Real Business site, The Motion Picture Association of America’s The Credits, and the National Cable & Telecommunications Association’s The Connectivist.