co LinkedIn Offers New Publishing Opportunity |

If your business is a business-to-business business, then you’ll soon be able to reach more potential customers through LinkedIn. The company has announced that it is rolling out a new blogging feature.

This is good news for some businesses. Online marketers have traditionally held that you want to publish your content on your own blog as much as possible, but there are times when you want to build an outpost.

Outpost blogs are good because you can reach an entirely new audience. Your LinkedIn blog will be visible publicly and to anyone who is not already a follower of yours. That’s a big time strategic advantage because if you publish great content that is valuable, unique, and not self-centered, then you could build a solid B2B audience right on LinkedIn. You could then siphon some of that audience back to your own blog and push it into your sales funnel.

LinkedIn has published an overview of its publishing platform. I highly recommend you read it.

You don’t want to give up on your own blog. And I realize there are only so many hours in a day and so many hours in a week for producing great content, but this could be a golden opportunity for LinkedIn influencers. If you can post to your LinkedIn blog once or twice a week, then I can see some value in building a great LinkedIn outpost blog.