July 23, 2014

LinkedIn Acquisition of Bizo, a Big Victory for Content Marketers

B2B marketers generally have two goals when posting content onto LinkedIn: drive sales and increase engagement. And now, thanks to LinkedIn’s latest acquisition of B2B digital advertising company Bizo, it’s about to become a lot easier to accomplish both of those goals.

Bizo is a Web platform that not only helps marketers discover business audiences online, but also ensures that content makes it to these influencers. The platform even reports back with quality metrics related to reader engagement. It does this by combining full-funnel marketing, data management and self-service retargeting features. Bizo also combines social advertising, targeted display and other integrated multi-channel programs that help B2B marketers find and nurture leads.

So, why should marketers get excited about LinkedIn’s newest acquisition? By acquiring Bizo, LinkedIn now offers marketers access to a network of over 300 million professionals, a platform for distributing content and an effective way to ensure content reaches the right prospects.

This purchase comes just a few weeks after LinkedIn’s acquisition of technology startup Newsle, which notifies users when topics of interest appear in news feeds. The company also recently unveiled its new Dyanmic Duo, which combines trending content with a content marketing score for the purpose of understanding how readers are engaging with posted material.

In just a short amount of time, LinkedIn has grown from a B2B marketing toolkit into a B2B marketing arsenal that offers unlimited potential for distributing content over the Web. For the 87 percent of B2B companies that rely on social platforms as a primary content marketing vehicle, and the 94 percent of small-to-medium sized businesses that use social media for marketing, this is a big transformation.

“LinkedIn’s mission is to connect the world’s professionals to make them more productive and successful, while Bizo’s is to help B2B marketers get to the right people,” explains Bizo CEO Russell Glass in a recent blog post. “We realized that our respective missions are incredibly well aligned, and we believe that combining forces will accelerate our ability to execute against the huge opportunities ahead.”

Here at Content Boost, we are committed to keeping you informed about all of the latest social media happenings. Check out the following posts on LinkedIn for further reading:

Edited by Brooke Neuman

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