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News & Comment

Jeff Bezos is putting his imprint on The Washington Post in some decisive ways, bringing the same thinking and technology that have made Amazon.com such an engaging commerce site to bear on the journalism world. A new report outlines the changes that are taking place in the newsroom that constantly test the stories journalists produce against the interests of the audience. As a result, the Post is recasting its approach to reporting and headline-writing, and with strong support from the journalists themselves. Has Bezos figured out a viable new business model for news?

Special Guest: David Karel, Head of B2B Marketing at LinkedIn

If you use LinkedIn for marketing, you must listen to this interview.

LinkedIn consistently ranks as the most effective social network for B2B marketers. What do the best of the best do well? David Karel shares the lessons he’s learned from nearly two years of working with hundreds of B2B marketers as well as using the LinkedIn platform to reach his own customers.

Effective use of LinkedIn for B2B marketing begins with understanding the needs of the audience and then providing a steady diet of information that helps them to be more successful. Dave outlines the day-to-day routines that the most successful B2B marketers use to promote their brands. He also talks about some of the little-known gems of LinkedIn’s portfolio, including the SlideShare presentation-sharing network and LinkedIn’s mobile app, which now accounts for more than half of user accesses to the site. LinkedIn also offers native advertising and highly targeted long-form content through sponsored InMail. LinkedIn is often thought of as a jobs platform, but did you know there is 15 times as much expert and advisory content as there are job postings?

A big part of that is the LinkedIn publishing platform and brand pages, which can serve up a steady diet of useful content at no charge whatsoever. The publishing platform is a great opportunity leverage your experts. Listen and learn and Dave Karel offers a 20-minute flash tour of what you need to know to succeed on LinkedIn.

You can also follow Dave on Twitter.

About Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. Full bio

About David Strom

David Strom is a former editor-in-chief of Network Computing and Tom's Hardware who has written two computer networking books and thousands of articles about B2B IT.