LinkedIn today announced that it’s making it easier than ever to find and follow Influencer content on its platform. This update benefits both professionals looking for inspiring stories and influencers who hope to gain more awareness and engagement for their content.

Launched in October 2012, LinkedIn Influencers is an exclusive group of professionals that span a variety of industries who publish long form and original content on the platform. The group, which reached 300 back in July, now includes the likes of Deepak Chopra, Burberry CEO Angela Ahrendts, Richard Branson, and Gretchen Rubin.

The company has now made it so Influencer content can be discovered directly from the search box. Those interested in reading along can enter a broad topic or even an Influencer’s name, select “Articles” from the drop-down menu, and then filter the results based on individual preferences.

Why does this matter? Currently the average Influencer post receives almost 30,000 views — some receive more than a million views, with the top posts collecting almost two million. The audience is also very diverse with entry-level professionals making up 22 percent of followers while 49 percent are director-level and above.

With the added ease of conversation around these posts, it’s becoming more valuable to professionals to not only read Influencers’ content, but to interact with other followers who engage with it as well. There’s a lot of high quality information and feedback being shared, and so easier discovery is necessary to attract more participants.

The new “Articles” option in LinkedIn’s drop-down search bar hasn’t appeared for us at the time of publishing.It seems likely that the option is being rolled out gradually for English-speaking members.

[Image credit: Sylvain Kalache]