The career-focused social network LinkedIn is moving to add podcast content to its content lineup that already includes newsletters, posts, and live events. LinkedIn has announced a strategic partnership that will leverage iHeartMedia's infrastructure and distribution capabilities to create a new network and capture a piece of the business podcast space. Their joint effort will include new shows, as well as collaborations with existing podcasters.
“The combination of our vast reach and industry resources and expertise with LinkedIn’s professional network will allow us to bring a new level of innovation and growth to the communities’ business creators care about most,” said Conal Byrne, CEO of iHeartMedia Digital Audio Group in the joint announcement.
As part of the deal, LinkedIn and iHeartMedia will collaborate to produce new shows for the LinkedIn Podcast Network. It will include a lineup of shows that aim to help professionals looking for ideas, insights, and inspiration they need to get ahead in their careers. The content will be distributed by iHeartPodcasts and iHeart will monetize these new podcasts as the two companies see audio as a way to connect brands to important conversations in the professional space.
LinkedIn and iHeartMedia will partner to license leading business and B2B podcasts, offering a differentiated promotional playbook to help them grow and monetize their content. They are also teaming up to offer new resources for niche and emerging business podcasters. Under the arrangement, qualifying podcasters will gain streamlined access to LinkedIn’s tools, best practices, and coaching, and to iHeart’s hosting, distribution, monetization services, while receiving co-branding opportunities from the LinkedIn Podcast Network and iHeartMedia.
“We are excited to partner with iHeartMedia to bring a new level of connection and conversation to the podcast space,” said Courtney Coupe, Head of Original Programming at LinkedIn. “Whether it’s around negotiation, the latest disruption in tech, or job seeking, our members have shown us they are hungry to listen and discuss these professional topics. By combining the scale of LinkedIn’s professional platform and iHeart’s reach and resources, we can offer podcasters a truly unique experience and build the communities and conversations that we know our members crave.”
In addition to being distributed to traditional podcast listening apps, iHeartPodcasts will also make the shows in the LinkedIn Podcast Network available in LinkedIn newsletters.
While its partnership with iHeart is new, LinkedIn has been exploring the podcast space for the past year. This spring it created the LinkedIn Podcast Academy. The six-month pilot project connects emerging business podcasts with exclusive programming, coaching, tools and LinkedIn co-branding to help shows expand their reach. It followed last year’s launch of the LinkedIn Podcast Network, which showcases established business podcasts.
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