Content marketing accounts for huge chunk of LinkedIn’s ad revenue

The walls between PR, marketing and advertising continue to break down.

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LinkedIn reported its earnings for the first quarter of 2015 on Thursday, and it cast a light on the ongoing breakdown of barriers between PR, advertising and marketing.

CEO Jeff Weiner said on a conference call with investors that the social media platform’s Sponsored Updates program—a content marketing service that enables advertisers to pay to put posts on LinkedIn users’ home pages—accounted for a full 40 percent of overall marketing revenue. The company’s advertising revenue grew overall by 38 percent.

In 2014, Sponsored Updates accounted for 23 percent of advertising revenue.

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