There is one feature where, in my opinion, LinkedIn truly excels – its blogging platform, also know as the LinkedIn Publishing Platform.
Put simply, it’s a well-made editor with great potential reach and promotion to you network and beyond, with built in stats to boot.
How To Get Started
If you have a LinkedIn account, you already have the capability to access the Publishing Platform. Originally it was limited to a number of “thought leaders”, and posts were propogated through “online newspaper” Pulse. But these days it’s open to anyone.
In fact it’s been right under your nose all along. Here it is:
If you want to post any short form statuses or share links, the two buttons to the left can sort you out. But for anything more in-depth, you want to use the Publishing Platform.
Note that only people can post to the Publishing Platform, as opposed to Company pages. Company pages can, however, share content put out on your personal Publishing Platform.
Six Steps to Publish
- From your LinkedIn homepage, click on “Publish A Post”.
- Add a title.
- Type your blog post or copy-paste in an existing one.
- Add images
- Add tags.
- Click publish.
It’s as easy as that! But to really succeed, each section will need a little more thought.
Your Blog Post
The LinkedIn editor is super intuitive if you’ve ever used a word processor before. Just start typing! There’s buttons for bold, italics, headers, lists and quotes, and you can also easily embed images and videos and add links.
I could drop in any number of general blogging tips about what to actually write. The basics are:
- post value-adding content that your target audience will find useful
- post content that demonstrates your expertise
- tease that more information is available when they actually buy from you
- include a call-to-action at the bottom
- break up your text with headings, images and embeds
- use lists and bullet points to make content scannable
- make your post as long or as short as you need to get your content matter across clearly
Perhaps you’re already blogging on your website, and would like to get more eyes on your content? Don’t duplicate your content completely on LinkedIn – Google may penalise you in search rankings. And don’t just post the headline and a link. Your best bet is to include the first paragraph or two of your blog post, then add a read more link at the bottom.
And, most importantly, never steal or repost another person’s content without their permission! This includes if you have multiple people blogging for your website. In fact, it may be beneficial for each author to post their blogs on their own LinkedIn account. That way, all their connections will see your company’s content too.
Titles, Tags and Images
The title will be the first thing anyone sees when they come across your post. Make sure it’s catchy, engaging, and accurately portrays what your blog is about. Avoid titles that are too clickbaity, e.g. “You Won’t Believe What One Simple Mistake Is Holding You Back From Succeeding At Social Media”. Lists are a great way to go, e.g. “Five Tips to Supercharge your LinkedIn Presence”, as are How-Tos (like this one).
Tags are added at the bottom of your post. You can add up to three, and they’ll be used to get your content in front of people who are interested in your post’s content.
Images are super important. Your header image should be 700 x 400 pixels, and you can use a tool like Canva to create an striking image that will draw attention to your post. Add images throughout the body of your post to keep people engaged, rather than scare them off with a wall of text.
You can’t schedule LinkedIn Publishing Platform posts, so you have to actively go on to post them. Luckily LinkedIn automatically saves drafts, so you can work on your post for a bit then come back to it later.
Like all other social media, it’s important to be consistent with your Publisher activity. You don’t have to publish more often than once or twice a week, but try to do it at least once a month to keep the momentum going.
Who Will See It?
LinkedIn is amazing at pushing these posts to your contacts.
All your contacts (unless they’ve turned notifications off) will get a notification of your new post. Any of your contacts with the LinkedIn Pulse app installed will also get a push notification to their phone. Your recent posts will appear just under your header on your LinkedIn profile.
And that’s not all – your post could be featured in Pulse’s top picks, and pushed out to hundreds and thousands of people.
Good luck with posting on LinkedIn Publishing Platform! Do you have any questions? What experiences have you had with the Platform so far?