Using LinkedIn’s Publishing Platform
Long-form content is seeing a revival today, and LinkedIn tuned into that fact last year. While previously only “major influencers” could publish content directly to LinkedIn, now anyone with an account and a keyboard is welcome to do the same. Not only are you welcome to, you definitely should be.
Consider the Benefits
First of all, what is an influencer? Someone that others pay attention to when they say something, because they’ve been established as someone worth listening to. They weren’t born an influencer, and they weren’t coronated as an influencer by the media gods. They simply spent time putting out good information and advice in strategic locations. What;s stopping you from being an influencer? Only two things, apart from a lack of motivation: content and distribution.
The content part is on you, although I’ll give you some great tips here on what works. The distribution part was partially solved when LinkedIn rolled out their publishing platform. LinkedIn isn’t Facebook. There aren’t grandparents keeping up with the grandkids or friends sharing pictures of their latest kitchen creations. It’s a business tool, and you’re a business person. You have some sort of expertise or insight that would be helpful to others in business, if you’d only share it. When you do, it’s appreciated and noticed.
This platform can attract attention to you in your field. That could land you a better job, attract better prospects, drive more traffic to your website or blog, and generally increase your influence in your field. Take advantage of that fact.
It’s Worth Doing Well
Content is still king. Make sure that when you do publish something, it’s something worth reading. Blatant pitches for your product or service won’t go over well. The data from the first six months of this platform tells us a few things.
Business advice, career advice, and self-improvement/self-development pieces get the most attention. This is where you get to share the tips, tricks, and insights that you’ve learned from experience. Helping others is always helping yourself as well.
Keep headlines 5-8 words long. Shorter headlines perform better. Additionally, using words like “success”, “successful”, “career”, “interview”, and lists like “11 things…” are regularly seen in the top shared headlines. Just a hint.
800-900 words is perfect. The most shared pieces are under 1000 words, but if you have a really great piece that demands more, the 2000+ range in words also does well (but only if you wrote a really great piece. Otherwise, expect glazed eyes that move on).
Niche beats out broad. The sites that had the most shares were sites like eMarketer, AdAge, Computer Weekly, and Seeking Alpha. Seek out your target audience with specific, usable information, preferably with a new angle to it.
Don’t Forget the General Rules
Even though it’s a specific platform, it’s still social media, so follow all of the usual best practices. Don’t be overly promotional, use keywords where appropriate for SEO purposes, and most of all, engage. Comment on comments, cross-promote your post on other social sites, and track your engagement. LinkedIn provides excellent and easy to understand analytics for their long-form publishing platform.
For more great advice on promoting yourself, your business, and your product or service online, contact us to see how we can help. After all, that’s what we do full-time!