I’ve been focussed on Facebook for a while now – time to turn our attention to another platform where you and your business can shine. Linkedin has upgraded their publishing platform to allow a full article, an image, links, and tags. It is designed to highlight Linkedin member’s original content. This feature has not been made available to all Linkedin users yet, but it will be soon.
You will know if you have this option if you see “Publish a post” as another option next to “Share an Update”. When you click on this link a word processing feature will pop up and there you will be able to upload an image – strongly recommended, Write your headline – critical to capture the interest of your audience, and write the body of your article. You can hyperlink words and phrases to other URL’s and add tags at the bottom. Tagging your article assists Linkedin display your material to the right audience, and better allows members to find your post while searching categories.
The publishing feature is far more powerful than simply sharing an update. By displaying your entire work directly on the site, rather than a brief introduction and link to a blog, readers are more likely to get your entire message. The image, links, and tags also make the post more engaging and visible. This is a great opportunity to showcase your expertise and position yourself as an industry leader. Your published posts will be shown to you connections on their notifications tab. Even if they don’t read your material, you will be top of mind if you use this feature correctly.
Some things to keep in mind about Linkedin’s publishing feature
- It is intended for original content. If you want to share an article of value to your audience, write a thoughtful and substantive introduction and summery, linking the article as a reference. This demonstrates your knowledge of the subject matters and shows more initiative than only sharing content from others.
- Don’t use this feature to sell your products and services. Posts that are heavily promotional in nature may be excluded and your account may be flagged. Just like with all forms of social media, think of giving before receiving.
- Share your insights, advice, success stories, horror stories, and anything that can add value to those who are interested in your industry.
- Linkedin will show distribute your article to the Linkedin members who are most likely to want to see it, based on their profile, interactions, and engagement on the platform. The higher the quality of the content you provide, the more likely you are to have your work displayed to greater numbers of people who are active on Linkedin.
- Your article will be available through searches, not only on the Linkedin platform itself, but through online searches.
- This is a great alternative for those who do not have a blog, but want to create their own content. Your posts can be shared in Linkedin groups, on other social media channels, or through email.
- Remember to engage with others on their posts. By liking and commenting on the posts of people in your network, you reinforce your connection and increase the likelihood that they will think of you when your service is needed.
- Be consistent. Commit to a regular posting schedule, write your articles, and publish routinely. I recommend publishing a unique post between 1/week and 1/month.
- Focus on quality over quantity. Unlike blogs where SEO is a factor that drives article length, Linkedin and its members reward valuable content, even in small doses. Sometimes less is better.