If you’ve logged into LinkedIn within the past year, you’ve been greeted by Pulse news recommendations customized “just for you!” as the featured content in your LinkedIn feed.
What began as a digital publishing platform for news sources and exclusive LinkedIn “Influencers” (see what they did there?), is now one of the most effective yet under-utilized social media tools for positioning yourself as a subject matter expert.
Our Experiment: Publishing on LinkedIn
As a digital marketing agency, we like to testdrive new techniques on ourselves before making recommendations to our clients.
In September, we published Principal Kelly Lafferman’s blog on both our website and as a LinkedIn post as an experiment. We wanted to know how much farther our reach would extend by adding this platform to our posting regimine.
Boy, were we happy!
Repurposing and publishing the post for LinkedIn took less than 15 minutes (Geico, LinkedIn is coming for you) and garnered fantastic results. Not only did the post earn syndication in the “Marketing & Advertising” Pulse channel and an additional 1.6K views for our content, nearly 300 LinkedIn users engaged with the post through comments and Likes which created additional awareness-generating news feed stories. Kelly’s LinkedIn connections and Twitter follows, mentions and shares also reaped positive results.
That success left us asking, why wouldn’t we recommend this to everyone we know?
How to Blog on LinkedIn
There are already fantastic tutorials available that can help you publish your first post on LinkedIn, so I won’t re-invent that wheel.
What I do want to stress is how easy and effective it is to repurpose your existing blog content as a LinkedIn post to position yourself as a thought leader. (If you need a refresher on why content marketing and blogging are essential to your digital marketing mix, feel free to peruse the rest of our blog.)
Your blog post may need a minor facelift before you copy and paste into the LinkedIn publishing tool (especially if you’re following SEO best practices), but I promise it’s worth your while.
Here are the top 4 changes to consider:
- Post Title – Most SEO-friendly blog titles are keyword rich, but may lack a strong literary hook. Jazz up your post title to something eye catching or slightly controversial to snag as many readers as possible.
- Links – SEO standards suggest balancing external links (those outside your website) with internal links in your blog content. However, if your goal is to drive people back to your website from LinkedIn, it’s ok to tip the scales in your favor. Consider integrating more relevant links to your website and blog when possible. It’s also good form to set all links to open in a new browser tab or window from your LinkedIn post.
- Add a Closing Question – Update the last line of your post to a question that invites feedback. Similarly to Facebook, the more comments (and other engagements) the post receives, the higher its ranking.
- Add an Author’s Bio – Most WordPress blogs integrate your author bio outside of the post itself. Dont’ forget to add this back into the content of your post when sharing on LinkedIn. Give your readers the opportunity to learn relevant or interesting details about you in 30 seconds or less. (Don’t include a full CV here.)
Now get out there, and start sharing!