LinkedIn has expanded beyond its initial purpose as a must-have job search and recruitment platform. Professionals can use LinkedIn for discussing the latest industry trends in LinkedIn Groups, learn secrets from the top players through LinkedIn Influencer posts, and share their own expertise through LinkedIn publisher on its Pulse platform.
LinkedIn’s publishing platform recently reached an important milestone: over 1 million posts have been written and shared through the platform in just over a year after it became available to all users on the network. From junior associates to CEOs, over a million unique publishers share their thoughts on LinkedIn in as many as 130,000 posts a day.
With such volume, of course, comes the risk of obscurity. It’s easy for Influencers and people with larger networks to garner thousands of views and likes on their posts, but how can someone with fewer connections and a more modest title attract attention? If you’ve ever attempted to publish a post on LinkedIn, you probably wondered how to make sure it gets read. Thus, to celebrate LinkedIn’s millionth post, we’ve decided to go over the best practices for publishing on LinkedIn.
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Here are 5 best practices for publishing on LinkedIn
Know the basics of LinkedIn publishing
When LinkedIn first made publishing available to all the users, we explained the ABCs of using the new feature. Review them before moving forward to the rest of the advice about making your content more visible. The basic recipe for success on LinkedIn requires a clickable, intriguing headline, an attractive header image, an easy-to-read post and a steady publishing schedule.
As with any other blogging platform, it’s important to include an eye-catching header image optimized for the network, or 700 by 400 pixels. These images are shown in the blogroll on the first page, displayed on the posts page, and shown to your network’s feed, so choose wisely. Another great practice is to keep it short: one blogger found that out of the top 1000 posts featured on Pulse, over 70 percent are under 1000 words. If you want to syndicate a longer piece from your website or personal blog, include a shorter excerpt on LinkedIn and a click-through link to the original content.
Finally, include tags at the end of your post to increase the post’s chances of being discovered by browsing readers. Keep them sparse, with a maximum of 5 tags per post to avoid cluttering that space.
Syndicate content—but not too often
Posting the same content on several publishing platforms shouldn’t be a go-to practice: to search engines, this often signals duplicated content and reduced its potential SEO value. Instead, if you want to cross-promote a blog post on LinkedIn, include an excerpt or a summary of the content on the publisher with a link to the original. You can also use the LinkedIn publisher to update older content or re-promote an article that didn’t get the interest it deserved.
Share your personal journey
Being an Influencer on LinkedIn certainly helps increase the visibility of your content. But you don’t have to have a large network to be featured on Pulse—you just have to tap into a topic that interests LinkedIn users. Thus, it helps to learn from the Influencers on the network. If you take a look at LinkedIn’s Influencer series, the majority of them focus on personal and professional journeys of the top industry leaders. Series such as “Best Mistake,” “I Quit,” “If I were 22” invite professionals at all career stages to reflect on the way they apply, hire for, and quit jobs.
Don’t wait to become an Influencer to share stories from your own experience. You’d be surprised how many people will be able to relate—and learn from—your struggles and victories.
Learn from the best-performing content in your industry
If you work in tech, financial services or higher education, you’re in luck—according to LinkedIn, these are the top content-demanding industries. But if your field is not on the list, that doesn’t mean there are no readers interested in the topic. To see what content gets the views in your area of interest, visit LinkedIn Pulse and see what topics the top posts of the day discuss. For example, on Thursday, July 16, the top posts discussed personal branding, leadership advice, time management, and career advancement.
If these sound like every LinkedIn digest, it’s probably because these are the top-searched and read topics on the professional network. “Career advice” and “interview tips” are also among the top influencer searches, so if you have some wisdom to share with fledgling professionals in your industry—write them down!
Engage with other posts
Finally, make your LinkedIn presence a two-way conversation by commenting on posts by other LinkedIn authors. Respond to people who comment on your posts, and visit their pages—chances are, you’re interested in similar topics already. You can take engagement one step further by expanding your comments from another author’s post into your own LinkedIn article. On a similar note, if you’re looking for inspiration for a blog post, you can source ideas from LinkedIn Groups you participate in.
Did we miss any tips on publishing engaging LinkedIn content? Give us your examples in the comments below!