[[updated August 31st, 2018]]
If you have been waiting around to start using LinkedIn Publishing because you didn’t know where to start, here are tips to get you started and help you make the most out of your Publishing Content.
LinkedIn Publishing puts your content in front of more people than ever. As a result, it has the ability to build out an already strong profile and take it to the pro level.
If done well, this feature will help you:
The question you should ask is if your own blog is getting more traffic than the LinkedIn audience that you have access to. Especially if you are just getting started, then the chances are pretty good that you will get more exposure and eyes on your content if you publish it on LinkedIn.
It also will be more likely that people will interact with your content when they are on LinkedIn, rather than clicking a link to an outside website and then commenting or sharing.
That being said, there is nothing that says that you can’t publish your content on both LinkedIn Publishing and your own blog or website. If SEO is one of your major strategies, then you may want to get some background about duplicate content as it relates to LinkedIn Publishing first. The bottom line is that for most people, the benefits of building strong content on LinkedIn outweighs the down sides.
Ready to start building content, authority, credibility, and connections? Then let’s walk through each of the parts of your post in order to create successful content.
From your LinkedIn Home page click “Write an article” and then you can start your post. (How easy is that first step?)
Like any other piece of long form content, the single most important thing is the headline. People will decide based on the headline whether or not it is worth clicking to read more. Make sure that the headline is clear, concise, and makes people curious. You want to address a key concern of your ideal client so that it gets their attention right away.
Don’t be afraid to spend time crafting a great headline. Brainstorm several different versions and then pick the best one. Some writers find it easier to write the content first, and then create a headline that fits. This is fine too. Either way, the primary thing is to make sure that your headline connects with your audience.
Once you have your headline, you will want to create a graphic version of the headline. This will show up on the top of the article itself, and as a thumbnail on your profile and in the other places it shows up on LinkedIn.
Ideal image size is 700px wide by 400px high. When you upload it, it may seem like this leaves a lot of white space. But remember that people will primarily see your image as a thumbnail, or on a mobile device.
Beyond the dimensions, some other important things to keep in mind about your image:
Using a tool like Canva can make this process easier for the non-designer. It even has a template for LinkedIn Publishing header images.
Put yourself in the mind of your ideal client.
Being able to write well helps here. But even the best writer will lose their readers without proper web formatting. Utilize the headings to create guideposts along the way to keep people reading, and break down lists of information into bullet points.
Even among those actively using LinkedIn Publishing, one of the most underused features is the ability to add many types of media to your content. Adding appropriate videos, images, and other content will take your posts from good to amazing. Good visuals are often shareworthy, boosting engagement and reach.
There are five different media options, and they may offer more than you realize, so are worth highlighting individually.
It is worth noting that not all sources will be displayed equally. Slideshare, as one of LinkedIn’s companies, shows up the best, displaying the whole slideshow presentation, and allowing you to click through the slides directly in the post. This would be the ideal if you want to make the slides an integral part of your post.
When I used a Google Presentations link, it displayed a portion of the slide, and when you clicked you went to the link, but did not allow you to navigate from within the post. You will want to experiment with the look if you are using something else, and may want to consider importing your slides into Slideshare for the best view.
Take a look below at the difference in how it shows up. Here is the Slideshare version:
And here is the Google Presentation version:
The more interaction you get on your post, the more potential reach it has. Maximize this by always finishing your post with a call to action.
It can be as simple as asking people to comment with what they think about the topic, or you could even include a link to an opt-in page with more information that you can email them. It is important that you deliver real value in the body of the post before doing this. Whatever your call action is, it should align with your bigger goals in your business.
The last step is to hit “Publish” on your completed post. Share the post on your timeline, and make sure you watch the post to respond to comments and other interactions.
Adding LinkedIn Publishing to a regular schedule of content creation is one of the best ways to use LinkedIn to grow your business.
Are you using LinkedIn Publish yet? Let us know about your experience in the comments!