With so much content circulating on LinkedIn, getting your article noticed seems like an almost impossible task. It doesn’t have to be – and there are ways to make sure it’s not. An analysis of 3,000 articles found the top tips for publishing success.
LinkedIn can be a great way to share your content with an audience much larger than your existing customer base. Their new LinkedIn Publisher Platform provides just such an opportunity. Now, instead of simply publishing to your profile where your network will see it, you can publish it to the platform where all users can search content by keyword.
The publishing platform itself is easy to use and functions much like a blogging platform like WordPress where you can embed images and format your content into lists.
It’s not available to all users yet, but there are plans to expand it. If you have a small pencil in your update field, you already have it and can start putting these tips to use right away.
This new publishing platform could be extremely beneficial for your business. As JD Gershbein wrote on the Huffington Post, “LinkedIn Publishing, what LinkedIn Corporation insists is the "definitive publishing platform," will give those users who leverage it unprecedented opportunities for increasing their brand awareness. For many would-be influencers and budding thought leaders, LinkedIn Publishing is like manna from above. “
And, “if your post is viewed enough times, it’ll get picked up by LinkedIn’s newsreader, Pulse. At that point, you’ll get exponential views, comments and shares.”
Drawing Readers In
So, how do you draw those initial readers in? There are a few reliable tactics and you’ve already seen some of them in action here. The first two have to do with the title. Using a title between 40 and 49 characters long is optimal. The title can also be a way to lure people in – think of the viral content generation juggernaut that is BuzzFeed – their popular posts are often posted in list and how to format. The second tip is to follow their (successful) lead.
This article starts with an image at the top. And, while we’re on the topic of images, having a healthy number of images can do great things for the number of times your article is read, shared, liked and commented on. In fact, eight is the optimal number of images. (Here’s your fifth image as proof).
Make sure those eight photos are legal. The best option is to use your own photography from your own business; it will say more about your company than any stock photo could. More information on that topic can be found in our Newsletter Archives.
If you do choose to go the stock-photography route Flickr’s Creative Commons section can be a helpful resource as it provides a searchable database of photos and tells you how to provide proper attribution.
You’ll notice there aren’t any embedded videos in this article – there shouldn’t be any in yours, either. Data shows they don’t lead to any increase in views.
1. Write what you know
2. Write often
3. Remember your audience
4. Pay attention to the headline
5. When facing the blank page, consider
Law & Order
6. Always attribute
(See we even snuck a list in!)
Because people like to read long form content on LinkedIn Publisher separating your piece into five clearly headlined sections can make it more accessible, and also give skimmers a reason besides your headline to read your material. They really do like long form content – between 1,900 and 2,000 words. (That’s a little less than twice the length of this article.)
Above all – keep it positive, but don’t be extreme. Neutrally worded posts tend to perform best; readers want to learn from experts how they can improve what they are already doing.
Getting Your Content Out There
While LinkedIn publisher can be a great way to get new eyes on your material, make sure you can convert those readers into potential customers.
WealthManagementMarketing recommends that “before posting an article on the Publisher platform, post it to your company blog on your website. This allows all original marketing content to be traced back to your site, where readers can learn more about your services, solutions and client benefits.”
So you’ve posted your article to your own site and to the LinkedIn publisher (preferably on a Thursday – the best day for traffic) – now what?
Once your content is available to view – share it far and wide on your networks, especially on Twitter which is the most effective. Drive as many views of your own contacts to the content. And make sure you encourage people to like your post, framing it as a call to action. For example “Like this post if you plan on using these tips in the future.”
While these tips are helpful, they are just a guideline – write what you feel comfortable with and your natural expertise will show through. A genuine, relatable, informative article is likely to get better feedback from your immediate network and get the ball rolling on your readership stats.
This new platform is a great way to get a really large social reach and establish yourself as an expert while you do.
If you would like assistance using LinkedIn Publisher, please contact us at www.BuddinghAssociates.com.
Jeanne M. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com.