Benefits Of Using LinkedIn’s Publishing Platform
May 5, 2015
Since LinkedIn changed it’s homepage design the effectiveness of status updates has diminished. There’s no ability to sort by shares and too much noise. So as members we’re missing more and more of the content our connections are sharing which is a shame as that’s certainly part of what I want from LinkedIn.
However there is another way to stay on your connections’ radars. LinkedIn’s publishing platform. If you use it to post relevant, helpful content that will resonate with your connections, then you’ll reap the rewards.
That’s because whenever you post to LinkedIn, your connections get a notification (see screenshot) that you’ve published a post and the title. Even if they don’t check LinkedIn for a few days after your post, when they do they will still see your post amongst their notifications and can make a call about whether or not to read it. Even if they don’t they still see your name an photo which helps to keep you on their radar.
Plus, if those in your network like, share or comment on your post their connections see it. There’s also a chance LinkedIn will add it to one of its Pulse channels, dramatically expanding your reach.
The other benefit of publishing to LinkedIn is that your three most recent posts appear towards the top of your LinkedIn profile. When people check you out, they’ll be able to see these posts, get a sense of you, your skills and how you may be able to help them. This is a tool you can use to evidence claims/statements you make elsewhere in your profile.
Originally the publishing platform was available to a small group of LinkedIn Influencers including Richard Brandson, Martha Stewart, Bill Gates, and Gary Vaynerchuk. On 14th February 2014 LinkedIn opened publishing up to 25,000 LinkedIn members. Today most, if not all, LinkedIn users have the capability to publish their own content for free. As more members begin to use the tool you may find it’s harder to get noticed but there are some things you can do to increase the reach of your posts.
10 Ways To Increase Reach of Your LinkedIn Publisher Articles:
- Take a look at LinkedIn’s Pulse channels and make sure your post clearly fits with one of their channels (e.g. ‘Construction’ or ‘Entrepreneurship & small business’). Make it obvious in the text which demographic it’s been written for. This will help the team at LinkedIn to categorise your post.
- Tag your post. Scroll to the bottom of it in draft format and start typing in a tag. A pop-up list of related tags will appear. Select one from the list. Doing so helps LinkedIn to categorise your post and increases your chance of being featured on a Pulse channel.
- Tweet “Tip @linkedinpulse [Title of your post, the image (and then suggest the channels to categorise it in e.g. #construction #entrepreneurship)]. Keep this for posts which are getting a lot of traction or will have real appeal to one of these channels.
- If one of your posts is picked up by a LinkedIn channel, don’t then post to same audience for a few weeks as, according to the writing on LinkedIn group, LinkedIn will not pick up more of your posts for a channel while you still have an active post within that channel.
- Focus on being helpful. Leave out the self promotion, including at the end of your piece.
- Share your post a few times over the period of a few weeks and months via LinkedIn, Twitter and Google+. Re-promoting your post over time can work well.
- Share the post with relevant LinkedIn groups but don’t forget to ask a question or set out key tips from the post to help initiate discussion and to help people make the call about whether your post is something they might like to read.
- Ask friendly clients/friends to like or comment on your post. This isn’t something I do but it might be a way to get it noticed. You might also want to get those people to share it AND alert LinkedIn via the Twitter handle they set up for that purpose.
- Again this isn’t something I’ve done but you could send links to thought leaders or contacts who have written similar pieces, letting them know why you’re doing so and why they might want to take a look.
- Don’t stress. Regardless of the number of views, remember that your posts can be seen by anyone who views your profile and are an important positioning tool.
If you haven’t yet used LinkedIn’s publishing tool and have produced some content you know will resonate with others, give it a go. You might be pleasantly surprised.
How’s LinkedIn publishing working for you? What other tips would you share?
Guest Post by Kirsten Hodgson