These days, blogging is essential. Sharing your ideas or products or services with the world via text and pictures (or video) is critical to reaching many types of people:
- Current customers or clients
- Future customers or clients
- Industry colleagues
- Future collaborators
- Influencers who can boost your message
‘But I Can’t Maintain a Blog!’
Don’t be overwhelmed by the blogosphere! LinkedIn now offers its own internal platform when you’ve got something to say. LinkedIn rolled out this publishing platform to selected users in the summer of 2014, and it is now available to everyone.
Right on the front page of LinkedIn, you are offered the option to “Share a Post,” “Upload a Photo,” or “Publish a Post.” No more excuses about having to learn WordPress, Wix or other blogging platform! Readers can like, comment or share directly within LinkedIn or to other platforms.
Get on the Pulse
If your post is determined (by secret algorithm) to be particularly relevant or influential, it will make the “Pulse,” LinkedIn’s curated newsfeed. This is a fantastic way to increase your reach without advertising. There are more than 380 million users worldwide (230 million English speakers) on LinkedIn – that’s a lot of potential readers!There are more than 380 million users worldwide (230 million English speakers) on LinkedIn Click To Tweet
What’s the best way to be “on beat” for Pulse?
- Be relevant. It’s ok to write for your niche, but have something interesting to say. Even if you’re not committing to a regular blog, plot your course!
- Post early in the day (for the U.S. Pacific time zone), even if you might miss your local readers.
- Write carefully and correctly. Good grammar never goes out of style, and LinkedIn intends to be professional to the core. (Try to keep the jokes to a minimum.)
- Reach out to influential people for a comment or quote, then tag them as you share your piece.
- Write a great headline.
- Include a photo. This is important for any post or blog on any platform – it draws your readers in! The LinkedIn publishing platform encourages you to upload a photo for each post. Some great sources for free, high-quality images are in this post from Bootstrap Bay.
- If you have an outside blog or site that your LinkedIn contacts should be aware of, link to it in a brief bio that should appear at the end of the post. Stephanie Sammons, in a piece for Social Media Examiner, advised: “Your bio should include a sentence or two about who you are, what you do and who you help, a link to your website or blog or even a specific call to action.”
Don’t Miss the Opportunity to Be Noticed
LinkedIn’s combination of a blog platform and a social network helps streamline the process of getting your message out by putting you directly in front of your most likely boosters, rather than having to catch them via tweet, Facebook update or email blast. “Anna Julow Roolf, senior active executive at BLASTmedia, a digital marketing agency, says LinkedIn stands out as a self-publishing platform because of its capability to help users showcase expertise to relevant and interested audiences,” explained Matt Kapko in a piece for CIO.
The heart and soul of LinkedIn, though, remains networking, and this worldwide kaffeeklatsch – or happy hour, if you prefer – is always humming. Making your presence known by offering your thoughts could lead to guest posts, conference gigs or even a new job!
Have you used LinkedIn’s internal publishing platform? Tell us about it!