How to make yourself an industry influencer on LinkedIn
11 principles to help you start publishing long-form content.
August 17, 2015
The other day, I was chatting with a client of mine whose opinion on social media marketing I really value and that I know is valued more broadly across the Industry. We started to talk about publishing long-form content on LinkedIn, and I asked if she’d ever published a post herself. “Of course I haven’t,” she replied. “I wouldn’t have a clue what to write about.”
I was really surprised by this response. After all, I know I’m not the only one who values this person’s opinion and they are already established as a thought leader in their company. The fact she can’t come up with an idea for a blog isn’t because she lacks ideas worth sharing; it’s because she finds it hard to see her ideas in that way.
It’s easy to think (and Brits like me probably find it easier than most) that making your thoughts public is imposing a sense of your own importance on others. It’s fine to share our views in the course of a conversation, a meeting or a pitch; but write our views in a long-form blog and post it on LinkedIn? How dare we presume that other people might be interested in what we have to say? And won’t we just get shot down, deflated and criticised when we do?
With millions of people now publishing blogs on LinkedIn the idea that people do not want to listen to your ideas is wrong and that misplaced humility, whilst charming, is unhelpful. Publishing on LinkedIn isn’t seen as self-promotion; our members see it as an important part of the knowledge sharing that makes our platform tick. People are becoming accustomed to the fact that an idea worth hearing about – particularly in a professional context - ought to be on LinkedIn. If you’re not sharing your ideas then you are restricting the amount of value that people get from them whilst constraining both their impact, and also your own credibility.
I wanted to write this post – because I know how easy it is to find reasons not to stick your head above the parapet and share your views. At LinkedIn we’ve put together 11 principles to help address the barriers to publishing your own content – but before I get to them, I wanted to share a quote that I heard this year:
“You know the one thing that makes you a writer? It’s when you start writing.” Peter Souter of TBWA London, speaking at Ad Week Europe
The fact that other people are writing, posting and sharing doesn't mean that they have more valuable ideas than you. It just means that they’ve started writing them down and you haven’t. That’s easy to fix. Start writing and you’ve instantly transformed yourself into a writer. Start posting and you’ve instantly transformed yourself into a potential influencer.
To support our Agency Partners in their publishing efforts on LinkedIn for example, we recently launched the Agency Publisher of the Year Award to showcase some of the best ideas, thoughts and insights already coming out of our agency community.
Now read on for LinkedIn’s publishing tips – and enjoy putting your first post together.