B2B Beat: 7 Tips for Getting Started with Publishing on LinkedIn

December 6, 2015

Publishing on LinkedIn

Publishing on LinkedIn is no longer reserved for a pioneering group of influencers – such as Richard Branson, Jeff Weiner, and Arianna Huffington. The Publishing on LinkedIn platform is now open to virtually every LinkedIn member. More than 1 million LinkedIn members have published posts on the LinkedIn platform, and upwards of 130,000 posts are being published and read on LinkedIn every week.

In a Lynda.com video giving the basics of getting started with Publishing on Linkedin, Jeff Seeley describes the platform this way: “It’s basically a way of allowing you to create blog post-like content, directly on LinkedIn’s website.” These posts are reaching an influential audience. About 45 percent of readers are in the upper ranks of their industries with job titles that include CEO, Vice President, and manager.

Here are seven tips that will give content marketers all you need to literally get started with publishing on LinkedIn right after you finish reading this blog post.

Don’t procrastinate: You can start right now.

To get started, visit your member profile on LinkedIn.com and then click on the “Publish a Post” button (the one with the pencil icon), which will take you to a screen where you can begin typing your post or cut and paste it from a word processing document. There are no permissions to get, no fancy software to buy, and no extra forms to fill out.  

Headlines and visuals can make or break a post.

For headlines, clear is generally better than clever. Sometimes, A-B testing different headlines with your colleagues or friends can help determine the most effective choice. Posts with visuals attract more attention. On the same page where you write your blog post, you can click on the camera icon to download a photo from your computer to your blog post. 

Be professional and be on brand.

LinkedIn, because it’s a network of is different from other social networks. Strive to share knowledge or stories that will help your audience, give them insight, or entertain them (in a professional context). You’ll probably want to avoid posting selfies or videos of puppies. Make sure your post fits your personal brand and your organization’s brand.

Research what kinds of posts are working.

Study posts on LinkedIn that are driving engagement. Reading the posts of influencers such as Guy Kawasaki and Lynda Weinman and noting what’s generating comments and shares can give you insight into what templates and topics resonate with LinkedIn members. Additionally, LinkedIn’s Lynda.com is currently offering free access to two short videos that give the basics of Publshing on LinkedIn, “Creating Content for LinkedIn” and “Using the LinkedIn Publishing Platform.” And this post, “Here’s What I Tell People When They Ask How to Crush It as a LinkedIn Writer,” by LinkedIn Executive Editor Dan Roth also provides excellent advice on leveraging Publishing on LinkedIn.

Tap into your business knowledge and experience.

Write what you know is always good advice. Salespeople, for instance, can write about what sales approaches work for them. Similarly, marketers can write about their latest campaign successes. And coders and engineers can dispense advice on creating great products. Inspirational stories of overcoming obstacles and even failure can attract a large audience.

Don’t shy away from Newsjacking.

David Meerman Scott wrote the book on Newsjacking. It’s called, appropriately enough, “Newsjacking.” This content marketing tactic of using a current event to write a blog post can be extremely effective. For example, Tai Tran wrote a newsjacking post on LinkedIn, “#RaceTogether: 3 Reasons Behind Starbucks’ Failure,” that generated more than 438,000 views and helped him land a job at Apple.

Share, share, and share.

Once you’ve published your post, share it on social networks to make sure it reaches the widest possible audience. In addition to posting on your LinkedIn profile page, you can also direct people to your post via a LinkedIn Company Page or a Showcase Page. Don’t forget to post it on Facebook, Tweet it on Twitter, and share it on Google+. You can also Tweet to @LinkedIn Pulse, which may decide to feature your post on LinkedIn Pulse.

B2B Move of the Week

Los Angeles-based Chrome River, a supplier of expense management and invoice processing software, has appointed Julie Norquist Roy as CMO. She previously held marketing executive roles at Kyriba, Cornerstone OnDemand, and InStranet.

B2B Resource of the Week

For more tips on effectively utilizing LinkedIn's professional publishing platform for your organization, download The Ultimate Playbook to Professional Publishing on LinkedIn.

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