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How to post content on LinkedIn’s publishing platform (& why you should be)

4 reasons you should be publishing content on LinkedIn

In a fast moving digital world, standing still is not an option. It means trying new tactics and experimenting. It means failing fast and often. The social web allows you to do that. The challenge is that you will need to handle the heat if you get it wrong.

Content inspiration and creation is an art and a science of revelation, experimentation, and testing. You need to discover the type of content that resonates with your target audience and this is an online game you have to play. It means finding what works on Facebook, Twitter, and now even LinkedIn.

LinkedIn discovers content

LinkedIn has been providing a publishing platform for 100 global influencers since 2012, which it expanded to 500 in 2013. They announced in February 2014 that it was opening it up to another 25,000 members and then over the next few months giving access to all its members. As a creator of content this is great news. It brings LinkedIn to life!

Do you have access to LinkedIn’s publishing platform?

If you go to your LinkedIn homepage (not your profile page) you will need to look at the “Share an update” box and look for a pencil symbol next to the paper clip.

Access to LinkedIns publishing platform

If that is visible you are ready to publish on Linkedin! Just hover over the symbol and it will reveal the text “create a post“. Then you click on that and it will take you to a page ready to put your title in, write a new post, or paste an article from your blog, website, or a previously created article. This is how it looks before writing the headline and the text.

LinkedIn Publishing Platform

This means you can start publishing content including images and links to the 300 million users on LinkedIn. If you don’t have the function live on your account, then you can request it by visiting this page on LinkedIn and fill in a form to apply for early access. As part of that application LinkedIn will want two examples of professional content you have produced and written online.

Why should you publish?

Publishing online is only new in the scheme of things and it takes some courage to put your thoughts in front of an audience of millions of people. But the potential benefits of taking that step are mind boggling.

Launching my blog just 5 years ago was the first step in creating and exposing my thoughts on the open web. It was daunting, exciting, and addictive. It still is. This feature on LinkedIn is another opportunity to participate, but why should you do it? Here are some to consider:

  1. Increase your credibility to your community on LinkedIn and also to the world
  2. Display your passion and insights to future employers
  3. Increase traffic to your other digital assets such as your website or blog by linking to some of your other online content
  4. You will also have access to some analytics to provide demographic insights including seniority, industries, and regions that are viewing your content

Here is what my readership split looks like.

Why You Should Use LinkedIns Publishing PlatformThis will provide some insights and breakdown into the type of followers that is reading your content.

Here is the summary of my demographic:

– 1,728 senior executives
– 1,528 are from advertising and marketing
– 564 are from Sydney Australia (with New York at 299, being my next largest audience by region)

It’s not extensive at this stage but a cool and graphical high level snapshot of your followers. The stats feature is hard to find but you can access it here if you are already a publisher on LinkedIn.

What have I learnt?

I have now published 36 posts and it has been fun to find out what works. My most successful post which was first published on my blog and was then published on LinkedIn hit a nerve! The results so far:

– Appeared on the homepage of LinkedIn
– 250,000 plus views
– 10,000 shares on LinkedIn
– 962 comments
– 3,400 Facebook “likes”
– 1,609 Tweets
– Became the #1 article for the week

Some insights after that experience and continuing to publish and see what works are:

– It helps to have a large number of connections on LinkedIn. 500+ is good. Bigger is better.
– A significant community on Twitter is important. This will drive traffic to LinkedIn and promote more online sharing of your posts.
– They need to be insightful and quality posts. So pick your best. Fluffy is not going to cut it on LinkedIn.
– It helps if they are about business, careers, or employment.
– They need to be full articles not excerpts.

If you need more insights and resources on how to use LinkedIn’s new publishing platform checkout this resource on LinkedIn. The experiment continues.

What about you?

Are you ready to publish to LinkedIn. Do you have access? If you have been publishing posts on LinkedIn what has been your experience? Look forward to your feedback, stories, and insights in the comments below.

More reading:

Personal branding on LinkedIn: 11 mistakes to avoid
13 things that really annoy people on LinkedIn
Don’t be a LinkedIn tart
Stop endorsing people you don’t know on LinkedIn!

An older version of this article was originally published on the Jeff Bullas blog

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Award-winning Australian recruitment agency, Firebrand Talent, ignites the careers of digital, marketing, creative, communications, advertising, & media talent. If you are looking for your next career move, check out the jobs we currently have on in Sydney & Melbourne.

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