If you are thinking about using LinkedIn and the LinkedIn article feature, the good news is that LinkedIn now invites all members to join the conversation and share their own perspectives via long-form posts.
Publishing long form posts on LinkedIn was once the domain of only LinkedIn Influencers, who are selected by invitation only and comprise a global collective of 500+ of the world’s foremost thinkers, leaders, and innovators. As leaders in their industries and geographies, they discuss trending topics.
LinkedIn Influencers include Richard Branson, Bill Gates and Arianna Huffington. Australia’s very own Naomi Simson, Founding Director of Red Balloon and Janine Allis, Founder of Boost Juice and two of the sharks on Shark Tank are LinkedIn Influencers.
The list of Influencers changes throughout the year and includes the most engaged, prolific, and thoughtful contributors with expertise that matches LinkedIn members’ interests. LinkedIn has a team of editors who work with Influencers to create content in the form of posts and updates to keep LinkedIn members more informed and to spark thoughtful conversations.
How Publishing Articles on LinkedIn Has Helped Build My Business
I first began publishing on LinkedIn in June 2014. At the time LinkedIn had opened up the publishing platform for those who applied and were accepted to post. I remember receiving the email from LinkedIn informing me I had been approved to post. I was relaxing by a pool in Amalfi, enjoying a break to celebrate my 40th birthday. Here is my first published post on Linkedin. Since then I have published over 50 LinkedIn articles. I’ve written about a variety of topics, including how to leverage LinkedIn for your business and career success and some that include a more personal perspective on how I’ve approached key milestones as Think Bespoke has grown. These articles and the comments and conversations that flow from them have played a key role in positioning me as one of Australia’s leading independent LinkedIn thinkers.
I now also coach and train clients about how to publish posts on LinkedIn and ghost write for those clients who do not have the time or inclination to do so themselves.
Where to Begin with Publishing a LinkedIn Article
To begin, go to the top of your homepage and click on write an article. This takes you to the publishing tool.
LinkedIn suggests long-form posts should share your professional expertise. Write about challenges you’ve faced, opportunities you’ve seized, or important trends in your industry. Here are some suggestions to get you started on LinkedIn’s publishing platform:
What concrete advice would you give to someone hoping to enter your field?
What will (or should) your industry look like in 5, 10, or 15 years and how will it get there?
- What is the biggest problem your industry needs to solve?
- What skill is essential in your job or at your company, and why?
- How has your job, profession or industry changed since you started?
- What else would you do if you started all over again and why?
- How did you get your start in your profession?
- Advice for career advancement.
- Challenges for the future of your profession.
3 Key features of Publishing LinkedIn Articles
When publishing LinkedIn articles (and blog posts for that matter) your image, headline and what you write about are equally as important. I encourage you to take the time it takes to do all 3 of these features well!
You can also embed video, images and links within your LinkedIn article and LinkedIn will automatically save as you write and edit. Be careful if you get an ‘oops’ message as this means LinkedIn has not saved recent changes. When this happens I close down the window and open a new window and re-enter the draft. To do this you need to click on ‘Write an Article’ once again and then click on the ‘More’ button to view drafts. I know many people who already publish on LinkedIn found the draft feature difficult to locate with the re-design.
You can either publish your post or save it as a draft for later. With the re-design you can still write drafts and return to them when you are ready to publish.
Frequency of Publishing LinkedIn Articles
I adopt a different posting frequency on LinkedIn and Think Bespoke’s website blog because they sometimes speak to different audiences. If you wish to blog from your website and to publish LinkedIn Articles I encourage you to have a plan, and this needs to be part of an overall content marketing strategy to help you reach your commercial goals for your business.
My approach is based on a content marketing strategy, which I adopt to ensure I provide content that is valuable for my business community. I tend to post on LinkedIn every 3-4 weeks and via my website blog every week. Blog posts and LinkedIn Pulse posts are part of an overall content plan and should be well thought out in terms of what you want to be known for and who you are trying to influence.