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4 Tips for Successful Blogging on LinkedIn
LinkedIn is a social media network that connects professionals across various
industries. Like Facebook, users are given a personal profile to highlight their
professional accomplishments and experience. Unlike Facebook, however, LinkedIn
also has additional features allowing for long form content that attracts attention to
individuals or businesses. Content published on LinkedIn is initially shared with the
publisher’s network. This content has the ability to spread much further with likes,
comments, and sharing. Posts from famous business leaders, such as Bill Gates,
Richard Branson, and others, can reach millions of people and help spread valuable
For everyday less famous people and their businesses, LinkedIn can be harnessed to
display in a detailed way, a business’s expertise and specializations. This type of
uniquely deep awareness, made possible through long-form content, helps
companies create connections to other businesses, potentially creating new
opportunities for sales, products, and much more.
4 Ways to Effectively Use LinkedIn Publishing to
Improve Your Awareness
Tips for producing quality LinkedIn content are very similar to ones for producing
basic quality website content, but frankly very different from producing content that
will succeed on Facebook or Twitter. Because LinkedIn Publishing is intended to host
long form content, quality and sourcing are incredibly important. Below is an
overview of basic advice for making the most of your LinkedIn content but
attempting a few articles on your own is the best way to learn.
Do Your Research
Before sitting down to write a LinkedIn article, read a few written by others first. It
is important to cater to the community to see what engages them. The professional
focus of LinkedIn means that content must concentrate on their professional areas
of interest. Popular LinkedIn articles include:
How Successful People Stay Calm
Simple Tips for Becoming a Better Leader
Toxic Behaviors That Ruin Working Relationships
The Biggest Mistakes I See on Resumes
Things I Learned from Warren Buffet
Note that in each of these instances, the content has at least a tangential connection
to workplace success or business growth. So when drafting potential titles, make
sure that your content does as well.
Write Long Form Content
All too often people make the assumption that web content should be short. Typical
blog posts are usually somewhere between 350 and 800 words. However, some of
the most popular posts on LinkedIn can exceed more than 2,000 words and might
even include graphics or other visual information. The key to writing long form
content is to concentrate on quality. Merely stretching your word count to
reach a certain length can reduce the effectiveness of the content. To
prevent this, empirical research can be incredibly important and add value and
information to your LinkedIn posts.
Cite Your Sources
Depending on the specific nature of your content, citations may be required to
provide evidence for any controversial statements or positions included in your
writing. Research and citations also have the added benefit demonstrating the
professional competency of the writer. Calling upon well known and regarded works
within your industry demonstrates familiarity with industry standards and thinking,
thus garnering greater credibility for your writing and indirectly, your business.
A single article on LinkedIn will not typically change the trajectory of your career or
business. Rather, to have maximum impact, consistency is required. Multiple articles
over a long period of time will be necessary to cultivate a significant LinkedIn
following. Users are interested in multiple articles from writers they know and
appreciate. A post or two a week can create a sizeable following that can lead
to increased leads, added revenue, and more networking opportunities.
Catchy Titles Are a Must
Despite the fact that LinkedIn appeals to a more professional audience, and longform content, by its nature tends to be more professional and dry, you must still
“sell your article” via its title on LinkedIn. Enticing a reader to click on your article
among their feed of dozens of choices is the first step to increasing your LinkedIn
following. To do this successfully, pleasing or catchy article titles help greatly.
Boring, overly technical titles fail to gain clicks compared to titles that pique
interest. Use words like “how to” and “tips for” is an effective way to gain
readers, but to really boost your readership hyperbole is the most
successful strategy. Including “most”, “the best”, or “amazing” grabs attention
and gets people reading your articles. Then, of course, the key is to engage the
reader by having actually interesting well researched and cited long form content,
that garners further interest in you, and your company.
Author BioGet to Know Me Better. Hi, I'm TINA! I am a financial planner, blogger, and
freelance writer and digital marketing consultant at http://profinanceblog.com. The
idea of starting a finance blog has been hitting me for long; I took it seriously after
falling into a spiral of finance debacles and recovering from it.