How to Benefit from the LinkedIn Publishing Platform

social media how to Did you know you can publish your articles on the LinkedIn publishing platform?

Do you want to build more authority in your niche?

LinkedIn is opening up its publishing platform to all 277 million+ members!

In this article, I’ll show you how high-quality content creators and bloggers can use LinkedIn’s publishing platform to build their influence.

Why LinkedIn Publishing Platform?

I’ve always said you don’t have to be anointed as an influencer to build online influence. It’s up to you to contribute to your community, share valuable experience and create astute content that shows your thought leadership.

The LinkedIn publishing platform gives you the opportunity to expand your reach in a major way. Since all LinkedIn members have access to the platform, it’s critical for you to create high-quality content that differentiates you.

linkedin posts tab

Your published posts show up at the top of your LinkedIn profile.

With the LinkedIn publishing platform, you can follow other publishers and build your own followers in the process. While your LinkedIn followers have the potential to see your LinkedIn posts, they aren’t official network connections. (It’s similar to LinkedIn’s current model for following LinkedIn-appointed influencers.)

Any posts you publish on LinkedIn are tied to your professional profile and show up near the top of your profile. This means your thought leadership insights are showcased when someone views your LinkedIn profile.

The first post I published to LinkedIn helped me attract over 200 new followers, and my profile views were up 38% week over week! These stats tell me that the LinkedIn publishing platform is going to be a great place to share longer-form, thought leadership content.

In the rest of this article I give you best practices for making the most of the LinkedIn publishing platform.

#1: Create Valuable, Attractive Content

Before you start posting, have a plan in place. What content is most useful for your audience? Is your post too salesy? Although there’s no formal editorial process, LinkedIn makes it clear that sales-oriented content won’t be tolerated (after all, that’s what the advertising platform is for).

LinkedIn has some helpful guidelines in their Help Center about what to publish. This is a good reference for understanding how to frame your content so it resonates with and adds value to both your established audience and your potential audience (which will now be even greater than your existing LinkedIn network).

post on linkedin publishing platform

Make sure your posts are scanable.

The general guidelines I’ve seen (including LinkedIn’s) recommend keeping posts between 400 and 600 words and publishing weekly. However, you could certainly experiment with these parameters and determine what works best for you.

Like other social networks, people want to consume information quickly. Make it easy for them by creating scannable, attractive content. A few best practices are using a compelling headline, placing an eye-catching image at the top of your posts, bolding important text and breaking up longer paragraphs.

Feel free to enhance your articles with YouTube videos or content from SlideShare to make them as interesting and useful as possible.

When you’re ready to write an article on the LinkedIn publishing platform, it’s pretty easy. Go to your LinkedIn home page and look for the pencil icon in the box at the top where you would typically share an update.

When you click the pencil icon, you’ll see the publishing editor. This is where you create your post.

LinkedIn’s publishing editor is very simple to use. It’s similar to the WordPress editor or Microsoft Word. You can type or paste your text into the editor and format it right there. Below is a snapshot of what my first post looks like within the editor:

linkedin post image

What a post looks like within the editor.

Your LinkedIn post doesn’t have a bio section. You’ll need to create a bio at the end of each post. Your bio should include a sentence or two about who you are, what you do and who you help, a link to your website or blog or even a specific call to action.

It’s a good idea to make the most of all of your resources. In my bio below, I’ve linked my name to my Google+ profile, and on my Google+ profile I added LinkedIn to the list of sites I contribute to. This ensures that Google picks up my authorship profile for my LinkedIn posts.

linkedin post bio

Be sure to create a bio section at the end of every post you publish!

Before you hit Publish, please be sure to review your post and check it for grammar and spelling (the Preview option is helpful here). But if you don’t catch everything, you can go back and edit your post any time.

#2: Share Your Post Everywhere

To maximize your reach and engagement inside and outside of LinkedIn, share your post on LinkedIn, Twitter, Facebook and Google+. If you have a LinkedIn company page, share it there as well (assuming your post is relevant to your company page’s followers).

This kind of aggregate social networking adds credibility and encourages more shares and engagement across the social web. In turn, all of that engagement sends social signals to Google’s search algorithm and can help increase your visibility in online searches!

#3: Manage Your Post Comments

You’ve written a useful post, you’ve promoted it far and wide and people are reading it. After all that effort and exposure, don’t forget to check your comments!

In the Comments section of your post, you can respond to and interact with members who are leaving feedback or starting a discussion.

linkedin post comments

Don’t forget to respond to comments on your posts!

In most cases, those who commented on my posts were people I’m not currently connected to. That means the post is getting visibility beyond my first-degree network, and yours probably will too. Unfortunately I did see one or two spam comments when I posted, but you have the ability to hide and/or flag these.

#4: Evaluate Content Performance

LinkedIn immediately starts to show you the number of views, social media shares and comments your post generates. I admit that it’s exciting to see those metrics changing right before your eyes in real time!

Use your LinkedIn post metrics to determine how well your content is resonating with your audience. As you build your professional content library, compare your posts to see which ones outperformed others.

When you have a feel for what’s working for you, take some time to review the posts of your favorite official LinkedIn influencers and your competitors. Evaluate their posting schedule and which posts got the most views and engagement. Consider how you can use similar tactics for your own success.

For example, a LinkedIn influencer I follow is Sallie Krawcheck, CEO of 85 Broads and former head of Merrill Lynch Wealth Management. She publishes to LinkedIn about once a month.

Even though she’s a prominent thought leader in the financial services industry, she writes about universal topics that appeal to a larger audience. Below is a compilation of her most recent posts. Her article about productivity hacks clearly stands out in terms of the number of views and level of engagement.

linkedin influencer post

Evaluate what your favorite influencers are writing about.

Seeing what’s working gives you an idea of what people are responding to and you may want to consider using similar topics or how-to’s that appeal to your own audience.

Learning from the LinkedIn influencers who have gone before you can help you craft a more successful content strategy of your own!

Keep Your Existing Blog!

It’s critical to remember that LinkedIn’s publishing platform shouldn’t serve as your content publishing hub. It’s a place to syndicate and further showcase your existing professional content from your blog.

Remember, you don’t own your LinkedIn presence or the content associated with it.

I recommend publishing the original post to your own blog first, then publishing it to your LinkedIn profile in its entirety.

You may want to vary the two posts a bit, however. Perhaps write your blog post to your specific audience or niche, and when you publish it to LinkedIn, change it to appeal to a broader audience.

I’m super-excited about this publishing opportunity on LinkedIn. The LinkedIn publishing platform is an important part of any marketer’s content strategy. I think it will be interesting to watch the network grow as an online content destination for professionals.

What do you think? Will the LinkedIn publishing platform be a game-changer? What kind of content are you publishing? Please share your thoughts with me in the comments below!

Tags: , , , , , , , , ,

About the Author, Stephanie Sammons

Stephanie Sammons is the Founder and CEO of Wired Advisor, where she teaches financial advisors and business professionals how to build digital influence to win clients. Other posts by »




More Info
  • Tessa Hood

    Great article, thank you! I tried to do what you suggest and find that the pencil icon you mention isn’t in my update box. Is it possible that my LI site hasn’t been updated yet with this facility?

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Yes Tessa, it’s being rolled out slowly to all members. Check out this LinkedIn post…at the end there is an offer to apply for early access to the platform: http://blog.linkedin.com/2014/02/19/the-definitive-professional-publishing-platform/

  • http://www.edwindearborn.com/ Edwin Dearborn

    Extremely helpful and detailed. Look forward to more content from you in the future.

  • http://maggiemcgary.com/ Maggie McGary

    I’ve tried the LI platform for a few weeks and have not been at all impressed with the number of views. I may keep it up for a while–reposting content from my blog–but my initial impression is not great.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Thanks Edwin.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Hi Maggie, how does it compare to the traffic/views you get on your actual blog? Make sure you actually share it yourself on LinkedIn with your network. Also, keep focusing on growing your network. The size of your network does make a difference.

  • Guest

    Thanks for the information, one question regarding the content –
    Wouldn’t copying an external blog post, in it’s entirety, into the LinkedIn platform not be classed as duplicate content?
    Isn’t it inadvisable to use the same content in 2 locations, and you should only publish unique content to the publishing platform, or an introduction/shortened version with a link to the full article on your external site?

  • Julie Scheurer Graff

    I was wondering the same thing. Will be looking forward to seeing the answer to this one.

  • CoachKaterina

    Thanks for sharing. I have not utilized LinkedIn as I should be. It is one of those networks where the principle ( me) needs to be involved with- I don’t feel comfortable about delegating LinkedIn tasks. I like the fact that we can publish our posts from our blogs in full on LinkedIn now.

  • CoachKaterina

    There is really nothing wrong with duplicate content. You are using LinkedIn for engagement and if you are not concerned with it showing up on page one in the SERPS then don’t worry about Duplicate content. There is no duplicate content penalty.Google just does not want the same content on page one over and over again so their algorithm will choose who they ascertain as the original author if there is more than one piece of content that is the same.

  • Jarus

    Good article here. But I can’t find any pencil icon you referred to. Do I need to apply? How is this different from the early access application?

  • Amanda Shaw

    Thanks for the great info! I can’t wait to use this feature.

  • http://www.stephaniesammons.com/ Stephanie Sammons
  • http://www.stephaniesammons.com/ Stephanie Sammons

    Hi “Guest” :) . Make sure the original post is published on your site before you publish it to LinkedIn so that it gets indexed their first. Publishing the same post to LinkedIn won’t be construed as duplicate content. If you’re worried about it, you can change up the post a bit or include a line at the beginning on the LinkedIn version that says “This post was originally published on xyz blog”

  • http://www.stephaniesammons.com/ Stephanie Sammons

    See above.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    exactly.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    I would definitely encourage getting more involved. I think LinkedIn is higher quality and the connections are more valuable. With this publishing tool, you now have the opportunity to build credibility and influence even more so with your network and beyond.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    You’re welcome Amanda.

  • Camille

    Where is this alleged pencil icon?

  • http://www.hqsocialmedia.com/ Houssem Daoud

    I’m in Stephanie :)

    However, they didn’t roll up this feature to my profile yet. I found a link where you can apply to get the feature fast. Here is the link for anyone interested: http://specialedition.linkedin.com/publishing/

    Great article Stephanie. Thanks!

  • http://www.thebarrassociates.com Sue

    Like several of the people mention here, the pencil icon is not visible on my LI home page. Can you please give us more information?

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Hi Sue, it is being rolled out to all members over the next month or so. Keep an eye out!

  • http://www.thebusinessofathomebusiness.com/ Jane Gardner

    Great reminder to post to your blog first before posting to LinkedIN as sometimes we forget that we don’t have the copyright to your topics on Facebook or Linkedin or Twitter and they can remove anyone from their site.

  • Paula Lammey

    Thanks Stephanie – excellent, helpful article!

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Right! The best way to own your content is to publish it to your site first. Thanks Jane.

  • http://www.stephaniesammons.com/ Stephanie Sammons

    Most welcome.

  • T60 Productions

    Very interesting… if you post to your own blog as well as LinkedIn, will Google interpret that as duplicate content? –Tony Gnau

  • http://jeffkorhan.com Jeff Korhan

    Hi Stephanie – The descriptive bio is an important tip. I’ve seen a few publish with no bio at all. One of the great things about LinkedIn is they are “Google friendly,” so it’s smart to take advantage of that.

    This is a great opportunity for everyone to extend their reach into new communities. It really has me rethinking my overall content strategy. We often think of long and short form content. My feeling is a “mid-form” will play best on LinkedIn.

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    What a great way to attract and gain followers – thanks for the tips Stephanie! Building social trust is so important, and because your posts are viewed organically like this, it’s a great way to earn that trust with people who are genuinely interested in hearing from you. Great post Stephanie!

  • http://www.thesocialcafeclub.com Shelly @ TheSocialCafeClub

    Thanks Stephanie, I’ve been considering using LI for a while – these were really helpful tips

  • Natalia

    Thanks for the article! I have applied for access, so have to wait.

  • http://indispensablemarketing.com/ Patrick McFadden

    Remarkable post Stephanie! I love that you gave great advice on digital sharecropping. “It’s critical to remember that LinkedIn’s publishing platform shouldn’t serve as your content publishing hub.” You never want to fully build your business on a digital property you do not own and control.

  • http://www.thebarrassociates.com Sue

    Thanks, Stephanie! I will definitely keep an eye out for it! Thanks for letting us know about this feature. I think it’s going to be good!

  • http://maggiemcgary.com/ Maggie McGary

    Hi Stephanie–the traffic is HORRIBLE compared to my blog–my last post on LI got 2 views! I was assuming that when you post via their platform, the post automatically gets shared like a status update? Maybe I’m wrong. If that is the case, I’d rather send that traffic back to my own blog then to LI’s platform. I will say that I have noticed a few referrals from LI Pulse, so I suppose that could be one reason to post to LI’s platform, but not sure it’s worth it for me.

  • http://www.excelsior.edu Jeremy Miller

    Love the article. I would add that it is also beneficial to curate content from other providers as well that relate to areas you are focused in. Providing commentary on top of third party content alleviates the burden of always having to come up with new content on your own.

  • http://tarletonecampus.blogspot.com Dr. Anthony C. Edwards

    Really appreciate the tips, @stephsammons:disqus, particularly about making sure that you sync your LinkedIn account with your Google Authorship. Are you linking to your LinkedIn profile or linkedin.com within Google+? Also appreciated your point about promoting your posts in your own networks.

  • Pingback: The Inbound Wrap-Up » Week Ending March 21, 2014 |

  • Elizabeth Grace Becker

    My first post has almost 500 views in 1 day…the only thing I can suggest is make sure to use a catchy title and a picture is a must. Not sure if they even show posts without images….Also, use it to link to your blog…post the same blog on both and on LinkedIn, use less and refer them to your blog to see the rest…

  • Bob Zimmerman

    More thanks for the heads-up. I found the pencil by the invitations icon. Big question; When sending a message using the Linked-In publisher platform, in the To: section, who do you address your message to?

  • http://www.prbrigade.com/ Jim Young

    Stephanie, this is great news, and something I’ve been waiting for since they gave the platform to influencers! I can’t wait for it to be completely rolled out. Thanks for the article!

  • http://www.bigupticksocial.com/ Meloney Hall

    This is an excellent opportunity to grow your personal and brand awareness. I am eager to discover if I will be included among the 25K spots that LinkedIn has reserved for this.

  • zahib

    Awesome, Love the screenshots really helps develop a frame of thought.

  • Karl Castan

    On length, LinkedIns guidelines say the articles should be longer than 3 paragraphs. Any comments that articles should be between 400 & 600 words is your spin.

    If readers bail out of reading an article because having to spend more than 30 seconds reading a piece of information “hurst their brain” then that is their problem, not mine. Sometimes you just have to do the hard yards, there is no short cut.

    My take on what LinkedIn is trying to achieve here is quality and if you can say it 400 words then great. But if you need more than 600 than that is what you need. And lets face it, when you are talking about experiences and knowledge, oft times you need a longer format.

    As Mozart once said (or is reported to have said), “Sire, there are as many notes as required, not one more or less.”

  • Pingback: Have You Heard About The LinkedIn Publisher Platform? | Get Social For Business with Sue & Dan Worthington

  • Natalie

    Another great post Stephanie! And so glad to see the engagement here:) I think that LinkedIn is still in the testing phases of figuring out what works and what doesn’t work with the audiences there— in terms of content. I read a couple of the users comments below about the unhappiness of how many views their content was getting. But I think that also goes to show how important the point you made about sharing this content everywhere once it goes live. Whether that be repurposing that on your own blog, utilizing in social campaigns or getting involved in LinkedIn discussion groups — they’re all great options and there’s many more ways to get your content noticed. Keep up the writing! Cheers, Natalie.

  • Pingback: March's Best SEO, Social Media, and Content Marketing | @northcuttHQ

  • http://rainmakerclicks.com/ Mary Sloane

    Great article and really made me realize this is an opportunity not to be missed. I notice whenever I spend any time on LinkedIn I get a lot of notice and good feedback, and yet I don’t do it regularly. Strange to notice that! Suddenly I have become more conscious of LinkedIn’s power, and will definitely start to use it. Great wake up call

  • http://mathewlowry.tumblr.com/ mathew

    I really enjoyed both post and podcast, but have a question about Google Authorship. According to Google, the link to your G+ profile must include a snippet of code (?rel=author).

    But there’s no way of doing that with the LinkedIn editor (you can’t edit the HTML). I can see from the source code of your post “Put Your Best Face Forward on LinkedIn” that you don’t do it. And when I search for your post on Google, there is no Google Authorship attached to it.

    So the instructions set out above don’t work. But you’re not alone – I’ve launched a discussion on the ‘Writing for LinkedIn’ group, have experimented on my second post without success, and searched widely for answers. As far as I can see, noone has yet managed to figure this out.

  • http://www.makesocialmediasell.com/ jeff_molander

    Thanks for the dose of reality, Maggie :)

  • http://www.vortexeg.com Holly

    If you post on both your blog and the LinkedIn Publishing platform, how does it impact SEO? Would it be considered duplicate content?

  • Geva Salerno

    I found this very helpful. Thanks!

  • http://www.mikepedersen.com/ Mike Pedersen

    Great article Stephanie. I’m putting more time on my linkedin, but still a ways to go. I see some profile pages are different than others. Is there a new layout I don’t know about?

  • JamesOZ

    Useful information – thank you.

  • http://theofficeants.com Brandy Escobar

    Very helpful. What about posting older posts in LinkedIn, written within the last few months? Would it be beneficial to repost that content in the LI platform despite it being older?

  • Rheanne Carey

    Thank you Stephanie! Fantastic read and it really helped me out – I’ve just applied for early access to get started posting too.

  • John Eager

    #2: Share Your Post Everywhere
    To maximize your reach and engagement inside and outside of LinkedIn, share your post on LinkedIn, Twitter, Facebook and Google+. If you have a LinkedIn company page, share it there as well (assuming your post is relevant to your company page’s followers).
    Great Article – but a query. Where oyu say “share it on the company page” – how do I get it there. I published an article last week on my personal profile, but I can’t get it onto my company page, or a Showcase Page. Any advice? Thx, John

  • Pingback: Harnessing The Power Of LinkedIn Groups For Your Channel | Channel Marketer Report

  • http://www.CareerWisdomCoach.com Patricia Edwards

    I just discovered this wonderful post and website. Thanks for your sage advice. I posted my first last night and am enjoying watching the ticker. Building social trust takes time but I like that these posts reach beyond my network. Linked In remains my go-to social media forum for marketing and I can’t say enough good about it. Linked In rocks!

  • http://www.dreamtechie.com/ Yogita Aggarwal

    Thanks @stephsammons:disqus for the reference link. I just applied for the publisher account.

  • http://www.softsurfaces.co.uk/ Soft Surfaces Ltd

    You say to publish it on your own blog first then onto the LinkedIn publisher and tweak slightly – so are you saying google will not index this because if it does would it not be classed as duplicate content?

  • http://www.softsurfaces.co.uk/ Soft Surfaces Ltd

    Is it not duplicate content though to do that? Also would you suggest one paragraph and then your image or image before you even write any content?

  • Jerry Bendiner

    thank you for the article Stephanie… starting to look at posts and this is a great overview.







Check out the Social Media Marketing Podcast!
Join our Social Media Marketing Networking Club
Download the free Social Media Marketing Industry Report

Get Your FREE Copy of the 2014 Social Media Marketing Industry Report

Wondering how your peers are using social media? Get this free report (50 pages, 80+ charts) and never miss another great article from Social Media Examiner.