How to Use LinkedIn Publisher to Get More Visibility

social media how toDo you want more visibility on LinkedIn?

Are you using the new LinkedIn publishing platform?

Publishing content on LinkedIn Publisher can give your content and your reputation a boost.

In this article I’ll share the best practices for publishing your posts to LinkedIn for more visibility.

Why Use Publisher?

Posting articles to LinkedIn with Publisher makes the content searchable by keyword in LinkedIn’s post search box.

linkedin publisher for visibility

What you need to know for more visibility on LinkedIn with Publisher.

It’s a great way to showcase your knowledge and expertise in any given area, and that’s a big part of content marketing!

Beyond visibility in search, both your connections AND your followers see your published posts just like on Facebook.

If your post is viewed enough times, it’ll get picked up by LinkedIn’s newsreader, Pulse. At that point, you’ll get exponential views, comments and shares.

publisher posts on pulse

Your Publisher post can be picked up by Pulse.

Here’s a quick example showing just how powerful LinkedIn Publisher can be.

Wendy McClelland wrote an article called, “Why I Say NO to Coffee Meetings.” On LinkedIn Publisher, that single article got almost 60,000 views, 2,100 shares on LinkedIn, 515 comments, 218 Facebook likes and 93 tweets. I don’t know about you—but that’s usually more visibility then I get on my own blog!

publisher post title and share metrics

This one article generated huge results for its author.

Wendy’s results?

  • Over 10,000 views in two hours after being published
  • The article has also been republished on over 60 other sites/blogs
  • Over 150 new connections
  • 2 radio interviews
  • 2 new coaching clients
  • Numerous joint venture offers
  • 2 speaking gigs and a number of other future dates to be booked

Here’s how you can get started on Publisher and reap some of these rewards for yourself.

Know the Elements of a Good Post

What are the six key elements of a good Publisher post? The same as they are for your blog:

  • A catchy title
  • Attractive images (and video if you have it!)
  • Brief but engaging content (300-600 words)
  • Keywords
  • Good marketing/sharing strategy for your post
  • Luck
viveka von rosen publisher post

Use the right elements to make sure your post attracts the engagement that leads to shares.

For more info on the steps to creating a post on LinkedIn, check out my video.

Decide What to Publish

Because you’ll be building your readership on Publisher from scratch, writing posts about LinkedIn influencers or influential people in your industry is a good place to start. If they decide to share your post with their network… kaboom! It might go viral.

Here are some ideas for influencer posts.

Write a post about the top 10 influencers on LinkedIn and why they’re so hot.

influencer outreach publisher post

Get on the radar of LinkedIn influencers relevant to your industry.

Connect with an influencer in your network to ask some questions or get him or her on the phone. Use the answers to write an interview that’s interesting and likely to be shared by your audience. If your chosen subjects don’t respond, you can still write an opinion piece about why they rock. And then of course tell them. Just don’t be creepy.

Source influencers as experts. Talk to your five closest influential friends and have them send you a quote on a particular subject. Once the post is published, share it with them.

publisher post title feature

Put some thought into what you post to Publisher.

Of course, you can also repurpose your own previous blog content on LinkedIn Publisher. Since we don’t know what the effects of exact replication between Publisher and Google are yet, I recommend changing the text up a bit before you hit the Publish tab.

Take the time to customize your existing content for your LinkedIn audience, altering it enough so you don’t get a Google slap.

Choose a Publishing Frequency

Some people are going nuts with Publisher, publishing several articles a week. That’s probably too much, especially if the content isn’t very good.

Yeah, you’ll show up in people’s LinkedIn timeline, in their notifications and even in an email from LinkedIn, but if your content isn’t great, folks might start ignoring you.

jason miller publisher posts by date

Jason Miller regulates the frequency of his publishing with the quality of his content.

I recommend you create more thoughtful and thorough posts, and limit your posting to once a week or so.

Share Your Post

Of course you aren’t limited to asking the subjects you write about to share your posts.

Be sure to take advantage of features like LinkedIn’s Updates, Messages and even InMails to disseminate your content on LinkedIn.

Share your post with your network and ask them to share it, too.

And don’t be afraid to mention your post and the influencers outside LinkedIn. Consider using Twitter, Facebook and Google+ to share your post as well.

jason miller publisher post on google plus

Share your Publisher posts across your other social networks.

Often I won’t see a mention for my Publisher article on LinkedIn, but it pops up in my Twitter notifications.

Apply for Publisher

Although initially open only to LinkedIn’s Influencer program membership of thought leaders, heads of state and corporate execs, Publisher is now open to everyone. If you don’t have it, you can apply for it.

publisher application

Applying for Publisher is a simple process.

To apply, you’ll need to give LinkedIn your name, email address, your LinkedIn URL and two examples of your writing. I recommend you submit your most shared post and the post you’re most proud of.

The examples you give don’t have to be from your own blog, but you do have to be the author.

You’ll know you have Publisher when LinkedIn sends you an email or you see the little gray pen in the update box on your home page.

Challenges and Final Thoughts

Not every post you write on Publisher is going to get tens of thousands of views.

I think the biggest problem with Publisher right now is that once people have it, they just throw up any old post. Many folks aren’t approaching what to write, whom to write about and how to disseminate their posts with any kind of strategy. This is resulting in more work and less impressive results than they’re expecting.

But with some consideration, strategy, testing and luck, you will get more visibility than you’ve previously had on LinkedIn. And that will lead to more engagement, brand recognition and possibly even more business for you!

What do you think? Have you received access to Publisher on LinkedIn? What changes in visibility and engagement have you seen? Let us know in the comments below.

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About the Author, Viveka von Rosen

Viveka is author of "LinkedIn Marketing: Hour A Day", and listed on 2 of Forbes “Most Influential Social Media” lists. She is also host of #LinkedInChat and co-moderator of LinkedStrategies. Other posts by »




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  • http://stevewsocialmedia.co.uk Steve Welsh

    I was let in about a month ago, and started by republishing some of my posts. The interesting thing is that the posts I liked most myself got less activity than the ones I published to test “subjects and headlines”. After posting, I also started to think about the relationship with LinkedIn publishing and google duplicate content. Best to err on the safe side as you say, change it enough to stop the Google slap or curate the original post using excerpts from the original.

  • Frederic Gonzalo

    Great post, Viveka. Do you know who we can follow up with at Linkedin to get publisher access? I asked very early on (like two months ago, at least) and never heard back, and did another try today. Would love to give it a try, but until I get access, no can do… :-(

  • MamaRed

    Perfect timing, especially since I was notified in March and didn’t do anything with it (blush). I’m writing my first post today as I prepare for a teleseminar next week. Thanks for sharing your best practices. Is it considered OK to include links to promos or is that best not done on this platform?

  • AmandahBlackwell

    I have received access to Publisher on LinkedIn but have not posted anything, and I know why. If I post something, it may be controversial. But hey, controversy works, right? I’m getting tired of writing the same posts as everyone else. Yes, you can write from a “fresh” angle, but how long will that last? Like fruits, veggies and potato chips, I think some topics have an expiration date and get old and stale after a while. Maybe I’ll write about that. :)

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  • Wendy_McClelland

    Viveka – thanks so much for featuring my experience with LinkedIn Publisher. I appreciate the shout out! I continue to get great results from this one post – and people at networking events (who I don’t even know) come up to me and mention it! Crazy how one article can do so much for a brand.

  • http://www.linkedin.com/in/bobhebeisen Bob Hebeisen

    Good blog post. I
    like that LinkedIn Publisher posts show up as “red flag” notification
    alerts for your connections, and that they stay persistent at the top of
    your profile.

  • http://socialstrategypodcast.com Ross PR

    I was pretty excited to see this on Linked in since it’s another link to my content and I can publish unique content to my followers on LinkedIn. I’ve started with a couple articles I posted on my blog, but quickly moved to including YouTube videos with links that I want to have more visibility. I’ve seen my subscribers on YouTube go up by 5% with only four postings. Great info Michael!

  • http://www.wordpress.com/ssmralluzio Roberta Alluzio

    You are always spot on for advice Viveka! I shared this post on all my social media platforms. I have your list of 6 key elements on my desk with Luck being the last one, may we all have a bit of it!

  • http://www.SM4Results.com/ Joe Estes

    Great points to share Viveka ! Very good points and an easy read. As you indicated it is really important people should think of using the Publisher platform in the same way they write Blog posts and make sure they are delivering value add quality content plus including all the right pieces to gain traction for their recognition and business. There are too many I’m seeing now that are just putting stuff out there because they can.
    I APPLAUD this post and will share to my network as well. Thanks.

  • http://www.LinkedMediaGroup.com Linked Media Group, Inc.

    Great job on this baseline post Viveka. In my experience Pulse is algorithmically driven and I have seen no correlation with popular posts (over say 1K views) of my own and getting picked up in Pulses. In fact Pulse sourced one of my posts a few days after it was published and it has only a few views.

    I see so much content shared on Pulse with little value and the content quality is inferior. Many just segue into “ads” for the next book or Webinar. I agree with you, publishing on LinkedIn is a good thing for brands and individuals. But, I think LinkedIn has a long way to go to correlate quality content with getting published via Pulse. See: Google right?

  • http://www.sociallysorted.com.au/ Donna Moritz

    Awesome post – I feel like I am doing so much writing already but I like the brevity and punchiness of the quality LinkedIn Publisher articles. Thanks for the reminder to invest some time on it!

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  • Nancy Verbrugghe

    What about non-english articles? Any numbers on those?

  • Sara Marberry

    I’ve been publishing on LI for about four months, experimenting with topics, headlines, etc. Have encouraged/coached several of my clients to do the same. The LI audience loves posts about career/job advice and is less interested in my area of expertise, which is healthcare design and marketing. Which is okay — still good exposure! One of my posts got more than 10,000 views, but the average is less than 500.

  • tonymweave

    Start working at home with Google! It’s by-far the best job I’ve had. Last Wednesday I got a brand new BMW since getting a check for $6474 this – 4 weeks past. I began this 8-months ago and immediately was bringing home at least $77 per hour. I work through this link, go? to tech tab for work detail

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    Start working at home with Google! It’s by-far the best job I’ve had. Last Wednesday I got a brand new BMW since getting a check for $6474 this – 4 weeks past. I began this 8-months ago and immediately was bringing home at least $77 per hour. I work through this link, go to tech tab for work detail

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  • http://www.cloriskylie.com/ Cloris Kylie

    Publisher works great! Thank you so much for this article.

  • OwnStLucia

    LinkedIn Publisher is just what the doctor ordered for sharing my thoughts about important industry related matters, establishing authority in my niche, getting valuable feedback (that isn’t as anonymous as with other social networks) and growing my following. I got approved and I’ve been honing my content creation skills and I’m ready to get started.

  • https://h1-west2.leadpages.net/makeconnections/ Harlan West

    Good information, Viveka. I hadn’t thought about the possible Google problem with duplicate content

  • Anna Stevens

    I was offered to publish by LinkedIn email. It helped me grow my visibility, but most importantly it helped me tell the world on non-blog-readers (those who were not previously my subscribers) about my opinions, expert tips, and advice on a diverse variety of topics and hear back from the audience. I have taught a lot, but I’ve learned even more from my publishing experiences. Recently I’ve started several new posts but got sick and am having a writer’s block now :-) Hope to unstuck asap. Any tips? :-)

  • Anna Stevens

    MamaRed, good luck! The best time to start is always NOW :-)

  • Anna Stevens

    Frederic, I applied for my boss, and never heard back, BUT went to his profile and saw the pen. Check out your status update area. Is there a pen? If so, woo-hoooo, you’re a publisher!

  • Anna Stevens

    Roberta, I agree that this post is wonderful, but why did Viveka stop publishing? Her latest post is from May 30th….

  • MamaRed

    Hi there Anna and thanks for the reply. I posted my first one this morning on “What’s your WHY Got to do With It?” See you got me off my bum!

  • Anna Stevens

    Sara, I found it helpful to share on Twitter with hashtags relevant to your topic. Just go to Hashtags.org, search for hashtags and find those with most exposure, share your post and use the hashtags you identified. My posts got tons of retweets this way. Also, when people comment on your Linkedin post, comment back and Tweet that comment, mentioning the person you’re replying to. You will get more visibility this way. Good luck!

  • http://www.slice-works.com/ krabil57

    Hi Viveka, thanks so much about the tip about the gray pen on your LinkedIn profile. I never got a notice from LinkedIn that I had been accepted as a publisher. Just checked my profile and saw the gray pen. Woohoo!

  • Bill Belew

    LI is its own ecosystem independent of the Google search sphere. No need to worry abt duplicate content penalties.

  • http://www.linkedin.com/in/dougales Doug Ales

    Thank you for this valuable and informative article Viveka. When you write “If your post is viewed enough times, it’ll get picked up by LinkedIn’s newsreader, Pulse.” can you please expand on this? How many is many?

  • http://www.shawnandrews.net Shawn Andrews

    Now I understand what Linkedin was talking about with this publisher thing. What a cool concept. It is nice to add another avenue to grow a platform.

  • http://www.unveiltheweb.com/ UnveiltheWeb

    Hi Viveka,

    I started using LinkedIn’s publishing system recently and I have to say that I love it!!! It’s been huge in terms of getting people to not only see my article and what I write, but whenever I post it’s amazing the interaction, engagement, and profile views I receive.

    As a result, I have seen a major increase in connections, prospects and sales. And let’s be honest, that’s ultimately whey we are on LinkedIn, right?

    However, the key is to offer content that really solves peoples problems. If you know what problems that people are experiencing out there as it relates to what you offer it’s amazing how many people will want to engage with you.

    It’s not about selling or spam… I hope people stop doing that RIGHT NOW before a good thing turns into a bad thing via perception and reality. You do not have to do that!

    The key is just be you, find your voice, write that 500 word exceptional article that helps someone, and be willing to interact and engage.

    I really love that you brought out the importance of marketing and promoting it. That is really an exceptional point. The reason social media and blogs don’t work is because people don’t promote and are not engaging with others. We are not on an island and social media is just that; it’s “social.”

    So, if you want help getting readers then you better be prepared to help others get readers as well.

    Thanks for a great article. I really enjoyed it and the great tips!
    ~ Don Purdum

  • http://www.linkedin.com/in/bobhebeisen Bob Hebeisen

    Hi Viveka. I’m not sure what you mean when you say you wish you could turn that off. Do you mean you don’t want a list of your posts to show up near the top of your LinkedIn profile? Why not? It used to be that someone could look at your profile and see your recent status updates and comments. I loved that! It was like a little trail of breadcrumbs so new potential connections or would-be employers could see all the smart conversations you were having. It drives me crazy that LinkedIn discontinued that feature, I can’t understand why they would turn that off. One of the things I like most about the way Posts are listed near the top of your profile is that people can get to know you a little better by seeing what topics are hot for you. It’s a poor substitute for the discontinuation of showing your recent status updates & activities but at least it is something.

  • http://www.linkedin.com/in/bobhebeisen Bob Hebeisen

    Hi Viveka. I’m not sure what you mean when you say you wish you could turn that off. Do you mean you don’t want a list of your posts to show up near the top of your LinkedIn profile? Why not? It used to be that someone could look at your profile and see your recent status updates and comments. I loved that! It was like a little trail of breadcrumbs so new potential connections or would-be employers could see all the smart conversations you were having. It drives me crazy that LinkedIn discontinued that feature, I can’t understand why they would turn that off. One of the things I like most about the way Posts are listed near the top of your profile is that people can get to know you a little better by seeing what topics are hot for you. It’s a poor substitute for the discontinuation of showing your recent status updates & activities but at least it is something.

  • linkedinexpert

    Good question – and as far as I can tell no definitive answer. I know its more than 7000 because I have a post with that many views and it was not picked up by Pulse. I have a question into LinkedIn but no answer yet… John White might know- will query him.

  • linkedinexpert

    No – what I meant was in Notifications… My Notifications tab is useless – all my views and shares and interaction with MY profile is eclipsed by the 80 people who wrote a post today :( Of course I want MY post to show up and see the activity and respond – kinda the whole point of my post. The thing that bugs my is the Notifications tab being swallowed up by sometimes inferior and spammy posts. I’d like a way to choose which people’s posts I want to see without having to go in and hide everyone else’s!

  • Anna Stevens

    Please do, and hey, I sure know about lack of time, I’m there with you :-)

  • Anna Stevens

    I’m glad I did! Congrats!

  • Anna Stevens

    Working with many clients on their LinkedIn, I see it all the time. Not sure why they send some people email announcement and JUST award others :-) Hm…..

  • MamaRed

    Thanks Anna…I also used the same topic as a Kitchen Table Chat topic!

  • MamaRed

    I think that’s how I handled it (or may have put it as a P.S.) and continuing to learn through this process. I’ve got lots of ideas, always do and getting them out into the world is my big challenge!

  • MamaRed

    So did you get well and get unstuck Anna? (I know I’m a bit behind answering this).

  • Anna Stevens

    Um…. well, mine also has to do with divorce stuff and 7 months of bronchitis… I pray. I’m PARTLY unstuck :-) And hey, I’m only stuck in ONE area but I thrive in all other areas professionally and personally :-)









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