Do you publish long-form content?

Are you wondering if the new LinkedIn publishing platform can help your business?

To learn about the LinkedIn publishing platform and why you may want to consider it, I interview Stephanie Sammons for this episode of the Social Media Marketing podcast.

More About This Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Stephanie Sammons, who is a LinkedIn marketing expert and CEO of Wired Advisor, a digital marketing platform that helps financial advisors create and publish content. She blogs at Build Online Influence.

Stephanie shares how marketers can make the most out of the LinkedIn publishing platform.

You’ll discover what type of content works best, when to schedule posts and how you can use the platform to grow a following.

Share your feedback, read the show notes and get the links mentioned in this episode below!

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Here are some of the things you’ll discover in this show:

LinkedIn Publishing Platform

What is the LinkedIn publishing platform?

Stephanie explains that the LinkedIn publishing platform was first made available to around 500 LinkedIn influencers. These individuals were chosen by LinkedIn to be a part of the initial rollout.

unlocking the experts

The initial rollout was to 500 influencers on LinkedIn.

More recently LinkedIn has opened up the publishing platform to all 277 million+ members. It will be rolled out over time, allowing every single person the opportunity to publish his or her own content on the LinkedIn platform.

Listen to the show to find out why this new addition is great for publishing long-form content.

Does the LinkedIn platform support images and multimedia?

Stephanie says that you can embed content from SlideShare, which is owned by LinkedIn. It’s a network where you can publish PowerPoint presentations, Keynote presentations, PDFs, white papers, infographics and embed videos from YouTube. In addition, you can embed images in the posts that you publish to LinkedIn.

linkedin post with image

You can embed images within your post.

The formatting capabilities are very similar to a basic blogging platform. It’s a little bit easier to use than WordPress, although you don’t have the ability within the editor to categorize or tag your posts. You can use headers, bullets, numbered lists, bold, italics and hyperlink text as well.

Listen to the show to find out why it’s really important to double-check your post before you hit Publish.

Marketers and business owners should consider posting content on LinkedIn

You have to remember that LinkedIn is your professional identity online and this not only gives you an opportunity to demonstrate and illustrate your expertise, but also to get in front of a very active and engaged audience.

stephanie sammons linkedin profile

LinkedIn is your online professional identity.

You’ll discover why you now have the ability to grow a following on LinkedIn—even with people who aren’t in your LinkedIn network—and how this can be a huge benefit to your business. It’s still important to have your own platform that’s away from all of the other social networks.

One of the real advantages of when you use the LinkedIn publishing platform is that you can grow an audience very fast. My friend Dave Kerpen, the founder of Likeable Media, is a great example.

Although he has mostly written for traditional print and didn’t really have a huge platform online, he was able join the original LinkedIn influencer network. Since then, he has seen amazing growth as a result of the articles he has published on the platform.

You’ll hear about an article that Dave wrote on the LinkedIn publishing platform about 10 Marketing Podcasts That You Ought to Listen to and how this affected the podcasts mentioned in a phenomenal way.

dave kerpen ten podcasts

This article by Dave Kerpen led to amazing results.

When you put your content together, Stephanie advises you to think about topics that have a broad appeal to the type of people who make up the LinkedIn professional network. Also check out the type of articles that Dave has published, as he is a great person to learn from.

Listen to the show to find out another benefit to being part of the LinkedIn influencer network.

The ability to repost published posts on LinkedIn

Stephanie says that there is no rule that your content has to be original. If you are a blogger who is already publishing long-form content on your own blog, then this new publishing platform gives you the chance to shine, especially if your audience is on LinkedIn.

The posts that Stephanie has already published on LinkedIn are repurposed blog posts. She made a few changes such as the title and a small amount of text. Remember that you’ve already put the hard work into your posts and this is just another opportunity to showcase it to a broader audience.

stephanie sammons linkedin posts

Stephanie repurposes her blog posts on LinkedIn.

Not only can people comment on your posts, they can also share it on Twitter, Facebook, LinkedIn and Google+.

You have to be careful that the post is not self-promoting or salesy in any way. These posts are designed to educate your audience and help the members of your network and beyond. This is what you need to focus on.

When you create your own bio section within the body of the post, you should include a few sentences about who you are, what you do and who you help, and then you can add a link back to your blog or website.

linkedin bio within post

Make sure you include a link back to your blog or website within your bio inside the post.

Listen to the show to hear why it’s important to link your name in your bio to your Google+ profile.

Post frequency

You first need to start with a great headline and make sure you incorporate an image into your posts. With the first paragraph or the first few sentences, you should be able to reel someone in as they come across the post and want to learn more.

When it comes to the length of a post, LinkedIn recommends that you write 400-600 words per post. However, Stephanie’s best post so far has 1500 words. Stephanie says that you should test for yourself to see what will work best for you.

The final stage is to figure out what time to publish. You’ll hear the times that work best for publishing or sharing something on LinkedIn.

Once your post is published, it will appear as an update in the news feed with an image, if one is attached.

linkedin newsfeed

This is how the published post will appear in your news feed on LinkedIn.

If you want to discover the people who write on this platform, you can find them on the Interests tab under Pulse when you log into LinkedIn.

When you visit the Pulse page, you’ll see all of the influencer posts, plus all of the news that comes in from outside sources. This is where you can customize and choose the channels you want to follow. Now there is also a tab within Pulse for All Publishers.

pulse all influencers

Within Pulse there is an All Publishers tab.

Just because there is an All Publishers tab doesn’t mean that the content you publish on LinkedIn will be discovered there. You’ll find out what Stephanie’s opinion is on this and what will give your post more exposure.

When you do publish on the platform, all of the posts will be showcased under your basic headline on LinkedIn. This means they are above the fold on a screen and are very visible. People can then choose to follow you from the top of your profile.

From the moment you publish your post, you will be able to see how many people have viewed it, how many have shared it across the various social networks and how many comments there are.

views on published linkedin post

LinkedIn shows your post’s performance in real time.

You’ll discover why it’s so important to physically share the post with your network, and why it’s essential to grow a high-quality network.

Stephanie Sammons podcast

Check out the full podcast episode with Stephanie Sammons.

Listen to the show to find out the posting frequency of influencers and how often Stephanie posts.

Discovery of the Week

I recently discovered a tool called Twitonomy, which provides you with intelligence or insight into anyone on Twitter.

When you visit the site, you first need to log in with Twitter and then you can add anybody’s Twitter handle. For example, I looked at Chris Brogan‘s.

It shows you some of the basic things you would expect such as most recent tweets, people you’re following and people following you, but it also gives you some very interesting analytics.

For Chris, it shows me that he tweets on average at least 63 times a day and gets 141 retweets. On a graph it displays over time when he is most active and the people who have retweeted him the most. These are probably some of his biggest fans.

You can see the people he has replied to the most, mentioned the most, the hashtags he has used the most, the tweets that have been most retweeted by him and favorited and his tweets that have been most favorited.


Twitonomy shows you the days of the week and the hours of the day when Chris is most active.

You’ll discover the other kinds of analytics you can see and why it’s also interesting to check out your own profile.

I highly recommend that you check out Twitonomy.

Call in and leave your social media–related questions for us and we may include them in a future show.

Listen to the show to learn more and let us know how this works for you.

Key takeaways mentioned in this episode:

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What do you think? What are your thoughts on using the LinkedIn publishing platform? Please leave your comments below.

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  • I think the LinkedIn Publishing platform has some real upside for many business owners and marketers. Published content that collects social signals and shares does wonders for an author’s authority and for many the LinkedIn publishing platform might be one of the best places to get exposure, build engagement, pick up +1s and send Google an authority message.

  • I have been reading about LinkedIn since my first day of blogging. But frankly telling I couldn’t figured out about it. How to use it in an effective way? What’s the benefit? Still trying to know more about LinkedIn. Hope to get useful stuff to read.

  • Hi Ravi – Thanks for your comment. Go here and scroll down for helpful articles:

  • I agree it is worth looking into Patrick

  • Ben Greenfield

    When I log into LinkedIn, I’m not seeing this ability to publish. Where is it?

  • Ben Greenfield

    thanks! filled out the form.

  • Great article about the power of the new LinkedIn Publishing platform. I posted an article on April 7th on the new platform, entitled “Why I Say No to Coffee Meetings”. Within 2 hours it had over 10,000 views. As of today (April 18) it has had over 57,000 views, over 2,300 shares, over 500 comments and over 300 likes. It also garnered me 2 radio interviews, 2 new coaching clients, 2 new training clients, and 4 joint ventures under discussion. I also gained over 100 new followers. To say the least – I LOVE this new platform. I will be continuing to use it to build my brand and my biz.

  • Great interview full with Linkedin information. I recommend to follow Stephanie at least on twitter. I am glad i listened to this podcast.

  • Great podcast! I was wondering about this platform and the benefits of using it. Just the tips about LinkedIn and G+ were worth the listen! Thanks Mike and Stephanie!

  • Thanks Amy 🙂

  • Glad you found it valuable Elsehsah

  • Wow, that is crazy! Thanks for sharing.

  • I couldn’t believe it either!

  • Loved this episode! Thx so much Stephanie for providing such great information and Michael for a fantastic interview. Can’t wait to give this a go!

  • Well said @patrickmcfadden:disqus – my thoughts exactly. This is as much about Google authority as it is LinkedIn. As Stephanie noted, LinkedIn is our online professional reputation for most people, and LinkedIn and Google play well together.

    What is exciting is how one article can go viral; and my observation is you don’t even have to be a pseudo-celebrity for that to happen. You just need to publish content that resonates with the LinkedIn community.

  • Thanks much Natalie 🙂

  • Are you gonna give it a try Jeff?

  • Monday morning! 2nd one is planned for the following Monday.

    Stephanie answered most of my questions at #SMMW14 – and this wraps it all up. 🙂

  • Thanks Mike and Stephanie… great podcast. Got just the info I wanted regarding repurposing content. I was not sure about doing it and many other rules that were mentioned here. How do you link your name to G+? can give more details on this particular one? thanks again

  • Thanks Esteban, I am not sure how to link your name to Google+

  • Hi Esteban. All you need to do here is in the bio section that you create for your posts, hyperlink your name to your G+ profile

  • Thanks Stephanie… saw an example from your blog; will be doing the same in mine. Is this something you’d do as well in your LinkedIn posts’ bio?

  • stephanieward

    Excellent information, thank you Mike and Stephanie. You can “apply” to get early access here: I did it and got access within a couple of days.

  • Jamie D.

    I just started using the LinkedIn Publishing platform a few weeks ago. I have 9 posts and I must say that it is exciting to see your content being read by a totally new group of folks you have not reached out to before. My first posts now have more than 3,000 reads. Not Richard Branson status, but respectable. I loved this podcast and picked up some great new tips. Thanks!

  • How to publish on LinkedIn isn’t obvious, even to someone like me who has access to it. If you’re wondering whether you have access, or how to find your LinkedIn Publisher page, here is the link that goes directly there:

  • Leah Van Rooy

    Can you post to the publishing platform as a business… or only through your personal profile?

  • Thank you so much for this article and I have now published my first article on linkedin because of this information. If any of you could please check it out my profile name is James Z Dooley – it is about artificial grass which ok is not relevant to SEO but its to check your thoughts on the layout etc. I will be doing some on social media and SEO so anyone who helps out on this I will make sure I give you a shoutout and although I only have 3200 followers at present once I start to publish weekly im hoping this should grow.

  • @mikestelzner:disqus are you able to post a link on these comments or do you prefer not to because I could post my article for ease of seeing it? Just want your feedback on what you prefer. Plus I will be sure to mention yourself and @stephsammons:disqus in one of my upcoming blogs I publish because I have also got the 10 podcast link aswell which is amazing because i have been wanting to find seo podcasts for a while as i drive to sites or on a run can listen to them. Thanks again!!

  • So do you reckon it defo will help google authorship. I have added it onto my contributor list and at the end of my article linked to my google plus so is that all you will need to do for cross reference and building author rank? Do you think there is defo a metric for author rank?

  • A link works but goes into moderation for review

  • James Hancocks

    Would re-purposing your own blog content on LinkedIn be considered duplicate content and bad for SEO?

  • Another great interview! I have been experimenting with LinkedIn publishing and it’s becoming one of my favorite ways to publish content. I’ve always seen LinkedIn as the “serious” way to connect with other business people and entrepreneurs. My thought has been if they are serious enough about building their skills and building a business, then they are going to be active on LinkedIn. I just had a published post go “off the charts” last week, which was really encouraging. I haven’t had that kind of success with my blog or other social media platforms. The cool thing was that it set off a flurry of sharing on Twitter as well, which was a great benefit. I’m going to incorporate the Bio tip at the end. Thanks for another great episode!

  • Glad you found success with that Shane!