How to Publish on LinkedIn for Maximum Exposure

social media how toAre you publishing on LinkedIn?

Is your content getting the shares it deserves?

Publishing your articles on LinkedIn helps build your personal reputation and increase exposure for your business or website.

In this article I’ll share four tactics for publishing content that gets read and shared.

#1: Publish Early in the Week

The best day to publish on LinkedIn appears to be Tuesday, with Monday as a close second. Shares decline as the week progresses and by the weekend, shares are at their lowest.

shares on linkedin by date

Tuesday is the best day to publish your content.

The chart above shows the total LinkedIn shares of articles published for each day of the week. As you’re planning when to share your articles on LinkedIn, keep in mind when most people are likely to see it.

#2: Match Your Content to Popular Channels

LinkedIn matches every post to a specific channel, such as health care, big data or public relations. The more focused your post is, the more likely it is to show up in the most relevant channel.

To find success on LinkedIn, pick a specific niche you’re familiar with and write consistent, compelling content around topics in that niche.

shutterstock 171252035 linkedin image

Do you know which channel your content reaches? Image: Shutterstock.

Joe Pulizzi, the CEO of Content Marketing Institute, supports this idea as well: “What is the topical area that you want to be the leading expert in the world at? This is what you need to cover. Something niche, something practical, something incredibly useful.”

However, not all topics are equally popular on LinkedIn. I analyzed 20,000 LinkedIn articles to see what the most popular articles have in common.

I found that self-improvement topics like leadership, success, company culture and achieving greatness have more social shares, likes and views than articles about recipes or celebrities. That’s probably no surprise since LinkedIn is a professional social network.

However, I found other niche topics unrelated to self-improvement that also received a lot of engagement on LinkedIn (average shares in parentheses): social media (1,138), productivity (1,125), storytelling (1,019), customer service (545), startups (490) and economy (431).

linkedin shares by topic

The average LinkedIn shares by keyword or topic.

As you would suspect, keywords have an impact on the success of an article as well. The chart above shows the most popular keywords included in well-received LinkedIn articles.

The takeaway is pretty clear: Make sure your post improves someone’s life, either as an employee or as a leader in his or her industry.

#3: Partner With Influencers

Creating relationships with well-known, respected people in your field has always been important. What better way to do that than connecting with influencers on LinkedIn? Networking, after all, is a big part of LinkedIn.

To break the ice, ask several influencers to contribute a quote for an upcoming post, and then give them credit. When you publish the article, you’ll share it across your networks, of course. And it’s very likely that your influential contributors will as well.

In his article 17 Things You Should Never Say to Your Boss, Dave Kerpen collected 17 quotes from prominent young bosses. The post generated over 940,000 page views and 19,000 LinkedIn shares. Much of the article’s success and engagement was likely due to the prominent influencers sharing the article with their employees and followers.

If you’re looking to find influential LinkedIn publishers to partner with, try doing a domain search for “linkedin.com” in BuzzSumo. You’ll see a list of publishers who have written the most engaging content on LinkedIn.

influential linkedin publishers list

A list of the most influential LinkedIn publishers in the past year.

Not every publisher is a fit, but networking is never a bad thing. If the person is not a fit now, he or she may be in the future.

#4: Encourage Discussion

LinkedIn displays content based on metrics such as views, likes, comments and shares. The more interaction your article gets, the more prominently LinkedIn displays it.

As you choose a topic, don’t be afraid to be controversial. The more controversial your topic or stance is, the more comments it’s likely to generate, especially from those who don’t agree with you.

You can encourage even more engagement by ending your article with an open-ended question that invites readers to weigh in with their own experience, advice, questions or comments.

linkedin article with 1400 comments

End your content with a question to encourage comments.

Sam Isaac’s article about how you should treat employees who leave a company ends with an invitation for readers to give their feedback. The article attracted over 1,400 comments within a week.

#5: Optimize Headlines

Optimizing your headline is something you should always do, but it’s even more important when publishing on LinkedIn. Most LinkedIn users are very busy—they scan headlines and only click the most interesting ones.

Which headlines work best? Those that promise a list or answer “why” are most effective on LinkedIn.

List titles like the one below work especially well because they tell readers exactly what to expect from an article and pique the reader’s curiosity.

In the example below the title catches a reader’s eye because Google is a popular company a lot of people want to work for. The reader may wonder what could possibly make someone avoid working for Google. To find out, they have to click through.

list article post on linkedin

This list article generated over 400K page views and 4,000+ LinkedIn shares.

“Why” titles such as Job Interview: Why Only 3 Questions Matter or Why You Shouldn’t Say You’re Welcome are successful because they also arouse curiosity. You’ll notice that these titles introduce a little controversy too. Controversy not only encourages people to click through and read more, those readers are usually compelled to comment with their own point of view.

Wrapping Up

In the end, publishing engaging content on LinkedIn is not much different than creating content for your blog, newsletter, Facebook fans or other social followers.

It’s all about listening to your target audience. Ginny Soskey from HubSpot says, “There’s no magic formula besides knowing what your audience wants and what your goals are, and then working to accomplish both.”

The most important thing when publishing content to LinkedIn (or anywhere, really) is to zero in on a topic you’re familiar with and produce consistently useful content.

What do you think? How do you optimize LinkedIn content for sharing? What kind of LinkedIn content makes you want to click through? Leave your comments and questions below.

LinkedIn image by Gil C / Shutterstock.com

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About the Author, Henley Wing

Henley is the founder of BuzzSumo, a content marketing tool that shows you what content resonates the most for any topic or competitor. Other posts by »




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  • Lavakumar Kota

    well explained. Practicable.

  • http://davidgoecke.com/ David Goecke

    This was a really insightful post! I really appreciated the bullet you mentioned about posting at the right time during the week for when people will read the most. It’s true that “the case of the mondays” means that people are busy on Monday, but also willing to be distracted by reading Linkedin posts :) What I also liked was the popular category breakdown. It would be interesting to dive a little deeper into that data.

    Cheers!

  • Fraz Butt

    well, very well written article … i like to click on articles/posts related to my niche = SEO/Online marketing/Social Media / XYZ … and usually i try to answer the queries ( Whenever possible for me ) related to SEO questions, and advice or when some one ask in the article, if you know any better tool/software/way/tip please share with us too :) as you described. Thanks …

  • http://www.devdigital.com/ Dev Digital

    Excellent post, very useful information on Linkedin sharing. Really like the 2nd suggestion.

  • http://AuthorityMarketingGuy.com/ The Authority Marketing Guy, S

    Thank you for a well thought out article Henry. I recently received an invite to be a LinkedIn publisher and wrote two articles. Your insights are going to help me as I continue adding to my LinkedIn publisher portfolio.

  • Nick_Wright_Editor

    Great article with a lot of common-sense advice.

    As an editor, I think writers should also tidy up their copy. They should use a spell-check and a style editor – such as our StyleWriter software. Why? It helps give you a professional, competent and authoritative presence.

  • Henley Wing

    Thanks Lavakumar, glad this article helped.

  • Henley Wing

    Thanks David!

  • Henley Wing

    I think you’re looking for tools that can help you monitor your industry. BuzzSumo, Fresh Web Explorer, and Mention.com are good ones to check out!

  • Henley Wing

    Thanks! Glad you enjoy it!

  • Henley Wing

    Thanks! It takes time to establish authority and followers in Linkedin. Like Google, Linkedin probably has an algorithm that gives you more authority as you publish more and more.

  • Henley Wing

    Makes sense. Nobody likes to read writing that’s unprofessional.

  • http://113tidbits.com/ tony greene

    LinkedIn isn’t one of my more usable networks. May have to invest a few minutes in it based on what you have posted here.

  • Henley Wing

    It totally depends on your industry. Professional industries like career development, technology, green industry, healthcare thrive in Linkedin.

  • http://www.intouchmarketing.com.au/Surry-Hills Michael Ruiz

    Great post and answers some of my questions as to ‘how to get more engagement for my LinkedIn posts – thanks Henley.

  • Ritza Yana

    Great post Henley……definitely about the headline! Thank you!

  • Vanessa Perumal

    Hi Henley thank you for an insightful article. Migrating from other social media platforms where we have active conversations and where we can influence and shift business to our advantage moving to Linked In is daunting all by itself. I look forward to engaging with the tips and content your provided and hope we can share our value proposition, tap into new business and sponge in all the learnings

  • Scott L.

    Thanks for this! Was just going to publish my first article on Monday (think Ill wait until Tuesday now). Very helpful.

  • Caroline Love Coaching

    Very useful information and easy to follow. Thank you Henley

  • http://www.brandonuttley.com/ BrandonUttley

    Henley, thank you for your thorough suggestions.

    Another thing I’ve seen in very effective articles is a great author bio at the bottom, including a call-to-action or two (with appropriate links). When written in a “news style,” this can position the author well and ideally drive email signups to their website, as an example.

  • http://www.businessgrowthsuccesskit.com Alan Watson

    Partnering with influencers is great advice. These are the people that folks are listening to and to tag on their coat tails is going to give good attention to your post. It goes without saying (although I’m saying it !) your post better be good. Thanks Henley

  • Genelle Heim

    Henley – great article – thank you. I publish a mix of strategic and tactical articles, and am aiming at a very niche population: communication/pr managers who work with executives, and execs themselves. It’s a process of trial and error to see what works, but we are focused on getting execs more engage with social media and so have to overcome the obstacles they perceive.







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