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social media how toWant to give existing content new life and greater visibility?

Looking for a way to publish more often without much extra work?

Use LinkedIn Publisher to consistently provide useful content for your audience, gain visibility and build your professional identity without writing anything new!

In this article you’ll discover three ways to give existing content new life using LinkedIn Publisher.

republish repurpose and reinvent content for linkedin publisher

Discover how to republish, repurpose and reinvent content with LinkedIn Publisher.

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#1: Republish Blog Posts

One of the fastest ways to get started on LinkedIn is to copy and paste your complete content posts from other blogs. If you decide to go this route, there are a couple of things to keep in mind.

It’s important to understand how Google views duplicate content.

You should wait at least two weeks after the post publishes before you republish it to LinkedIn. That gives the bots from search engines enough time to index and understand which post is the original, and rank it higher than republished content.

Barry Feldman posted an article on LinkedIn a month after it originally appeared on his blog.

barry feldman blog post and linkedin post

Copying and pasting entire blog posts onto LinkedIn is common practice among top social media and marketing professionals.

To let readers know where to find the original postinclude a sentence at the beginning or end that directs readers to the original version. This is especially important when you republish your guest post from another company’s blog and it’s a nice rule of thumb to adopt when you republish your own content.

Readers will know where they can find more of your articles. Plus, they’ll see you’re honest about republishing your post.

Take the time to craft a headline that’s a little different and specific to the LinkedIn platform.

For example, when Guillaume Decugis republishes content on LinkedIn, Medium and other syndication sites, he changes the title of each post to distinguish and optimize it. Then readers who search for the keyword will see multiple versions of the headline on the first page of search engine results.

search results for repurposed article

When Scoop.it republishes content, they use different headlines optimized for the various platforms to distinguish the posts.

Remember, treat LinkedIn Publisher as a distribution channel, where the goal is to increase visibility and grow your audience. Send people back to your blog, so they can get to know more about you and your business.

#2: Repurpose Long-Form Content

Do you have robust ebooks, case studies and speeches that are too long for LinkedIn? No worries. It’s easy to optimize your existing long-form blog content for LinkedIn Publisher.

Take your long-form blog posts or ebooks and break them down into multiple individual postsInclude additional images and subheads too. You can even take old speeches and write them as LinkedIn posts.

ann handely linkedin post

Ann Handley used a 2013 speech to publish this 2015 article on LinkedIn.

For example, Ann Handley (who does an excellent job of mixing new content and repurposed content into her LinkedIn Publisher posts) recently reimagined a speech published on her blog in 2013 for a LinkedIn Publisher post in 2015.

#3: Use Previous Content to Inspire New Posts

If you don’t want to republish the same content (or even parts of it) from your blog, there are a few other options to avoid starting completely from scratch.

Take a look at the analytics from your published content to see which articles performed best. Look at traffic, social media shares and any other metrics you monitor for performance.

Then try to figure out what made that content so successful. One way to do this is to ask yourself questions about each post. Once you determine the source of that success, write a new article for LinkedIn that’s similar.

You can also go through your blog and find articles with similar themes. Then pick the big ideas from each post and turn it into a list post on LinkedIn.

neal schaffer list post on linkedin pulse

Neal Schaffer linked to past articles and podcasts in this list post.

Include a summary paragraph or two from each post, as well as a link back to the original.

Tips for LinkedIn Publisher Engagement and Visibility

Whether you republish existing content verbatim or revise it, there are a few things to do to optimize it for LinkedIn.

OkDork analyzed 3,000 of the most successful LinkedIn Publishing posts to come up with these helpful takeaways:

  • Write headlines between 40-49 characters long.
  • Use “how,” “how to” and list headlines for good performance.
  • Break up posts into scannable sections using LinkedIn’s inline headings.
  • Include many images in your posts. In this study, posts with eight visuals got nearly double the amount of page views as those with any other number of images.
  • Write long-form content (between 1,900 and 2,000 words), as those posts perform best.
  • Use media formats such as videos and presentations sparingly, since they don’t perform as well.

Next, when you publish on LinkedIn, use a distribution plan similar to the one you use to share content posted to other platforms.

sharing schedule on coschedule blog placeit image

Create a sharing schedule for your posts on different social networks. Image: Placeit.

Create a social media sharing schedule to share your LinkedIn posts more than once on various social media platforms. This will increase awareness and bring traffic to your posts. Then use that same social media sharing schedule a month or two after you publish your post to give it an extra boost.

Another source of visibility is keywords. If you don’t already know the specific keywords for your niche, spend half an hour using Google’s Keyword Planner tool to discover actual words your audience is using to find content in your niche. Then, use popular keywords in the text of your LinkedIn posts so they catch the eyes of readers looking for that content as they scroll through their Pulse news feed.

google keyword planner results

Use Google’s Keyword Planner to find the words people use to find content in your niche.

Additionally, come up with a list of keyword tags and choose a few that work well with your niche. When you republish your posts, tag them with keywords for maximum exposure.

Finally, chances are you’ve been building your email list ever since you started to create content. Just as you’d share a blog post from your website, share your LinkedIn posts in your email newsletters. Simply add a section to your newsletter to highlight your curated LinkedIn content and include links.

Over to You

LinkedIn Publisher is an excellent resource for increasing your visibility and thought leadership. Republish, repurpose and use ideas from existing content, and you’ll never be at a loss for ideas.

Be sure to share often and in various places, so your audience finds your content and can benefit from your knowledge.

What do you think? What types of content do you publish on LinkedIn? What strategies drive more visibility? Please share your thoughts in the comments.

CoSchedule blog image created with Placeit.
how republish repurpose and reinvent content for linkedin publisher

Tips for republishing, repurposing and reinventing content with LinkedIn Publisher.

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  • Kathy

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  • albonilla

    Nathan, thanks for sharing these excellent tips on how to republish content on LinkedIn. I found the article super helpful.

  • Hey @albonilla:disqus, thanks for reading! It’s definitely a great way to maximize the work you’ve already done. Good luck as you get started!

  • Anton Eliasson

    Great article Nathan, will definitely take your advice!

  • Hey @antoneliasson:disqus, I’m so happy to help! I see this as an easy way to share your content again, while getting the opportunity to grow your audience on a new platform. Good luck as you get started!

  • I like the idea of changing the title each time you republish it or share it to other sites. That will really help you rank for different keywords even for a little.

  • Great post Nathan.

    Have a question?

    For our startup we have a similar structure on our blog likeSME where we have guest post writers 3 times a week.

    You mention: “let readers know where to find the original post, include a sentence at the beginning or end that directs readers to the original version”

    Do you think linking back to the original and tagging the author/giving them credit is ok for posting on publisher.

    Thoughts as I’d love to add more to LinkedIn since it normally drives me sales/engagement.

    Thanks ~ Mike

  • Oh wow, @cyphermp:disqus, that’s an interesting idea.

    It’s a common practice to choose a keyword to target in your posts. Many times, there are synonyms of your keywords you may opt to use just to vary it up a bit. I’d like to research this more to know Google’s stance.

    I’d say the big reason to write headlines differently would be to optimize for what performs best on LinkedIn Publisher. Yet, like you mention, there could be other benefits.

  • Hey Mike, that’s a super interesting idea. As I was doing research here, I remember reading a very specific document from LinkedIn about what content to publish.

    This gets close: https://help.linkedin.com/app/answers/detail/a_id/47445/ft/eng

    Companies, like SocialQuant, aren’t able to post content on LinkedIn Publisher—just individuals like your personal profile, Mike. I did read further into LinkedIn’s guidelines, and somewhere I swear they mentioned to only publish content that you have written yourself.

    What I would do in this situation is to ask your guest authors to republish those posts with the disclaimer. This sounds like an interesting way to connect with your guests’ audience, too, introducing them to your brand through LinkedIn.

    I haven’t tried that hack quite yet, but it’s on my radar for our blog, too, and this is the method I plan on testing out. I hope that helps, Mike! Thanks for reading.

  • Great article Nathan, just have a question here: sometimes linkedin gives you a do-follow link and sometimes its a no-follow one. Is there a list of recognized websites in their database to which they link with a do-follow attribute?

  • Thanks Nathan great advice.

    I was going to post it on my personal profile since I have a large connection base, but I like your idea of reaching out and having them post it on there’s to tap their audience and bring them to our blog.

    Great advice and would love to hear how it works for you in the future.

    All the best ~ Mike

  • Great website! I found this site from buzzsumo.

  • Thanks for the very insightful article. I have a question about #1. What if someone who follows our blog copies our entire post and published it on LinkedIN before Google was able to index it? Will our blog post be a duplicate? Again thanks for writing this article.

  • Hey @trumpia:disqus, that is a great question. LinkedIn only wants you to publish content that belongs to you as the author. Republishing other people’s work as your own isn’t something they stand for, and that could likely be a reason they modify their free publishing for all approach, in my opinion.

    If you have guest bloggers who are copying and pasting their own posts, that is alright. I would ask them to wait a couple weeks before republishing.

    Now, for Google, republishing that early isn’t always a big deal, really. Google is a very smart tool, and even though I suggested two weeks, there really isn’t a definite time to wait to republish to give Google enough time to crawl your site (based on my research behind this post).

    I think your bigger issue with your example is unethical republishing of your content.

  • Marlene44845

    I quit w­or­ki­ng at m­y 9-5 job a­nd today I get paid eighty five bucks per/hr. …Wonder how? I am working via internet from my home! My old job wasn’t for me ,s­­o I decided to try something different… Two years after…I can say in great confidence it was the smartest decision i ever made! Here’s what I do

  • Has anyone seen a post on Pulse with 8 or more images? I am skeptical of this claim: “In this study, posts with eight visuals got nearly double the amount of page views as those with any other number of images.”

  • Well after a bit of research from my own side, I have found that there is a particular list of recognized and trustable domains which LinkedIn links with a do-follow attribute. The same goes for Quora and reddit, if you are sharing post from a recognized website then they most certainly reward you with a do-follow link.

  • Romona Foster

    Nathan, this is awesome! I teach my class attendees how to repurpose their blog content to social media all of the time. I never mention this because, I thought Google would not smile upon the duplicate content on LinkedIn’s publisher platform – as I think of it much like a blog post. I have reused only one of my blog posts on the LinkedIn publisher platform, but was not really comfortable doing so. These are some really, really GREAT tips! Thanks a bunch.

  • Romona Foster

    Nathan, this is awesome! I teach my class attendees how to repurpose their blog content to social media all of the time. I never mention this because, I thought Google would not smile upon the duplicate content on LinkedIn’s publisher platform – as I think of it much like a blog post. I have reused only one of my blog posts on the LinkedIn publisher platform, but was not really comfortable doing so. These are some really, really GREAT tips! Thanks a bunch.

  • Hey Nathan thank for the great insight. I really appreciate it.

  • Hey Romona, thanks for reading! There is definitely opportunities to distribute your content in more places, even other than LinkedIn. I encourage you to check out Business2Community and sites like Medium.

    Those are great source to help you connect with people who really want to learn what you have to say!

  • Hey @michael_webster:disqus, I hear you there. I have seen long posts with no images that get a little overwhelming because they’re so text-heavy.

    The main point to remember there is to break up long strings of text with quotes, indents, bullets, numbered lists, or images to help skimmers gather the info you’re providing quickly. This advice really goes for any post you write to help your audience full of different learning styles get the information they need. It’s definitely helped us improve our blog!

    I hope that helps!

  • LorraineYTaylor

    Excellent tips. Thanks.

  • Thanks, this is really useful information. I’m definitely going to give these tips a try.

  • This is a great idea to rewrite your old posts ,as a result it will make your posts SEO friendly and will keep your blog/domain away from Google Panda update Penalty. I do this once in awhile, I thought about going through some of the older ones that I believe would be helpful and plan to reschedule them or post them as newer blog entries. You should change the date to latest date..but don’t dig and bring the oldest article because the user may think you are lagging behind better to update the previous date.

    Also, Interlinking old posts within the new articles will play a major role in proper indexing of those articles. It works most of the time. These old posts have good page rank, so we can share the page rank to other new posts. This will increase the SERP ranking also. I think Related posts and putting them on the sidebar is the best option to get them noticed…

    Really this post will be of great help to make the blog look and behave like a website so that the good content remained evergreen. Thanks!