If you are a LinkedIn member – and there are more than 500 million connections – you can be a content marketer on the platform.
About two years ago, LinkedIn opened its publishing platform to all its members, allowing them to publish blogs directly and promote their content throughout the LinkedIn network and beyond.
LinkedIn is primarily a B2B social media platform, both B2B and B2C brands can benefit from publishing on it.
Executives from Virgin, GE, and Microsoft all publish their articles on LinkedIn.
Publishing directly on LinkedIn increases their reach and allows them to connect directly with their followers.
There are two main ways to publish on LinkedIn. The first is through LinkedIn Publisher, in which a LinkedIn member can write a long-form article usually five to seven paragraphs and share it with their LinkedIn network. The second is through a LinkedIn status update for short, concise updates and messages.
As LinkedIn’s publishing opportunities have evolved, there are three things you need to know.
1. LinkedIn publishing is still relevant, but …
I’ve been posting through LinkedIn Publisher since 2014 and still like its utility in content marketing.
But over the last year, engagement has decreased.
As you’ll see below with specific examples from my LinkedIn published posts and status updates, the change is remarkable.
From personal experience and observation of other metrics from clients and colleagues, it is clear that short-form status updates are proving to get more comments and shares than LinkedIn long-form articles.
My content marketing strategy is simple:
- Provide content that’s valuable to my core audience
- Post three to five times per week
- Mix my content shares between other sources and my original content
- Use hashtags to differentiate my content and help it become more discoverable
Looking at the analytics for one of my recent LinkedIn posts, a long-form post of approximately 350 words.
I used LinkedIn Publisher to create the post.
I received 170 views, four comments, and 21 “likes.”
Comparing that to a recent LinkedIn status update, which was about 30 words.
It had 3,515 views, three comments, and 36 “likes”.
That spoken, a content marketing plan incorporating both LinkedIn blog posts and status updates is a solid strategy.
Use status updates for quick, easy-to-read messages.
Elaborate in long-form LinkedIn Publisher posts about twice a month.
2. A video is available and highly engaging
LinkedIn now gives the user the ability to post video status updates directly on the platform.
Plus, it also allows the user to add video to company page updates and his LinkedIn profile.
It’s a dynamic way to engage your audience and get more views of your content.
Kristen Cox has learned the use of LinkedIn video and content marketing on the platform.
She produces a 60-second video status update on a topic and refers to a LinkedIn post she has written on the topic.
It gives her audience relevant information while driving traffic to the article and deepening engagement.
Here’s an example. Kristen posts a status update:
Notice at the end she references her full LinkedIn article:
3. LinkedIn is perfect for writing once, sharing multiple times
Do you already blog somewhere else?
Share it with LinkedIn Publisher.
This can be done in a few easy steps.
Cut and paste your headline, image, and body copy into the LinkedIn Publishing page.
But here’s the catch, add a simple phrase – “as originally seen on the ABC blog” and include a link to it.
You not only have a new LinkedIn post, you’re also driving traffic to your website.
Have a look at a blog post from Craig Mathews of Big Think Innovation that he posted on LinkedIn as an article.
Notice he also added a link to the Big Think Innovation blog:
And here’s the blog on his website:
You can use this strategy in multiple ways on the LinkedIn platform.
For example, if you write an article on the top five things you need to know about your industry, post a series of five status updates each with one of the points and always link to the original article.
4. LinkedIn can be a viable content marketing platform
There are several ways to use LinkedIn for content marketing, but, as with any channel, the content needs to be relevant to your specific audience.
Take more time to understand the features of LinkedIn and how it can be used for content marketing.