LinkedIn, the world’s premier business-oriented social networking service, has recently made the decision to open its content publishing platform to its members, of which there are roughly 277 million.
What does this mean for you and your business?
First and foremost, this will extend your reach. Since LinkedIn membership is so globally widespread, and all members will have access to the content that you provide, it is important to create high-quality content that will catch and hold the attention of your intended audience. The best part: People will not have to be in your network in order to see the content you publish.
Second, you can follow other publishers and enhance your own network with more followers and varied information. A publisher’s profile information is attached to everything they publish, so it is a great tool for finding new experts in different fields and connecting with new people because you have an interest in the content that they produce.
So what do you write about?
Anything that sets you or your business apart from the rest. Obviously you want to write about topics you are experienced with and have valuable insight to offer to your readers. You want your articles to be written in a way that will resonate with and engage the reader. The best way to do this is provide them with information they didn’t already know—industry trends, lessons you’ve learned, or news items are all good examples.
- Keep your articles to the point. Don’t try to address too many topics in each article or the reader may become frustrated or confused as to what point you are trying to make. Pick a theme for the article and stick with it. Try to come up with one new article each week, this lets your readers know they can count on you for regular insight and tips without inundating them with brand new content every day, which can become tedious.
- Keep in mind that your profile will be tied to all content you publish, so refrain from publishing anything that could negatively impact you or your business. Avoid language that could be obscene, intimidating or unprofessional.
- According to LinkedIn, well-received posts tend to be longer than three paragraphs long and are usually between 400 and 600 words. Do not make your paragraphs too long, or readers will tend to skim over them, looking for smaller and easier to digest paragraphs to read instead.
- The use of images, charts, or videos can also help break up the text in your article and keep the reader engaged. A good clear image can also catch the attention of a reader who may be looking for something interesting to read.
Content publishing on LinkedIn is just one more new and exciting tool that you should keep in your business’s social toolbox, along with other sites such as Twitter, Facebook, or Instagram. If you need additional assistance, please don’t hesitate to contact me.