In February, LinkedIn announced that its exclusive publishing platform, once limited to about 500 influencers, would be opening up to all LinkedIn users. The news was met with some excitement, but also a lot of questions! Why should I use it? Does it have to be original content (no)? What should I write (what you know and what is helpful)?
I was definitely on the fence about it until I listened to Michael Stelzner’s Social Media Examiner Podcast with Stephanie Sammons. Something Stephanie was quick to point out is that it’s not a case where you can publish and forget it. You’ll need to share a link to your post as a well-timed update on LinkedIn and elsewhere, too. That said, I’ve applied for the program and am rather anxious to get started. Here’s why:
LinkedIn Publishing Platform Benefit #1: A Boost to Your Profile
When you publish a post on LinkedIn, that content becomes part of your professional profile, and is visible on your profile right at the top. It used to be that you could attach your blog to your profile, but since that went away, if you wanted your content to become a permanent part of your profile, you’d have to add every article to the “Publications” section, which is tedious, and not very eye-catching.
Now, anyone who checks out your profile can hardly fail to notice your posts. This builds your credibility and gives people an easy way to see your work.
#2 Expand Your Network with More Followers
The content published on the platform is distributed to your network, just like any other status update you send out. When connections like, comment or share, your update may be visible to all their connections, as well. Those people can then decide to connect with or follow you, just like with any other update.
With the LinkedIn Publishing Platform, your articles will also appear in Pulse, where they are discover able to every single LinkedIn user. If someone likes what they see, it’s very easy for them to follow you. No connecting, no introductions – they just see your articles in their feed.
#3 Improve Your Author Rank with Google
When you add a new post, make sure to include a short bio at the end. Link your name to your Google+ profile to send Google the signal that you’ve been published on this very reputable site.
#4 Increase Traffic to Your Website
While your posts on LinkedIn should be helpful and informative and not “salesy,” you can link back to your own website from within the article. This makes the most sense when you’ve published other related articles and provide links to them for more information. These links are high quality, relevant and may be indexed faster than those on lesser-known sites.
#5 Increase Social Shares
It’s very easy to share these articles to social media. You’ll know how many times your article is tweeted because it adds your handle to the auto-generated tweet. Several of the articles I looked at had a decent rate of social sharing.
#6 Notify Your Connections
I had to come back in and update this to add that, when someone I’m following publishes a post, I get notified! Today (5/29/14) is the first day I’ve seen this, and I know other connections of mine are publishing, so it may not be that every post generates a notification to every connection, but it certainly got my attention!
What About Duplicate Content?
LinkedIn does not require that posts to the publishing platform be original. According to their Rights and Responsibilities page, “You can republish something that you have published somewhere else as long as it is your original content that you own the rights to.” However, they make no comment on the possibility that syndicated content COULD be viewed by Google as duplicate content. It is very possible that an article on both your own site and on LinkedIn’s publishing platform could only appear in search results for the LinkedIn version.
What you could do is rework blog posts specifically for LinkedIn. Change the language up a little, knowing your audience is perhaps a little more sophisticated than your typical blog reader. Take older blog posts that are still relevant and update them.
Do you plan to use the platform? Have you already used it? We’d love to hear how it’s worked for you!
- What LinkedIn Publishing Does for 8 Successful Business Owners (business2community.com)
- 3 Ways to Use LinkedIn to Build Your Career (personalbrandingblog.com)
- LinkedIn Publishing Platform: What Marketers Need to Know (socialmediaexaminer.com)
- 20 Blogging Sites That Can Help Your SEO (traffictravis.com)
- LinkedIn’s New ‘Publishing for All’ Raises Duplicate Content Questions (hubspot.com)