I’m a massive advocate for publishing your own content on your (WordPress) blog (which is on your (WordPress) website, as we need this for Search Engine Optimisation). That will never change. But there is an outlet on social media to publish content that may just get you a few more views from a specific audience.
LinkedIn and therefore LinkedIn Pulse is the answer.
LinkedIn Pulse is a blogging platform built right into LinkedIn. It is separate from your website, so you won’t get into trouble with Google (as long as you change 30% of the written content) and publish the LinkedIn article a week apart from your website blog post for duplicating content.
I’ll leave you to decide which goes first, but you have more copyright and Google will index the earlier content first (HINT: So, post on your website first!). You can therefore tailor content slightly differently on LinkedIn, which means writing slightly different things therefore. As long as it is your own content then you are fine on both counts. So get writing!
I’ve looked at LinkedIn before on this Online Marketing blog, so do have a read here to make sure that your LinkedIn Profile is up to date. Please note that a LinkedIn article is different to a LinkedIn post (social media update). There are 4 different buttons on the top section of LinkedIn for this. Try each one in turn and you will be able to tell the difference in no time.
LinkedIn is strictly a B2B platform. Originally “Pulse” was open to the biggest influencers in the business world and proved a great opportunity when it was rolled out to everyone else for publishing article / written content. Pulse articles went into a “Top 100” on a separate trending page but this was soon phased out. The Pulse part of LinkedIn in the URL for articles remains. This is what separates your article from the rest. E.g. https://www.linkedin.com/pulse/cost-free-5-truths-rebecca-harvey/ See how your name is also a big influencer here too? I talk about this in my other post also.
As we know with social media, who gets shown what and when is down to ‘secret social media mystic ‘algorithms’, so please make sure that your content is relevant to your connections on LinkedIn (which it will usually be in the business world), there are some B2C business’ that may struggle e.g. jewellery and skincare products for example, but they should know their audience and LinkedIn members are people after all.
Articles stay on your profile. There is a small section at the top underneath your contact details, so people can browse this section. There is no need for them to trawl through past posts. Just ignore the fact that I published 3 of these within a day of each other (prepping for training!).
Once you publish it, the article will be posted to your newsfeed (like a post update, so this is where confusion always lies!) as a link to go and read so there is not much manual intervention there. You can over-ride with an image and write something about your article, which I think is always great. Don’t forget to still tell LinkedIn about your blog content on your website by doing a usual social media post update and pointing this back to your website. These are different so take some time to familiarise with strategy and what goes where and when.
The article will generate a lot of initial interest and then this will dwindle. You can always repost the link to the article at a later stage. If something comes into the press that you have written an article about in the past then your article may get more views as people search for topics, but this stands with your website’s blog anyway. Linkedin articles do show up on Google but I’ve never found much option to optimise them for SEO (Search Engine Optimisation) apart from the title tag used and the Heading tags (Meta). I certainly don’t come up top for searches for my Linkedin content though I do for my website blog. We are dealing with a different audience though so please bear that in mind.
When you write up your LinkedIn Pulse article, have it ready offline on a Word document, you can then copy and paste the content in (Paste and Match Style on Google Chrome to dispel and code / formatting created accidentally). Choose a great eye-catching title you’re your post and make this at least 10 words long. Choose a great header image. There are some great one’s on Pixabay / Unsplash which are FREE image sites where you don’t need to credit. Images are royalty and copyright FREE. Choose an image carefully which matches your article content and also your brand.
Some camps (particularly the self-development world) are calling LinkedIn Pulse articles; “self-publishing”. So you might even be able to go as far to confirm bragging rights that you are an author. I’ll leave you to decide if and how you want to use this information!
If you like what you have read, or are abit confused, or now need some tea and cake – Then get in touch! Use the Contact Me form on this website and I’ll get right back to you!