This morning I helped a friend put his first blog post on LinkedIn publisher. At the time I didn’t think anything of it as, blogging, whether on LinkedIn or my own blog site is something that I just do. (And have been doing for the last 7 years…) This blog post contains some of the tips I suggested to my friend to make sure he got the most out of his writing efforts and enjoyed LinkedIn publishing success.
Make your headline clickable not clever
When you blog within Linkedin your 1st degree connections and LinkedIn followers will get a notification that you have published a blog post. (See screen grab to see how you are notified about your LinkedIn connections publishing a blog.)
As you can see clever headlines don’t work. You have a mere split second to convince your 1st degree connections that there is something of value for them within your blog post. And, you only get the title of your LinkedIn publisher post to convince people to click. For LinkedIn publisher success, you need to take your time with your blog post title. Make sure that your blog post title clearly states the value to your ideal reader within the headline.
Whilst you may think that the headline format ‘4 things…’ is now passe, this really isn’t the case.
I know I’ve just said that you need to include the value to the reader in the blog post title, but you also need to try and get the title short and sharp. Apparently, the best length of a post title is 40-49 characters (see we analysed the 3000 most successful linkedin posts)
The title of your LinkedIn post is the single biggest factor which will determine whether your content actually gets read by the people you care about.
Do remember that the content you publish has to fulfil the promise of the title of your blog post.
LinkedIn publishing success is not guaranteed
Just putting any old article or piece of content up on LinkedIn is not a guaranteed route to success. You still need good quality content. Don’t be tempted to use LinkedIn publisher to stick up:
- sales copy
- blog posts which are really thinly veiled sales copy
- announcements about events you are running
- posts which are really just an introduction to a blog post on your blog
Your audience on LinkedIn deserve the best and will expect to get treated with respect. If your content shared on LinkedIn publisher is poor expect to get ‘unsubscribed’ by your 1st degree connections. They will then no longer see your posts on LinkedIn publisher.
Your audience on LinkedIn deserve the best and will expect to get treated with respect.
Put your best stuff first
Your LinkedIn publisher post is not an academic essay nor is it a dissertation. Think of it as content which people ‘snack on’ and dip into and out of. Once you’ve caught the attention of your reader and convinced them to click in your blog, you now need to draw them into the contents of your post. That means:
- explaining the value your reader will get from reading the post
- putting a story or something which will draw the reader into your blog post
- putting the most valuable stuff at the top of the post
Make the blog post visually pleasing and easy to read
Sorry if I am starting to sound like a broken record, but your readers are taking snap judgements on whether to read your LinkedIn publisher post. You want to draw them in visually to your content. Large chunks of text can often be visually off-putting. Creating visually pleasing posts can be done in many ways:
- Using sub-headings which show the reader the value of the content in the section and helps them find exactly what they are looking for
- Using more images than just the image at the top of the post. Images are a great way of breaking up large chunks of text
- Use the ‘block quote’ feature to pull out sound bites from your post.
Circulate your content to the people who matter in your network
Once you have finished writing your blog post and pressed publish it’s time to circulate your content to your network. How about:
- Getting the views of your introducers or prospects on the blog post by sending them an email with a link to the post?
- Asking trusted contacts to like, share or comment on your blog post? The more likes you can get the more likely for LinkedIn to share your post more widely on your network’s newsfeed.
When you send a little note to contacts in your network sharing a link to the article don’t make it all about you. I.e. don’t start off the email with ‘I’ve written this blog post and would love to get your thoughts on it’. Instead, say something like ‘I’d be really interested in your thoughts on [link]. Is this something you have to contend with?’
- make your blog post title clickable rather than clever
- respect your readership by sharing high quality content not sales copy
- put your best stuff first
- make the blog post visually pleasing
- circulate the content to people who matter in your network
You will give yourself the best chance to enjoy LinkedIn publishing success.