This month, LinkedIn released a new version of LinkedIn Publishing. It is designed to enable posters on LinkedIn to reach a large audience and better engage with readers.
“Its new interface focuses on the design, with a nice looking UI and more text formatting and font options. It has also removed a lot of extraneous junk from the page to give the reader a better reading view,” according to Eileen Brown on ZCNet.
The introduction of LinkedIn’s new blogging platform seems like an appropriate occasion to consider the benefits of publishing original content on LinkedIn. Long story short: If you don’t publish on LinkedIn, you should.
“If you create original content, then LinkedIn should be a lead channel for your blog posts and articles. It’s knowledge sharing at its best,” writes Colleen McKenna on Business to Community.
Why? Your network on LinkedIn is likely your best social audience. People on LinkedIn tend to be more educated than those on other social networks. And, often, many of your LinkedIn connections are in your field. Plus: Publishing on LinkedIn gives you the opportunity to reach people beyond your connections to LinkedIn’s 106 million active users. You want to get your organization’s message in front of the right people? LinkedIn is the right people.
Here's an interesting infographic from Design Infographics about the audience you can reach on LinkedIn:
Akshay Kothari, LinkedIn’s product lead for content says, “As an author, you have this amazing potential to reach millions of people [who are] really interested in what you've written about… It really goes beyond a few hundred or thousand connections you have.”
Sharing your expertise will build your credibility. And it should be part of your organization’s thought leadership strategy.
This begs the question: What kind of article can be considered thought leadership? An article that is meant to educate and inspire. Something original that springs from your organization’s specific know-how, or your own. Simple, insightful ideas from experienced individuals are indispensable in any profession, according Kothari.
Publishing on LinkedIn has “considerable potential for broadening your audience, expanding the reach … of the brand you represent, and giving your name the clickable appeal it needs to drive your overall Internet visibility,” writes Hannah Evon.
It’s also just a great way to stay top-of-mind among your LinkedIn connections, who will receive notification of your publication. It shows that you are working to stay relevant.
As well, articles you post on LinkedIn will be connected with your profile, so when people look you up, your articles will allow them to learn more in-depth information about you and your areas of expertise than your mere profile could possibly communicate.
Other good news? Publishing on LinkedIn can positively affect the SEO of your website.
“From an SEO standpoint, posting your company’s link inside a LinkedIn article does, indeed, produce a Google result,” according to Cheryl Conner on Forbes. So make sure you include a link back to your site.
As well, according to Joyce Feustel, regular publishing on LinkedIn “will help your profile come up higher in both LinkedIn searches and general Internet searches.”
If you already write blog posts, than reposting to LinkedIn is a simple way to expand the reach of those ideas. If you don’t, your community is missing out on learning from you, and you are missing out on connection with your community.