Maximizing Publishing Opportunities on LinkedIn

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LinkedIn’s publishing feature gives business executives the opportunity to publish blog content. The site is especially useful for business-to-business companies and organizations whose customer base consists primarily of professionals. And publishing blog content is a great way for an executive to be a brand ambassador for his or her company. Following are some steps for maximizing publishing opportunities on LinkedIn through personal blogging.

How Channels Work

LinkedIn articles are divided into channels, which are separated by categories. Users can follow channels to see articles on topics they are interested in. Many channels have a large number of followers; for example, the Customer Experience Channel has more than 1 million followers.

One of the best ways to get attention on LinkedIn is to be featured on a channel, which makes your article show up in every follower’s stream. In most cases, only one article from a particular business is featured on a channel at the same time, but people can improve their reach by publishing articles on different channels around the same time. If that is not possible, spreading out your publishing can help each article have maximal impact.

Images Are Essential

On LinkedIn, an article’s visual appeal plays a big role in how it is received, thanks to the prominence of the photos paired with articles. Therefore, make sure you have an image that captivates customers. Although having great content behind the image and headline is most important, having a captivating image and headline can help you garner as many clicks as possible.

Look at Popular Topics

When you maximize publishing opportunities on LinkedIn, it is very helpful to look at which topics have been popular in the past. As on any platform, the most successful topics tend to be ones that are useful to readers, providing a real value for the time spent reading. To find popular topics, you can search for popular keywords, or see what comes up when you post a phrase related to your article.

Get the Timing Right

Social media posts are most likely to be seen when they are posted at the times the largest number of people are going to be online. For a professional platform like LinkedIn, it can be effective to post during the workday — before the beginning of the business day, during lunch, and the end of the business day, because engagement and readership is highest at those times.

How do you use LinkedIn’s publishing features? Share in the comments!

This post was originally published on the One Smooth Stone blog on July 2, 2015. For a complimentary 30-minute consultation on how to build your brand and inspire an audience through events and communications, please contact Brian Duffy by calling 630.427.4235 or by emailing bduffy@onesmoothstone.com

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