Social Media Platforms
Publishing content on different social media platforms always requires some tailoring. As with anything, you have take into account who your audience is and what they’re expecting. So, if you’re writing content to be shared on LinkedIn Pulse, there are a number of things you should consider before hitting the publish button.
First, don’t stress about having to produce 100% new extra content. There’s nothing wrong with taking a well-performing blog post, or one suited to your LinkedIn audience, and tailoring it to your LinkedIn audience. Plan on modifying the content at least 50% as publishing the exact same article on your website and on LinkedIn is considered “duplicate content.” Google defines duplicate content as “substantive blocks of content within or across domains.”
Another incredibly important thing to consider if you’re publishing on LinkedIn is your profile and your company’s profile. If you’re publishing on LinkedIn and anyone reads it, the chances are very high that either you or your company is going to get profile visits. So before you start publishing make sure:
- Your profile is up-to-date.
- Your company page is complete, accurate and it contains a link to your website as well as other relevant contact info
- Get recommendations if you can
- Make sure your photo is recent and professional
- Update your summary. For example, add an opening paragraph explaining what you’re doing at the moment.
Optimizing the Article
Don’t forget to optimize your post. Just because it isn’t a blog post on your website, don’t forget to optimize it properly. Make sure you’re using a good keyword and that you’re using it naturally in the post. Obviously, don’t keyword stuff, but don’t slack off on optimization either.
Using short titles is a tactic that seems to work well on LinkedIn. It may be a quirk of their publishing algorithm or because it just looks better in the LinkedIn feed. Posts with shorter titles consistently outperform posts with longer titles.
Another ‘hack’ is to tweet, or message, a LinkedIn pulse editor and ask them to consider featuring your article as their article of the day. LinkedIn-approved publications can get millions of views and go as viral as something posted on LinkedIn can. Obviously, we don’t recommend you do this on a weekly basis if you’re publishing content on Pulse often. Pick and choose an article of particular relevance or on a trending topic.
Make Sure It’s Seen
Finally, promote your post. You can run paid ads or sponsored posts on LinkedIn. But more simply than that, just try and drive traffic to it. Ask colleagues to share the post to their own LinkedIn followers. Tweet out a link to it. Do whatever you can to get it out to your network and try to generate some traction.
Do you publish content on LinkedIn Pulse regularly? Have you picked up any hints or tips you can share?
Photo credit – Bottom: Maxipixel