Many companies view LinkedIn as a social network for finding employees and new business contacts. At the same time, the statistics show that 56% of marketers use this social network for marketing activities. You can post links to previously published materials or write articles on the platform itself. About 3 million platform users share content on LinkedIn weekly, and blogging can potentially become an important part of your content marketing strategy.
One of the main disadvantages is that the published article is linked directly to the user’s profile instead of the company’s page. It is also difficult to measure the effectiveness of such publications. Nevertheless, there are proven tips that will make a blog on LinkedIn a useful tool for achieving business goals.
Should you repost or write your own articles in LinkedIn Pulse?
LinkedIn updates are similar to posts on Facebook, Twitter, and other social networks. You can write a text message, share a photo or a link. That’s how the traffic is drawn to the site using any social network. This is also a useful tool if your content strategy requires publication of third-party content, for example, to distribute ads and news from your partners.
The content is not called posts, but articles on the platform. Thus by clicking on an article, people expect to see the story, not a short post with a link or an ad for 200 words. Statistics show that longer materials are more readable. That might be the case as the audience expects a rather professional piece of information that is based on actual research.
Possible questions and reasonable doubts
79% of B2B marketers see LinkedIn as an effective source for gaining potential customers, employees or business partners. The platform is of high value because it is helping to increase brand awareness and to attract the right audience. It also forces people to take targeted actions.
LinkedIn articles are displayed in the profile of the user who posts them as well as in the contacts. So as we now know, they are linked to individual users. In order for it to be beneficial for the business, you should make sure that the update is also published on the company’s page.
Articles can get wider coverage if your content is distributed to other social networks via email or through LinkedIn groups. It makes sense to motivate your employees to become the ambassadors and share valuable content related to your business on LinkedIn, as well as other resources.
If you’re lucky, LinkedIn can place your article in the relevant section of the main page for more coverage or display it in the app. It can bring a stream of steady traffic to your page. The only problem is that there is no guarantee it will be displayed there because the algorithm decides whether or not to promote your article.
The good news is that you can track the basic statistics associated with each published article. The number of likes, shares, and comments shows the level of involvement of your target audience. You can also view analytics after clicking on the corresponding icon.
That’s how you can get access to the number and source of views. The fact is that the more interesting your content is to your target audience, the more coverage it will eventually receive. Some statistics show that every 5 likes lead to an increase in coverage of about 2,000 people. So it is a good idea to encourage the likes of your employees or colleagues.
The benefits of blogging on LinkedIn
It is worth saying that LinkedIn presents a number of blogging advantages for a company. The publishing platform provides tools for content marketers that actually work. Articles are easy to find if the layout is good and they get comments and reposts.
As well as the articles, you can also share such information:
• You can post content on a corporate page on LinkedIn and, thereby increasing its credibility, attracting potential customers, informing employees, finding partners and sharing your ideas.
• The platform provides opportunities for sharing information with your target audiences without any friends and family members who usually support you on other social media channels. So it’s a great idea to built the network and encourage your employees and colleagues to be your ambassadors.
• You can share experiences to attract new customers and business partners.
• Users who are not in your network can follow you thanks to the fact that new content appears in their news feed.
• The platform has high ranks in search engines, so your professional articles appear in search results more often and are directly associated with your company.
How to write blogs on LinkedIn
Tip # 1: Make sure your corporate page is updated
Before posting to LinkedIn, be sure to refresh the information on your company page. Your employees who are publishing content as part of your marketing strategy must also optimize their LinkedIn profiles: specify the company and position, add publications to their achievements, etc.
Tip # 2: Publish unique articles
LinkedIn articles should be unique and well written. The lack of moderation can lead to undesirable or low-quality content on behalf of the company. There is a reason why you should invest your time in creating something specifically for LinkedIn. There is a specific audience and they are here for business purposes.
Tip # 3: Prepare the schedule
Suitable and beautiful graphics help to attract readers and stand out in the news feed. Selected images should resonate with your target audience. Insert a YouTube video or SlideShare presentation into the body of your article, if appropriate. But keep in mind that downloading videos can take a lot of time on mobile devices. This is important because 57% of LinkedIn users visit the platform using a mobile device.
Tip # 4: Use the links
Do not forget to include links to publications in LinkedIn and other resources that you used when preparing your article. On one hand, you indicate that you are relying on the work of others, quoting opinion leaders, citing statistical data from corporate reports, etc. On the other hand, you show how your ideas are connected with the ideas of others. It is also worth sharing a link to your article after posting on LinkedIn on other resources.
Tip # 5: Use LinkedIn Features
You can collaborate with opinion leaders to attract more people. One of the best strategies is to become a member of a group where like-minded people discuss certain topics and exchange experiences. If you want to share your expert article on how to effectively use search engine marketing techniques apply for the relevant group membership and share your content there.