Branding/Marketing/PR Content Marketing Social Media Thought Leadership

LinkedIn Publishing: The under-utilised weapon in your marketing armoury

Written by the Editorial Team

By now, we’re all well aware of the importance of social media. After all, we’re forever being told about its power and how we need to incorporate it into our PR plans. Facebook, Twitter, Google+, you name it – it’s constant, but less well known seems to be the use of LinkedIn.

Sure, LinkedIn is a fantastic tool for networking, pursuing leads and researching companies and employees – that much is obvious. LinkedIn has become an intrinsic part of the working schedule of many professionals. But how does it fit into your PR and marketing efforts?

The answer is simple – LinkedIn’s content publishing platform, Pulse. Pulse’s power lies in its ability to establish you as a thought leader in a particular field by posting high quality and valuable content that demonstrates your knowledge and professional expertise in that area.

Being positioned as a thought leader in your industry adds credibility to you and your business and increases your brand reputation.

However, given the sheer number of LinkedIn users, it’s imperative that you produce high-quality content that differentiates you from the crowd. Identify your niche area and share your professional expertise. After all, people come to LinkedIn to find business insights, so posts that offer hard business advice are the ones that tend to be read most often, and generate the most engagement.

Be sure to avoid sales-orientated content, you need to offer more than just self-promotion. Perhaps you could write about current industry trends, your views on relevant news stories or tips and advice. Contribute your own perspective and opinion on issues and be sure to avoid. Posting regular, interesting content (we recommend a fortnightly post of between 400 and 600 words) is the best way for your followers to perceive you as an expert in your field.

LinkedIn has the potential to majorly expand your reach and develop a greater following among the wider LinkedIn community, driving your exposure as a thought leader to a whole new level. You will be able to make the most of your connections, as your posts will appear on their news feed and as a notification.

Your posts will also remain tied to the top of your profile so your insights are showcased whenever someone views your profile. Don’t worry if you don’t have many connections, your posts will be readily available to users beyond your network and will show up in LinkedIn’s article search. Appearing at the top of an article search can go a long way to developing a new business opportunity. Posting on the platform therefore has the potential to grow your audience exponentially over time.

The other great thing about LinkedIn is that you can monitor and evaluate your content’s performance, immediately seeing the number of views, likes, social media shares and comments that it has received as well as the and the amount of followers and mentions you have accumulated. These metrics enable you to compare posts and establish what works and what doesn’t so that you can improve the performance of future posts.

What’s more, LinkedIn articles are brilliant in terms of their ‘shareability’. You can maximize your reach and engagement by distributing your work elsewhere, sharing it on social media and providing your post is relevant, on your LinkedIn company page. What’s more, you can also host your article on your own dedicated blog to drive traffic to your website, though I would recommend posting in on your company blog originally to help with SEO, and then linking through or posting from your personal blog, or any other you have access to.

Posting your article into LinkedIn groups will also help get you noticed by providing other group members with engaging and valuable information that they will appreciate. Be sure to regularly contribute and start discussions – framing your article posts as questions is a great way to encourage engagement.

Raising your profile, increasing interaction and positioning you as an authority figure, LinkedIn really is a great and overlooked addition to your PR toolbox.

If you would like more advice on how LinkedIn can benefit you or if you would like help with any element of your PR/marketing strategy, give us a call.