Want to use your B2B content to establish yourself as a thought leader in your industry? LinkedIn has made this easier than ever.
LinkedIn Publishing puts you in the driver’s seat of your content, and allows entrepreneurs of every shape and size to access a larger audience. This professional network is not just a recap of your work history -- it’s a pivotal tool that can transform you into an authority and add some luster to your brand.
Why Publish Your B2B Content on LinkedIn?
Yes, you probably publish a regular B2B blog on your website -- so why bother publishing content on LinkedIn? Do you assume it’s just more work? Then you’d be dead wrong.
There are numerous benefits to publishing on LinkedIn. For example, when you publish content on LinkedIn:
- Your connections get notified
- It beefs up your profile
- It builds your visibility
- Your network can easily share your content
- Your content could potentially be featured on LinkedIn Pulse (and gain a much wider audience)
- It positions you as an industry authority
Now that you have an idea about why you need to publish on LinkedIn, let’s look at how it’s done -- and how you can rock at it.
(Click here to see examples of B2B brands that are getting it right on LinkedIn.)
How to Publish on LinkedIn
It’s not rocket science, but there are a few things you should know that will make your journey publishing on LinkedIn that much easier.
Accessing LinkedIn Publishing
Probably the easiest way to publish is to click the "Write an Article" button on your LinkedIn homepage.
You can also access it from the navigation menu on your homepage. Simply select “Pulse” from the “Interests” dropdown menu. Once you’re on the Pulse homepage, you’ll notice a button in the upper right hand corner that is labeled, “Publish a post.”
If you have ever wondered how to use LinkedIn Pulse, it's as simple as that!
Insert an Eye-Catching Graphic
Within the publishing platform, you'll notice under where you post your headline a small icon with a plus sign.
Click on that and you'll see the option to add an image along with video, slides, links and a snippet. The optimal size for LinkedIn visual graphics is 700x400 pixels. Graphics are an integral part of your B2B content, so make your images stand out.
(Click here to find out the secret to creating incredible graphics for your next post.)
Create a Powerful Headline
Don’t underestimate the importance of this piece of the puzzle -- especially when 80% of people only read headlines.
Every time you publish an article on this network, your connections will get notified. However, they will only receive your headline and feature image -- meaning it needs to wow them. Amp up the clickability of your post and create an attention-grabbing and curiosity-piquing headline.
(Click here to learn how you can create must-read headlines for any post.)
Craft an Absorbing and High-Quality Post
Below your headline is a standard text box, where you will craft your masterpiece. This part is pretty standard -- with a formatting bar that allows you to bold and italicize text, add headings and quotes, as well as insert links, video, and other media.
Avoid if possible copying and pasting your content directly from your B2B blog. This repetitive content is not going to be as effective. In the words of LinkedIn-Expert Neal Schaffer, “Companies that excel at social media marketing target their content and voice towards each unique community in social media. You should do the same.”
How do you target readers on LinkedIn? As Schaffer said, LinkedIn is a unique community, and so needs unique content. Look at what other influencers are writing about on LinkedIn, and keep it tailored to the professional environment that LinkedIn is known for -- aka, if you wouldn’t say something in the office, keep it off of LinkedIn.
When your masterpiece is complete, hit the Publish button in the upper right hand corner of the platform.
If you've been around social media for any given amount of time, you know the power of hashtags -- when you hashtag your article, your article will come up anytime that someone searches for that hashtag.
You can add hashtags when you publish your article. When you hit the Publish button in the top right corner, a pop-up window will appear inviting to you to tell your audience what your article is about with #tags (hashtags).
Enter your hashtags with a # sign at the beginning of each one. For best results, choose a wide range of specific and general hashtags that will give prospective readers a good idea of what your article is about. For example, if I were hashtagging this article, I'd use #socialmedia, #LinkedIn, #contentmarketing, #B2B.
Hashtags make your article searchable, getting it into the hands of individuals outside of your network. It expoeses more people to your brand and its message.
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Timing Can Make a BIG Difference
When you post your article can be just as important as what you write in it. Since LinkedIn is mainly utilized by business professionals, you need to post with them in mind. What are their busy days? When during the day do they take a break? Maybe it’s the weekend? Maybe it’s midweek? Maybe they take a look while they eat lunch.
It may take some trial and error to find the most optimal posting times for people in your industry. When you do, though, it will make your success that much sweeter.
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As with all other major social networks LinkedIn has its own algorithms for what posts appear on whose feed when. Plan to post your long-form content no more than once a week.
(Click here to learn how to create a successful LinkedIn profile that people notice and remember.)