2014 was the year of publishing for LinkedIn, as they opened their publishing platform to its members, enabling their influencers to create content. Soon after, the flood gates opened and anyone with a LinkedIn profile had their chance at publishing on the social network.
I have to admit, I felt the same way initially. With over 300 million members worldwide, the potential for finding strong, meaningful content amongst a sea of junk was much like finding Frosty the Snowman in a snowstorm. It was a free for all, with no consistency, structure, or strategy in the way content was created.
After LinkedIn publishing came out, the notifications started. For every LinkedIn published post, a notification was sent to the author’s network (depending on the notification settings), which meant more emails and LinkedIn notifications to comb through while using the site. It was becoming as messy as John Hall feared.
However, in the world of social media marketing and content marketing, one blog post on one website will be as loud as Silent Night. You spend all of this time crafting and creating it, only for it to die a quick, quiet death.
You’ve got to place your content where your audience spends their time. Cross-posting your content on Medium, Business2Community, LinkedIn and other sites will boost the exposure of your content, making it more accessible to those who want to read it.
With all of this in mind, LinkedIn is a great outlet to post content in 2015, if it’s a place where your audience spends their time. However, post there with these points in mind:
- A regular cadence: don’t overload by posting everyday, but keep it consistent with weekly or monthly posts
- Reuse/re-purpose content: reinventing the wheel with brand new content is not required here. Re-post existing content with a few tweaks to the headline to breathe new life into it. Think of it as a way to promote the content you already have.
- Embed content: Get additional exposure of your infographics, Slideshare presentations, videos, etc. by embedding them in your LinkedIn posts
- Relevant content: Share content relevant to your LinkedIn connections and the LinkedIn network overall. In other words, would I publish this post on LinkedIn? You bet I would.
I can guarantee there will be new and exciting technologies and channels to try in 2015, but LinkedIn is not something we should ignore or forget.
Happy Holidays and happy blogging!