For some time, LinkedIn has provided top influencers with the ability to blog on their LinkedIn profile. This was started as a way for these folks to share thought leadership on a variety of business and life-related topics.
This functionality has been so incredibly popular that LinkedIn is rolling this capability out to all of its users. Initially this capability is being rolled out to LinkedIn’s top users and will eventually be available to everyone.
How do I know I have the ability to blog on LinkedIn?
First, you will receive a notification and small call-out on your LinkedIn home page notifying you that you can share extended content. The other way to tell is to create a blog and try posting it. If you are told that you are exceeding the 700 character limit for a status update, you don’t have it yet.
Why should I blog on LinkedIn?
That’s a really good question! LinkedIn is a great social channel for reaching professional contacts. It’s a great way to show thought leadership in a particular area or specific subject.
Blogging on LinkedIn is also an effective way to share new ideas and generate buzz. LinkedIn can generate traffic to your profile or drive traffic to your business’s website through links in your content.
In short, LinkedIn is one of the best ways to reach a large number of people in a short period of time with whatever idea you’d like to promote.
Does this mean I should stop blogging on my website?
In a word, no! Blogging on your website is still a great way to develop authority and traffic for your website.
LinkedIn is a really important place to blog, but there is no substitute for on-page blogging. LinkedIn blogging should be viewed as a supplement to your normal blogging routine.
What can I blog about on LinkedIn?
Well, practically anything, but you should remember that most people go to LinkedIn for business/networking purposes, so blogging about your trip to Antigua or your love for Shih Tzu puppies probably won’t get much traction.
Like any other blog, you want to blog about areas of business where you have expertise or insight to share.
How long should my LinkedIn blog be?
In general, short and concise is the rule of thumb. No one logs on to LinkedIn to read War and Peace. Your readers want something of value that helps them in their day-to-day life and they want it to be brief and to the point.
The typical best-practices for blog readability apply for LinkedIn, such as breaking up content with headings; using bulleted information; bolding important information. Fortunately LinkedIn’s user interface makes it easy to do these things. If you can use Microsoft Word or Google docs, you can use LinkedIn’s blogging controls.
How often should I blog on LinkedIn?
As often as you have something interesting or insightful to say. Like any other blog, you want to maintain a regular routine of publishing. This will help your readers develop a sense of when they can expect your content.
If you have an editorial calendar for website’s blog (which we highly recommend), you may want to add LinkedIn blogs to your regular schedule. This will help you maintain consistency in your blog writing. Just remember, sporadic blogging produces poor results.
How should I promote my LinkedIn blog?
Well the first thing you can do is share it on your LinkedIn profile. When you write your LinkedIn blog, check the share box to share your blog with your followers. This will show your blog in your followers’ newsfeed, and will notify 1st degree contacts that you’ve published content. You can also share your LinkedIn blog on other social channels such as Twitter and Facebook.
Cross pollinating, is always helpful too. You can promote your LinkedIn blog on your business’s twitter feed, and promote your company’s blog on your Twitter and LinkedIn accounts.
How do I measure the success of my LinkedIn blog?
LinkedIn blogs are similar to other blogs in that you can measure it by how popular it is. LinkedIn allows you to see how many times your blog has been viewed, tweeted, shared via LinkedIn and Facebook.
In addition to traffic to your blog, watch to see how many times your LinkedIn in profile is visited. If you place a link to your website or a call-to-action, be sure to measure the amount of traffic and conversions it drives.
As always, if you don’t know how to do this, feel free to contact us and we’d love to help you get started.