5 Questions You Must Ask Yourself Before Publishing Content on LinkedIn
LinkedIn has opened its publishing platform, previously reserved for thought leaders like Brian Solis and Ann Handley, to all LinkedIn users. Although anyone with a LinkedIn account can now publish original content and make it available to other users.
By enabling users to share content, and adding its own content curation strategy with the purchase of Pulse, LinkedIn has become a source for industry news and exclusive articles, as well as a daily destination for many.
Wondering how to use LinkedIn’s new offering within your content marketing strategy? To get the most out of it, answer the following questions before you click “Publish.”
1. Who am I representing?
You can post updates to your company page, but currently you can’t publish an article as your company. Does your content highlight you, your company, or both? Even if you’re posting for your company, the content you share will be attached to your personal account. The reverse also holds true: what you post with your personal brand in mind can still reflect on your employer.
2. What channel is this relevant to?
Although you can write about anything you want on LinkedIn, you can encourage discovery by targeting your post to one of the existing channels, which are curated by LinkedIn’s editors. While some are industry-specific, others are broader-reaching and can help you connect with audiences beyond your industry and existing customers.
3. Am I duplicating content?
There’s nothing wrong with republishing a post that appeared elsewhere to help it find a new audience, but consider creating content exclusively for your LinkedIn page. Other users can now follow your posts without connecting directly, making your profile a gateway to your other work. Even if you re-purpose some existing content, strive to create something original.
4. How does someone benefit from this post?
Your post will display the number of views, likes, and comments, and LinkedIn users can also share it via all the major social networks. Quality will be rewarded with credibility, so publish content that is informative, entertaining, thought-provoking, or all of the above.
5. How does this fit into my content strategy?
Goal setting, distribution, and consistency should figure into every part of your content marketing. If you aren’t publishing content to your own blog on a regular schedule, you probably don’t need to add another publishing platform. Commit to an editorial calendar and creating quality content on your website first, and then work on integrating other channels.
Content marketers have a tough job in competing for the attention of customers and readers, and new platforms, strategies, and apps can amplify their signals. The ability for anyone to publish on LinkedIn Pulse will probably generate a flood of new content, but posting in a disciplined, focused manner will help you ride the wave instead of getting drowned out.
Have you added use of LinkedIn Pulse to your company’s content marketing strategy yet? If so, what are your thoughts?
Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.