As I was writing this post, I noticed that LinkedIn has finally updated (corrected?) how they label original content on LinkedIn. Finally.
You will notice how it appeared up until recently, if you check out my previous post on publishing original content.
What could be more important to your personal brand than what you think, know and contribute to the world?
What you know today, one could argue, is more important than past experience and where you went to university. Why? What you think, know and contribute shows relavancy, continued learning and professional experience. You can share all of this on LinkedIn through original content, posted as long form content on your LinkedIn profile.
Next to connecting with people, publishing long form content on LinkedIn is my favorite part of LinkedIn. Today, there are more than 130,000 posts per week on LinkedIn. What do I gain from other people’s content on LinkedIn?
- I learn about topics I am in interested in.
- I expand my perspective and worldview from others, all over the world.
- I can join or begin new conversations with new people.
- I can follow people without connecting, if I choose.
As a “publisher” on LinkedIn I recognize a couple of things:
I am NOT a LinkedIn Influencer. I am a LinkedIn contributor who can INFLUENCE my network, and that creates opportunity. LinkedIn invites Influencers to participate in their Influencer Program. Move on; it’s the regular folks, in many cases, who are far more interesting.
The views, comments, and engagements I receive on my LinkedIn profile rank higher than the engagement on our website and LinkedIn Company Page. You see, it does come back to our personal brands and the strength of our network.
The most important factor in gathering followers, likes, comments and shares is smart, valuable content.
Often, people will ask me, “How long should my post be?” When I say that it needs to be long enough to be valuable, perhaps 500+ words, I hear some sighs and “no ways.” According to a BuzzSumo survey, the longer the content, the better for shares. LinkedIn members want to learn and will invest their time if it’s worth it.
The type of content that works well on LinkedIn includes: new research, breaking industry news and case studies.
Let’s look at my friend, Ben Griffin’s two posts.
Both Questions to Create Change…A Strategic Thinking Guide and Strategic Thinking: A CEOs Perspective are more than 1200 words and provide deep insight, ways to think about strategy, leadership and how CEOs think. Strategic Thinking: A CEOs Perspective, with more than 6,580 views, 60 comments and 626 likes (at time of this post, 3.22.16) shows that Ben’s connections and others value his expertise and contribution.
Ben’s posts are generous and intentional, just like Ben. They are bold declarations of insight, open-mindedness and intellectual curiosity. They are posts worth bookmarking, remembering and sharing. That my friends, is the point. Oh, by the way, Ben makes sure to respond thoughtfully to every comment made about his posts. He says, “I read every comment, long or short, and do my best to reply to each one with some additional insight based on what the reader said to me. By paying attention to the comments, I get ideas for future articles or updates to ones I’ve published.”
Check out some of your connections, clients, potential clients and strategic partners’ profiles. Are any of them posting original content? Is it really, original?
11 New Tips for Publishing Original Content on LinkedIn
- Write about what you know well. Own your subject matter expertise.
- Go deep and share your point of view.
- Add links to other articles, writers, case studies and research to add even greater context and substance.
- Invite people in to your post with great images (use stock photography and Canva.com to create those images)
- Share your post in 1-2 LinkedIn Groups (If you share on more than that at once, LinkedIn may think you are spamming)
- Share your post with COIs (Centers of Influence) and ask them to consider sharing your post with their network
- Do NOT confuse ”Share an Update” (events, other people’s posts, news, etc.) with “Write an Article” (your original content).
- Notice, read, engage with other people’s content (be a good social citizen)
- Share knowledge to increase your place within your network
- Publish consistently, even when you don’t have time. Make time.
- BONUS: read Ben Griffin’s post on Questions to Create Change…A Strategic Thinking Guide and make sure you add some questions into your post.
LinkedIn shares what they’ve learned about why members post. Yes, business happens as a result of all these posts. How? Consider the following:
To learn 7 additional tips for publishing on LinkedIn check out my previous post of key things to know about looking smart on LinkedIn. So while this may look like a post shorter than I am suggesting, please take the time to read my previous post and go to the next step.
Check out our blog at interoadvisory.com/blog to read more and follow us on our LinkedIn Company Page.
What types of content are you writing and how is it working for you?