Publishing on LinkedIn used to be something only recognized industry influencers could do. Now, all professionals can publish at will via LinkedIn Pulse.
LinkedIn's basic content management platform is a delightfully uncomplicated way to gain industry exposure, connect with professionals whose careers you admire, find leads and spark engaging conversations. Like any self-publishing tool, you should consider how you use it before you dive in.
Remember the Basics
If you're new to LinkedIn, it's important that you don't forget the basics of SEO copywriting success. While everyone makes the occasional typo, low-quality content from well-known business figures is, unfortunately, rather common. Follow these tips:
- Use images. This is common best practice for most long-form content in general, but I see a fair amount of LinkedIn Pulse posts without header images. You can easily make your own header using royalty-free images and Canva.
- Get an editor. Ask a grammatically inclined friend or colleague to proofread your post. Internationally famous business professionals have published content that hasn't been proofread.
- Remember that LinkedIn is a professional network. Create and post content that will benefit your audience.
- Add appropriate tags.
- Use best SEO practices.
- Track your shares on social networks, respond to your comments and engage your audience.
Additionally, consider posting timely topics here. LinkedIn Pulse posts tend to index pretty quickly on Google. If you've got a new take on a newsworthy topic, this may be the right platform for you.
Measure Your Success
LinkedIn Pulse now offers stats.
Want to identify LinkedIn Pulse trends at a glance? LinkedIn Pulse provides you with a quick overview of your stats (page views, comments and likes). You may also click the "view stats" button to check out a more detailed view.
Here's what you see once you click "view stats."
At the top of your page, you can select posts. This allows for easy comparison. As you can see, one of my posts is directed at people working in the tech industry while the other is a more specific topic: women in leadership roles. Later we'll look at how those topics attracted different demographics.
Beneath the post selection area, you can "see how your post is doing." This lets you select a time frame and provides you with a look at the amount of page views you've received over time. You also get your overview here again – views, comments and likes.
Beneath that, you're able to view the demographics of who viewed your post. You can also send messages to those who viewed it.
The demographics reveal a breakdown of my readers' industries, job titles, locations and traffic sources. Note: The scroll feature on LinkedIn Pulse allows readers to accidentally discover your article by posting it directly below another related article. By looking at who has viewed this post, I can see that my post hopefully helped my professional contacts in tech and SEO.
I compared my general tech industry post to "Five Leadership Challenges Women Face – And How Buffy Would Handle Them." Unsurprisingly, this post hit a somewhat different segment of my LinkedIn connections due to its pop culture appeal.
This data shows me that my audience for this post is a bit broader in terms of industries. If I wanted to, I could easily track this data in Excel. I've also observed that I get a nice little bump in profile views when I publish posts. Those who have viewed to my post also show up in the "Who Has Viewed Your Profile" section. If you're looking to enhance your personal brand, gain exposure and relevance in your industry, or get on someone's radar for recruitment, publishing a LinkedIn Pulse post can help.
(One of these days, hopefully I'll be as awesome and popular as our community manager, who is appropriately ranked much higher on the list.)
What have you learned about publishing on LinkedIn Pulse? Please add your insight in the comments.