Try as I may, I’ll never be able to recreate my mother’s tomato sauce recipe. It’s a science; a tried-and-tested formula that took her years to master. (Time well spent, if you ask me.)
But the great thing about formulas is that they provide us with a starting point — a list of the elements we need to produce an intended outcome. From there, it’s up to us to put them together.
When LinkedIn announced that they’d be opening up their publishing platform, Pulse, to the public in February 2014, the professional network suddenly turned into a more interesting destination for marketers to explore.
What does my mom’s tomato sauce have to do with this?
Well, while many were quick to see results from the new platform, others felt hesitant about whether or not they should give it a go. And without a clear formula for how to approach the unfamiliar territory, many continue to remain sidelined today.
How to Post on LinkedIn Pulse
1) Explore the platform first.
Before you dive into a post, it’s important to note that LinkedIn’s publishing platform is a little different than your company blog. The audience, the tone, and the overall lay of the land are unique to LinkedIn.
What does the lay of the land look like, then? In a SlideShare announcing the publishing platform’s launch, LinkedIn described themselves as “the working world in one place.” They wrote, “LinkedIn has millions of executives, entrepreneurs, entry-level, workers, and people about to retire.” While this sounds like a valuable audience to tap into, you’ll want to be sure that it aligns with your company’s buyer persona — otherwise, it’s not worth publishing there.
Once you figure out if you should be publishing on LinkedIn, it’s time to learn how to post on LinkedIn Pulse successfully. Here are a few, according to LinkedIn:
- Write about areas in which you have an expertise.
- Keep your writing focused. Avoid covering too many topics in the same post.
- Keep your voice authentic.
- Don’t shy away from expressing your opinion. However, keep your long-form posts appropriate for the LinkedIn audience. Don’t post anything obscene, shocking, hateful, intimidating, or otherwise unprofessional.
- Publish whenever you have something valuable to share with LinkedIn members. In general, the more long-form posts you publish, the more credibility you will build, and the stronger your professional profile will become.
- There are no limits on word count, but the long-form posts that are best received are more than three paragraphs.
- Upload pictures, videos, presentations, and documents to add to your content. It helps bring your insights to life and is a good way to showcase concrete examples of your experience.
- Use the share box on your homepage to share short-form thoughts, questions, and other media such as articles and images. (Learn more about sharing on LinkedIn here.)
- Have colleagues, friends, or family members review and edit your long-form posts.
Want to learn more great tips for publishing on LinkedIn? Check out this post by LinkedIn Executive Editor Daniel Roth on how to crush it as a LinkedIn writer.