Public Relations & Social Marketing Insight

LinkedIn is on a mission to change your mind.

"You may think of LinkedIn as primarily a site where people upload their digital résumé," the company notes in a new eBook. "But nine billion content impressions per week are delivered in the LinkedIn feed -- more than 15 times the job postings in the feed.

"These stats reveal that LinkedIn has become a destination where professionals consume high-quality content from professional publishers like The Wall Street Journal and The Economist, and even from peers who are sharing content in the feed."...

How many views, likes and shares did your last LinkedIn Publisher post get? Did it draw in your connections and inspire them to share or did it get lost in all of the noise, like many other posts on LinkedIn?

There are so many people publishing long form content on LinkedIn now that you have to catch your potential readers interest right away if you want them to click through to yours.

Once they are on your post, you need to ensure that you don’t lose their interest because its too time consuming to read. You must make it easy for them to scan and grab the bits that they are most interested in.

Finally, you need to inspire them to take action, whether its sharing your post, connecting with you or visiting your website.

If your LinkedIn Publisher post lacks the elements that will draw readers in, keep them on the page and inspire them take action when they are done, you are probably wasting your time.

Here are eight ways to get the maximum impact from each of your LinkedIn Publisher posts, by making them click worthy, easily read and action inspiring...

If you only view LinkedIn as the site where you keep your digital resume and virtual business card collection, you won’t see how it really can help grow your business, expand your content’s audience, and build valuable connections.

LinkedIn is the definitive professional publishing platform and one of the largest business publishers in the world, according to Todd Wheatland, Head of Content Strategy at King Content.

In his presentation at Content Marketing World 2014, Wheatland noted that LinkedIn is often cited as the No. 1 source for new business. He pointed to content marketing phenoms Jay Baer, Joe Pulizzi, and Lee Odden, all of whom have named LinkedIn as their top source for new business as they built their multi-million-dollar companies in the last five years. It’s not just for entrepreneurs either. Wheatland’s previous employer, Kelly Services Inc., also cites LinkedIn as the top generator for new business.

LinkedIn is best known as the world's largest professional network -- in other words, users aren’t there to look at cat memes or read celebrity gossip. Instead, they're looking to connect with people in their industry, network, keep up with industry news, and look potential job opportunities.

For marketers, paying attention to this difference in user purpose is key when building your social strategy. The more looped in you are on what people are talking about, the easier it becomes to use that information to craft helpful, targeted content. And that's where this data study comes in.

My company, ClearVoice, recently conducted a study that provides data and insight specifically on the most popular posts on LinkedIn. The data was generated by Content Studio -- our comprehensive index of the most popular content and influencers on the web -- and includes insights from the third quarter of 2016. 

Want to build these trends into your LinkedIn strategy? I'll walk you through them below....

As LinkedIn regulars know, LinkedIn isn’t just for job searches – it’s for news.

Over the last few years, it has become clear that people are posting – and reading – more news on the platform. In fact, according to a recent Pew Research survey, nearly 20 percent of LinkedIn’s audience uses it to access news.

At Business Insider, we’re seeing this translate into a growing audience, increased referral traffic and an opportunity to interact with users who are among our most loyal and engaged.

For us, LinkedIn is part of a multi-platform (distributed) approach to content. It is no surprise given the makeup of our readership – the “next generation of business leaders” – that LinkedIn is among our top sources of social referral traffic.

Furthermore, each of our three brands, Business Insider, Tech Insider and Insider, has developed a strong presence on the platform.

Here are a few of the key reasons why Business Insider performs so well on LinkedIn...

Looking for a way to promote your business to a professional audience?

Have you considered LinkedIn Publisher?

Using a few simple tactics, LinkedIn Publisher can support business owners in their efforts to get more referrals, leads, and sales.

In this article you’ll discover five ways LinkedIn Publisher can help you grow your business....