LinkedIn is an online professional networking site-turned publishing platform. While LinkedIn originally extended its invite to contribute articles to influencers, in 2014 they widened the publishing platform to everyone. As content rages as king and social its queen, LinkedIn harnessed the power content brings to enlighten, inform, and inspire.
Like any open publishing platform, it has its highs and lows, but in this post I will highlight the best posts of the year and why they rock:
1.They Write About Their Passion
After Arianna Huffington, LinkedIn influencer and founder of The Huffington Post, found herself on a path to exhaustion, she took to the public podium preaching about sleep and its positive effects on happiness, productivity, and satisfaction. Her post, “A Sleep Revolution Will Allow Us To Solve The World’s Problems” reinforces her mission to educate the world about the power of sleep.
While most of us are not of Arianna’s prominence, we can glean this from her posts: Publish stories on topics you are personally passionate about. In the article, Arianna passionately voices, “What we need is nothing short of a sleep revolution. And the good news is, there is evidence all around us that this revolution is actually in its early stages, with the potential to reach new heights in 2016. In every industry and sector of society — in business, in schools, in medicine, in sports, in the arts — more and more people are recognizing the importance of sleep.”
Writing about passion points combats writers block, too.
2. They Tell A Story
While we live in the age of listicles, good LinkedIn publishers utilize storytelling to convey their message. LinkedIn publisher David Aaker, vice chairman at Prophet, writes “For Brands ‘Happily Ever After’ is in Storytelling” and in it he said, “Stories work better than facts. Stories capture attention. Stories are remembered and can be very persuasive”. Within the post, he tells a compelling story about the history of L.L. Bean — connecting to the thesis that stories aid in recall and persuasion.
3. They Leverage It As A Marketing Channel
While the LinkedIn platform serves as a personal microblog to many, the best publishers use it for multi-channel marketing. Take, for example, Jack Welsh. As Chairman of the Jack Welsh Management Institute at Strayer University and author of Real-life M.B.A., Jack strategically cross-promotes content throughout his posts. In the post “Why Getting Promoted Should Scare You” Jack links to his podcast “WelchCast“, his book, and even includes a hyperlinked graphical banner promoting the Management Institute.
The LinkedIn publishing platform provides yet another marketing channel to promote content, webinars, events, and website content. Just make sure it is naturally integrated within the post and provides the reader with added resources.
4. They Use The Platform’s Tools
LinkedIn’s publishing interface rivals WordPress, SquareSpace, and other quality content management systems. Thanks to its handy set of tools, you can hyperlink, add graphics, headers and subheads, video, and other multimedia elements all under one hood.
LinkedIn influencer Katya Andersen does a great job of leveraging multimedia, links, indented quoted text in a recent post:
5. They Write Consistently
If Richard Branson has time to publish on LinkedIn, any excuse not to publish on LinkedIn is moot. In the post “How My Uncle Jim Showed Me a Fine Line Between Barmy and Genius” Branson took the time to create a quality and deeply personal post on LinkedIn. The post features familial black-and-white pictures and illustrates how his uncle has been his mentor throughout his lifetime.
Here is where I am going with this: he adheres to a consistent publishing schedule. Just as you would create a schedule to post on your personal or enterprise blog, take the time to map out your LinkedIn contributions. Shoot for one to two posts per month to start, then ramp up your efforts if you are seeing good engagement and views.
While it is not rocket science to publishing on LinkedIn, follow these tricks of the trade next time you write your next LinkedIn post. Remember: write about topics you are passionate about, tell a story, cross-promote additional content and resources, leverage tools, and write consistently.
Screenshots taken by Allie Freeland on 12/18/15.