Content Marketing Blog

3 ways LinkedIn Publishing can help your business

LinkedIn, the world’s largest social networking site for professionals, recently opened up long-form publishing to more of its users.

If you’ve seen a little pencil icon appear on your homepage you’re in the club and you’ll now be able to create blog-style articles and post them to your profile. Previously this option was only available to LinkedIn Influencers.

A​s a big​ ​​advocate​ ​of​ using LinkedIn​ ​​to its full potential, ​I’m really excited about this development​​ ​and I’m looking forward to crafting my first article.

But my obligations to our own blog come first so I thought ​ ​​I ​would use this post to talk about some of the potential benefits LinkedIn Publishing offers businesses. We’re already helping clients take advantage of this new opportunity, so I’ve had a little help from our strategy team in preparing my top 3:

1. Feed off LinkedIn’s domain authority

LinkedIn claims to have 6 million members in Australia and 1 million members in New Zealand. That’s around a quarter of the population in both countries, which gives you an idea of the footprint it leaves on the internet. LinkedIn is in fact one of the ten most popular websites across all categories in Australia and New Zealand, according to Alexa.com.

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What this means is that LinkedIn, with all those personal profiles, company pages, group activity and various other types of ever-expanding content, packs a fair old punch in search. LinkedIn Publishing provides an opportunity to feed off that strong domain authority (99/100 according to Moz). [pullQuote position=”left”]LinkedIn Publishing offers access to one of the internet’s strongest domains[/pullQuote]

If you’ve got a new blog, a small website or a limited budget (or all three), LinkedIn Publishing could be a great way to get your content in front of a wider audience. The articles you publish will pop up in LinkedIn searches (of which there were 5.7 billion last year), but they will also get indexed and returned by Google opening them up to an even bigger potential readership.

That means while you build up the virtual standing of your own website or blog you can still get some well-written, authoritative content in front of your target audience.

2. Gain really positive early engagement

[pullQuote position=”right”]Publishing on LinkedIn is your first step towards Obama-style influence[/pullQuote]From the LinkedIn Publishing we’ve done ourselves and with clients​,​ ​we’ve seen really positive signs that the posts get read, liked and shared. They can even help boost your connections ​​​​. But one of the really interesting features is that, once you start publishing, other users outside of your network can follow you as if you’re a LinkedIn Influencer.

LinkedIn has been very keen to point out that using the publishing tool does not make you an influencer (an exclusive collection of thought leaders including the likes of Barack Obama and Bill Gates) but it’s still exciting to be able to tap into this previously restricted functionality. Your posts are going to be searchable on LinkedIn and provide a great virtual icebreaker to potential new connections.

One note of caution though is that  LinkedIn Publishing is still relatively new. The exposure your posts get will diminish as more people start to use it, so like a lot of things web-related, there are some real advantages to being an early adopter. It’s also a useful prompt to pay some attention to your profile and accept some of those connection requests you’ve been ignoring. If you’re planning to start publishing content you want as big an audience as possible to see it and potentially share it for you.

3. Earn referral traffic for your website

You can put links in your long-form LinkedIn posts, which provides a good opportunity to point readers to relevant resources on your website and elsewhere on the web. Search engines will obviously ​view these links as​ “no-follow”​,​ to discourage the sort of link spam that ruins everything else on the internet, but you’ve still got the potential to earn solid referral traffic. [pullQuote position=”right”]LinkedIn Publishing is ideal for promoting your high value website content[/pullQuote]

This makes LinkedIn Publishing a great way to promote your existing website content. If you’ve just published a new whitepaper or downloadable guide, for example, you can get on LinkedIn and provide an extended summary or some expert analysis that not only adds value for your connections and followers, but also points people back to your site.

One thing to watch is that you don’t duplicate content already on your blog or website. Being original is the first rule of content marketing, but it’s especially important when you’re putting content on a site with LinkedIn’s domain authority. If you publish the same content on your own site it’s likely Google will assume the LinkedIn article is the original and bin yours from the index. That can have potentially damaging implications for your site in general.

By Rob Cleeve

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