There is no better way to combine content marketing, social media marketing and SEO than blogging. Companies that blog get 97% more inbound links to their website than those who don’t. In addition, you and your company become a trustworthy and accessible in the eyes of your customers, partners or prospects.
Nowadays, everyone can be a blogger or publisher, if they want to. LinkedIN has made it even easier for mere mortals to publish long-form content without the need to maintain a blog website.
Here’s how you publish to LinkedIN:
- Go to your HOME tab. You will notice that you can either “share an article, photo, or update” or “write an article”, which on the older LinkedIN format was called “publish a post”.
- A new tab will appear, which allows you to write and edit your blog post. LinkedIN allows you to add photos and do proper text editing with hyperlinks, quotes and images.
- Add a cover image first. Images are key on all social media. It should reflect your brand, yet be interesting enough to attract the eye and get people to click for more. You can choose between displaying it full screen or blog width.
- Next, add a compelling headline: A bold statement. a question, a how-to, a list .. Something that you think will get people to click on your headline to read more.
- Start writing (or copy/pasting) your main text. Notice the small rectangle on the left of your text. This is where you can add images, videos, and more to your text to break it up a bit.
- Final check before you publish: Make sure that your hyperlinks work. Break up long paragraphs with subheadings to make it easier to read. Finish your blog post with a call to action to visit your website or leave a comment.
- Hit PUBLISH top right. You can always edit your post afterwards as often as needed.
- SHARE your blog post! Your blog post will automatically be shared with your LinkedIN network. They will receive a notification when they log in to LinkedIN. BUT, a day or two later, you should pro-actively share your post again on your personal LinkedIN timeline. Of course, also share it on all your other social networks (Facebook, Twitter, Instagram, etc.) with a link back to the LinkedIN post.
- See your likes and views increase: For each blog post, you can see likes, comments, shares and views. You can go to you post and click on the chart icon for details
What if I already maintain a blog on my company website?
If you have a company website, it’s a bit of a different story. Your main aim will then be to drive traffic and convert visitors into customers on your website. Your strategy will then be different. Publish a TEASER post here on LinkedIN and point back to the full blog post on your company website.