If you've spent any time on LinkedIn reading updates, you've likely come across some articles published directly on LinkedIn's Publishing Platform. While this platform used to be reserved for "Influencers" only, LinkedIn has now opened up its publishing tool to members. So if you don't have access to publish a post yet, just know it's coming! LinkedIn is in the process of rolling it out to members now.
I actually requested to get early access to this tool and have already published my first post on LinkedIn Company Pages. Here's what I learned so far:
Display of Content: Once you create a post, it is then placed on your LinkedIn profile in the Posts section. The post is also shared on the news feed with your connections. And what's even more exciting about this post is that it is searchable on LinkedIn and off LinkedIn (as in organic search). If you've ever searched for articles on the web using Google or a similar service, you may have found links to articles on LinkedIn - and now your articles will be part of that mix!
Follower Reach: Once you have posted on the LinkedIn Publishing Platform, members that are not currently connected to you may find your post. If they do, they have the option to follow you and receive an update whenever you make a new post. What a great way to build connections!
Topics: For topics, LinkedIn shares this advice: "Your long-form posts should share your professional expertise. Write about challenges you've faced, opportunities you've seized, or important trends in your industry. This could include your most memorable work experiences, lessons you've learned along the way, or topics you're most passionate about."
Also, consider using your blog posts for topics. You already have a lot of good content to choose from, so the key is to make it unique to your area of expertise and tweak the post with "your voice." You also want to include any references, images and appropriate adjustments to links in the post so that it makes sense for LinkedIn's platform. Remember, this isn't your personal blog. So try to appeal to the public members of LinkedIn.