Why publishing content on LinkedIn is really worth it

It has been a couple of years now since LinkedIn opened up its publishing of long form posts for all members, allowing people to publish their own blogs directly onto LinkedIn. Many people have tried it, some successfully and some not so successfully. But is it really worth the hassle? Is there any point in posting on LinkedIn instead of posting directly onto your own blog or website?

In a word, yes. Posting directly onto LinkedIn allows your content to be found and shared by business professionals in a way that posting onto your own website or social media channels does not (unless, of course, you’re already blessed with a large following or website readership). If your posts on Twitter, Facebook and your own website regularly receive little-to-no interaction, then publishing on LinkedIn is definitely something you want to consider. In fact, don’t just consider it – do it!

Also, don’t give up on it. Just because a post you have made hasn’t received much interaction, it doesn’t mean it never will. Posts on LinkedIn (and indeed on any platform) can be slow burners before they take off.

Here’s a ‘for instance’ – I wrote a post on LinkedIn in December 2014 about how you share content from your LinkedIn company page to your personal profile, so your contacts can see and engage with it. It sounds like it should be an easy thing to do, but it isn’t. It’s one of those strange quirks of LinkedIn that actually make it very difficult to do and, nearly two years later, they still haven’t fixed it. This is good for me, however, as the post has been getting some interaction.

The following screenshot shows the interaction the post has received over the last 30 days. As you can see, it has received 1,530 views in the last 30 days, which is a decent number.

Don’t get me wrong, it’s by no means a ‘viral’ number but, for a post about using LinkedIn, it’s pretty good. If, however, we look at the usage figures for the post since it was written, we can see a very interesting development.

The post received very little in the way of views for months until the right person saw it and interacted with it. Since then, it has drastically increased in popularity. The post has been liked, commented on and shared numerous times as people have seen how it explains something otherwise difficult to do with LinkedIn. The post solves a problem – a problem everyone using LinkedIn for business has.

This is the key with posts like this. If you make them genuinely helpful to the reader, the reader will want to share them with their network. By posting on LinkedIn, you make this very easy to do.

My post was so useful to one LinkedIn member that they wrote a follow-up post about infuriating things LinkedIn does, quoting mine as a source. This wouldn’t have happened had I not used LinkedIn for publishing.

There are, of course, lots of other cool things you can do with LinkedIn and we’ve explained them all, in great detail, in our diploma course for LinkedIn marketing. In the course you’ll learn lots of cool tricks like this for getting around LinkedIn’s quirks, and about marketing yourself and your business via LinkedIn.

The course costs £190 but, by using the discount code LINK29, you can download it today for just £29. It can be completed online at your own pace, and there are tests and assessments along the way to confirm your understanding of the subject. I’m also on hand to answer any questions you might have.

We have also presented it as a classroom course to our students, and you can see a short video of this below. The online course is exactly the same as the classroom one, except that you get to complete it at your own pace.

Remember, by using the discount code LINK29 you can download the course for £29, so don’t delay!

• About
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Darren Jamieson

Technical Director at Online Learning Academy

Latest posts by Darren Jamieson (see all)

• New Year’s Resolutions for 2017, and why they fail - 25th January 2017
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