LinkedIn are opening their publishing platform to all members. This is a unique opportunity for members to share their expertise and build authority with both their extended network and the wider LinkedIn audience.
Unlike regular updates which disappear in the fast flowing stream blog posts will be prominently displayed at the top of member profiles. People can follow posts and one assumes that the LinkedIn algorithm will monitor the most popular posts and share these more widely.
How Do I Get Access to the Publishing Platform?
LinkedIn is currently rolling out the feature to all members. Initially it was released to 25,000 members, then 60,000. You can apply for early access using this link.
You will receive a notice from LinkedIn when the feature has been activated on your account, in the update window on your home page a pencil icon will appear next to the paper clip. Clicking on the pencil will take you to the publishing feature where you can create, save, edit and publish your posts.
The publishing editor is easy to use and largely intuitive. You can add hyperlinks, quotes, images and video to your posts. There is also an option to use different heading formats though to be honest I have tended just to use bold for headings.
You can preview your post before publishing which is highly recommended. It’s surprising how mistakes can creep in. You can also edit a post after publication.
What Should I Write About?
LinkedIn is in the process of turning itself into a publishing platform. It recognises that there is an enormous amount of expertise in the member community and it wants to make this accessible. Be warned however that if your posts are considered self-promotional or read like sales copy then LinkedIn will withdraw your right to publish.
Here are some suggestions as to potential topics from LinkedIn:
- What concrete advice would you give to someone hoping to enter your field?
- What your industry will (or should) look like in 5, 10, or 15 years and how it will get there
- What is the biggest problem your industry needs to solve
- What skill is essential in your job or at your company, and why
- How has your job, profession or industry changed since you started
- What else would you do if you started all over again and why
- How did you get your start in a certain profession
- Advice for career advancement in your function
- Challenges for the future of your function.
Can I Copy Posts from My Blog?
There is no rule that says that posts must be original, however SEO experts will tell you that Google can mark down duplicate content.
Currently LinkedIn’s position is you can “republish something that you have published somewhere else if it is ‘your’ original content that you own the rights to.”
Google seems to be taking a slightly subtler approach to duplicate content these days. Here is what Matt Cutts, Head of the Webspam Team at Google has to say:
“For the most part, duplicate content isn’t really treated as spam. It’s just treated as something we need to cluster appropriately and we need to make sure that it ranks correctly.”
I believe if you regularly copied and posted content across platforms Google would pick this up and punish your rankings. To be on the safe side my recommendation would be to aim for 80% original or at least re-written posts on LinkedIn.
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