How to supercharge blogs using LinkedIn.

LinkedIn is a brilliant source of new business leads. If you work in the tech or creative sectors, it’s a must.

But LinkedIn has a bad reputation at the moment. ‘It’s full of recruiters and business coaches on the prowl.’

That may be true, but not in my experience. For me, LinkedIn is a massive source of new customers and web traffic.

Have a look:

LinkedIn accounts for roughly a third of all my social media traffic. Have a look at your Google Analytics, go to ‘Acquisition’ and then ‘Social’ to find out how much LinkedIn actually helps you. You might be surprised.

Why publish content on LinkedIn?

LinkedIn has its own content platform, called Pulse.

On here, you can publish articles that will be permanently visible from your profile page. This adds massive credibility to anyone scoping you out and builds trust with your audience.

Writing honest, thoughtful articles on LinkedIn will get you noticed. Even with all the recruiters and coaches prowling around.

Step 1 – Get the basics right

First of all, let’s go through how to publish a blog. It’s really easy – just click ‘Write an article’ on the homepage.

Once you’ve done that, you’ll see this screen:

In here, you can insert a header image (1500 x 700 pixels), a headline and a blog with no word limit. Yes, that’s right.

So, now’s the time to pick your best, shiniest blog content and start sharing it on LinkedIn.

LinkedIn is a closed platform, so you won’t lose out by duplicating blog content from your website.

But I tend to publish exclusive content on LinkedIn. That way, I can signpost to it from social media, and users won’t be tempted to find it anywhere else.

Step 2 – Take advantage of formatting

Take advantage of all the features LinkedIn pulse has to offer – break up your writing with plenty of images, video clips, snippets, embedded tweets and quotes. Use subheadings, bullet points and different heading texts to make it engaging. Emoji’s are also a fun way to break up the monotony of paragraphs, if that feels right for you.

I even include a content’s page on my blogs, so users can head to the bit that’s relevant.

Remember, this blog will be permanently visible from your profile page, so don’t rush.

Spend time curating the content until it reads like a human wrote it, and has plenty of fun, relevant detail. Anecdotes and real-life stories are always appreciated, so don’t be afraid to get vulnerable.

Most importantly – have a clear call to action.

What’s the next step you want your prospects to take? What marketing campaigns are you currently running? Always have a really clear offer, so that your new fans can stay in touch.

It’s a good idea to run these call to actions at the beginning, middle and end of your piece.

Step 3 – Get sharing

When you’ve finished editing, added plenty of images and fine-tuned everything, you’re ready to click ‘Publish’.

LinkedIn moves much more slowly than other social channels.

Be prepared for a slow burn, and gradually increasing engagement over a period of weeks, not hours.

LinkedIn users take their time, so don’t panic if it’s not viral within an hour.

Here’s 5 ways to boost engagement once you’ve posted.

  1. Share immediately from your profile, with a clear reason for people to read it. Try to tell a story – what made you write it? Remember, LinkedIn truncates posts after 140 characters, although posts themselves can be up to 1400 characters.
  2. Include relevant hashtags, these are really important on LinkedIn. Anyone searching for your service or niche can spot your article in their feed, so it’s a great way to make new connections.
  3. (Be careful with this) tag people who would find it useful, but don’t go overboard.
  4. Share from your other social platforms – most sync nicely with LinkedIn, pulling through meta data including the first paragraph and image.
  5. Keep sharing your post – go back a few weeks afterwards and post a refresher. If your article is topical, why not?

Found this useful? You might like the guide I wrote on LinkedIn marketing, which contains 76 different ideas you can use. Read it here: