LinkedIn Publishing: A Powerful Way To Build Online Influence

If you’ve spent any amount of time on LinkedIn, you’ve probably seen content published by influencers such as Richard Branson, Bill Gates and the like.

If you want to get your voice heard in the business world, LinkedIn is now the way to go. From business advice, startup success, productivity tips and even social responsibility stories – LinkedIn has quickly grown into a content platform where thought leaders converge.

What makes the platform even more popular is that the audience on LinkedIn seems genuinely interested in the content being published and is highly engaged.


LinkedIn Publishing is the new way for businesses and business professionals to get their voice heard.

Publishing content on LinkedIn can give your content (and your reputation) a well-deserved boost. So, isn’t it time you jumped on board as well?

Let me show you why…. and how. 

What Is LinkedIn Publishing And Why Is It Important?

LinkedIn in is currently among the fastest growing online networking sites. To increase its value to members, LinkedIn opened up its publishing platform to all members some time in 2014. Before then, the platform was available to a select few. Thousands of posts are now shared daily on LinkedIn.

linkedin publishing

What sets LinkedIn apart as a social platform is that it has positioned itself as an effective professional resource where members can find credible information about any professional industry  or interest and network with industry influencers.

Easy To Use

The LinkedIn publishing platform formatting capabilities are similar to those of a basic blogging platform such as WordPress but a little bit easier to use. You can format your post using bold, italics, headers, bullets, numbered lists and hyperlink text.

linkedin publishing

Showcase your knowledge

Using LinkedIn publisher  is a great way to showcase your knowledge in your industry. Get more visibility for your content and consequently increase your LinkedIn reputation. This is also your chance to start conversations about topics you are passionate about and get it viewed by others interested in the same topic/ industry.

get found easily

Publishing your content using the LinkedIn platform is also an advantage because if you use the right keywords, members can easily find your content  by searching keywords in LinkedIn’s post search box.

increase your connections

By sharing your content on LinkedIn you also get to expand your connections as more people get to read your posts and interact with you. The ability to use analytics is great because you can find out which members are really interested in what you’re saying and you can use this knowledge to help improve your future posts.

Writing Tips For LinkedIn Publishing

Convinced that you need to start publishing on LinkedIn? Here’s my advice on how to write so you get noticed.

Use an Authentic Voice

When writing your posts make sure that you use your natural, authentic voice and maintain this in all your blog posts. People want to hear your original thoughts and opinions on the subject. This will give you a unique identity and increase the success of your posts. Refrain from self-promotion.

Pick an Area of Expertise

Choose specific areas that you are knowledgeable about and write about them. This gives your posts more authority.

Be Focused

For every post, stick to one or two topics. Don’t cover too many topics in the same post. You will lose your readers’ interest and possibly even confuse them.

Express your Opinion

Expressing your opinion in a matter or area that you are experienced in is a good way to increase you reputation but ensure that your posts are appropriate for your audience. Remain professional, even when expressing your opinion. Be careful not to be hateful or intimidating.

What Makes A Good Post?

What makes a post interesting and engaging for a LinkedIn audience? Here are some best practices to keep in mind.

A Catchy Headline

The headline is the first thing that people will see and use to judge whether to read your post or not. It is therefore very important that you come up with catchy headlines for all your posts if you want people to read them.

  • Be specific and creative.
  • How-to posts and lists are also a great way to structure a headline.

This headline by Jeff Haden is a perfect example of a catchy headline that attracted hundreds of thousands of views:

linkedin publishingAttractive Visuals

When it comes to content marketing, do not ignore the power of visuals. Make sure you upload an image, a video, presentation or any other relevant visual to all your posts. Visuals help to grab attention, and explain insights with ease.

Concise Content

While LinkedIn Publisher does not have a word limit, very long posts tend to be boring and readers lose concentration mid way. Best performing posts are those that have concise and engaging content with between 300-600 words.

Relevant Keywords  

To increase your post views, use relevant keywords within your article. Remember members often find articles on LinkedIn through searching keywords. It will much easier for people to come across your post if you use keywords related to an industry or interest that you are discussing. Be careful not to overuse keywords otherwise your content will be regarded as spam.

Tips On Using LinkedIn To Build Thought Leadership And Online Influence

What is the point of publishing on LinkedIn and putting in so much effort to produce great content? To establish yourself as an authority in your industry/ profession, of course. These are my tips on how to achieve this.

understand the platform first

Before you start publishing on LinkedIn, it will be helpful to understand how the platform works. It is also important to understand the audience on LinkedIn, the tone used by other publishers and the general look and feel of the platform. You can do this by reading a couple of other members’  posts.

To find posts, click on “Pulse” from the Interests tab in the main menu, then click on “Top Posts” to see the top-performing posts of the day.

linkedin publishing

To publish your first post, click on “Publish a post” as seen above.

Create Valuable, engaging Content

Ask yourself what you think is important to your audience. What are their needs and how can you fulfill them? Understanding the needs of your audience will help you create valuable content that will be beneficial to them. Your content should resonate with your audience and should NOT be salesy.

Share Your Post on all your platforms

When you publish your post on LinkedIn, make sure you share on appropriate groups that you have joined and if you have a LinkedIn company page and your post is relevant to the audience there, don’t forget to share there as well. If you have influencers that you interact with regularly, you could share your posts with them through LinkedIn email alert.

Do not limit sharing and views to LinkedIn only. Widen your post reach and engagement by sharing your post on Twitter, Facebook and Google+.  All online engagement combined adds to your credibility and online influence.

Publish AT the right time

Just as with other social media platforms such as Facebook and Twitter, publishing frequency and timings are two important things that influence post reach and engagement on LinkedIn too.

When publishing posts on LinkedIn remember that your audience is mainly professionals and so be sure to post on times when professionals are more likely to be online such as early morning, late night and weekends.

To increase post visibility identify the times during which your people are most active on LinkedIn.

Manage Your Post Comments

Once you publish your post, be sure to check your comments section and interact with members who post comments on your posts. This is a good way to continue the conversation and to interact with other professionals in your area of interest. Business relationships areo ften formed in the comments section!

Check your analytics

LinkedIn Publisher allows you to see how your post is performing through number of views, social media shares and comments. Use your LinkedIn post metrics to see how members are interacting with your content and compare your posts to see which ones performed better and why. Analytics are good because you get to learn the demographics of your audience and the content they like, allowing you to create valuable content in future.

LinkedIn Publisher not only provides you with excellent visibility, it also offers you the opportunity to position yourself as a thought leader in specific topics, as long as you share well thought out and insightful messages.

Have you ever published a post on LinkedIn? Do you plan to? I’d love to hear what you think of LinkedIn publishing.