The ability to publish long form posts on LinkedIn used to be a feature reserved for the elite of the network, aka LinkedIn Influencers. Those days are over and now anyone can use the LinkedIn publishing platform and there are an exciting amount of benefits for anyone active on the network.
Many wondered what benefits would be available that blogging doesn’t already provide and I’m VERY pleased to say I’ve been blown away by the results I’m seeing for myself and my clients so far.
1. Give Old Content New Life
Post your older content that is still great (and relevant) using the LinkedIn Publishing platform. I’ve been doing this with my best blogs and it’s resulted in a ton of engagement, new exposure and a few great leads.
Here is one of the most popular articles on my blog:
I got over 7900 additional views to my article by re-posting it via LinkedIn Publisher nine months later:
2. Position Yourself As The Expert
Blogging already did this for you but now you have a convenient distribution platform from the moment you hit “Publish”. Everyone in your LinkedIn network will start to become more and more familiar with you and the work you do because they’ll receive a notification every time you post to LinkedIn Publisher.
Over time your network will see you at the go-to expert in your field…as long as your content is high quality!
3. LinkedIn Might Promote You
If your article is really good, it’s possible that LinkedIn will publish it in one of the categories on Pulse or, even better, right on the homepage. You might also notice that LinkedIn will occasionally send you an email to let you know about the most popular posts in your network – this has happened to me several times and always results in a significant boost in readership.
4. Reach Your 2nd and 3rd Level Connections
It’s a given that your 1st level connections will be seeing your posts but as soon as they begin to like, comment and share, your content will be seen beyond your immediate network. This is exactly what’s happening when you noticed posts on your LinkedIn home page that aren’t shared directly by your 1st level connections.