August 15, 2014: In his latest ClickZ column, Kevin Lee reports on results of several long-form publishing tests made by his content marketing team of the new LinkedIn Publisher Platform. He writes: “Original posts on LinkedIn may get you as much – or more – reach than you’d get on your business blog. One piece of original content we posted – a 550-word article – did phenomenally well, scoring more than 12,000 views, 213 “thumbs ups,” and more than 60 comments. Other articles, however did less well – scoring only a couple of hundred views (but still respectable by business blog standards).”
Kevin notes that “sometimes an external platform like LinkedIn will rank better in SEO than your blog over time, plus have its own audience to provide you with visibility immediately upon publishing. Add to that the PR impact of building your personal or business brand as a subject matter expert and I’d say that’s a win-win-win.”
Using the LinkedIn publisher platform isn’t exactly like blogging. Kevin notes that “Using LinkedIn’s platform is as easy as using any standard WordPress/Blogger CMS. But there are some wrinkles you need to know about when using it. Make sure you think hard about your headline/article title, because LinkedIn won’t let you change it once you’ve posted the article. Also, if you use illustrations/graphics in your articles (and you should, given the importance of images on social media), you’ll need to actually upload them to LinkedIn. Make sure you’re sure that you actually are granted all the applicable image rights for each image you use, because you’re copying them, not just linking their locations on external sites. LinkedIn’s anti-copyright infringement policies are very strict (you could lose your account if LinkedIn concludes that anything you’ve uploaded to the service is infringing), so read the attribution fine print before uploading.”
Read complete article on ClickZ.com.
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