Is LinkedIn a critical tool for your business’ marketing? Discover the best practices on how to use LinkedIn as a professional as well as representing your business. Furthermore, learn how you can possibly get your content featured on LinkedIn’s publishing site called LinkedIn Pulse.
Podcast #76 talks about the secret to do exactly that – increase your content’s value and get visibility in LinkedIn Pulse. The competition may be high but syndicating blog posts within LinkedIn is possible! You might wake up and see your most recent post get featured and shared within the demographics your content rightly belongs.
The question now is how to get your content featured, right? Are there some mechanics or requirements? Of couse – LinkedIn has an algorithm that determines which of the posts daily get embedded within the system are good enough to get some exposure just as Facebook has an algorithm for the News Feed and Google has an algorithm for their search results.
Moreover, you need connections. You need their engagement, their interest. LinkedIn will know which of the posts in their system gets the attention through social signals, i.e. the number of comments, likes, shares, etc. It’s very logical. The more people read your content, the more LinkedIn notices your post. And the more connections you have, the more possibility of people reading your content, right? Which better way to start than that?
The problem is the authenticity of your connections. Some marketers pay to have more connections or simply connect randomly with anyone that invites, including many of the fake LinkedIn profiles that exist. But these connections are not exactly the kind of connections you want to have. They are least likely to engage in your posts. They are just numbers to your connections but would never add value to your engagement within LinkedIn.
So what is it exactly that can help your content get featured? The number of your connections is a great help but it’s more than that! To find out more, listen to my podcast covering the secret to getting content featured in LinkedIn Pulse!
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In This Episode:
- Linkedin is one of the top ten most visited websites in the U.S., so it’s a lucrative and attractive demographic, so it makes sense that we would want to publish content there
- So before we go any further, I want to talk more about Linkedin Pulse
- Linkedin used to have something called Linkedin Today, where they basically looked at the most engaging content on the platform and introducing those posts and recommending them; when you opened up you Linkedin, you would have content that was already vetted and promoted by Linkedin professionals in your industry
- Last year, Linkedin bought an RSS service called Pulse, and at the time it already had 30 million users
- So now, in addition to having access to however many people that are using Linkedin, you now also have access to those 30 million users of Pulse when you’re publishing your content
- These people are actively consuming content, and that’s why you sometimes see these posts on Linkedin that have hundreds of thousands of views
- Linkedin has its own algorithm that determines what content is shown to how many people on Pulse
- The more people that like, comment, and share on any given post, those are all social signals that tell Linkedin to give that post some more exposure
- New posts get more exposure than old posts
- You need to have connections: your connections are your followers, and if you’re not connected to that many people, you won’t have that many eyes on your content
- You can use Pulse for content curation as well
- You can subscribe to three different categories of content: influencers, channels which are basically industry categories that Linkedin predetermines, and publishers which is top news coming from global and industry sources
- If you scroll down far enough in publishers, you start seeing company pages – what does this mean? It means you want to get as many followers for your Linkedin business page as you can because the more followers you have, the higher you’re going to show up on this list of publishers
- We need to be focusing more on the Linkedin company page, to attract a bigger following, because all of that will lead to our company page being more recommendable in Pulse and our content showing up more for Pulse users
Resources & Links:
- Learn how your business should be maximizing Linkedin
- Now that you’re directing people to your Linkedin company page, make sure it’s as good as it can be
- 4 reasons why Linkedin (not Facebook) might be a better place for your company
- Read my blog post on this topic
- Get your Linkedin Profile looking professional with these tips