Today I want to talk about understanding the audience for your Linkedin blog post. I had an aha moment this week about the Linkedin publishing platform, and it is really about whether you can just copy and paste the content you’re creating for your blog on to Linkedin, which plenty of people are doing, or whether you should be rewriting your content for this specific, unique audience. Listen in to hear my experience with publishing content on Linkedin and whether I think the Linkedin community needs its own content.
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In This Episode:
- My concept around publishing on platforms is this: you have your own blog (or in my case, two), and then you have this Linkedin publishing platform that can get you in front of that many more people – would I do it? Heck yes.
- A lot of people don’t want to create special content specifically for Linkedin when they’re already creating content for their blog, so they’re just republishing the same content, and I haven’t taken that approach
- My approach is that if you’re going to use the same content, you need to at least rephrase it for the Linkedin community
- When I posted a recent blog post on Linkedin, I combined two blog posts I had already written for my own blog, and I reworded it for the Linkedin community – it’s a professional, savvy community, and you don’t want to be too salesy
- What happened to my post on Linkedin hasn’t happened to my blog posts on the same subject on my own blog, and that is serious professional conversation
- Now, I don’t blog for comments, I blog for content, I blog as a resource to share my best ideas with you
- Linkedin really surprised me because of the feedback I got through the comments on the post, and they were very appropriate for the community, and they were interesting, they provided invaluable advice on what kind of content I should be creating
- Through this post and these comments, I realized that Linkedin truly is a unique, valuable community, and it confirmed what I thought about copying and pasting your content
- Copying and pasting your content isn’t going to be as effective as phrasing your content to appeal to and interest the unique Linkedin community
- If the content is on your own blog, it can be created for your audience, but if you’re going to be guest posting or publishing anywhere else, it really should be retooled for that specific audience
Resources & Links:
- Read more about repurposing your blog content to get traffic.
- Check out one of my original posts about why employee advocacy should start on Linkedin.
- Get my ebook about building an employee advocacy program.
- Ways your business should maximize your Linkedin.
- Read my post about blogging for content, not comments.