Alecs is the Client Accounts Manager at Express Writers and has years of copywriting and journalism under her belt.
LinkedIn is among the most popular social media outlets available today because of the unique premise it presents to its users, including the ever-growing LinkedIn publishing platform.
On LinkedIn, you are judged not on what you look like, but on what your accomplishments are.
It’s one of the most useful social networking sites for large companies and HR departments looking for the next big star.
It’s even better as a tool for getting content out to the masses while ensuring that it’s still accredited to you.
LinkedIn lends itself to the publication of long form content because it’s a site made up of readers, thinkers and doers.
People who plan before they act.
The more information they have the easier it is for them to make a decision. However, as LinkedIn grows, publishing on this godsend of a platform might not have the same sort of impact it once did.
Examining the Positive Side of Placing Content on The LinkedIn Publishing Platform
LinkedIn serves as the single best way to get in touch with professionals in a particular field. Because of the interactive style of long form posts that the social media network allows on its publication platform, you can engage in discussion very easily with other members of the same industry or field.
From a professional’s perspective, this can only lead to good things. Differing opinions can stimulate debate and can lead to getting new insight on something that they thought they knew inside out.
The wide reach of the platform combined with the type of users you are getting access to makes it ideal for a young professional trying to get noticed in his or her field of choice.
3 Key Benefits of Being On The LinkedIn Publishing Platform
Publishing long form content on LinkedIn benefits the user by:
1. Relevant Outreach
Recently, LinkedIn announced that it crossed a million members publishing on their platform. When compared with other social media networking sites, one million sounds like a small number. However, if you consider that the people on this social networking site is made up of decision makers (about 45% of LinkedIn is in upper management) that number starts looking a lot larger. Since LinkedIn opened its long form publishing platform to users in February 2014, over 130,000 posts per week are made utilizing the site’s publishing platform. That’s quite an accomplishment for a little over a year of service. This is a testament to the volume of experience that the LinkedIn community has to share with the wider world, and make no mistake, the users really love sharing their insights.
2. Equal Reach Regardless of Station
What makes LinkedIn’s platform such a roaring success? Unlike other blogging sites where you would need to find people to read your work, usually in response to you reading theirs and leaving feedback, LinkedIn’s community usually starts the ball rolling for you. It’s the kind of publishing platform where even the smallest voice has the same potential outreach as the largest. With a user base of over 364 million total movers and shakers of industry plugged into the social network, it makes it much more likely that people who count will see what you post. For an ambitious person, publication on LinkedIn gives them far more potential for their work than any other type of social network.
3. Ideal for Starting Discussion
Because of the blog-type nature of LinkedIn posts, industry professionals can chime in with things that are presented in a publication that they agree with and point out the items that strike them as odd. The rapport that it can generate is what LinkedIn was aiming for when they developed the platform to be like this. The Executive Editor of LinkedIn Daniel Roth is noted as saying that LinkedIn’s publishing platform was meant to be a tool to turn insight into conversation. Based on how many relevant conversations it has started over a number of fields, it is safe to assume that they accomplished their goal.
The Downside of Publishing on LinkedIn: 2 Main Points
It’s not all roses in this part of the social media world, however. It may seem as though LinkedIn’s publication platform makes it ever so easy to get a ready audience for your posts. At the start of its availability for all users, long form posts usually guaranteed a pretty large reach. However, as time went on the amount of people it reached started dropping drastically until December 2014 when outreach seemed to come to a screeching halt. What could have caused this is anyone’s guess, but there are a few good estimations as to what may have affected the number of people being able to view individual posts, such as:
1. Rise in Competition
More and more users started publishing long form posts that grabbed the attention of readers and because of this the total audience would be split among the writers with the best posts. This would have been a factor if the quality of all posts were kept the same. As content producers, we should know that being able to maintain the quality of your own posts over the space of a month can be difficult, not to mention the posts of hundreds of individuals. While this might be an easy method of explaining away the massive drop in interaction for some users, it seems as though it’s too simple a solution for such a complex problem.
2. LinkedIn Pulse
LinkedIn likes taking care of its users. That’s why it developed LinkedIn Pulse, as a method of showcasing the best in long form publications from the user base. Before Pulse came along you were just as likely to get your content seen as a user that has a higher quality post.
However, because of Pulse, those users would generally be highlighted more and far more users would read their posts as opposed to yours, provided theirs is of a higher quality. LinkedIn Pulse is not necessarily a bad thing, since it pushes the envelope on what LinkedIn is likely to accept as good content. If you want the views, make sure your content is the best that can be found on LinkedIn for your niche.
Four Ways LinkedIn Affects Your Business
As we said before a lot of professionals utilize LinkedIn as a means of developing their own content marketing strategy. Whether it’s for use in finding new talent or simply exploring the available jobs in their region, LinkedIn serves as a jumping off point that professionals and companies alike can go to check out what the field has to offer. There are a number of different types of LinkedIn users and each one utilizes the platform for their own ends. Some of these include:
1. Individual Professionals
Engineers, architects and professionals from any industry find a home on LinkedIn as a place where they can present their ideas though the long form publishing platform and gain a following. This can lead to a number of different opportunities opening up for them throughout in and around their locale. From consultants, especially, being able to showcase their talents through long form posts and a ready availability of previous projects gives them an advantage over other professionals in their field that don’t use social networking to meet new clients.
2. Large Businesses
LinkedIn is one of the largest pools of ready workforce in the world that is not constrained geographically. It is probably the richest grounds for finding new talent in a field. Companies such as Shell, Fugro and ArcelorMittal have already realized this and their job posting board is prolific, with jobs that range across countries where they have holdings. Because of the multinational nature of these countries they can find a suitable candidate in another country they operate in and transfer them to where they are most needed. LinkedIn gives them the cream of the crop as far as hires go.
3. Small Businesses
Even smaller businesses get in on the deal with the hiring market. Because their area of influence is smaller, the amount of talent they have in their pool is considerably less. However, thanks to the location features that LinkedIn has built into its architecture, it’s easy for even small companies to find the perfect worker for the job they want filled.
4. Business-to-Business Marketers
One of the groups that benefits the most from LinkedIn is the B2B marketers. Their entire market is situated handily in one single social networking website making it easy to get in touch with them and to run a carefully planned content marketing strategy to make those companies aware of their existence and the products they offer. It’s a win-win situation on both fronts since the businesses get a supplier that is easily reachable for arranging details.
So, Is The LinkedIn Publishing Platform Worth It?
The crux of the matter is whether long form content (or content of any form) on LinkedIn is worth it anymore.
With the decrease in visibility and the promise that only the best of the best will be showcased in LinkedIn Pulse, does it really matter to create content on LinkedIn?
The answer is yes, it is still very much worth it.
Although you may not get the same sort of audience your content is used to, the audience that you do impact is still better than impacting no one at all.
You should try to make your content of the highest quality to find yourself on Pulse, but failing that, still make it a high enough quality so that your readers get something out of it.
Create good content now and, even though LinkedIn might not reward you for it, your industry just might.
Featured photo original design (c) Express Writers
In-line second photo Inc.com