How To Become A LinkedIn InfluencerIf you’re anything like me you understand the value of LinkedIn. As a business to business company, LinkedIn has helped us promote our services, grow our networks, and increase our traffic and leads. LinkedIn is an invaluable network.

LinkedIn is making the move towards a publishing platform. They have acquired SlideShare as a first step. Then they released their LinkedIn Influencers program. It’s clear that content is important to LinkedIn. In fact, their engagement has been on the up since they have moved to a more content and sharing focused platform.

As you know, I have always supported sharing your blog posts within groups, on your company page and your profile page. This has been one of our biggest traffic drivers and probably one of yours too. Well, it looks like things are going to get even better for you on LinkedIn.

LinkedIn is opening their Influencer platform to the public. This means that you will be able to write and publish a blog post on LinkedIn. You will no longer have to simply link to your blog post and hope people move over and read it. Each post you create will live on your profile forever. There are some pros and cons to moving to this strategy completely which you should know.

LinkedIn Publishing Pros

1. Increased Reach
In order for people to read your post, they won’t have to be following you. This will open you up to a whole new network. People will be able to engage with your content as well.

2. Increased Network
This will no doubt allow you to increase your network. Of course as long as your content is good and read. But because you’ll be able to open your thought-leadership to a wider audience, I’m sure people will want to follow you.

3. Increased Content
You’ll have a more robust profile as each post will live on your LinkedIn page. It’s a good idea to look at LinkedIn as a guest blogging strategy. Use it to increase awareness around your business and to introduce yourself to a new audience. (I will also test taking the same content from my blog and see what happens, but I expect Guest Blogging strategy to be much better.)

LinkedIn Publishing Cons

1. Decreased Traffic
Your posts will be registered on LinkedIn and not your actual blog which means that you won’t see traffic to your site when publishing here. You’ll have to put links inside the post to make sure people check out your site.

2. More Noise
If everyone starts blogging on LinkedIn, there will be a lot of noise. You’ll have to figure out how to cut through the noise. I’m sure you’ll be able to do it. 🙂

How To Take Advantage Of LinkedIn Publishing

Hold your horses, it’s not officially launched yet. But it will be soon. So the best thing to do now is to start thinking of a strategy. How often will you post on LinkedIn? How will you use LinkedIn publishing to grow your business? How will you create content that is tailored towards the LinkedIn audience that is different than the content you create for your own sites.

Personally, I am definitely going to publish content for LinkedIn. But I am going to create even more content for my own blog. Why, you might ask? Because my own blog is my asset! I own the content and I can generate leads. Plus, blogging helps with our SEO and social media efforts. Blogging rules!

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About the Author

Stephanie Frasco started helping businesses get results with social networks before Twitter even existed! Stephanie has worked directly with high profile clients like Oprah, Atlantic Records, Dashlane, The International Culinary Center, & many more. She specializes in helping business owners and marketers find massive ROI by developing targeted social campaigns focused on *engagement strategies* that work!

  1. I have always been an advocate of keeping things on my own website. As in, why give away stuff for free?

    But as soon as LI granted me publisher status, I started posting there.

    After all, if I get read, I get read in the context of who I am in a professional capacity … as seen on LI.

    I need to keep my LI profile active and current, which is why I think LI accepted me.

    I haven’t figured it out yet, but I think an active publishing presence on LI can definitely be a boon.

    Let’s hope LI keeps out the noise.

    Thanks for the post.

    Bill Belew

  2. What I’ve been doing, which seems to work so far, is publish the same post on my blog and LI publisher. I publish the post on my blog first, then I put it on LI, but after first making a few text changes so it’s not exactly the same post.

    What I’m interested in know about is whether there is a way to re-purpose the LI post. It moves down the list over time. Can I do something like post an update linking to that post to get it up towards the top again?

  3. You can definitely re promote. That’s a great idea. You can also send to your list and if enough people read it, it should bump back up to the “your network is talking about” area. Good luck!

  4. I feel like these are good points that help people see the value in LinkedIn Pulse, but it doesn’t really explain what it takes to become a LinkedIn influencer like Arianna Huffington or the CEO of HootSuite.

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