Sometimes it’s easy to get bogged down when it comes to producing and promoting content. Which platform is the best place to reach the highest number of people? The simple answer to this is that it’s often different for different people. But LinkedIn is often one of the forgotten platforms, which definitely needs to get more recognition! Read this article about LinkedIn Pulse!
Summary: 5 Minutes read, Level: Beginner
If you’re not aware of the potential of LinkedIn, then there’s a good chance that you don’t know what LinkedIn Pulse is either. LinkedIn Pulse, in a nutshell, is a news aggregation feed. It allows you to share blog post content that you’ve completely created or it will generate posts for different users. This means that you can share a blog post or see a smaller post become part of a larger post which LinkedIn Pulse creates especially for specific individuals.
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LinkedIn Pulse has taken tailor made content to the next level. The site knows exactly what each user’s interests are and creates content which is of use to them. It works using an algorithm, in a similar way to Facebook, but with one fundamental difference – because it’s all work-based professional content, there are no quizzes and memes, only important content.
If you think that LinkedIn is perhaps not the best platform for you, then you should think again. A study has shown that 92% of B2B marketers use LinkedIn as a part of their digital marketing strategy. LinkedIn also provides you with information about which kinds of people your content is reaching. This means that you can use the information to tailor-make your posts, perhaps to reach more people from within a sector which you already seem to be partly reaching.
Using LinkedIn Pulse really couldn’t be any simpler. Once you are on LinkedIn’s main page you can simply click on ‘Pulsed’ in the drop-down menu. The next step is to click on ‘Publish a Post’. This gives you the option of either creating your own content within the editor, or you can copy and paste text which you have written in a word document. The editor will allow you to make any necessary changes before you publish.
You can easily insert headlines and images. There are many different fonts available and you can adjust the point for different sections. In fact, if you’ve ever posted on Medium or used WordPress you’ll find LinkedIn Pulse incredibly easy to use.
One added feature to LinkedIn Pulse that you won’t find anywhere else is writing ideas. Say you won’t to post content because it’s been a while since your last post – you want to keep people’s interest piqued – but you don’t know what to write about. Click on writing ideas to the left and it will give you some suggestions. Actually, writing ideas is based on current trending topics and it will help you to create content which is on point.
Once you are satisfied with the content you have created you can either publish it immediately, save it in your drafts or schedule a post for later.
As with any other platform there are things you need to know before you use LinkedIn Pulse. Firstly you should familiarise yourself with the site and how it works. It’s easy and shouldn’t take you long, but try out the different editing and content creation tools. Once you’ve got a feel for it you’ll be ready to create and post your own pieces of content.
By all means use the writing ideas option to find a topic that might score you more hits, but also look at other content within your chosen niche. Don’t plagiarise or copy it in any way, but use it to gauge what kind of content is most popular and will potentially get you the most hits. You will most likely found that how to posts and list-based articles will be successful, whereas questionnaires or quiz-based posts will not be. As with posting self-penned content on any other site there are a number of general rules you should follow:
Know your audience and know what they like. Craft your content for them as well as making it about your business or brand. It’s got to be interesting to readers or you won’t have many readers.
Relevant photographs can really make a piece of written content stand out. Photos should pertain to what you have written about and you should have permission to use them if necessary. Infographics can also be helpful in illustrating a point you are making. Don’t go overboard with images in your content.
Headings will help to break up your content so it doesn’t look like one massive, solid paragraph of text. The jury is still out on the perfect length for a post, but as a rule you should use headings to create a bullet point situation for people who perhaps might skim-read it, or to draw a reader’s attention to one particular section which may be of greater interest to them.
Make sure you write properly at all times. It’s human to make mistakes, so make sure you use a good spellchecker to ensure any grammatical or spelling errors are kept to an absolute minimum.
You might find you have to craft your content differently for LinkedIn Pulse than for other social media networks. You might find that LinkedIn Pulse proves to be a much greater success for your brand or business than any other network too. You won’t know until you try, so start today to find out if it’s the missing piece of your marketing puzzle.