How to Write & Publish Compelling Content on LinkedIn

How to write a LinkedIn long post that Engages Readers & Builds an Audience

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Writing on LinkedIn’s long form post is similar to writing blog posts. Your goal is to engage your readers & build an audience. Let’s explore the features of the LinkedIn publishing platform.

The Structure of the LinkedIn long form 

Title

The platform provides a place for a title.

Tool Bar

Underneath the title, there is a tool bar similar to one you would see in Microsoft word that allows writers to use headings, Bold, Italics, underline, center, bullet points and numerical lists. Users can also use the tool bar to insert links, images, and videos.

Body

Next, is the body of the platform where users can write the body of their content and lastly there is the SEO tags.

SEO Tags/Keywords

A key difference with these tags is that LinkedIn allows users up to three tags or keywords to index the content where traditional blogging platforms offer more. Update Since this writing, LinkedIn now allows users to use more tags similar to other platforms.

Pictures/Images

Users can also upload an image at the top of their post, LinkedIn recommends pictures 700 x 400 pixels look best. LinkedIn also allows users to credit their image source.

Writing on LinkedIn

Now that we have described the inner workings of the LinkedIn long form, let’s describe how to write compelling posts. Now you might be asking what topics should write about?

Popular topics are as follows:

1. Your insights on trends in your industry.

2. Case Studies

3. Topics in the News

4. How to articles that teach readers how to do something.

5. How you learned from failures and adversities.

If you are still unsure what to write about; LinkedIn now uses an algorithm that analyzes previous posts you have written; offering 3 to 4 ideas based on your industry.

The Body of your Post

Once you have chosen your topic you are ready to start writing. You must create a thesis which is the claims that you are making. This should be followed up with three to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4 to 6 sentences when possible. Within these paragraphs, you should use headings and  sub headings along with bullet points so your text is easy to read. The text should be visually appealing  to the reader.

In terms, of how long your post should be it is up to you. There is no set length, rather your post should be long enough to prove out your thesis, assertion and claim.

Title

Your title should reflect what the topic that you are writing about while being engaging to readers. Most people just skim the headlines as they are bombarded with content, in other words you have just seconds to catch their attention.

Popular titles include:

1. How to’s,

2. lists ex 7 ways to _______

3 A question.

SEO tags Keywords

Make sure to pick keywords that reflect your topic as you only can use three.

Images

Make sure when you upload an image that it reflects what your post is about.

Video’s/embeds

To enhance your text, you can embed videos and presentations from Slideshare & YouTube. This can be a strategy to re-purpose existing content.  Update LinkedIn has moved the embed menu from the top to inside the body of the post.

Calls to action

Make sure that your posts have a call to action at the end. In other words, what action do you want your reader to take as a result of reading your post.

Sharing

You can share your post in the following ways:

1. On LinkedIn through a status update, your LinkedIn groups & messages.

2. Through the Social Sharing buttons that include LinkedIn, Facebook & Twitter.

3. Through links on Google+, tumblr, WordPress etc…

Also, you want to ask  questions of the reader that encourage them to comment and start a discussion.

This is how to write a LinkedIn long post that engages readers & builds an audience.

What strategies do you use to write a LinkedIn long post that engages your readers & builds your audience?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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