Posting on LinkedIn
How to Use Content to Build Your Presence on LinkedIn If you want to fully utilise the amazing power of LinkedIn, you need to publish content. Why? This article answers that question. It also explains: Why we should publish content on LinkedIn. What formats are available. How they work. The best types of content to post. And how you get those posts seen by more people. Why is publishing content so critical to LinkedIn success? Here are 10 reasons: In a nutshell, you want to be visible online. You want to showcase your expertise and indicate why and how you are an expert in your field. And you want to enhance your credibility so people will learn to trust you. They will know that you are a person who gives good-value information. You're not just out for number one and you really want to help them in their business. That makes you a trustworthy person. And don't we all want to do business with people we know, like and trust? Post formats There are seven formats available on LinkedIn: 🎡 Text 🎡 Document 🎡 Image 🎡 Video 🎡 Polls 🎡 Articles 🎡 Stores 🎡 Preformatted This table gives you the most important information you need to know about each one. Text posts Text posts perform well in terms of views and don't take long to produce. You can only write about 200 words however, which is the major drawback to them. Despite their being text-only, it is possible to make them visual. I like to use emojis especially with lists because one line of text is easier to read than a big block of dense text. Add three to nine hashtags. Use some that have millions of followers and some that are specific to you so you can build up a community of followers. Document posts Document posts currently rank very well and can be used to showcase material in PowerPoint, Word or another type of document. Research by the Dutch social selling expert Richard van der Blom shows that document posts are the highest performing post types on LinkedIn. Your document can be a portfolio of work, it could be a checklist, or it could be a presentation that you’ve given. You need an eye-catching cover and lots of easy-to-read text inside so that people who read it on a small screen are also able to view it. I like to use my document posts in PowerPoint presentation slide size so they are slightly wider than they are high, but A4 is also widely used. These certainly grab attention in the newsfeed. Image posts Image posts are a good way to present information because you can place text over the top of an image. When doing this, make sure it's large and clear enough for reading on small devices. LinkedIn recommends that image posts be 1200 by 1200. But you’ll see many in your feed that are different dimensions. Video posts Video is a great post format for those who don't like writing or aren't comfortable with it. They work especially well if they are a native video (not hosted on YouTube or Vimeo) that you upload directly from your computer. However, they do need to be short – 30 to 60 seconds for preference. And they do need to have captions because not everyone will be watching this on a laptop or big screen, or where they can have the sound on. Also, use a mic and keep background noise to a minimum. It's always a good idea to have an introduction or synopsis of your video in the text that accompanies it. This encourages people to watch the video because they know a little about the topic you're going to share with them. Polls Polls, which arrived last year, are a great way to post content quickly and easily. It’s preferable to have a genuine reason to ask questions of your audience. If you write a good question, have sensible answers and get some good responses, you can create another post to talk about the responses. There are tight character limits for polls, though. Questions are limited to a maximum 140 characters and options (the list of answers) are limited to a maximum of 30 characters each. There isn’t a lot to play with, but the brevity of polls means people will be more likely to read them and respond. It’s important to solicit engagement with a poll, so ask a question that requires people to add more information in the comments below. Why? Because poll view numbers aren’t based on the number of people who vote, but on the number who view the poll. Stories Stories are the most recent arrival to LinkedIn but so far are only available on mobiles. They can be turned around quite fast, but tend to be informal and less about business, which is unusual for a platform like LinkedIn, so it remains to be seen how useful they will be. However, frequently posting stories is a great way to showcase you and your business behind the scenes. Those with Instagram will be familiar with using stories. One difficulty with stories, however, is that the only way you can see any metrics about their success is when somebody messages you. If they do, you can tell they've seen your story. Articles Articles build up into a body of credible work. I know people who do articles every month, sometimes every week. That's a big ask even for professional writers because an article is a lot longer than a post, but you have more options. For instance, you can include video links to other sites and put a bio and photo of yourself at the end. While articles are an excellent way to build credibility, they don’t perform well in terms of view numbers, but you can feature them on your profile. For this reason, they are an excellent…
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