The Case For Publishing Content On LinkedIn

It works. That’s it, that’s the case. Between this article and the two that will follow over the next two weeks, I will outline how I use published content on LinkedIn and just how successful it can be. I hope that these articles will contribute some ideas that will help you with your own content publishing on LinkedIn.

I had a look at my last two weeks on LinkedIn, (I wrote these three articles over the weekend of May 5 & 6) and here are some numbers for you.

April 24 article 640 views, 154 engagements

April 25 post 8,800 views, 73 engagements

April 26 post 11,700 views, 88 engagements

May 1 article 540 views, 80 engagements

May 2 post 5,600 views, 76 engagements

May 3 post 18,400 views, 153 engagements

These are only the articles and posts I wrote myself, this does not include any sharing or commenting on other people’s posts.

I define a post or article’s engagement number  as likes + shares + comments.

Aside from that direct engagement, over the two week period I gained around 70 new followers (I have just under 2,000 followers now) and 300 people viewed my profile. Most of the followers likely came from seeing my writing, though a lot of the profile views could have come from people seeing me sharing or commenting on other people’s articles.

And a short sidebar on profile viewers: 75% of my profile views come from people seeing me being active on LinkedIn, either through my own writing or commenting on someone else’s. In the case of this two week period, that’s 225 people. Meanwhile, over the same two week period, 9 people found me via search on LinkedIn. Being active – publishing, posting, and commenting – is the best SEO there is on LinkedIn.

So in total, over the two weeks I received something on the order of 45,000 views and just over 1,000 people engaged with me and my content.

Now a lot of you may be going, “I publish and get six Likes, how does he get those numbers?”. Well, I can list a lot of the contributing factors that help:

  • I have been doing this for a long time. I have published an article on LinkedIn pretty well every week since I was given publishing rights by LinkedIn several years ago. I try and publish a post every Thursday and sometimes I will also publish a post on Wednesday. When I started, the engagement I received sucked. But I kept at it, and gradually “found” my audience and figured out what they needed help with and wanted to read.
  • I publish my articles on the same day at the same time every week. I publish an article almost every Tuesday around 8am eastern time. LinkedIn won’t notify all my connections and followers when I publish, so I make it easy for them by publishing on the same day and time every week. I have discovered about the only way to beat the LinkedIn algo’s is to work around them.
  • I have a big network, almost 5,000 connections and 2,000 more followers. This is a virtuous cycle – I publish and people find and want to connect with me. This leads to wider distribution of my publishing which leads to more people finding me and so on.
  • I have my own niche –  I don’t talk about how to use specific features of Linkedin as much as I try to get people to think about how they use LinkedIn. When I finish an article, what I hope my readers are going to think is, “Hmm, I hadn’t thought of it that way.”
  • I don’t get hung up on the length of my articles and posts. I write for however long – or short – it takes me to express the idea I want to get across. That could by 1200 words or it could be 200.
  • When people comment or share my content I try and thank as many of them as I can. If people are going to take five minutes to read and comment on something I have written, which is also going to help further the distribution of that content, the least I can do is say thanks.

Note that all of these things aren’t specific to me, that is, anyone can do them. There is no secret sauce, these are just kind of my own best practices, what I have developed over time.

What I have described here is time consuming. An article will typically take me two hours to write. Posts are easy – ten or fifteen minutes each. Interacting with people that interact with my content can take a couple of hours spread over Tuesday to Friday every week. That’s maybe five hours a week. Big commitment. Why could be worth that amount of time?

Easy: those 1,000 people that engaged. Buried in there are future connections, future customers, and people that can introduce me to future customers. My articles next week and the week after that (Tuesdays around 8am, remember?) will be about how I parse those thousand people, how I reach out to them and the results I get.

Publishing articles and posts on LinkedIn increases my reach, helps establish my credibility as an expert on my subject matter, and brings me sales leads. That makes it about the best possible investment of my time on LinkedIn.