Get Noticed on LinkedIn with the LinkedIn Publishing Platform

Whether you’re a content creator, a business manager, or marketer, the LinkedIn Publishing Platform provides a compelling way for you to get found and build engagement. Using the platform correctly, however, requires writers to optimize their efforts on the networks. Follow these tips to maximize your success.

3124.linkedin-logo2Write Specifically for LinkedIn

LinkedIn is a unique publishing platform and content should adjust to its format. Don’t just copy and paste your blog post, You might get hurt by Google’s and/or LinkedIn’s algorithm(s). For many professionals, LinkedIn is becoming their primary blogging platform and they are tailoring their messages to it. Remember who your audience is, how they use LinkedIn and write meaningful content with that in mind.

LinkedIn Marketing in 2017: What B2B Businesses Need to Know

Too Often is Too Much

Every social network has an algorithm similar to Facebook Edgerank. LinkedIn has to decide what posts to display on network updates. If you publish too frequently, that may hurt your chances for maximum impressions per post. LinkedIn influencers are not publishing on a daily basis but when they do their content is meaningful and engaging.

Use Visuals

Visuals show up prominently in the LinkedIn newsfeed. Make sure that you use a visual near the top of your post that resonates with your LinkedIn followers. Use info-graphics when appropriate and remember your visual will most likely be the first thing readers see in their newsfeed.

Headlines are Critical

Headlines decide whether or not a reader clicks in. Make it short, concise and give them a compelling reason to click through. Think about what sort of headlines get you to click on an article and keep your eye on popular headlines of LinkedIn’s Influencer posts.

Keep Your Post Short

Make your post is at least 300 words, but not longer than 1,000 words on LinkedIn. Most readers don’t have the time to read through a longer post. Keep it short and to the point. Publish smaller posts more frequently (but not too frequently!) and you’ll build a richer, deeper relationship with your audience.


Don’t be afraid to link to outsiders as a form of building relationships and validating your posts. Linking to be a greater resource is a best practice in blogging. Linking is about recognizing other authors that influenced you, or partners who did something relevant to your post. Sharing is a two way street and ultimately strengthens not only your content but your personal brand as well.

Share Your Post Inside and Outside LinkedIn

If you want to get your content read on LinkedIn, share it everywhere you can. Other social networking sites and your email newsletter are a great place to start. Create a LinkedIn post and then summarize it on your blog with a link back to LinkedIn!


LinkedIn only provides you the option of embedding YouTube videos and Slideshare presentations, but if you have one that is relevant, embed it in your post. This can help to engage your audience.

Use OpenLink to send messages to people you’re not connected to

LinkedIn only allows you to send messages to people with whom you share a first-degree connection. But some people let you send them messages anyway, even if you’re not connected through the OpenLink network which allows them to be available for messaging by any other LinkedIn member. OpenLink members will appear with an icon that looks like a small ring of dots next to their name in search results and on their profile.

Optimize Your LinkedIn Profile

If you want to be considered an authority on a subject, have an optimized LinkedIn profile! Be sure your experiences are in line with your content, have a great photo of yourself, get endorsements, support your content with membership in pertinent groups.

Follow Ironpaper to receive new insights on B2B marketing and sales.

* Your privacy is important to us.

Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.