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Blogging 101


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Learn Blogging 101 on LinkedIn to "Find your voice" with Agency Influencer 2017

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Blogging 101

  1. 1. Blogging on LinkedIn
  2. 2. LinkedIn Blogging 101
  3. 3. LinkedIn is not just a social networking platform but also a publishing platform. This give you a powerful way to strengthen your professional brand. When you publish a post it: • Becomes part of your profile • Gets shared with your network • Reaches the largest group of professionals ever assembled 1. Why blog? On LinkedIn Blogging on LinkedIn
  4. 4. 2. Sharing updates vs. Publishing posts Both will help you grow and engage your network Posts Are where you can deeply explore topics that matter to you, then watch the comments to see your impact Blogging on LinkedIn Updates Are things you share like links articles, images, quotes or anything else that your followers might be interested in
  5. 5. • Log into your LinkedIn account • Click on Write an article 3. So how do you get started? It’s easy! Blogging on LinkedIn
  6. 6. • Once you click on the Write an article you will land on the Publishing page. Here you will be guided to fill out everything you need to publish • Add an image • Write your headline • Format with fonts, text spacing, bullet points and media • Add hashtags relevant to your expertise • Publish or save for later – if you save a draft, you’ll be able to access again on your Drafts 4. The technical detail In Your Posts Blogging on LinkedIn
  7. 7. • Once you hit Publish on the Your Posts page, your network will receive a notification that you have published a blog • Your post will appear on your profile page • Write an update linking to your blog also to help drive views 5. Publish Blogging on LinkedIn
  8. 8. • Once you hit Publish on the Your Posts page, your network will receive a notification that you have published a blog • Your post will appear on your profile page • Write an update linking to your blog also to help drive views • You will receive notifications on likes and comments for your post, as well as being able to see number of views under the headline of your post 6. See engagement Blogging on LinkedIn
  9. 9. LinkedIn Blogging Best Practice
  10. 10. • Share your observations, impressions and firsthand experience with your job, company or industry • Write about your successes (or your failures) and how you’ve learnt from them • Write about what inspires you to do what you do • Have an opinion on a topical issue within your industry 1. Write what you know Tell Your Story Blogging on LinkedIn
  11. 11. LinkedIn has millions of executives, entrepreneurs, entry-level workers and people about to retire. It’s the working world all in one place. Be conversational but keep that conversation focused on the professional sphere. Write anything that: • Helps people understand trends in your industry of the larger economy • Gives context, advice or news that helps people get a competitive edge, jobs, promotions, or a stronger personal brand • Enhances your reputation as an expert in your field 2. Remember your audience Keep it professional Blogging on LinkedIn
  12. 12. • Look at recent headlines to see if any recent topics relate to your own expertise or interests. Stay newsworthy • Write around a topic that people in your industry are talking about or that has traction in trade media • On the right side of your feed, it will show you trending topics and what people are talking about in your network 3. Be relevant When in doubt, turn to the news Blogging on LinkedIn
  13. 13. • Don’t worry about waiting for the “perfect” draft – get your thoughts out there • Then let the comments you get help craft your next big idea • Remember LinkedIn is a social network, and you need to be active often to stay part of the conversation • Hint: recycle content! That presentation you wrote for a conference? That’s a post right there. 4. Be present Write often Blogging on LinkedIn
  14. 14. • Help your post get noticed by making sure the title really catpures the message of your post • Avoid numbered lists (let Buzzfeed be Buzzfeed!) • If you are going to use a pun, make sure it’s more clever that cliched. Don’t go for the cheap click! You want to draw people in who will engage with your content 5. Draw readers with a catchy headline Think like a journalist “Apple Just Lost the Global Smartphone War to Google” - Curt Prins “If Maggie Gyllenhaal Can Cry at Work, You Can Too” - Victoria Pynchon “Don Draper Wouldn’t Recognise 75% of What We Do” - Sir Martin Sorrell “Burn your resume: LinkedIn has made it obsolete” - Steve Blakeman Blogging on LinkedIn
  15. 15. • A clear and compelling image gives people a reason to click – it’s a window into your post • You an add a cover image to introduce your post, plus embed images, YouTube videos and Slideshare presentations to hook your readers • Hint: one of the best ways to find a good image is through Gratisography. 6. Choose images that stand out Blogging on LinkedIn
  16. 16. • Be sure to give credit whenever you’re quotes, citing other sources and uses images • Use links and source lines liberally and always make sure you have the rights to images you use 7. Always attribute Blogging on LinkedIn
  17. 17. • Above all else, be you and true to your voice • Try to weave in examples from your personal experience. Personal anecdotes can go a long way in capturing your audience’s attention 8. Be authentic Blogging on LinkedIn
  18. 18. • Two words: Spell check! Do a thorough spell check before publishing • Buddy up with a colleague who can sense check and edit for you also. Have at least one other person read your post before hitting publish • Don’t make your post too long. As a general guide: posts which are 300-500 words perform the best on LinkedIn. 9. Do a copy edit Blogging on LinkedIn
  19. 19. Readers can find and engage with your posts through: • Getting shared with your connections and followers through the news feed • By being commented on, liked and shared by members of your network • Through being added to your LinkedIn profile Writing on LinkedIn is a great way to tap into and grow your network. Not only will your posts reach your connections, you can also build a following • Share your posts to make sure they get read. The more you share across your social networks, the bigger your audience and impact • Start meaningful conversations with your readers. Keep it a two-way conversation by replying to comments on your posts. You’ll build a relationship with your audience and you might make new connections – which can lead to new opportunities. • Want to start a deeper conversation? Reply with an InMail 10. Grow your reach Optimise your impact Blogging on LinkedIn
  20. 20. Need more inspiration?
  21. 21. 1. Follow Influencers like Richard Brandon, Sir Martin Sorrell, Deepak Chopra and Satya Nadella 2. Join the Writing on LinkedIn Group, where you can interact with other members who are publishing on LinkedIn 3. Follow LinkedIn Pulse channels that match your industry or interests Overcome blank-page syndrome with these strategies… Blogging on LinkedIn