So, what’s the purpose of blogging? Simple, because you want the search engines to recognize your site and send traffic to view your content which is how it is discovered and engaged with. Even with a killer “high quality” article, sometimes it just boils down to your reach just isn’t large enough to be seen. This is why it’s a good idea to diversify your content across numerous blogs and social channels and not have it all just on your blog website.
When you create additional content and start putting it in more places across the web, you will start to notice that it gives you the opportunity for the most views and fans than you had previously. So it reasons that if you want to boost your brand awareness and social engagement, you will need to be on as many online platforms as you can to spread your branded message around on the web. That’s why most sites like Facebook, Twitter, Instagram, and LinkedIn are popular social media channels to post content on, in addition to your main blog site.
However, still some brands are missing an easy opportunity to publish content because they don’t yet realize that they can post full length articles to LinkedIn through LinkedIn Pulse. There are tons of reasons why using LinkedIn Pulse is a great idea to boost your brand awareness and social engagement. Let’s jump in and explore how can start pulse today to increase your stake of the online market
Are You Still Wondering What LinkedIn Pulse Is?
It’s well known by now that publishing content on social media sites can help you build a solid online reputation, increase your credibility, and that it helps you reach a larger audience. LinkedIn Pulse allows users to share self-published content pieces directly to their audience base. LinkedIn Pulse takes the concept of social media content sharing a step further by mixing it with an online news aggregation feed.
As a news aggregator, the LinkedIn Pulse social platform produces articles, insights, and news from influential industry professionals and businesses looking to extend their reach and share insider knowledge. The cool part is that LinkedIn personalizes content to each individual based on their interests. That way, users only see relevant content that they want to engage, read, and share with their network.
Up until recently, content that was generated for LinkedIn Pulse came solely from top industry influencers. Now all that has changed, and everyone that has an account on LinkedIn can publish their own content for their audience to consume. If you’re a business or a thought leader, this is an easy and efficient way to build rapport. After all, most businesses are already using LinkedIn in some capacity.
The social content platform gives your the ability to track the demographics of your audience so that you can gain insights for better engagement opportunities. You can view the industries, job titles, and locations of your target audience as well as the traffic sources that they are using to consume your content. LinkedIn Pulse was developed to help you boost brand awareness and increase user engagement by understanding what your audience enjoys the most.
Why You Should Use LinkedIn Pulse
So what makes LinkedIn pulse better than the other networks or blogs out there like Medium, Blogger, and even your own personal blog website? The most compelling reason that Pulse has is that the sole purpose of it is to help nurture and grow professional relationships. Because of this, LinkedIn Pulse is perfectly suited for helping you engage with your audience in new ways that aren’t just surface level.
Connect in new exciting ways with your audience
On LinkedIn, your audience isn’t just anyone that’s randomly on there like you would find on Facebook. There’s no doubt that the content you produce is being consumed by many different types of professionals in many different kinds of businesses. Realtors, Doctors, Lawyers, Bankers, Business Titan, Startup Entrepreneurs, Venture Capitalist, and the list goes on and on are all smushed into one platform to interact with one another.
And you can leverage this content to boost your visibility across the web so that you can steer your audience toward any future content that you may list on your profile. Just like any content that you post on the web, Pulse content can help you increase your search engine visibility. And LinkedIn will notify your connections every single time you publish a post. That way, your posts won’t get lost among the crowd.
Engage your audience through useful content
LinkedIn Pulse is also great because it helps you engage customers through content that is actually useful and relevant to them. This is possible because of the unique nature of the LinkedIn platform. The platform is where social and professional networking come together and mash. Professionals on the site are motivated to grow, learn, and consume. They want to grow and interact with a network, follow people and brands they’re interested in, and make connections.
How do users do this? They have to engage with others and deliver content that focuses on their goals. If you create high-quality content, you can help your audience engage. According to LinkedIn, 62 percent of members say that they engage with content because it is informative or educational. 61% say that they engage with content that is relevant to them.
If you create content that is relevant, inspiring, or educational, you’re bound to build an engaged customer base in no time.
But how does this relate to LinkedIn Pulse?
How does LinkedIn pulse work?
Actually, most of the content you’ve seen on the LinkedIn homepage feed comes from Pulse. LinkedIn Pulse users receive weekly email digests containing new articles, and users publish more than 130,000 original articles every week.
There are mobile apps for both Android and iOS smartphones. Best part about working with Pulse is that when you start, you don’t have to follow topics or publishers. You can easily log in to LinkedIn to get customized news based on your connections and industry.
The cards on the interface allow you to skim through tons of content and publishers quickly. If you want to read a story at a later time, the mobile app allows you to save it and come back at a later time. You can also easily dismiss stories that you don’t like, and you can follow authors with the click of a button. Each of these actions refines future recommendations.
LinkedIn sends notifications from the app based on what’s trending in your field, the authors that you follow, and your previous actions on the platform. If a connection or industry influencer appears in the news, LinkedIn will notify you about the piece of content that mentioned them. With Pulse, you can target readers with relevant stories based on their connections and professional footprints.
All you have to do is publish on the platform to start getting noticed with your audience.
Steps to Publish on LinkedIn Pulse
Before you publish any kind of content, you need a game plan. What’s the big picture? Do you want to share insider advice, strengthen your brand, interest recruiters, earn your spot as a thought leader, expand your network, or all of the above?
Step 1: Choose a message and start writing.
Once you know why you’re writing, you can choose a message and focus on who you’ll be writing to. Pick a clear, straightforward message.
Do you want to write tips for freelancers? Or maybe you want to write about the best practices for hiring new employees in order to appeal to those in management.
If you’re having trouble choosing a message, think back to what you’ve benefited from in your career.
What advice would you give someone entering your field? Where is the industry headed? Is there anything big going on in the news that is going to impact your line of work?
Once you have a topic or keyword, turn to Answer the Public to dwindle down potential angles.
For example, say you want to write about digital marketing.
Just enter in the keyword, and the tool will recommend hundreds of ideas in the “why,” “are,” “how,” “where,” “which,” “who,” “what,” and “when” categories.
Once you have your topic ready to go, you can begin writing. Once you’re done writing, you’ll need to add an image.
Step 2: Craft your headline
Besides a captivating image, your article’s headline is one of the most important aspects of a successful LinkedIn Pulse posting.This is what your audience will look at to decide if they’re interested in what you have to say, or if they want to keep on driving by. If you want to draw their attention in and get them to take notice o your article over the countless others out there, use the following pointers to draw their interest in:
- Write a concise, interesting headline that uses keywords that are relevant to what’s in the article.
- Use numbers, facts, and statistics to create the impression of authority.
- Use powerful word choice to pull readers in. Intrigue readers with words like “amazing” or “fascinating.” Create drama with words like “kill,” “fear,” or “death.”
Keep things short, sweet, simple, and to the point. If your headlines are too long, save some of this information for your introductory paragraph.
Now that you have lots of great ideas for articles that you got from the step above, the next thing you have to do once you settle on a subject is coming up with the headline or tile of your content piece. And trust me, it’s never ads easy as you think coming off a 21 hour work day where you’ve put all your creative powers into your clients projects. A great online idea generating tool that I love using to help inspire me when coming up with content headline ideas is the Blog Title Generator.
It’s a really simple yet powerful tool that allows you to type in some keywords and you then select among the different settings like “is a generic term” or “is a brand/product“, like I did for this content piece.
If you don’t see something that fits with what you had in mind writing about, simply click the “Refresh” button until you find a slogan you like. Hit “Next” when you’re ready to begin crafting the title for your article.
Step 3: Create an image that draws attention
All Pulse articles allow you to upload a header image. You can use free, high-resolution stock photos. Or, if you want to be more creative, you can create your own.
Now, I’m the first to admit that I’m not a graphic artist. I pride myself in being able to do just about everything, but when it came to graphic design, I was the worst, that is, till a really easy to use online graphic editor came along. Canva makes it easy to create visually stunning blog images and it’s super easy to use.
Lots of the images come preloaded, which means you might have to switch out the background image and copy on it and you’re done! Seriously, if I am able to make all the images for this site, and i’m barely able to color coordinate dress myself each day, it says something for how super user friendly the platform is. Plus, I’ve used the free version ever since they launched the platform years ago. The recommended size to upload is 600 x 322 pixels or 1200 x 644 pixels. If your image is larger, you can drag and reposition it to fit the header space so it doesn’t look funny or have part of it get cut off.
Though you can pay for the premium designs, I always use the free options that Canva provides or I’ll upload my own I’m when I’m feeling extra design frisky.If you want, you can even add the text (such as the title of your post), enter in some graphics (like your logo), or add a few icons.
Once you’re through the you designs, go ahead and download them. From the folder you downloaded them to, upload them to the article on LinkedIn. Now, you’re ready to finalize your post.
Step 4: Finalize & Publish
You have your image, headline, and content where you want them. Next, you should finalize your article.
The “Publish” button is in the upper right-hand corner of your screen. Before you press it, make sure that you’ve formatted your post correctly.
Add in block quotes, bullet points, images, or videos and correct any header mistakes.
If you choose to include links, double-check that they send readers to the right places.
Check spelling and grammar. Typos and bad punctuation can ruin an article’s success in a heart beat.
At the end of your article, you can add up to three hashtags to help users discover your content. These hashtags will influence the channels that your article may appear on as well.
It’s best to add all three hashtags using longtail keywords to take full advantage of this feature.
After you’ve proofread your content and added the appropriate hashtags, you’re ready to publish it.
Step 5: Publishing your article
LinkedIn doesn’t yet allow you to schedule Pulse posts for future publication, but you can save it in draft mode until you’re ready tin send it out for your readers to enjoy.
If you don’t want to publish your article just yet, set yourself a reminder to log into LinkedIn and publish it when you want it ready it to go live.
Once you do hit publish, the post will become part of your profile and will appear in your “Posts” section.
Your followers and connections will receive a notification about your newly-added content.
It will show up in their notifications, within their feed, and via email if they’ve subscribed to daily emails from Pulse.
Any members who aren’t following you but fit within your industry or share similar connections may also receive an update about your new article, which could convert them into an avid follower.
Your post will be searchable both on LinkedIn and off of it
Boost Your Pulse Engagement
There are a few things that you can do to elevate your posts on LinkedIn for the best results possible.
For example, you should use keywords on Pulse posts just like you would on regular blog posts.
A good place to start is by Reviewing profiles of others within your industry. Be on the lookout for What keywords are they using.
Make a list of industry-related keywords and include them with each post you make.
Next, make sure that you’ve completely filled out your profile. As you fill out more content on your profile, the “Profile Completeness” or “Profile Strength” circle will fill in.
Try to get that circle to be 100% blue since complete profiles usually rank higher on searches.
To complete your profile, head to the “Profile” navigation bar on your LinkedIn account.
Click on the “Edit Profile” tab and complete every section.
Be sure that you have a recent profile photo on your account. Update it regularly to match the photos you’re using on other social sites. That way, people will immediately recognize you and your brand.
You should also join LinkedIn groups related to your industry. Click on “Groups” in the navigation bar of your LinkedIn homepage.
Then, search through the groups that LinkedIn recommends to you.
Join a few you like and share your content there. Engage with other members’ posts, too. And by engage, I mean for you to like, comment, and share their content, just like you want them to do with yours.
You’ll also want to keep in mind that profiles with regular updates have increased visibility. You can stay active by simply updating your LinkedIn status frequently.
This doesn’t have to be difficult. When you have news about your business, make a point to share it with your audience.
Now that you understand what LinkedIn Pulse is and how it works, you might be wondering if you should treat it the same way you treat your blog. The short answer is no.
LinkedIn Pulse vs. your website blog
When you publish an article on your blog, you publish it on your terms.
On LinkedIn, you’re publishing on LinkedIn’s platform and LinkedIn’s terms instead of your own.
LinkedIn chooses how to show and share your articles. If you want Pulse to recommend your posts, you have to play by LinkedIn’s rules.
On your own blog, you can set up automatic sharing to social media, schedule out posts, and run your site the way you want to.
That isn’t the case on LinkedIn.
When you publish on your own website, you gain SEO benefits and an increase in traffic for posting articles.
When publishing on LinkedIn, you have to remember to link back to your site for the same results.
You might be thinking that you can just publish the same article on your website and LinkedIn to “double dip” and get the best of both worlds.
But that could actually cause more harm than good.
When your content appears twice on the web, it creates duplicate content. Google doesn’t like duplicate content, and it will penalize websites where the content shows up last.
If Google can’t figure out who posted the content first, it will penalize both websites. That means no ranking, which is not good.
If you still want to publish on both platforms, there are two ways that you can do it:
- Rewrite articles and publish two different versions.
- Publish the full version to your website and write a teaser post on LinkedIn that directs users to your site to read the rest of the article.
The LinkedIn post of the same article features a “Click to continue reading” button that directs users to the rest of the post on the website.
There are many ways to leverage the power of your LinkedIn network.
You can still use LinkedIn Pulse while also optimizing your site with blog posts. You don’t have to choose one or the other.
Sometimes, the reach you only have on your website just isn’t cutting it. That’s why you should diversify your content to get as much engagement as possible.
By being active on several different platforms, you can gain more views, followers, readers, and customers.
But most businesses and influencers don’t know that they can post full articles on LinkedIn with LinkedIn Pulse. It’s LinkedIn’s news aggregation platform.
By using LinkedIn Pulse, you can connect with your target audience, engage customers by writing useful content, and establish yourself as an industry thought leader.
Pulse works by notifying users of recommended content based on their connections, industries, and interests. Users can follow brands, influencers, topics, and more.
To publish on Pulse, choose a message and start writing. Create and add a header image that is 600 x 322 pixels, or 1200 x 644 px. You can use a stock image or create your own on Canva’s web design tool found online
Then, write out an engaging and head turning headline to get users attention. Keep it short, simple, and intriguing. Brevity is important. Use numbers, statistics, and facts.
Now, finalize your post by Double-checking that you don’t have any grammar or punctuation mistakes within your post. Fix formatting errors and add 3 hashtags to your post.
Then, publish your post to send it out to followers, connections, and others within your industry.
Like most things in life, consistency is key to getting the most out of Pulse.
Boost your results by completing your profile, joining groups, interacting with other users, posting status updates, and targeting keywords with your posts.
Never post the same exact content on Pulse as you post on your blog site. If you do, Google might penalize your website.
To avoid a penalty, you can either write two different versions of your post or only share a snippet of your full article on Pulse with a link to your website where users can continue reading.
Take full advantage of LinkedIn Pulse to boost your brand awareness and online engagement.