This post shows you exactly how to post on LinkedIn Pulse, as well as how to extract the maximum benefit from doing so.
First A Bit Of History …
Pulse was first released as an app for Apple’s iPad back in 2010, and originally displayed content from news feeds. It evolved with a version for the web in 2012, along with versions of the app for iOS and Android.
It was then bought in 2013 by LinkedIn for a cool $90 million. Not bad, considering it was only released three years earlier.
LinkedIn have since integrated it with their system. Initially it provided blogging capabilities to invite-only LinkedIn users. It has since rolled it out to its entire 350+ million user base.
So How Does It Actually Work?
Users can publish a post by clicking a button on their home page. It’s just another option, along with sharing an update and uploading a photo.
You can include a featured image at the top of the post. This is then used throughout Pulse, wherever your content is listed, to help attract eyeballs.
Text formatting allows you to add elements like H1 and H2 for titles, along with bold and italics.
You can add images and links to your posts, as well as embed multi-media such as videos and Slideshares. This helps create attractive, informative content, while giving you the opportunity to link back to your site in different ways.
You publish a post via your personal LinkedIn profile. That means your posts are associated with you as an individual, rather than say your LinkedIn company page.
The Benefits Of Posting On LinkedIn Pulse
Enjoy Search-Engine Friendly Content
The posts you create on LinkedIn Pulse are search-engine friendly. Thanks to the authority of LinkedIn itself, content gets ranked relatively quickly.
Stats like view count and so on help determine the authority, and subsequent visibility, of your content, not just on search engines, but on LinkedIn itself as well.
Enhance Your LinkedIn Profile
When you publish a new post on Pulse, it’s added to your LinkedIn profile. This boosts the attractiveness and authority of your profile, and helps attract more followers.
Keep Front-of-Mind For Your Followers
When you post, your followers see a notification that you have done so. This helps keep you and your business front-of-mind for them, as well as help boost your authority and credibility.
You may have seen such notifications yourself, that someone you are following has published X number of new posts.
This attracts more eyeballs to your content, increasing your view counts over time, and helping to create a snowball effect. In other words, the more views you attract, the more visible your content becomes, accelerating your view count further.
It’s not unusual for content on LinkedIn Pulse to achieve tens of thousands of views within just a day or two of publication, due in part to just this kind of mechanism.
Check out the stats for the following post, published just 24 hours ago at the time of writing:
Or this one, published just a couple days ago, and now with 80,000 views:
Note that, if you’re just starting out, it’s not something you’ll achieve immediately.
But isn’t it worth aiming for longer term?
This effectively allows you to create traffic on demand when approached in the right way.
Appear In Your Followers’ Feeds
As well as notifications, your posts also show up directly in your followers’ feeds. So again, the more followers you have on your personal profile, the more views you get of your content. And higher views help attract more followers, creating a virtuous circle.
What’s more, when one of your followers likes, shares or comments on one of your LinkedIn Pulse posts, your post attracts further visibility among your followers’ own followers. This further builds your own authority.
Attract Traffic To Your Website
One big benefit for business is that your LinkedIn Pulse posts can drive traffic and click-throughs to your own site. You can add links back to your site in different ways:
Link to a relevant, helpful resource that’s on your website. Just as you would link to other helpful posts on your blog when writing a post for the same blog, do the same on Pulse.
Just link back to a post or two on your site that adds value for the reader. This also helps search engines understand what those post(s) on your blog are about, and may help improve ranking.
Link to a page that’s designed purely to encourage visitors to leave their email address in exchange for something of value to them, and build your list.
For example, you might have a lead magnet that relates to the content of your Pulse post. Link back to a page on your site where people can access the resource for free, in exchange for their email address.
Here’s one way I do it:
I also use content upgrades that use much more content-specific lead magnets to attract new subscribers to my list.
The links don’t have to be textual. Just like on a standard blog, Pulse allows you to add images, and link those as well.
Pulse posts do not contain other advertising, which means the focus is mainly all on your content, with minimal other distractions. Take advantage of this by for example adding the odd ad banner linking back to your site from within your content.
Remember, you want people to be commenting on, linking to, liking, and sharing your content for maximum visibility. And the more people LinkedIn sees opening and reading your content, the more prominent it will make your post.
You want to ensure your content’s in keeping with the professional nature of LinkedIn and its content platform, and for people to return to read your future content too.
Your content should also encourage people to follow you – that’s one way in which the view count for your content will increase over time – rather than to find people are choosing to unfollow you instead.
- Firstly, it may be from people you already have a relationship with. For example, they may well be following you on LinkedIn because they chose to do so.
- Secondly, they click through after not just finding your content because it was of interest to them, but also after reading your content and wanting as a consequence to follow up that interest further.
Both ways, they are already warm prospects by the time they visit your website, and as a result far more likely to say opt-in to your list via say a squeeze page you are directing them to.
Often the magnitude can be some 300-500% increase in the conversion rate compared to traffic from other sources such as advertising.
Build Your Authority, Credibility and Influence
Your own status on social networks is becoming an increasingly relevant factor in whether people choose to do business with you. And indeed, in whether they find you in the first place.
If you found content on Pulse from someone with a hundred or more posts and several thousand followers, you’d be far more likely to:
- Want to follow them too
- Read more of their content
- Afford them more credibility – you’d take their content more seriously and believe in their message
- Click through to their site to find out more about them
- Opt-in to their list
- Open the emails they send more readily
- Purchase something from them
- Want to partner or joint venture with them in some capacity
- And so on …
This is authority, credibility and influence in action. With LinkedIn Pulse, you get it on a plate. That helps explain why it’s an increasingly popular platform on which to publish content.
The Importance Of Consistency
As with most aspects of content marketing, it’s important to be consistent in your content production. That means posting on LinkedIn Pulse regularly.
When followers see content created and published by you on Pulse regularly:
- You gain more credibility and authority …
- You become more front-of-mind for your potential prospects …
- Your content gains more visibility.
It’s little different to regularly emailing your email list with email marketing. If you publish only sporadically or rarely, the relationship is diminished or non-existent. They forget who you are. Other individuals and businesses come fill the vacuum, and your prospects forge closer relationships with them instead of you. They drift away from you, and do business with them instead.
The easiest way is to publish to Pulse as often as you publish to your blog. To start building momentum for your business you should be publishing to your blog at least once a week and using it to feed your whole online visibility strategy.
Which leads me to my next point …
Should You Post To Your Own Blog … Or To LinkedIn Pulse?
Some people make the mistake of believing it’s an either/or choice. In other words, is it better to publish to LinkedIn Pulse, or to publish to your own blog and keep control of all your content?
The fact is, the two should be done in tandem.
Publish to your own blog first. Then create a version of that post – keep your blog post unique to build your own blog’s authority – and publish it to Pulse as well. It’s far easier to create content based on content you’ve already got, than to create content from scratch. In fact, this aspect is very easy to outsource.
As well as publishing to LinkedIn Pulse, I tend to also publish the content to other top content sites like Medium, Tumblr, Facebook Notes and a Quora blog. (Use your vWriter.com account to help automate and manage this process for you).
In relation to Quora, you can also base one or more answers to relevant questions on a blog post, and drive traffic by linking back to the post on your site (though note you have to approach this in the right way).
This way you get the best of both worlds. Content on your own blog that builds authority and attracts traffic in its own right, and content on LinkedIn Pulse (and other top content sites) that gives you all the benefits I’ve described above.
Attracting More Views To Your LinkedIn Pulse Posts
As previously stated, the more popular your LinkedIn Pulse posts are, the more visible those posts become, attracting even more views (and from there, more followers to fuel your view count for future content, more traffic through to your site, and so on).
Here are some easy ways to get more views to your posts on LinkedIn Pulse:
- Send out multiple Tweets to Twitter spread over a few weeks (while working on building your Twitter followers)
- Post to your LinkedIn company page
- Post to your LinkedIn personal page – it’s taken care of for you automatically when you publish, but that doesn’t mean you shouldn’t send out another related update after a few days
- Post to your Facebook Page
- Include a link to it in a future ezine or newsletter
To make it easier and help ensure you’re maximizing your results from LinkedIn Pulse, download this checklist now to help you get the most out of LinkedIn each time you post.
Any comments or questions? Let me know below.
While you’re here, check out some of our other guides to publishing your content on top content sites, building visibility and driving traffic back to your website: