You may know LinkedIn as the put where out-of-touch relatives endorse you for Microsoft Word skills. You may consider it “ Facebook with khakis ” and use it entirely to congratulate old buddies on work anniversaries. If you ’ rhenium lucky, possibly it ’ sulfur helped you land a dream gig. But for freelancers, the platform has another antic up its sleeve—publishing on LinkedIn can help you build your stigmatize and possibly even land paying work .
Separate from a LinkedIn post, which is a buttoned-up, corporate interpretation of a social media update, LinkedIn publishing lets users contribution their own longform content of up to 110,000 characters. It ’ s easy to use, gives writers autonomy, and offers a chance to tap an consultation of existing connections .
however, while a LinkedIn byline can be a helpful tool for getting your mention out there, expect to play the long bet on to reap the platform ’ s broad rewards. Tom Popomaronis, a freelance occupation writer and CNBC subscriber, has been tinkering with his LinkedIn publish formula since 2014. “ [ Writing articles on LinkedIn ] shows that you ’ rhenium committed to sharing insights with your network of peers and colleagues, whether you have 10,000 connections or 100, ” he said. “ It ’ s besides a capital portfolio builder. ”
Why to Consider Publishing on LinkedIn
Time-pressed freelancer creatives may wonder about the point of publishing on LinkedIn when they already juggle a personal web log, web site, portfolio, and paying clients.
There ’ mho arguably a fast payday associated with platforms like Medium, which give self-publishers the opportunity to earn money through its spouse platform. Medium ’ s buzziest posts besides get curated and distributed to readers across its platform in ways that LinkedIn articles don ’ triiodothyronine. personal blogs give writers much more manipulate over how their content looks, american samoa well as an opportunity to build a surveil via their own web site, which can help with SEO .
But there ’ randomness still merit to LinkedIn ’ s professional hoard. LinkedIn has 740 million members and 90 million senior-level influencers. Your net international relations and security network ’ triiodothyronine just made up of who you know, but besides second- and third-degree connections. therefore if you self-publish, you ’ re speak to a bigger hearing than equitable college friends and ex-bosses. If any of your contacts share or “ like ” your article, looser connections may besides see it, which gives you more exposure .
It ’ mho besides worth noting that LinkedIn is slowly rolling out the ability for all users to create newsletters right on the chopine. The feature lets authors develop subscribers, who receive push, in-app, or electronic mail notifications every time you publish something new. For those who plan to write articles for LinkedIn regularly, this option—currently available on an invite-only basis—is one way to cultivate a dedicate readership .
Popomaronis besides likes that LinkedIn lets you customize which articles to highlight. While every article is archived under your “ natural process ” yellow journalism, you can feature your favorites so they ’ re the first thing person sees when they click on your profile—sort of like a pin Tweet. What ’ s more, you have total control over who can see your work. public articles on public profiles cast the widest net, but you can tailor permissions to your LinkedIn updates by selecting a subset of your connections in your settings .
Keep in heed that publishing on LinkedIn international relations and security network ’ thyroxine exclusive. John Espirian, a copywriter who ’ s written extensively about the professional network, pointed out that you can always republish the lapp musical composition on multiple platforms. fair be sure to tweak the headline—and double-check that the subject is a fit for LinkedIn ’ s professional nature. A 5,000-word thinkpiece about celebrity dish the dirt may fit on your Medium report, but it probably doesn ’ thyroxine belong on LinkedIn .
The Pain Point
LinkedIn ultimately wants users to stay on its site—so it ’ s not an ideal cock for driving readers to another location. There ’ s besides not much flexibility with aesthetics or brand, and the articles themselves look a small plain.
Read more: The Power of Putting People First
And while LinkedIn articles can help expand your net and establish you as a submit topic technical, don ’ metric ton expect them to break the internet. “ In my impression, ‘ going viral ’ on LinkedIn doesn ’ metric ton exist anymore, ” Popomaronis said. The number of potential views on your contentedness is massive, but LinkedIn employs a complicated algorithm, then not every joining sees every mail in their fertilize .
To this point, you ’ ll get more grip if your posts cover allow topics for your network. “ Crafting relevant content is so much more important than the quest for virality, ” Popomaronis said. “ It ’ s just a long-tail play. ” not all writers are volition to take on such a time committedness .
finally, articles can be catchy to find if you ’ re browsing person ’ second profile. It can be bully to distinguish articles from run-of-the-mill posts .
Best Practices for Success
It ’ s helpful to think of LinkedIn as an extension of your resume. Whether publishing an article or listing your skill set, the unharmed point of your visibility is to get study. If there ’ s a nag question that keeps popping up in your professional circles, a LinkedIn article could be the perfect invest to answer it—and position yourself as a resource or technical .
tied one well-conceived piece can go a long direction toward this finish. “ once you publish an article, you ’ re solidifying your foundation as a think leader on the specific subject, ” he said. But don ’ metric ton get excessively cocky—it takes commitment and consistency to build momentum. Popomaronis suggested sharing every article with your net as a social media post that includes a call to natural process and three to five relevant hashtags.
LinkedIn besides shares analytics of every article for two months after you publish. Writers get breakdowns of pageviews, along with data on where your readers work, problem titles they hold, and where they live—all helpful in understanding your consultation and refining your message .
The LinkedIn algorithm besides gives some good hints about the kind of content you should consider writing. Its individualized identify hub recommends pages, companies, and profiles to connect with based on your skill set, along with hashtags to use when sharing articles to boost engagement. You should besides check out LinkedIn ’ s publishing guidelines and tips for boosting distribution. note that while publishing on LinkedIn can be great for think leadership, it ’ s not meant for overt advertising—the chopine has separate products for that .
separate of achiever with LinkedIn publishing comes down to understanding its benefits and limitations. “ If you ’ ra expecting nightlong fame and inbound leads, you should reset your expectations, ” Popomaronis said .