A year ago, LinkedIn Executive Editor Dan Roth announced that a million people were blogging on LinkedIn. Today more than 150,000 blog posts are published each week.

With more than 430 million members worldwide, LinkedIn offers an unrivaled platform for publishing insights. But attracting attention to your blog posts can be a challenge, especially with so much noise in the system these days. 

Isabelle Roughol, Managing editor, International at LinkedIn

Getting your posts featured under one of LinkedIn's several industry or topic-based channels like marketing, technology, or leadership, is the best way to ensure your content reaches a broader audience beyond your own direct connections and followers. But getting featured requires writing posts that LinkedIn's editors believe meets its bar for quality and relevance to its audience.

To better understand what exactly LinkedIn's editors are looking for when determining whether to feature a blog post under one of its channels, I spoke with LinkedIn's International Managing editor Isabelle Roughol on my podcast. Here is some of her advice for writing posts that will increase the chances of getting them featured by their editors:

Apply the "50% Rule" to writing headlines.

"The headline is the door to your post, so make it intriguing enough without being too unclear about what the post is about", Isabelle says. She suggests spending as much as half your time writing a great headline and first paragraph. 

Quoting one of her favorite French journalists: "there's no use being clever in the fifth line if the reader doesn't get past the fourth." She sees too many writers clear their throats and waste valuable time in the first paragraph or two before getting to the point of their post. A recipe, she says, for losing readers fast.

Offer your take on a trending topic.

LinkedIn's editors are looking for fresh analysis and commentary on the news stories of the day. Take a look at what's trending, and offer your unique perspective on it. Okay, so the stock market took a hit. But tell how you've been affected by it, or what you think should be done about it. A new technology has been announced. So how does it affect your industry, or even your own job?

Be yourself.

Don't sound like a corporate press release. Avoid jargon. Be yourself. 

Brevity is the soul of...

People are time-starved and, in general, lack the patience to read long posts. Isabelle suggests that you write "as much as it takes to make your point and no more", with a "sweet spot" for posts of between 500 and 900 words.

Anything longer and you'll be testing your reader's attention span, particularly if they're on a mobile device, which is becoming the device of choice these days for reading LinkedIn content.

Limit your listicles.

When I probed her about the "listicle" format for structuring posts, she urged writers to use them sparingly. "If you need to use listicles, go ahead once in a while, but don't use them in every post." 

Pick great pics.

Along with a catchy headline, good feature images help draw in readers. Avoid stock images of two people shaking hands. Pick distinctive images that stand out. "Images of people have a slight advantage in catching attention."

"And out of respect for our photographer friends, be sure you have the rights to use the image. Check if it offers a Creative Commons license that allows for modifications to the image." Wikimedia Commons and flickr.com are two good sources for finding free, high-quality images that you can legally use in your posts (with proper attribution of course).

Trigger a conversation.

Invite reader comments by asking a question at the end of your post. "It makes you look more approachable and increases the chance that someone will leave a comment." Comments appear in members' feeds, attracting more engagement with your posts.

Do respond to comments. It encourages others to weigh in with their own comments, and demonstrates that you are responsive. An active comment thread can make a post visible to more potential readers and for a longer period of time. "Some posts generate such a heated discussion that it gives life to a post for several more days."

Get graphical.

Images and exhibits in the body of your post break up long chunks of text and make your post more visually engaging. Embedding a Slideshare presentation can help increase engagement as well, as many busy readers appreciate the chance to flip through content quickly without having to read through blocks of text.

Share, share, and share again.

Don't be shy about spreading the word about your post. Once you hit publish, make sure you share your post with your network: LinkedIn groups you belong to, your social media networks, your company intranet and newsletter, etc. All within reason, of course.

Give the editors a heads-up.

You can alert LinkedIn's editors by tweeting a link to your post with a quick pitch that explains why it's worth featuring to @LinkedInPulse. Isabelle and her colleagues also interact directly with readers -- she does her best to keep up with the stream of emails that come through.

And if your post doesn't get the attention you feel it deserves, don't give up so fast! Try again. Remember: the editors are working through a mountain of content each day, so they might miss your post the first time around.

Quality wins the day.

Focus on writing quality content that appeals to your target audience, and don't fret over the number of views your post gets. "At the end of the day, quality content wins", she says.