LinkedIn has become a platform of choice for many people who blog and/or publish articles; I myself occasionally publish pieces there, and I have written about how to stay safe while using the social platform. But how can you get people to read your LinkedIn pieces? I recently spoke with Gabriel Shaoolian, Founder and Managing Director at the Blue Fountain Media digital agency, about ways to increase readership of LinkedIn-based articles. Here are some tips based on our conversation:
1. Keep your titles short and explain the essence of the article in those 50 characters.
Everyone is inundated with information - so the shorter you keep the title the quicker a reader can get the gist of your post and decide whether or not to open and read it. According to Shaoolian, titles for LinkedIn pieces should ideally be under 50 characters - short and to the point.
2. Make your articles physically easy to read.
Shaoolian recommends using line-and-a-half spacing and a font size of 12 or 14 for the body.
3. Make your post visual with photos, not video, and include examples of the points you are trying to make.
A picture needs to be compelling enough that it will catch LinkedIn browsers' attention. There are many libraries of images that you can use at no charge (i.e., they are royalty free) - a simple Google search can identify them for you.
4. Make your content simple and readable to all levels of audience
Even if you are writing about some technical issue, you still want to garner the attention of a broad audience. Avoid jargon - or explain what terms mean the first time that you use them - and assume that you are writing for someone with no prior expertise in the topic that you discuss.
5. Write "service pieces" - they typically rank highest.
Always include "how tos" or provide service information that readers can use and apply to their own business situations - as Shaoolian put it "make it crystal clear why the information that you are providing is useful to readers."
6. Write a handful of articles on the same topic.
Multiple articles on the same topic help position yourself as a thought leader on that topic - and help LinkedIn's search engine identify and rank you as such.
7. Promote your content on other social networks.
Many people read articles based on what they have seen shared on social media.
8. Send an email out to clients and friends.
Share the LinkedIn link to your article, and email people whom you believe will enjoy the piece with a message that you think they would be interested in your latest article.
9. Include a link to your LinkedIn published content in your email signature.
Email is still a primary method of communication - let people receiving messages from you know about your writing.