Why Brands Should Publish Content On LinkedIn

Why Brands Should Use LinkedInYou already write blog posts, manage your social media feeds and create email campaigns, but should brands add publishing content to LinkedIn to the to-do list?

LinkedIn rolled out a new blog-like publishing feature in February. Brands can create and publish content on their company pages and share it with their industry-specific audiences. Similar to other social media platforms, readers can “Like” the content and leave comments. Plus, the posts are archived on your company page and accessible at any time.

Gary Frisch, founder of Swordfish Communications, has embraced the new tool and says he can’t think of any downside to publishing on LinkedIn.

“You’re literally posting your own content in a major forum with little or no interference from outside editors or ‘gatekeepers,’ which means you can self-promote, include links to your own website or others, and generally get your thoughts out unfiltered,” Frisch says.

“And unlike a traditional blog, which will mostly be seen by readers already familiar with you or your website, your article can potentially be seen by the vast LinkedIn community.”

The benefits of publishing content on LinkedIn

  •        Establish credibility in your field
  •        Get content in front of people in your industry
  •        Increase traffic to your website through links in content
  •        Get noticed by potential clients
  •        Spark conversation about your company or industry news
  •        Promote your opinions in your own space

How LinkedIn gave one business a boost

Frisch uses LinkedIn to introduce his New Jersey-based PR agency to prospective clients.

“I find it very useful for creating what I call an ‘aura of expertise,’” he says.

That “aura” can lead to more clients or, at the very least, attract a lot of readers. It’s already happened for Frisch. He wrote an article about a PR move made by Walmart. The big box store had a clever response to a negative mention in a New York Times article. Frisch joined the conversation by writing, “Walmart’s Response to the New York Times Was Brilliant” and posted it on his LinkedIn page.

That one post had far-reaching results.

“The column caught the attention of LinkedIn’s editors, who included the link in their official Twitter feed that night and in their customized ‘Must Reads’ e-mail blast the next morning,” Frisch says. “All told, that article was viewed more than 333,000 times, and generated over 700 comments. I gained one new project client as a result, and one or two commenters said, ‘Hey, we should talk.’”

If you’re ready to start publishing on LinkedIn, here are some ideas to get you started:

Write news people can use

Consider writing an article that offers your audience actionable information. For example, Microsoft caters to its audience with this simple, yet informative article on how to remove personal information from an old computer. That’s news you can use. Microsoft on LinkedIn

Use the news to spark content ideas

Pay attention to the news and become part of the conversation. That’s what Frisch did with his Walmart post. Take a news topic and craft a well conceived article that offers another viewpoint or shows a different side of the story. (We’ve written about this very topic. It’s called Newsjacking and it can be a beneficial marketing tool for businesses large and small.)

Make predictions

What changes do you see happening in your industry? Write about them and publish the article on your LinkedIn page like Target did. The CEO makes predictions about the upcoming holiday season. Target on LinkedIn

What kind of content do you publish on LinkedIn? How has it helped your brand? Share your thoughts in the comment section below.


Free Ebyline Guide

Don't Let a Bad Content Writer Damage Your Brand

The new content marketing basics anyone can use

Subscribe to the latest content strategies...

About Lisa Furgison

Lisa Furgison is a freelance journalist and co-owner of a media company, McEwen's Media. Find her on Twitter @lfurgison.