How and When to Use LinkedIn Long-Form Posts in Content Marketing Campaigns

linkedin long-form postEarlier this year, LinkedIn announced they’d be opening up their publishing platform feature to their 300 million+ users. Essentially, this feature allows you to write a blog post directly on LinkedIn and reach a larger audience than your typical posts would. These long-form posts are seen by your connections like normal posts, and are also suggested to other targeted professionals on LinkedIn based on an algorithmic formula.

Long-form posts are a great way to build up topical influence and develop your personal brand. They will also expose your company’s name recognition and topical mastery to professionals likely interested in your products and services.

These longer posts will be helpful in content marketing, but don’t go overboard.  It is just one tool in a myriad of options you should be looking at as you construct your content marketing campaigns. Your blog and website should always be your campaign lead and tools like blogging on LinkedIn should be the supporting actors. I recommend you view them much like a guest blog post, an article pitch or an advertorial. Work them into your editorial calendar and focus on quality over quantity. A few good posts should position you pretty well among your peers.

One important note about the LinkedIn publishing platform. Currently, the option is not yet available to the general public. LinkedIn has indicated that the feature would be phased in over time. Here is a link to the signup form that LinkedIn has posted for publishers that want to gain early approval. By filling out the form, you aren’t guaranteed access to the feature, but it puts you further up in the line and as all good digital marketers know, you only have an advantage as long as you stay ahead of the masses.

Good luck and please leave a comment and share your experience with LinkedIn’s publishing platform once you are able to play around with it.

Note: This post is an excerpt from my new book: Leveling the Playing Field: A Small Business Guide to Generating Leads on LinkedIn. This book is packed with tips and tricks that I’ve picked up during my years of developing digital strategies for companies of all sizes and industries. 

Image credit: Maria Reyes-McDavis via flickr