Over the last few years, LinkedIn Pulse has become one of the top content destinations for B2B marketers. Some experts feel Pulse is among the best sources of authoritative content on the web and a great distribution platform to help with your digital marketing.
LinkedIn Pulse started out as an exclusive platform where a handful of influencers posted content. LinkedIn opened up the Pulse platform a few years ago and now any LinkedIn member can post articles on any subject they wish.
A Content Marketing Institute report says 94% of B2B marketers distribute content regularly on LinkedIn. There are now over 3 million long form posts on LinkedIn with 130,000 long-form posts generated each week.
While LinkedIn Pulse is an effective way to extend the reach of your blog content far beyond your current blog audience, what works best on Pulse can be very different from the best practices for blogs and social media platforms.
Let’s take the length of your LinkedIn Pulse posts as an example. In the age of the 8-second attention span, believe it or not, on LinkedIn Pulse longer posts are more effective than the 400-600 word variety.
Research says the most-read/linked/shared blog posts have an optimal length of 1,600 words. Posts receiving the most views, likes, comments, and shares average between 2,000–2,500 words. This doesn’t mean you have to compose a 2,500-word post to publish on LinkedIn Pulse. It just means size does matter and longer posts work better.
Choose the right topics
The methods for optimizing content differ in each platform. The topics you choose to write about on LinkedIn Pulse need a unique a new point-of-view to increase the chance they’ll be shared.
If you’re out to grow your following or drive traffic to a landing page or website, your LinkedIn Pulse content has to include compelling images. While the header image is the most important, eye-catching images within the body copy help keep readers engaged and reading further.
Call to Action
What do you add that will make your audience want to engage? On LinkedIn Pulse, your best bet is to use a link and an “ask” to close your article. Providing your credentials in your footer is a standard practice among LinkedIn Influencers. Providing links to personal accounts and other relevant articles help people engaged who want to hear more from you while keeping your brand top-of-mind.
Posting on LinkedIn Pulse
Publishing your content on the LinkedIn Pulse platform instantly shares it with your connections. Don’t forget to tag your posts with keywords. That makes it more likely a LinkedIn user searching on the site will find your post.
Publishing your article is only step one
To maximize your reach you also must promote it in the right places at the right time. Have a plan for where and with what audience(s) you’re going to share your content. It’s also a good practice to try to gain immediate traction through relevant LinkedIn Groups
Promote LinkedIn Pulse content elsewhere
Plan on sharing and promoting your LinkedIn Pulse content on other social networks. Epictions conducted a study that found 1 out of 4 (24%) of social shares, likes and comments for LinkedIn Pulse content occurred outside LinkedIn. Digging a bit deeper, 1 in 5 shares came from other social networks and nearly half of all the likes and comments received came from outside LinkedIn.
To republish, or not to republish on LinkedIn Pulse
Can you safely republish an entire blog post on Pulse? According to Yoast’s Guy Andefors, “If you post your own blog post first, make sure that it’s indexed in Google. Then post it on Pulse with a link underneath the posting, ‘This post originally appeared on…’ linking back to your blog post.”
If you still have questions about getting started with LinkedIn Pulse, feel free to contact me.
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