This module will cover how to be known for what you know – strengthen your reputation and grow your reach by publishing your story on LinkedIn.

1. Module 3

2. Module 3
This module will cover how
to be known for what you
know – strengthen your
reputation and grow your
reach by publishing your
story on LinkedIn.
Blogging on LinkedIn:
101 and Best Practice

3. LinkedIn Blogging 101

4. LinkedIn has recently opened up our
publishing platform to our members, giving
you a powerful new way to strengthen your
professional brand.
When you publish a post it:
• Becomes part of your profile
• Gets shared with your network
• Reaches the largest group of professionals
ever assembled
1. Why blog?
On LinkedIn

5. 2. Sharing updates vs. Publishing posts
Both will help you grow and engage your network
Updates
Are things you share like
links articles, images,
quotes or anything else that
your followers might be
interested in
Posts
Are where you can deeply
explore topics that matter to
you, then watch the
comments to see your impact

6. • Log into your LinkedIn account
• Click on Publish a post
3. So how do you get started?
It’s easy!

7. • Once you click on the Publish a
post button your will land on the
Your Posts page. Here you will be
guided to fill out everything you
need to publish
• Add an image
• Write your headline
• Format with fonts, text spacing,
bullet points and media
• Add tags relevant to your expertise
• Publish or save for later – if you
save a draft, you’ll be able to access
again on Your Posts
4. The technical detail
In Your Posts

8. • Once you hit Publish on the Your Posts page,
your network will receive a notification that you
have published a blog
• Your post will appear on your profile page
• Write an update linking to your blog also to help
drive views
5. Publish

9. • Once you hit Publish on the Your Posts page,
your network will receive a notification that you
have published a blog
• Your post will appear on your profile page
• Write an update linking to your blog also to help
drive views
• You will receive notifications on likes and
comments for your post, as well as being able to
see number of views under the headline of your
post
6. See engagement

10. LinkedIn Blogging Best Practice

11. • Share your observations, impressions and
firsthand experience with your job,
company or industry
• Write about your successes (or your
failures) and how you’ve learnt from them
• Write about what inspires you to do what
you do
• Have an opinion on a topical issue within
your industry
1. Write what you know
Tell Your Story

12. LinkedIn has millions of executives, entrepreneurs, entry-level
workers and people about to retire. It’s the working world all in
one place. Be conversational but keep that conversation focused
on the professional sphere.
Write anything that:
• Helps people understand trends in your industry of the
larger economy
• Gives context, advice or news that helps people get a
competitive edge, jobs, promotions, or a stronger personal
brand
• Enhances your reputation as an expert in your field
2. Remember your audience
Keep it professional

13. • Look at recent headlines to see if any
recent topics relate to your own expertise
or interests. Stay newsworthy
• Write around a topic that people in your
industry are talking about or that has
traction in trade media
• Go on to LinkedIn Pulse to see what is
trending with your network
3. Be relevant
When in doubt, turn to the news

14. • Don’t worry about waiting for the “perfect”
draft – get your thoughts out there
• Then let the comments you get help craft your
next big idea
• Remember LinkedIn is a social network, and
you need to be active often to stay part of the
conversation
• Hint: recycle content! That presentation you
wrote for a conference? That’s a post right
there.
4. Be present
Write often

15. • Help your post get noticed by making sure the
title really catpures the message of your post
• Avoid numbered lists (let Buzzfeed be
Buzzfeed!)
• If you are going to use a pun, make sure it’s
more clever that cliched. Don’t go for the cheap
click! You want to draw people in who will
engage with your content
5. Draw readers with a catchy headline
Think like a journalist
“Apple Just Lost the
Global Smartphone
War to Google”
- Curt Prins
“If Maggie
Gyllenhaal Can Cry
at Work, You Can
Too”
- Victoria Pynchon
“Don Draper Wouldn’t
Recognise 75% of
What We Do”
- Sir Martin Sorrell
“Burn your resume:
LinkedIn has made it
obsolete”
- Steve Blakeman

16. • A clear and compelling image gives people a reason to click –
it’s a window into your post
• You an add a cover image to introduce your post, plus
embed images, YouTube videos and Slideshare
presentions to hook your readers
• Hint: one of the best ways to find a good image is through
Flickr’s Creative Commons search. Use Advanced Search and
check “Only search within Creative Commons licensed
content”
6. Choose images that stand out

17. • Be sure to give credit whenever you’re quotes,
citing other sources and uses images
• Use links and source lines liberally and always
make sure you have the rights to images you use
7. Always attribute

18. • Above all else, be you and true to your voice
• Try to weave in examples from your personal
experience. Personal anecdotes can go a long
way in capturing your audience’s attention
8. Be authentic

19. • Two words: Spell check! Do a thorough spell
check before publishing
• Buddy up with a colleague who can sense
check and edit for you also. Have at least one
other person read your post before hitting
publish
• Don’t make your post too long. As a general
guide: posts which are 300-500 words
perform the best on LinkedIn.
9. Do a copy edit

20. Readers can find and engage with your posts through:
• Getting shared with your connections and followers through the news
feed
• By being commented on, liked and shared by members of your
network
• Through being added to your LinkedIn profile
Writing on LinkedIn is a great way to tap into and grow your network.
Not only will your posts reach your connections, you can also build a
following
• Share your posts to make sure they get read. The more you share
across your social networks, the bigger your audience and impact
• Start meaningful conversations with your readers. Keep it a two-way
conversation by replying to comments on your posts. You’ll build a
relationship with your audience and you might make new
connections – which can lead to new opportunities.
• Want to start a deeper conversation? Reply with an InMail
10. Grow your reach
Optimise your impact

21. Need more inspiration?

22. 1. Follow Influencers like Richard
Brandon, Sir Martin Sorrell and
Deepak Chopra
2. Join the Writing on LinkedIn
Group, where you can interact
with other members who are
publishing on LinkedIn
3. Follow LinkedIn Pulse channels
that match your industry or
interests
Overcome blank-page syndrome with these strategies…