Blogging 101

LinkedIn is not just a social networking
platform but also a publishing platform.
This give you a powerful 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
Blogging on LinkedIn

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

• Log into your LinkedIn account
• Click on Write an article
3. So how do you get started?
It’s easy!

• Once you click on the Write an
article you will land on the
Publishing 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 hashtags relevant to your
expertise
• Publish or save for later – if you
save a draft, you’ll be able to
access again on your Drafts
4. The technical detail
In Your Posts

• 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

• 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

LinkedIn Blogging Best Practice

• 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

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

• 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
• On the right side of your feed, it will show
you trending topics and what people are
talking about in your network
3. Be relevant
When in doubt, turn to the news

• 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

• 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

• 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
presentations to hook your readers
• Hint: one of the best ways to find a good image is
through Gratisography.
6. Choose images that stand out

• 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

• 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

• 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

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

1. Follow Influencers like Richard Brandon, Sir Martin
Sorrell, Deepak Chopra and Satya Nadella
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…

Blogging 101

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