Publishing on LinkedIn Pulse. Write about areas in which you have an expertise. A beginners' guide.

1. Publishing on Linkedln platform
• Write post that get read
• Be known for what you know
René Cortin, MBA, Digital Marketing Management, The Netherlands
Raymond Silfver, M.Sc. (Econ), Skills Production, Finland

2. Publishing on Linkedln platform
• LinkedIn offers a publishing
platform for its members.
• This is yet another great means to
manifest your professional brand.
• For many professionals who don't
have a personal website, LinkedIn
is their website and the new
publishing is their blog.

3. When you publish a post, it:
• Adds value and visibility of your
profile and is shared with your
network.
• Reaches targeted professionals.

4. Sharing updates vs. Publishing posts
• Sharing updates and publishing posts help you grow and
engage with your network.
• Recognize also other content authors that you can link to.
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 your followers might
be interested in

5. How do I start?
To get the most out of publishing
on Linkedln, Pulse will help you
strengthen your reputation and
grow your reach to professionals
in your niche.
Her are some tips on what to
write, when to write, and other
guidelines.

6. Write about topics you know:
• Share your personal
observations and experience
with your work, company, or
industry.
• Tell about
• your successes or failures and
how you've learned from them.
• what inspires you in your
professional work

7. Pay attention to your audience
Linkedln consists of millions of
professionals, i.e. executives,
entrepreneurs, entry-level workers and
people about to retire.
It's the working world in one place.
Be informal, but keep the conversation
focused on your targeted professional
scope. Write about anything that:
• Helps people comprehend trends in your
industry or the larger economy.
• Gives context, advice, or news that helps
people in getting jobs, promotions, or a
stronger personal brand.
• Enhances your reputation as an expert in
your field.

8. Follow the news
• Look at recent headlines to
check if any recent subjects
relate to your expertise or
interests.
• See video What is
LinkedIn Pulse?

9. Write frequently
• Don’t waiting for the "perfect "
inspiration - get your thoughts
out on “paper” and check your
draft with someone, correct and
publish. Then let the comments
you get lead you to do your next
post…
• However, if you publish too
often, it could decrease your
impressions for each post.
Quality over quantity! Learn i.e.
from the LinkedIn Influencers.

10. Attract readers with a catchy
headline
• Help your post get noticed by making the title really
capture the core message of your post.
• Avoid lists, and if you're going to use a pun, make
sure it's more clever than clichéd.
“Two things are infinite: the universe
and human stupidity; and I'm not sure
about the universe.”
― Albert Einstein
“Live as if you were to die tomorrow.
Learn as if you were to live forever.”
― Mahatma Gandhi
“Be yourself; everyone else is already
taken.”
― Oscar Wilde

11. Choose images that stick out
• A clear and interesting image
make people curious to click
• it's a showcase of your post.
• You can add a cover image
to unveil your post, plus
embed images, YouTube
videos, and SlideShare
presentations to get your
readers interested.

12. Where can I find
great images?
• Flickr Creative Commons
search.
• ’Use Advanced Search’ and
check ”Only search within
Creative Commons licensed
content.”
• Buying images: You can buy
the smallest (cheapest)
image size - still looks great
on a blog.
• Using copyrighted images is
illegal. Technology has
improved – you WILL get
caught.

13. Always give credit
• Be sure to always give credit
when you're quoting, citing
other sources, and using
images.
• Use links and source lines
readily, and always make sure
you have the rights to the
images you use.
• Publishing on LinkedIn -
Overview

14. Be genuine
• Above all, be yourself and true
to your personality.
• Try to weave in examples from
your personal experience.
• Personal funny stories can go a
long way in capturing your
audience's attention.

15. Share Your Post Inside and
Outside LinkedIn
• Writing on Linkedln is a
great way make use of -
and grow -your network.
• Write a summary outside
LinkedIn and link to your
LinkedIn blog post.
• Not only will your posts
reach your connections,
you can also get followers.

16. Share to increase visibility
of your post
• The more you share across
your social networks, the
bigger your audience and
impact.

17. How readers discover and
hook with your posts
• Your posts can:
• Get shared with your connections
and followers through the news
feed.
• Attract new followers outside your
network.
• Get commented on, liked, and
shared - which will help more
people see it.
• Add a new element to your
Linkedln profile by appearing
under Posts.

18. Start meaningful discussions
with your readers
• Keep it a two-way conversation by
replying to comments on your posts.
You'll build a connection with your
audience, and you might make new
relationships - which can lead to new
opportunities.
• Want to start deeper conversations?
Reply with an lnMail.

19. Need more inspiration?
• Overcome blank-page syndrome
with these tips:
• Follow Influencers like Richard
Branson, Meg Whitman, and Deepak
Chopra.
• Join the Writing on Linkedln
Group, where you can interact with
other members who are publishing on
Linkedln.
• Follow Linkedln Pulse channels that
match your industry or interests.

20. Be known for your expertise
• Strengthen your record
and grow your reach by
publishing your story on
LinkedIn.
• Your publishing activities
will pay off – if you also
have an optimized
LinkedIn profile
• Start by clicking the
pencil icon in your status
update box

21. Thank you!
René Cortin, MBA, Digital Marketing Management, The Netherlands
Raymond Silfver, M.Sc. (Econ), Skills Production, Finland