By now you are aware of the power of LinkedIn for business professionals. It is the number one site that executives and C-level leaders visit to connect, share and inform. It was once viewed as simply an online resume for people seeking new opportunities but has grown into the number one platform for brand building.
The keys to brand success are self-definition, transparency, authenticity and accountability. Simon Mainwaring
This past year LinkedIn rolled out a new tool that allows you to create and publish article that you have written. It is like your own personal blog but is hosted by LinkedIn.
I would encourage you to take advantage of this tool because it:
- Provides a platform for your opinions and expertise
- Creates a library of your thought-leadership
- Acts like a blog with a built in audience
- Gives people a reason to visit your profile on a regular basis
- Keeps your name in front of your community
- Helps to build your network – people who like what you write will reach out to connect
- Helps build and support your personal brand
How to Get Started
You may not have noticed the tool being added to your LinkedIn home page – it is fairly subtle – but if you can write in a Word document – you can publish an article on LinkedIn.
Visit your home page and look for the status update box:
A word document will open up so that you can add:
- A cover photo – large image
- Body copy – your article
- Images within your document
- Links back to your website or other resources
- Tags (key words to help in the search of your article)
Here is an example:
Benefits of Using LinkedIn for Your Blog
There are two primary benefits to using LinkedIn for your blog:
1. The platform is already built for you. You don’t need to buy a URL or add software or even understand HTML. You just click on the pencil, write your thoughts and then post.
Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand. Amy Jo Martin
2. The audience is built in. When you post an article it automatically appears in the news feed of every person you are connected with on LinkedIn. The more people in your network, the bigger your audience. Not to mention the fact that anyone searching for information on your topic may stumble upon your article and your profile.
One Cautionary Consideration
LinkedIn’s article writing tool is a great one and one I highly recommend you use. However, there is one thing to keep in mind.
When you write original content and the only place you put that content is on a platform that is hosted by another company (i.e. LinkedIn, Facebook, Instagram, etc.) they have the right and ability to delete it without notification.
The perfect example is the change that LinkedIn made last year to remove Polls, Questions/Answers and Company Product Pages.
With that in mind, make sure you save each of your articles on your computer rather than just writing and posting on LinkedIn. If you have a blog or a website, consider publishing your article on your own site first and then writing a post on LI. If you do that, you are assured that your expertise will remain available for all to read forever.
Sharing your expertise in this manner is a great way to support your personal brand; to help make a name for yourself.