In many respects, it’s going to be more effective and more powerful than your posting items to your company website. Why? Because LinkedIn is where your customers and future customers are which means writing LinkedIn articles gives you a better chance to be seen and heard.
However, for LinkedIn articles to work for you, we must keep a few practices and strategies in mind. The following are some of the most important:
Writing LinkedIn Articles Is Not a Chore
Often, blogging is viewed as a chore, something that you feel you must do. Try and turn that around. Look at blogging as an opportunity to share your expertise with others.
There is no set number of LinkedIn articles to write per week or month. What I can advise you, though, is that once or twice a week is not enough. Thousands of “articles” are being added to LinkedIn every minute. To stay on top of the roar, blogging three or more times per week is necessary.
Sometimes Thought Leaders write a post on LinkedIn and then add a link to the entire post on their website. Wrong. LinkedIn does not like its users leaving the platform. Better, write your blog as an “article” on LinkedIn. Then, place a teaser on your website with a link to the LinkedIn article. In other words, LinkedIn comes first.
Coming Up with Ideas for LinkedIn Articles
The big problem many Thought Leaders have is coming up with ideas — things to write about. At some point, they have shared most of the key issues and suggestions they want to share with their audience. So how can they keep coming up with ideas virtually every day?
Think about your last presentation. Did something unusual happen? Was there an aha moment from your audience? Write about that. How about taking a (non-political) stand on an issue? Discuss something you’ve learned along the way in your personal life. Celebrate others and their accomplishments, and don’t forget to — tactfully — celebrate yourself.
Put Your Titles to Work
A problem I often have is coming up with exciting titles. After all, how often can you write about “10 ways to do this” and “Here are five things you need to know about that.” Titles that ask questions tend to draw people in and can be a more effective option. Instead of “ten ways to do this,” rephrase it with this: “Did you know there are 10 ways. . . . ?”
Avoid 50-Cent Words
Do you know the origin of this expression as well as the expression 25-cent word? Back in the days of the telegraph, the longer the words, the more you paid for the telegram; using shorter words lowered the cost. Today, the term “50-cent word” is used to describe terms few people know or understand.
Avoid these. Use simple words and simple sentences. Sure, Thought Leaders often wish to attract people who are college-educated and may understand these 50-cent terms. But when online, they prefer content that is easy to understand and follow. They are also more likely to share it with others.
Turn the Call to Action into a Takeaway
Many blogs end with traditional calls to action — “To discuss more or set up a call, you can contact me here.” This type of ending doesn’t work all that well anymore. What I am finding to be much more effective is work the takeaway into the blog. When your visitor/reader realizes they have learned something from you, it increases their chance of taking the next step and making contact. For instance:
Now that I’ve told you what works for me and the importance of staying positive about your blogging, the importance of writing blogs several times per week, and the importance of putting the titles to work, all that is left to say is keep at it. Stick with it. This works.
Here’s another thought leadership article you might like.