This week I am focusing on the easiest way to start your content marketing adventure – publishing posts on LinkedIn!
Here are my top tips for publishing
- Use striking colourful images. Preferably two or three images with the most important being the header image.
- Spend time writing a really powerful, eye-catching headline that is optimised with the right keywords for a channel (5-10 words ideally).
- Check the website Buzzfeed for examples of highly effective headlines
- Use sub headings, images and quotes to break up paragraphs – be conscious of ‘white space’ and avoid long sections of basic font only
- Add rich media – audio, video and Slideshare by using the ’embed’ feature (see below).
- Pick a previously popular subject for your chosen channel.
- Medium to long posts work well – 500-2000 words.
- Try to make the subject topical if possible – Prof Derval’s incredibly successful post was about how we see colours and came out just after the Blue/Black vs Gold/white dress story had gone viral.
- Posts that pose a question will get shared more because readers are encouraged to comment and this will then share it on to their network.
- Ask for simple answers. For instance black or white? Not ‘explain your thoughts on…’
- Add suitable tags to your post, at the bottom you will see the below image, simply type in some appropriate keywords and select the best tags.
- Always add a link to your website with further information.
- Consider adding the first section (at least a third) of a post from your own website to attract the reader to your website (see below)
- Mention other people in the article (where applicable) and name quote them in any promotional update/tweet.
- Ask readers to like the post within the copy of the article.
- Always reply to any comments to keep the conversation going.
- Schedule to widely share the post again 2 weeks later (if still appropriate)
- Keep your content simple, buzzwords and complicated concepts do not translate well.
- Persistence. If you get a disappointing number of views from your first post, don’t be put off. Learn from the experience and keep at it.
Good luck and have fun!
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