How do you Market your Articles on LinkedIn?

As?AJ Wilcox?said, you have two basic strategies: publishing native LinkedIn posts and using LinkedIn as a way to call attention to the content you publish elsewhere.

Going beyond the basics, the question is how to best use those strategies. A lot depends on what kind of content you hope to market, whom you’re targeting, and what kind of network you already have.

LinkedIn as a platform tends to favor general-interest professional content. If you look at?my?posts, you’ll see that the ones with the most views tend to cover popular topics like Web & Marketing. In contrast, my more specialized posts about query understanding attract a significantly smaller audience. That smaller audience, however, tends to include the people I’m most interested in reaching and influencing.

And, whether you’re publishing general-interest or specialized content, make sure you’re optimizing for your reader. Keep it short. Have a strong opening — don’t?bury the lede. Show enough personality not to be boring, but don’t take it so far that no one takes you seriously. Write stuff that people want to read.

LinkedIn also tends to favor content with pictures. If you publish a native LinkedIn post, be sure to include a picture at the top. If you share content on LinkedIn, look at the snapshot that’s included with the link. Ideally, it includes a decent-quality image, a well-formatted post title, and a sentence or two to entice the reader.

Finally, it’s hard to obtain much distribution if you don’t have a strong network. If you’re doing everything else right but no one is seeing what you write, then you need to figure out how to strengthen your network. My recommendation here is that you focus on a niche until you obtain traction, and then try to broaden from there. Better to be a big fish in a small pond than a minnow in the ocean.

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