Publishing articles on LinkedIn Pulse is a great way to establish yourself as a thought leader, share insights with your professional network, and boost your personal brand. Here is a step-by-step guide on how to create a compelling LinkedIn Pulse article that will engage your readers.
Why Publish on LinkedIn Pulse?
With over 740 million members, LinkedIn is the world’s largest professional network. LinkedIn Pulse allows you to publish long-form articles that will be visible to your connections and beyond. Here are some of the key benefits of publishing on LinkedIn Pulse:
- Establish thought leadership – Well-written articles allow you to share your expertise with your network and position yourself as an industry leader.
- Reach a large targeted audience – Your articles will be viewable not only by your 1st-degree connections but also 2nd and 3rd degree connections, expanding your reach.
- Boost personal brand – Consistently publishing high-quality content will improve your professional image and credibility.
- Increase engagement – Articles give your connections a reason to interact with your profile through likes, shares and comments.
- SEO benefits – Articles on LinkedIn Pulse have strong SEO rankings, allowing your content to be discovered by those outside your network.
Step 1: Draft your Article
The first step is to determine the topic you want to write about. This could relate to your industry, job function, expertise, interests or a news event. Some ideas include:
- A trend or insight related to your profession
- Commentary on an industry news item or current event
- Tips, advice or lessons learned in your career
- The backstory of your company or a project
- Your take on a popular technology or innovation
Once you’ve settled on a topic, outline the key points and flow of the article. Aim for around 800 – 1,000 words so the piece has enough substance. Use stats, examples, quotes and insights to support your perspective and keep the article engaging. Don’t forget a strong headline and intro paragraph to draw readers in.
Step 2: Format your Article for LinkedIn Pulse
LinkedIn Pulse uses a simple editor to add text, formatting, images and links. Here are some tips for formatting your Pulse article:
- Break up long sections of text with subheadings (H2, H3 tags)
- Use numbered or bulleted lists for key takeaways
- Embed relevant images and charts (jpeg, png files)
- Link to external websites and related articles
- Include an eye-catching cover image that represents your article
- Proofread thoroughly before publishing!
Step 3: Add Multimedia for Engagement
Visuals help capture attention and reinforce your ideas. Consider including these multimedia elements:
- Images: Relevant photos, graphics, illustrations. Include attribution.
- Videos: Short videos to demonstrate a concept or highlight an interview.
- Presentations: Embed a Slideshare deck to summarize key data.
- Infographics: Use visuals to showcase statistics, timelines, processes.
- Audio: Podcast clips can showcase interviews and commentary.
Choose multimedia judiciously. Too many elements can distract readers. Optimize files to ensure fast load times.
Step 4: Promote your Content
The work doesn’t stop once your article gets published. Promoting your content is key to maximizing its impact. Here are some tips:
- Share the article prominently on your LinkedIn profile and include a link in your summary
- Post the article link when sharing on Twitter, Facebook and other social networks
- Send the article to colleagues asking for shares and feedback
- Pitch the article to relevant LinkedIn Groups and online communities
- Integrate links in your email signature and marketing collateral
- Repurpose the content into a blog post, video or slide presentation
Track views, likes, comments and shares to gauge engagement. This data can inform topics for future articles.
Step 5: Develop an Editorial Calendar
The most effective writers publish content consistently. To stay organized, develop an editorial calendar listing planned publication dates and topics. Here are some tips:
- Aim to publish at least 1-2 articles per month to start
- Stick to themes aligned with your expertise and brand
- Maintain a Trello board or spreadsheet to track article ideas and status
- Schedule time on your calendar to research, write and promote content
- Repurpose evergreen content at relevant moments throughout the year
An editorial calendar keeps you publishing regularly so your network comes to rely on your content.
LinkedIn Pulse Article Best Practices
Here are some additional tips for getting the most out of your LinkedIn articles:
- Choose a focused topic: Narrow the scope to thoroughly explore a topic vs. covering too much.
- Open strong: Lead with a compelling fact, story, question or quote to grab attention fast.
- Write conversationally: Adopt a friendly, conversational tone to engage readers.
- Link generously: Links allow readers to dive deeper and signal your breadth of knowledge.
- Add personality: Share relevant personal anecdotes and humor when appropriate.
- Make it scannable: Use short paragraphs, bullets and bolded text for skimmers.
- Include a call-to-action: Prompt readers to like, share, comment or connect with you.
Frequently Asked Questions
Can anyone publish on LinkedIn Pulse?
Yes, publishing long-form posts on LinkedIn Pulse is open to all members. You do not need to have a minimum number of connections.
What type of content works best on LinkedIn Pulse?
Thought leadership articles focused on business, career and industry news and trends tend to resonate most with the LinkedIn audience. Avoid overt self-promotion.
How do I embed images in LinkedIn Pulse?
You can easily embed .JPEG, .PNG and .GIF files by clicking the image icon in the editor toolbar. Upload or link to the image location.
Can I reuse my published Pulse articles elsewhere?
Yes, you retain ownership of the content and can republish the full articles on other sites. Repurposing the content further expands your reach.
Should I publish under my name or my company name?
It’s best to publish personally in your own name. Articles published under a company name often have less reach and engagement on LinkedIn.
How do I get more views on my LinkedIn Pulse articles?
Promote your articles extensively on LinkedIn and other social channels. Write on topics your network has demonstrated interest in. Publish consistently to build an audience.
Conclusion
Publishing long-form thought leadership content on LinkedIn Pulse is a highly effective way to build your reputation, increase engagement with your network, and get your insights in front of a large professional audience.
By taking the time to develop valuable articles optimized for the LinkedIn audience, sharing generously, and promoting your articles, you can establish credibility and stand out from the crowd. Focus on topics where you can provide unique perspectives, back up ideas with hard data, and tap into the interests of your network.
With a thoughtful editorial strategy, compelling multimedia assets, and consistent promotion, you can make a big impact with your LinkedIn Pulse articles.
Section | Key Points |
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Why Publish on LinkedIn Pulse? |
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Step 1: Draft your Article |
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Step 2: Format your Article |
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Step 3: Add Multimedia |
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Step 4: Promote your Content |
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Step 5: Develop an Editorial Calendar |
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