Why and how to publish content on LinkedIn?

There are two main ways to share content on LinkedIn:
Articles, which have a relatively long lifespan on the platform (between 6 months and 2 years)
Posts, which have a shorter lifespan and generally consist of a few lines accompanied by a visual.

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Why is LinkedIn relevant for a content-sharing strategy?

You will be well aware that LinkedIn is a professional social network. As a result, the people on it who read articles and posts do so in order to keep informed and find solutions to their challenges.

Similarly, the network's targeting power allows you to attract warm prospects, provided you have built your network thoughtfully beforehand.

On this topic, I invite you to read our article on "how to build a B2B professional network". You can then convert those connections into prospects and educate them through pedagogical content to turn them into clients.

In short, LinkedIn is the social network on which you can deploy your inbound marketing strategy, since the platform allows you to:

• Attract 2nd and 3rd-degree connections who will read the article and potentially visit your profile
• Convert your prospects if your content is relevant to their needs
• Turn your connections into qualified prospects by connecting with them. They will move from being 2nd or 3rd-degree prospects to 1st degree. All that remains is to reach out to them for a potential meeting. To better understand the degree system, I invite you to consult this explanatory article from the platform.

Understanding LinkedIn's publishing algorithm

LinkedIn's algorithm favours content that keeps users on the platform. To gain visibility, it is therefore advisable to avoid having articles that point outside the site. That said, if you manage to build a decent audience, it can be worthwhile sharing content from your own website.

Generating interactions to increase visibility

The primary goal of any piece of content is to add value for your connections so that they feel it is worth staying connected with you.

The more impressions, comments and shares your article or post receives within a short period, the more the algorithm will work to boost your article's visibility among your audience. Conversely, if it generates few interactions, it will quickly disappear from your connections' news feeds.

How to use LinkedIn to optimise your content

LinkedIn lets you share content in several different ways:

1. Pulse: LinkedIn's internal blog

This content aggregator, acquired by LinkedIn, offers an interface for writing your content, incorporating text, images and videos. Formatting features are also available for the more detail-oriented among you 😉

The main advantage of Pulse is that your article appears in your connections' news feed and is also highlighted on your profile.

2. Sharing an update

Do not hesitate to show your engagement by publishing an update. It will appear in the news feeds of your 1st-degree connections and of people who follow you without being directly connected. As we saw earlier, the more interactions your update receives, the greater its virality among your audience.

If you are looking to share a blog article, an infographic, a white paper or a video, this is the most appropriate way to do so.

3. Discussion groups

The great benefit of sharing through discussion groups is that the people there are potentially already interested in your publication. It is also an opportunity to reach people who are not currently in your network. So sharpen your pen — it is your turn to shine.

That said, be mindful of your content. Do not spam groups or engage in covert advertising. It tends to be frowned upon 😕

When should you publish your content?

The ideal approach to positioning yourself as an expert in your field and staying top of mind with your connections is to offer regular content. To do this, put together an editorial calendar in which you set the date and time at which your content will be published. Yes, that all sounds very well — but when exactly should you publish? You are in luck, I am just getting to that 🙂

Several studies suggest that Tuesday and Thursday are the optimal days. Not on Monday — everyone is still recovering from the weekend — and not on Friday, when people are already mentally on their way out. So there is no point telling you that NO, they will not be on LinkedIn.

As for publishing times, three slots seem to perform best:
between 7am and 8am
between 10am and 11am
between 5pm and 6pm
These windows fall just before and after office hours — the perfect time for people to check their social networks on the commute.

In summary:
If you had to choose one platform for promoting inbound marketing content: it is LinkedIn.

1. Offer educational content with strong added value to generate interactions and increase the visibility and reach of your article or post.
2. Choose between Pulse, an update post or discussion groups for publishing. Note that an update post is the most appropriate option for sharing blog articles.
3. Favour Tuesday and Thursday in your editorial calendar, along with the time slots when people are using public transport.

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