Why The New LinkedIn Publishing Option is Worth Your Time

LinkedIn recently starting rolling out a new content program that allows LinkedIn profile holders to add long form blog posts. The program piggybacks a bit on the Influencer program launched in 2013 that features long form content from folks like Richard Branson, Bill Gates, Maria Shriver and Mark Cuban.

LinkedIn has been on a bit of a content tear over the last few years snapping up tools like Slideshare and Pulse as well as creating programs like the Influencer program and building topic based communities inside of Pulse in an effort to battle networks like Facebook for more and more of your online time.

In announcing the latest publishing program LinkedIn had this to say:

“Starting today, LinkedIn is opening up our publishing platform to our members, giving them a powerful new way to build their professional brand. When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network and has the ability to reach the largest group of professionals ever assembled. Now members have the ability to follow other members that are not in their network and build their own group of followers. Members can continue to share their expertise by posting photos, images, videos and their original presentations on SlideShare”

The opening process is a rolling one and is said to only include about 25,000 profiles initially. If you are one of the chosen ones you should have received an email from LinkedIn alerting you, but you’ll also notice a little pencil icon in you status update box as in the image below.


I’ve been testing the program and believe it has some real upside for many business owners and marketers.

Engagement is high

I’ve added four posts currently and all appear to be getting a nice amount of pageviews and engagement. The thing I noticed right off the bat and truly appreciate is the engagement is coming from people I don’t currently interact with so my content is gaining exposure into some new places.

LinkedIn automatically showcases the content as recommended reading for relevant profiles.


Search results are immediate

All of the posts are showing up in Google searches for pretty specific content within hours of publishing. LinkedIn content has always been highly regarded by Google and this platform might offer content producers who don’t currently rank highly another vehicle.

And, while links you might embed in your posts are most likely the “no follow” type, with page views numbering in the thousands for most of my posts, I’ve got to believe those links are getting some clicks.


It’s about authority

Published content that collects social signals and shares does wonders for an author’s authority and for many the LinkedIn publishing platform might be one of the best places to get exposure, build engagement, pick up +1s and send Google an authority message.

I’ve decided to amplify the content outside of LinkedIn to see how much initial attention I can drive to it and I’ve also placed a link to my Google+ profile in the short bio at the end of each piece to help Google add this to my author profile.

I recommend that you take a look at this publishing avenue as another potentially potent place to distribute your message and spread your expertise.

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  • Ruck

    Straight and to the point Jeff on why we should be using Linkedin’s publishing platform. I’ve been using their share for about 2 years now and have been pumped about this opportunity for awhile. My team and I are currently using today to start publishing some of our 2,000+ posts to Linkedin directly.

    If it wasn’t for coming across this post and reading it fully today Jeff, we would have likely just set it back. So thanks for the wake up call!

    To Your Success,
    Ralph Ruckman

  • David Horn

    John – do you see this as an avenue to essentially syndicate content that we’ve published elsewhere, or do you think it should be approached as a place to add new content (or both)? There are that many places where we can contribute our content – I’m wondering if it should be unique each time; chances are you’ve got different audiences for your different channels, so does each channel require unique content each time?

    • http://www.ducttapemarketing.com/blog ducttape

      David – I think the answer maybe is both. It’s hard to say how LinkedIn will decide what content to showcase but my gut tells me they’ll want it to be original rather than simply dumping the last two years worth of posts in the system. I think there is a place for some repurposed content however since I think this will produce some fresh eyeballs for the content.

      • Steve Cassady

        John, I agree it is hard to say how Linkedin does anything :) Anyway, they could use the logic they have deployed in groups to avoid the mass dumping of posts. Hopefully they will allow some repurposed content like yours.

  • Mike

    Is this slowly rolling out to all users? I don’t see the edit-pencil on my update box

    • http://www.ducttapemarketing.com/blog ducttape

      That’s right Mike – they picked 25,000 profiles – not sure what if any criteria was used but you might go here for some answers – http://help.linkedin.com/app/answers/detail/a_id/47445/ft/eng

      • http://www.philsimon.com/ Phil Simon

        I also wondered why I didn’t see my icon but now I’m clear. I hope that I’m chosen. With LinkedIn, the juice is worth the squeeze.

    • Steve Cassady

      LInkedIn is slowly rolling it out to all users. My contacts that have the feature have all received an email from Linkedin that it was activated on their account.

  • http://www.socialidentities.com Hugh Briss

    I wish it would roll out for me soon because I’m dying to use it.

    • http://www.ducttapemarketing.com/blog ducttape

      I have no idea how they are rolling it out but sure would have thought you would be on the early side Hugh

  • http://optimizehere.co/ Matt Morgan

    I bet most people will simply reshare their content on LinkedIn expecting results, but if Google is showing the content in the SERPs, you can bet duplicate content won’t cut it.

  • http://www.homes.com/ Grant Simmons

    Like any publishing platform, there’s going to be content that works better for the LinkedIn audience, and they’ll be engagement signals Google hopefully can cull and leverage as additional authority signals.
    Good in building an authoritative “digital footprint” around specific topics… Looking forward to testing for both authority building and SEO value derived from that and possible discovery of other off-LI content.

  • http://90DayEntrepreneur.com/ Brandon Schaefer

    I’m waiting for my pencil to appear! I’m definitely jumping on this feature once it’s available to me.

  • http://www.franchise-info.ca/ michael_webster

    Many of the influencers are drive by writers – drop content & never respond to any of the comments.

    These influencers also typically attract commentators that say nothing.

    These influencers pretend to write something worth talking about; their commentators pretend to talk about it.


    • http://www.ducttapemarketing.com/blog ducttape

      Don’t disagree with that Michael, but now’s your chance to change all that – http://specialedition.linkedin.com/publishing/

      • http://www.franchise-info.ca/ michael_webster

        Very clever! Thanks.

        I suppose that I will have to put my money/time where my mouth is should I get the “pencil” icon.

    • http://www.HomeTips4Women.com/ tinagleisner

      Thanks for this discussion as it’s mostly hidden but we’re all thinking it so I found the info here helpful

  • Michael Beasant

    Great tip, thank you

  • http://www.rugratsva.com Sandy Henderson

    What do you suggest to do to a profile to increase the possibility of getting an invitation?

  • http://jeffkorhan.com Jeff Korhan

    Just got in only a couple days after applying. Thinking this could become what Quora tried to be with their blogging platform.

  • http://www.buildandbalance.com/ Michael_N

    I received approval to publish. LinkedIn assigned me to a category Education. It’s not a key area of expertise for me though I do teach at a Community College and University part-time. Do you know, John, if you’re stuck to write only on the category you’re assigned?