If you are even moderately Internet savvy, one of your primary go-to resources for checking out a new connection is LinkedIn.
While most other social media profiles and bios are abbreviated, a LinkedIn profile is intended to be thorough and complete, including both professional and personal information.
The reason for this is LinkedIn’s primary source of revenue is subscriptions paid for by recruiters looking for talent, and individuals that want to showcase it. One side is searching for information, with the other serving it up to fulfill their mutually inclusive needs.
To more readily accomplish this objective of increasing the value of the network for all, LinkedIn has begun rolling out the LinkedIn Publishing Platform. It promises to offer individuals a unique opportunity to share useful content that also permanently becomes part of their profile.
The trick for making the most of it is to simply tell your story well.
Networks Are Driven by Influence
Before the LinkedIn Publisher was released for the first wave of 25,000 users, a small group of celebrity influencers were handpicked to showcase their ideas and experiences.
For the most part, they did this by sharing personal experiences that frequently captivated the LinkedIn community, thereby building a massive following for the most interesting influencers. After all, who doesn’t want to learn first-hand how Sir Richard Branson built his business empire, or get LinkedIn CEO Jeff Weiner’s take on LinkedIn best practices?
If you do not yet have this capability, you soon will. You will know you have it if a pencil is visible in the box for sharing updates. If it is, click on it and it will take you to an interface that very much resembles a WordPress blog. (Read further to get early access).
Why Publishing on LinkedIn is Smart Business
We all know by now (or should) that what we publish on any of the social networks is content that THEY control. This is why your primary publishing channel should be a site on a domain you own, such as your blog.
However, our blogs cannot potentially reach over 200 million viewers on their own. This is the power of the LinkedIn Publishing Platform. Some of my friends have been astonished at the reach of their LinkedIn posts, which naturally serves to grow their network of connections.
It’s important to understand these posts are not like status updates that come and go like the wind. They indeed become a permanent part of your profile, and are prominently positioned at the top. Thus, using the LinkedIn Publishing Platform to tell your story may soon become a powerful documentary for helping you to accomplish your business objectives.
So, what is the story you want to share that will resonate with those that are seriously considering hiring you? This is the opportunity, and it’s not to be underestimated.
Help LinkedIn Help You
Just like Google, LinkedIn is looking for influential people that others want to hear from. In other words, they both want content with authority, which of course is something that has to be earned.
We’ve been hearing from the celebrities on LinkedIn; now it’s your turn. You are probably not a celebrity, but you nonetheless have specific knowledge within your area of expertise that can help others.
When I learned of this program I applied, and I suggest you do the same. Here’s the link for getting early access. Like so many other opportunities in life, it often pays to be one of the first to drink from the trough. This gives you the chance to try things out and learn from your mistakes.
As more people gain access, some think the LinkedIn newsfeed will be overrun by low quality content. I disagree. My guess is each and every piece of content will be previewed by LinkedIn to determine what gets to be seen by a larger cross-section of the community.
I didn’t earn that opportunity with my first post, but I’m nevertheless proud of the result. Besides, what I wrote is evergreen content that speaks to my expertise of being a traditionally published author, while helping others to do the same. That should be your goal too; share first-hand experience that will help others to grow.
To get started, study the content that other influencers are publishing. You’ll discover a powerful headline is vital for getting noticed.
Are you ready to tap into a ready-made audience for free (at least for now).
About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley)