Although LinkedIn Pulse has been around since 2013, either marketers aren’t using it or they haven’t tapped into its full potential. This could be because it isn’t proper social media (it’s reach is beyond your network), it isn’t public (it’s towards LinkedIn’s power users), and it recently changed its branding and is no longer referred to as Pulse on LinkedIn, but LinkedIn publishing.
However, Pulse is a good tool to communicate your brand and strengthen your thought leadership. It started out as an exclusive club for luminaries in each field, and has widened now as a place for serious thinkers. Because of its involved audience, even B2B decision makers look here to keep track of the latest trends. Moreover, it helps marketers on a tight time frame better than platforms like Quora and the likes.
What LinkedIn Pulse can and can’t do for your marketing:
Although this is a great platform, you ought to know that it isn’t the cornerstone of your content marketing strategy. So here is what you should know to be able to maximise what it offers.
- The articles you publish here must be laser targeted. This is because LinkedIn creates a personalised experience by tailoring its content. Although anybody can seek out any content here, by focussing on your audience you raise the visibility on your article. This also means you have to construct your headlines with care.
- Your articles on LinkedIn Pulse must also drive the traffic to your blogs. As mentioned before, this is an excellent base as it can bring your message in front of the right eyes immediately or when you want to move the content to the next level, but it doesn’t replace your main content marketing platforms. The idea is to make the right connections here and drive them to your website. Therefore, you still need your blogs. Ensure you directly engage with people who respond to your work here through comments or shares, and try to spark a conversation with them.
- There is a bit of a learning curve involved but rather than getting intimidated by it, with the right mind-set you can get right to it. You can try out a few content marketing best practices to help you along.
- For instance, you should try replacing long articles with short ones. On LinkedIn Pulse, you don’t need long articles filled with the right keywords for good SEO. You just need the right topics and compelling angles. So it’s better to release short content in small bursts over a period of time.
- Your articles should be published on a regular schedule. Slot in this content into your content calendar for two to four times a month. These articles are live as soon as you hit the publish button, so it’s good to balance your visibility with good content.
- Promote your articles outside LinkedIn. Unlike other social media where articles posted are meant to gain traction outside the network, this doesn’t happen on LinkedIn, so you need to promote it outside.
- A sprinkling of visuals like illustrations or videos can enhance your content and improve readability. However, focus on how you can streamline the graphics to make B2B decision makers respond to your content. Infographics are great to crisply explain something and help get your articles shared faster. Short videos help with product demonstrations.
Remember that LinkedIn Pulse is an underused tool that you ought not to overlook. You could quickly get content in front of the right people and even help you get in front of the right B2B audience, thereby leading to a possible sale!