Blog Posting on LinkedIn: The Benefits and Fundamentals

Currently the largest professional networking platform on the internet, LinkedIn connects employers with prospective employees and facilitates the formation of partnerships. A LinkedIn account is practically a must-have for the modern-day professional, whether they’re searching for a new job or looking to get ahead in their current one. LinkedIn helps you connect with peers who would otherwise never cross your path, sparking mutually beneficial relationships that can help you advance your respective careers.

The platform is jam-packed with features, including the ability to list all your skills and job experience on your profile and back them up with endorsements from employers or co-workers. The networking giant even offers blogging capabilities, which can be a massive boon for those with a knack for writing. For individuals looking to network and jumpstart their careers, blog posting on LinkedIn can be a gateway to cultivating connections and discovering employment opportunities. 

If you’re new to writing blog posts and need guidance, don’t hesitate to reach out to our expert editors. 

The benefits of blog posting on LinkedIn

Starting and maintaining a blog takes a great deal of time and effort, so a quick review of the benefits can strengthen your motivation. Here are some of the many ways in which you can benefit from creating blog posts on LinkedIn:

• Enhanced online presence: Publishing blog posts will send notifications to your contacts and put you on the radar of a wider audience. Since LinkedIn is all about networking, increasing your visibility can potentially help you connect with people who can transform your career.
• Legitimacy: Publishing on a widely acclaimed platform such as LinkedIn will allow you to establish yourself as a trusted professional in your line of work. Blog posts don’t offer the same level of credibility as a published book, but it’s a good start, especially if your posts are well-researched.
• SEO: Linking to your own online portfolios, profiles, and LinkedIn posts is extremely beneficial for SEO purposes. Interlinking your various profiles can drive traffic across your digital properties, and using the right keywords in your posts can increase search engine traffic to your LinkedIn blog.
• Convenience: Since you can publish your content here, you won’t need to create a separate blog. 

The fundamentals of successful blogging on LinkedIn

1. Create strong headlines

A strong article headline can make a huge difference when it comes to attracting attention. This is true of any form of blogging, including posts on LinkedIn. 

The headline is usually the first thing a reader notices. It’s on what a newcomer bases their decision to click and read. Thus, it’s essential for LinkedIn bloggers to create compelling headlines with relevant keywords to ensure greater visibility for their posts. 

However, keep in mind that this does not mean clickbaity titles. Make sure a headline accurately reflects the content of a post, and steer clear of common clickbait formats—even if they’re in keeping with your content, cliché clickbait formats will put off many readers.

2. Implement keywords 

There are two types of keywords: short-tail and long-tail. Short-tail keywords typically consist of one or two words that point towards a more generalized query with a larger volume of searches, while long-tail keywords consist of three to five words that point towards a more specific query with a lower volume of searches. Both help direct new, interested readers to your blog.

Be mindful of the many advantages of search engine optimization (SEO) and use a variety of short-tail and long-tail keywords in your blog posts. Since potential business connections constantly use keywords to search for relevant posts, you can attract more viewers by peppering your content with a reasonable number of relevant keywords. 

However, be careful about how you add keywords. Incorporate them naturally—once the reader gets to your post, they shouldn’t even realize that you inserted specific keywords. You may have to add a bit more content to work in certain keywords naturally, which is totally fine.

3. Remember your target audience

When writing a blog post for LinkedIn, it’s important to keep the target reader in mind and produce content geared toward them. For example, you may want to be noticed by professionals with whom you can form a partnership, a company you aspire to work for, or clients you want to attract as part of a business venture. You won’t hit all these demographics with the same post, so tailor your content and style to the audience it’s meant for. If you end up alienating readers outside of your target demographic, that’s no big deal.

Always write clearly and succinctly and back up any research with sources and citations. This is an opportunity to showcase your professionalism, attention to detail, and communication skills. Don’t crack open a thesaurus and go looking for the fanciest-sounding words to appear smart—stick to words you know how to use. Also, make sure your piece is free from errors—your best bet is to hire a professional proofreader.

4. Incorporate pictures and images

While the focal point of a blog post on LinkedIn remains its written content, it can certainly be beneficial to add some high-quality images that illustrate key points within the article. The visuals could include diagrams, charts, sketches, or even cartoons. Essentially, anything that’s relevant to the topic and adds value is acceptable.

These visual aids can appeal to readers and also act as signposts for the most salient points made in the article. They can help illustrate information in a way that’s easier for readers to understand, especially if you’re chewing through a highly technical topic.

If you plan on incorporating images in your LinkedIn blog post, it’s important to ensure they’re of good quality to maintain professionalism. You’ll also need to verify that you have the right to use the images, so check carefully and seek permission, if necessary.

5.  Be consistent 

As in any type of blogging, it’s important to be consistent and post on a regular basis. This is especially important for LinkedIn users who want to network with other professionals and companies on the platform by expanding their online presence. You don’t need to publish on a strict schedule—although that’s certainly not a bad idea—but you do at least need to regularly update your followers.

Many companies on LinkedIn publish content on a daily basis in an effort to attract consumers. The same logic applies to individuals who wish to establish professional connections. Adhering to a routine can help you stay organized. Taking a systemic approach to posting is an exercise in patience—it will yield results, but only with time and consistency.

In case you want a crash course or a refresher on how to write engagingly for business readers, sign up for our corporate writing training sessions to pick up the skills you need.