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Long-Form Publishing on LinkedIn

One of the most exciting prospects of entering virtually any gaming world is collecting additional rewards. A luminous jewel hidden among trees could equip you with weaponry or a magic potion could give you the power of invisibility. The moment you collect these rewards you would notice that your life in the virtual space is prolonged and your score increased.

In the world of social media, focus is primarily laid on exploiting trends for the benefit of the present. But when publishing on LinkedIn why not think long-term?

Surveys revealed that in 2015 and 2016 the content published through LinkedIn more than doubled from around 30 Million to over 70 Million. You would also know that publishing on LinkedIn was not always a possibility. Today, it is the additional reward that can be used to boost your longevity on the networking site. Here’s our guide to ensuring long-term publishing success for your personal or company’s LinkedIn page.

Step 1: Add trendy but always pertinent titles
Every time a film rises to blockbuster stardom or a sports team wins a game unexpectedly, it is often used as a trending title for articles published on LinkedIn. They are used to discuss concerns in corporate or professional worlds that range from leadership to female representation in the workplace. While these titles help gain momentary visibility, it won’t prove useful in the long term. If one of your connections checks your publications 5 to 10 months from today, the titles should seem equally engaging. So, it’s best to use titles that would always be relevant. But never hesitate to use trending topics in the body of your article.

Step 2: Sprinkle articles of differing lengths
As revealed by Buzzsumo, statistics gathered from Jan 2012- Jan 2017 demonstrate that LinkedIn articles with less than 1000 words were shared minimally in comparison to articles that had between 2,000-3,000 words. Articles in this category exceeded 8,000 shares! Yet, we suggest that you beat the trend and publish articles of varying lengths. You never know the preferences of future readers, so with your line up it is best to cater to the needs of all.

Step 3: Mix a variety of styles

Just as gamers can choose from a wide variety of collectibles – from gems to weapons – during their quest your readers will also appreciate diversity. At present, readers are fascinated by articles that combine personal experiences with professional advice. We are drawn to titles that start with ‘What I learned…’ or ‘An experience…’. These articles also require that you experiment with a style that is unique to blogging. However, it is not necessary that you restrict yourself to a particular style of writing. Allow the pool of writers in your company to contribute and celebrate diverse writing styles which will be a key to success in the longer run.

Step 4: Decorate with relevant images
There seems to be a misconception that words are the primary fuel that drive articles on LinkedIn. On the contrary, the use of images would depend largely on the topic you hope to explore. In a timely article titled, ‘Is it time to bury the logo?’, Itu Chaudhuri uses relevant images to substantiate his claim that logos are very much alive. Similarly, if the topic you hope to tackle requires visual evidence, intersperse the text with useful images.

Although ephemerality seems to be the buzzword for all matters concerning social media, strategies must change from one networking site to the next. So, give priority to the future when publishing on LinkedIn. Think you can add a few more steps to our guide? Make your suggestions in the comments section.

© Copyright July 2017
The ideas discussed here may be used, adapted or built upon for academic or commercial purposes provided due credit is given to Smart Media The Annual Report Company as the originator of this work.


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