Tag Archives: linkedin

Why every blog post should be crossposted to LinkedIn and Medium

medium plus linkedin

Earlier this month, I completed a 1,500 word feature story on why the scholarly publisher PLOS is teaming up with Reddit on an ongoing science interview series. I had put a good deal of work into the piece, interviewing editors at PLOS, scientists who had been published in its journals, and moderators at Reddit. If I had written this article a year ago I would have simply published it to my blog and then devoted all my energy toward directing my social media followers to the piece. If I was lucky, a tweet of mine would float across the screen of someone influential on Twitter who had thousands of followers, and his or her retweet would direct a flood of readers to the article. But just as often as not, my article wouldn’t attract much notice and it’d lay stagnant on my blog, boasting only a handful of tweets and likes.

But my philosophy on web publishing has changed drastically in recent months, so in addition to publishing the story to my blog, I also uploaded it to LinkedIn’s publishing platform and to Medium.  The version on my blog did rack up a few influential shares, including a retweet from Gawker founder Nick Denton, but it ultimately attracted only about 100 views, which by itself would have rendered the piece a failure.

But on LinkedIn and Medium, the results were much more encouraging. A few hours after I uploaded it, an editor at LinkedIn plugged my piece into its Pulse channel on education, which currently boasts hundreds of thousands of followers. Within moments, my LinkedIn app on my phone began pinging me with updates as the story racked up comments and likes. Overall, it generated 106 likes, five comments, and 1,075 views.

While most the activity on LinkedIn occurred within the first 24 hours after posting, Medium was more of a slow burn. For the first day the article slowly collected recommends (Medium’s internal share function), and then began picking up traction on the second day after I submitted it to the influential Thoughts on Journalism publication. Ultimately, the article attracted 12 recommends, but because Medium is an influencer platform, it led to shares from outside networks. Of the 1,500 views of my article, 500 came from Facebook, 400 from email, and nearly 300 from Twitter.

All together, the piece attracted over 2,600 views, and that was before it went on to be reprinted by MediaShift and the Daily Dot. If you work at a major publication like BuzzFeed or the New York Times, 2,600 views might not seem like a lot, but for an independent writer who has no institutional backing, it’s a respectable audience (some of my articles on Medium have gone as high as 5,000 views and one article of mine on LinkedIn received over 50,000).

Increasingly, I’m seeing more and more writers follow this strategy — continuing to publish posts to their own websites but then crossposting to LinkedIn, Medium, or both. For years, we’ve been warned away from such tactics. You may have heard the term “digital sharecropping,” which Copyblogger once called “the most dangerous threat to your content marketing strategy.”  Put simply, digital sharecropping is when you place too many resources into growing your following on outside platforms you don’t completely own rather than focusing on your own website, of which you have complete control. And this makes some sense; in a world in which Facebook regularly changes its algorithm and Twitter can revoke API access, placing all your eggs in another company’s basket exposes you to a certain amount of risk.

But at the same time, anyone who has had any experience in publishing knows how difficult it is to drive traffic to a standalone website, especially if that website isn’t updated 20 times a day. The harsh reality is that only a tiny fraction of your social media followers will click on a link to an outside website, and most prefer to interact and consume content that’s native to the platform they’re browsing. So if you’re only publishing, at most, a few articles per week and don’t have an enormous social following, chances are your content is getting lost in the noise.

[LIKE THIS ARTICLE SO FAR? THEN YOU’LL REALLY WANT TO SIGN UP FOR MY NEWSLETTER. IT’S DELIVERED ONCE A WEEK AND PACKED WITH MY TECH AND MEDIA ANALYSIS, STUFF YOU WON’T FIND ANYWHERE ELSE ON THE WEB. SUBSCRIBE OVER HERE]

The opportunity that platforms like LinkedIn and Medium offer is they have an already existing audience and they allow you to amass a following that will increase your content’s likelihood of discovery. Millions of people visit the home pages of LinkedIn and Medium each day, and their publishing tools provide you the opportunity to place your content in front of those readers and generate real engagement when they click into your article.

There’s another argument typically made against digital sharecropping: that it hurts your SEO. The thinking goes that if you post the same content across multiple sites, Google will penalize your personal website and only index the content that you crossposted on more authoritative sites. This argument was recently boosted when Google changed its algorithm to punish aggressive guest posting.

But it turns out many of these concerns were overblown. Google engineers have repeatedly said the search engine only aims to punish spammy guest posting that exists to build backlinks. Blogger Ryan Battles recently conducted an experiment in which he consistently crossposted his content to both LinkedIn and Medium and found that all versions of the article continued to be indexed.

Of course, if your create content in order to sell advertising against it, publishing to Medium and LinkedIn will do nothing to generate new revenue and may even decrease traffic to the website where you’re selling said advertising. But the vast majority of people who create content on the internet do so either to elevate their own personal brands or to market a product or service. For those content producers, the goal is to expand their audience, regardless of where that audience consumes the content. If you fit into this latter category, then by ignoring Medium and LinkedIn you’re potentially turning away thousands of readers for each article you write. You should go to where the readers are, not assume they’ll come flocking to you.

***

FULL DISCLOSURE: Want to know how I was paid to write this article? I explain it in this video.

Why LinkedIn is the most well-positioned social network right now

linkedin

Snapchat. Meerkat. Periscope. Pinterest. If you scan tech news headlines you’ll notice a certain predilection for the shiny and new, a tendency to cover pre-IPO, still-nascent social platforms that have the potential to capture market share from current stalwarts. We’re constantly treated to ballooning valuations and think pieces about how Company X is attracting a lucrative demographic (usually millennials).

But one of the most well-positioned social media companies with vast potential for growth isn’t shiny or new. In fact, it held its initial public offering in 2011 and launched more than a decade ago. Yes, we’re talking about LinkedIn, the website that, up until recently, you only visited when you were looking for a job. With its $2 billion in annual revenue, it would be easy to dismiss LinkedIn as a tiny gnat buzzing around Facebook, which brought in $12 billion in 2014 revenue and currently boasts 1.3 billion active users.

But here’s the thing: while LinkedIn has been long known merely as a network to update and publicly display your resume, it’s becoming the central information and networking hub for career professionals, many of whom are now utilizing its new blog platform to engage in thought leadership and market themselves and their services to an ever-growing mass of daily, addicted LinkedIn users. Given that LinkedIn is the only major social platform focused entirely on careers, it has a lock on the most high-value demographics, most of whom are coming to the site primed to do business.

As I’ve documented previously, LinkedIn’s blog publishing platform, launched to the public early last year, has been a game changer. According to the last publicly-available figure, users are publishing 50,000 posts a week (it’s probably higher than that now). Pieces shared on LinkedIn Pulse consistently rack up hundreds of thousands of views and even a modest push on a LinkedIn channel can result in several thousand readers. After seeing the amount of engagement LinkedIn blogging drives, I have to agree with Business Insider’s assertion that LinkedIn Executive Editor Dan Roth is the most powerful business journalist in the world. It was only a matter of time that users would begin to recognize the unique value proposition of publishing to LinkedIn, especially since it’s almost impossible to drive real traffic to a company blog. Why drive potential customers to your blog when you can bring your blog to your customers?

As LinkedIn becomes a daily habit for millions of businesses and professionals, an entire realm of revenue opportunities open up. It’s already becoming the go-to platform for both job listings and professional recruiters — an industry estimated to be worth an annual $457 billion. Unlike Monster.com and other job listings websites, LinkedIn users spend time on the platform regardless of if they’re actively looking for a job, meaning that hiring managers and recruiters can use it to poach employees who already have jobs. It also wouldn’t surprise me one bit if LinkedIn begins to segue into the personal services industry (think hiring a plumber or someone to mow your lawn), which has already attracted the likes of Amazon and Google.

[LIKE THIS ARTICLE SO FAR? THEN YOU’LL REALLY WANT TO SIGN UP FOR MY NEWSLETTER. IT’S DELIVERED ONCE A WEEK AND PACKED WITH MY TECH AND MEDIA ANALYSIS, STUFF YOU WON’T FIND ANYWHERE ELSE ON THE WEB. SUBSCRIBE OVER HERE]

I think we’re also going to see a huge influx in advertising dollars to LinkedIn as businesses begin to use it to market their services to other businesses and professionals. While it might not be the ideal network for, say, Pepsi to advertise on, it’ll certainly lure in B2B companies who derive the entirety of their revenue from other businesses. A recent research report projects B2B ecommerce to reach $6.7 trillion by 2020. LinkedIn only needs to bite off a small chunk of that market in order to vastly multiply its annual revenue.

And now, with the purchase of Lynda.com for $1.5 billion, we’re witnessing LinkedIn’s next industry expansion: professional education. Lynda.com, with its video tutorials and online courses, specializes in the creative and technical services for which there is insatiable demand in this new economy. Essentially, LinkedIn is seeking to dominate every segment of the job lifecycle, from professional training to the entirety of a person’s career trajectory.

It’s not that these various industries don’t have major presences on platforms like Facebook and Twitter, it’s just that for every business professional looking to network on Twitter there are five who just want to use it to follow their favorite celebrities or sports teams. That’s a lot of potentially-wasted ad dollars if your targeting is even just a little bit off. At the same time, no one is visiting LinkedIn to follow the travails of Justin Bieber, which opens the door for vastly more efficient ad spending.

With that in mind, one can understand LinkedIn’s potential even if it never reaches the user scale of Facebook. It doesn’t want to be the social network for everybody, but rather its goal is to be the fulcrum on which the entire business community pivots and interacts. The teens can have their Vines and Snapchats. When they finally grow up and graduate college they can join the only network that can actually get them a job.

***

FULL DISCLOSURE: Want to know how I was paid to write this article? I explain it in this video.

 

How do you maintain a cohesive online identity when it’s scattered across so many platforms?

One of the themes I touched on yesterday in my article on how Medium is trying to bring back the web we lost is that we’ve essentially outsourced our identities to multiple corporate entities (Facebook, Twitter, Pinterest) who control the format and type of content we can produce. In addition to this blog, I maintain at least somewhat-regularly-updated profiles on Facebook, Twitter, Google+, Instagram, Foursquare, and LinkedIn. With your eggs spread across so many baskets, it can be difficult to every truly master a particular platform, and it makes it difficult to provide a holistic representation of yourself. Dave Winer, an early pioneering blogger, recognizes this incongruity and wants to find a way to unite his online identities under one roof:

Today there are lots of ways to scatter all kinds of stuff to the wind. If you do a search on a person, you’ll get a lot of random stuff, but for most people there’s no single place that represents the person.#

So for me, until further notice, my blog is where all my scatterings come together. Usually it’ll just be stuff that I’ve created, but occasionally I’ll point to something from someone else that’s connected to what I do.