LinkedIn blogging might be the most underutilized feature of the world’s leading business to business social media platform. Its utility as the best social media platform for business and professional advancement is already well established. Whether looking to build your credibility and authority among business to business (B2B) contacts, or to increase your visibility among peers and potential future employers, LinkedIn is the platform designed from the ground up specifically for business people.
There are many ways to use LinkedIn. At its most basic, LinkedIn is used to keep up with your business contacts and professional peers. But posting some original content there is the best way to get noticed. The most common way to post content on the platform is by writing brief posts with outbound links to more detailed content elsewhere on the web; usually on your own website hosted blog. Outbound links to your own blog are an excellent way to drive traffic, and are also helpful for SEO (search engine optimization).
But Consider This
Maybe you can achieve your sales and marketing goals without your own blog!
In addition to “posts”, LinkedIn allows for writing longer, blog-like articles directly inside LinkedIn. Articles can contain multiple images, multiple outbound links, and hundreds of words. Whereas a post is a like a transient Twitter Tweet, an article is a more permanent form of content, likely to be seen by people even long after it was originally posted. A well written article can result in comments and contacts directly inside the LinkedIn platform, and those contact points can result in new business and career opportunities.
Advantages of LinkedIn Blogging
- An article offers a simple, easy way to get blog length content posted online
- Built-in audience reduces the burden of “marketing your own marketing”
- No need for an external blog or website
- Avoid duplication of content
- Instant access to your desired audience
- Ability to communicate within LinkedIn so no need to wait for (hope for) email messages.
- Professional looking formatting and appearance is built-in to the platform.
- It is just as easy to link a Tweet or a Facebook post to a LinkedIn article as to a website based blog article.
- A LinkedIn article can link back to your website, just like a post can.
Disadvantages of LinkedIn as your Primary Blog
From what I’ve written so far, it may seem difficult to justify having a blog on your own website. And for some people, that will be the case. But for people and business that are already blogging, or who are trying to reach audiences that may not be part of a B2B market, these potential pitfalls should be considered.
- Dependency on a third party for publishing your personal content.
- Extremely difficult to reach audiences outside of LinkedIn, as search engines may not find it, or prioritize it.
- Posting content exclusively to LinkedIn can reduce visits to your website when there is no need to go to it to discover new content.
- Impossible to monetize the content through advertisements on your website.
- Content is subject to the rules of LinkedIn.
- Content ownership is subject to the Terms and Conditions established by LinkedIn. Currently LinkedIn has perhaps the fairest content ownership policies of all the major platforms. You retain full and complete ownership of anything you post, and LinkedIn will not use your content anywhere else without first getting your consent. Still, terms and conditions are subject to change, and enforcement of copyright can be onerous for an individual versus a corporation with nearly unlimited resources.
LinkedIn blogging should undoubtedly be considered as a viable blogging option. For many people it may be the only blog they need. My recommendation is that LinkedIn should be considered as an adjunct to a fully branded URL based website and blog for anyone that blogs regularly, and/or has significant non-blog content on their website. For those people, the primary purpose of most social media posts is to draw and audience to the content of their website, and to convert website/blog visitors to customers and supporters. But for anyone using LinkedIn mostly for career and professional advancement, or whose target audience consists mainly of LinkedIn users, blogging via LinkedIn is likely the only blog they will ever need.