One of the questions we get asked a lot is, is it okay for me to blog on LinkedIn? Is it okay for me to repost my blogs on LinkedIn, and if it is okay, what’s the best way to do it? What are the best practices around posting articles on LinkedIn?
I think LinkedIn is becoming quite a noisy place and I think the barriers are really low to entry now for content. Anybody can publish an article on LinkedIn, on medium.com, their own blogs, WordPress, there are loads of free and low cost, low technological barriers to entry for content, which naturally results in the ability for people to publish whatever they want without thinking.
It’s becoming a bit of a problem, so on LinkedIn there are some great examples of content marketing, but unfortunately it’s mixed up in all the rubbish and drivel that goes on there as well. If you are going to publish content anywhere – doesn’t matter, LinkedIn, medium.com, your own blog – make sure it’s valuable and it’s teaching something, that it’s entertaining or it’s at least done with a little bit of thought behind the whole thing.
One thing that’s happening on LinkedIn a lot of the time is that people are publishing sales messages a lot and that’s really not what that’s for. That’s what making it a really noisy and horrible place to be!
However, it is okay to blog on LinkedIn. Perhaps someone doesn’t have a blogging platform, they don’t have their own website, they don’t have a blog, so LinkedIn is a great place to start. Until you get your platform up and running, let’s go there first and start getting into writing content, publishing content and getting that in front of your audience. There’s no harm in starting there, a bit like starting on wordpress.com or medium.com or some other ecosystem of content.
What about if you’ve already got a website and blog of your own and you want to get your content in front of more people?
This might change in the future, but at the moment, your website is your number one place for all your content and that’s where you want to be publishing your content first in all cases, especially if your strategy is to repost your content onto other platforms. For example, you publish an article today, you probably want to wait ten days, 14 days before publishing that same article onto something like LinkedIn. When you do it, it’s a good idea to tweak the title slightly so it’s not exactly the same.
Is that duplicate content by Google standards? The answer is that I don’t really know scientifically, but it doesn’t seem to be, because if it was duplicate content, then it would naturally disregard one of those sources of content. What you might find that you start to appear in search in two or three locations – LinkedIn, Medium, your own blog – for the same search terms, so it could be an advantage to be found more through doing this and being found in search.
The other great thing about it is that as soon as you publish something on LinkedIn, it’s going to go right in front of all your contacts, which is fantastic, so you’re getting more eyeballs onto your content. You could literally copy and paste your article onto LinkedIn and it probably won’t do any harm because you’re not a spammer. It’s not like you’re publishing it in hundreds of different places or keyword stuffing, or trying to pull the wool over Google’s eyes, or anything like that. All you’re trying to do is legitimately get your content I front of the right people.
I don’t think LinkedIn on its own is a great strategy. I’ve yet to search for something and be driven straight to a LinkedIn article. I think that people’s websites that have been around for a while definitely rank higher, so this is what I’m saying, that if you publish it on your website first and then wait a few days to publish on LinkedIn, then naturally your website will be seen to be the first place that that content was published and rank higher. Also because all your other content’s there, your services are there, you’ve got other traffic going to your website, sharing, back links, all of that, your website will naturally have a higher authority in Google. There’s a good chance even if your LinkedIn articles are appearing in search that your website will probably appear in search higher than the other sources.
There aren’t really any disadvantages, you just have to be careful of the timing, but apart from that, you’ve got the advantage of getting your content in front of more people, you’ve got the ability to change the titles and maybe appear in search for different results. There’s not any real SEO implications if you’re doing it that way and the only thing is to make sure you publish it on your website first and then onto these other platforms. Then you might want to track the traffic in Google that’s going from these platforms back to your website and see if it’s creating more traffic to your website.
It’s worth experimenting with it to see what happens and it’s a great little ecosystem if you’re publishing good content for your audience. You can get comments, you can get likes, get people more involved in that conversation, so it might be worth going back through the archives of some of your articles and maybe publishing them onto LinkedIn to see what results you might get from that. I think it’s worth trying at least and then monitoring your traffic and search engine optimisation results.
I hope that’s been helpful for you. There’s not any harm in publishing identical content into something like LinkedIn, but if you have any questions, please tweet me @chrismarr101 or email me, firstname.lastname@example.org. Don’t forget to be awesome.