In this video, Maya discusses best practices for publishing on LinkedIn including the types of headlines that work, the benefits of adding a photo, the use of hyperlinks, the importance of credit, the benefits of consistency, and how to add videos and twe
- [Narrator] When it comes to blogging or writing on the internet, there are some best practices you want to follow. I'm gonna share with you some tips to keep in mind from nailing the headline to choosing a compelling image. Let's start with the one thing that will make or break your post, the headline. The headline is one of the most important things on your post. It's either gonna entice someone to click, or completely ignore it. Obviously, you'll want them to click and read the words you've taken the time to string together, so let's talk about how to do that.
First, you want to make sure that your headline is clear and clickable, not clickbait. A clear and clickable headline uses active words and is conversational in tone. You might even think of it as a tweet. It articulates what a reader can expect when they click on it, and makes them curious. I often say you want that factor of what, hmm? Or, that's interesting. Clickbait, on the other hand, often misleads or uses sensational words or phrases, so it's best to avoid these types of headlines.
You also want to use puns or jokes sparingly, and those listicle headlines, you know, the ones with the numbers in them, five ways to do X, or three things I learnt about Y, try to avoid those too. Here are some examples of some great headlines. All of these titles are enticing and they make me want to click and find out more. Make sure your headline does the same. I suggest coming up with several possible headlines and send them to your friends or colleagues and have them choose their favorite.
If you choose a headline that's not performing as well as you intended, don't be afraid to update it or test out new ones. To do this, just update your post and republish it. Besides the headline, the photo is really important. Now, when it comes to photos this can get tricky. You want to ensure you're using an image that you have the rights or permission to use. This can include a photo you've taken, or maybe a stock image you've found online using a free photo source like Flickr's Creative Commons. Avoid word clouds or cheesy stock images.
Instead, you want to choose a photo that visually represents the theme or the idea of your post. Just be sure to add the credit. Besides images, you can also add additional rich media to the body of your post. This could include embedded videos or tweets. For example, if you're talking about a video or a particular tweet, embed it into your post so that people can see it without clicking away from it, because they might not come back. Use rich media whenever possible to break up the text or to illustrate a point. You can also use bold headings to do this.
Another best practice is to always attribute, whether you're quoting, citing, or using images. Hyperlinks, for example, are your friend. I often get asked about how long posts should be. When it comes to word count, our data finds that 800 to 2,000 words is the sweet spot for encouraging engagement, but it's best to write what the content demands instead of what our data suggests. For the tone, keep it conversational and focused on the working world. This doesn't mean just business or career advice. Your posts can span industry or interests, it could also be a topic that's more personal, or perhaps and OpEd.
Just be sure it's relevant to professionals. Finally, write often, whether you publish once a week or once a month, just be consistent in your publishing. That's how you're going to build an audience and attract followers. It's just like any other social network. It's also the best way to hone your writing skills. There are more than 150,000 posts published each week on LinkedIn. If you want to stand out, make sure you make use of these best practices.
Maya Pope-Chappell, news editor at LinkedIn, shows newly graduated college students and first-time jobseekers—anyone who is just beginning to build a professional presence and personal brand—how to succeed on LinkedIn. She explains why, what, and how to write. She helps you figure out what topics get the most traction and shares the best practices for building an audience and establishing your brand.
- Why publish on LinkedIn?
- Figuring out what to write
- Choosing a good headline
- Publishing best practices
- Promoting your work
- Addressing comments
- Rocking your LinkedIn profile