Your Guide to Unleashing Killer Content Marketing on LinkedIn


Content marketing got a major boost with LinkedIn’s publishing platform. Over the past few weeks, LinkedIn has gradually rolled out a way for users to publish their own content. In this era of content-driven marketing, LinkedIn’s publishing platform has enormous potential.

Not every user can use the publishing platform, but LinkedIn promises universal rollout within the next few months.

Time will tell how this publishing platform will perform in the months ahead, but here are some points of consideration.

The Benefits of LinkedIn Publishing

Those who are already publishing on LinkedIn have noticed big advantages. Here are some of them.

LinkedIn content has huge exposure.

When an article is published on LinkedIn, it gets massive amounts of views. Many writers, even those with no existing platform, were able to gain tens of thousands of article views in just a few hours after publishing. One of LinkedIn’s major advantages is that it reaches audiences with narrow focuses. By delivering content to these niche audiences, writers can swiftly communicate to a targeted audience in record time.

LinkedIn provides top results in Google.

Already, articles published on LinkedIn are getting high results in Google. First page results on longtail keywords are already appearing, even without any “LinkedIn” branding.

I searched for “How to Create an Unforgettable Landing Page,” and this article, published on LinkedIn appeared on page one. An organization called Funnel Envy published an article on LinkedIn with that keyword.

As more content is released on LinkedIn, we will likely see more search results featuring LinkedIn articles.

LinkedIn helps to enhance personal branding.

LinkedIn articles are added to a user’s personal Linkedin page, thus improving his or her profile. Like Google+, LinkedIn publishing lends cachet and credibility to any individual. As Google+ authorship SERP (search engine results page) impact has declined, perhaps we’re seeing the rise of a personalized publishing rival.

One of the biggest values that LinkedIn offers professionals is exposure in job searches. As Ryan Jenkins wrote, “No job or career lasts forever but your professional brand will last a lifetime. How are you investing in it? Today building your professional brand has never been easier with the new LinkedIn publishing platform.”

Job seekers can become publishers of content, thereby increasing their worth in the eyes of potential employers. They can gain followers, build trust, and enhance personal stature. It’s like personal branding on steroids.

LinkedIn has inherent trust.

Already, LinkedIn is a trusted platform. Since its inception, it has been able to maintain its stature as a “professional network.” In this way, people are more likely to have confidence in the opinions, viewpoints, and content published there.

The Risks of LinkedIn publishing.

It’s not all peaches and cream, though. Like any nascent platform, there are some risks that we need to be aware of.

Duplicate content.

We’re still not sure how Google is going to handle the duplicate content issues on LinkedIn. Many authors are simply pasting in LinkedIn the text of their already-published articles. The content is already published on their blog. Some thought leaders are wondering if Google will penalize LinkedIn for this duplicate content.

Low quality content.

Like any publishing platform, LinkedIn stands to erode its quality by increasing its quantity. As it opens its publishing platform to all users, LinkedIn may see a commensurate decline in the quality of its content. As quality spirals downward, people may not have as much trust in LinkedIn as a network. There’s no way that a publishing platform open to 300 million users will have impeccable and high-quality content. What will LinkedIn — let alone Google — do about that?

Linkback risks.

LinkedIn’s content generation allows links. What kind of links? They’re dofollow. Already, I can see the greedy eyes of SEOs eager for link building opportunities. What kind of link juice will this pass? LinkedIn has huge domain authority (near 100). Will there be a heightened spam risk for sites looking to get linkbacks?


I’m all about content marketing in whatever form it takes — as long as it’s strong, legitimate, and authoritative.. LinkedIn holds a lot of promise, but it’s simply unproven.

Content marketers have been trained to be skeptical of viral publishing platforms. Google, meanwhile, has continued to take an aggressive stance against low-quality and spammy publishing platforms.

The best approach is not just wait-and-see. The best approach is go-ahead-and-try. As you do, follow these best practices:

  • If you’re going to publish on LinkedIn, be consistent, just as you would be on your personal blog.
  • Don’t duplicate content. Google has never turned a complete blind eye to duplicate content. If you publish an article to LinkedIn, keep it on LinkedIn only. If you publish an article on your blog, then don’t publish it on your blog.
  • Keep the quality high. Be a stickler for top-tier authoritative content. Even if LinkedIn is not curating the quality of its content, you should be. Publish only something that you want to attach to your name forever.

Have you tried LinkedIn’s publishing platform? What do you think?

About the Author: is the Chief Evangelist of KISSmetrics and blogs at Quick Sprout.

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