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Dec. 9, 2014

90: LinkedIn Publishing Platform Tips: Should I Republish My Blog Content on LinkedIn?

90: LinkedIn Publishing Platform Tips: Should I Republish My Blog Content on LinkedIn?

Now that you see the value in publishing on LinkedIn, should you simply republish your blog's content on LinkedIn? Or ... ? Neal responds to the question point blank with advice to help you better understand, leverage, and maximize your LinkedIn content marketing.

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business and the soon to launch Social Media Centre of Excellence. Neil Schaefer E. Everybody, this is Neil Schaeffer. This is maximize your social. You're in the right place if you want to learn how to leverage social well for almost anything these days. No, it's for your business, actually. Hey, if you listen my last podcast, I promise you I was gonna try to record something back when I go to New York. In fact, I have got to go to New York. I had an idea for podcasts and I wanted to get it out because I think it's really timeline. It's important, and I hope next time I'll be able to feature some interesting people on an interview on this podcast coming from Manhattan. But today I want to talk about linked in Pulse. I know that I've talked about it on a few podcasts, and it is something that I often get asked about, and I don't think I've published a podcast or written a block post. That point blank answers the question. Should I publish the same thing on linked in as I do on my website? And I want to give you a point blank answer Now there's obviously no one single answer to this question, and it's really going to depend on your objectives, your content, marketing. Your strategy would have you, but I gotta ask this once again today. And my point blank answer is, you know, I just published again yesterday on the linked in platform. I don't publish his regularly on their aside like Thio. Ideally, I'd love the published on a weekly basis, but I published an article there, and it's gotten the great thing about linked in, as you can see how many views your article gets, it got. It's got about 650 24 hours afterwards, and I know that when I helped my brother sort of promote his linked in post and he doesn't have that many connections, he was starting to get a few 100 views on his content. And the numbers are important because when you do the analysis of Blawg posts for your own website, how many views are you getting? Are you getting 200? 300? 400 Or 20? 30 40. And when you start to think of it and I mean, it should be no surprise those that have come. Your website, I mean, maybe they found you through Google, right? So, you know, the Google search engine has brought them to your website where they have found you and you're getting some views. But you know, Google's obviously extremely competitive. You have search engine marketers that are paying to compete with you, and you have large enterprises that are quite savvy desio that are competing with you as well, unless you of course, I wanted those large enterprises. So it is a huge online audience. But yet they find you via search. And it's hard to say how they're gonna consume the Contra are they're just looking for information. Just wham bam, Thank you. And they're gone. Or are you really able to convert them and stay in? That really depends on the content and the product and service is user interface. And what have you but linked in is where the professionals are, and it's where professionals take the news seriously and lengthen Polls has become a major publishing platform that can literally send you hundreds of thousands of views. And I've seen this. And if you saw me speak it be to be marketing props in Boston. Recently, I showed the example of this gentleman who, you know, he was getting a few 100 hits on his Lincoln pulls posts, and then one he had several 100,000 because he happened to publish on something that was very timely. I guess you could say he was doing a little bit of news jacking, but it got picked up by the Lincoln Polls recommendation engine and got a lot a lot of use on it. And that's the potential because true, when you have a website and you have a block, you have the online audience that uses Google when they search. That may discover you with LinkedIn, you have a very, very lucrative demographic that may find you as well. It's a demographic of decision makers. It's a very, very well defined demographic, vs what you have on line, which could be a lot of different things, because obviously it's it's not limited, just linked in, so you know it really depends what you're looking for. But if you're if you can get several 100 views or visitors for every one of your block posts, you know, linked in is not gonna be nearly as important if you're not getting that, if you're not getting that you made when I think of linked in as a published first platform because you're going to get more traffic now, albeit that traffic is not going to be primarily on your website, it's gonna be on the Lincoln profile of one of your employees. However, that's really where thought leadership begins. It begins with people. It's about human interaction. So I think that it's a great strategy that you create content specific for the Lincoln audience on the linked in publishing platform. If you're able to differentiate that content with more general content on your blawg, that is less targeted towards a lucrative demographic of business decision makers and more targeted to a general online audience of those who may find you through search, which I think is a very, very different audience, you can start to see how you can, you know, leverage segmentation of your content so that you're really you know, publishing the right content for the right platform. Your block on your plot on your website, you know, already includes your current customers, your current fans that are already going your Web site anyway subscribing your blog's So you're building a different community there than you are on Think, then the community on your block is very company centric. Lincoln. It's gonna be very person sector because companies cannot block on, then get it has to be from people. That's that's where you're building influencers and thought leaders in your industry for your company through a LinkedIn profile. So in an ideal world you would publish on both. Now I know what you're saying. But, Neil, you know I want to take advantage of it. How do I replicate my content? Well, assuming that you're publishing unique content, I need site. You can also publish, You know, they say, For Google, you should have at least 300 words, so you can publish a 350 word introduction to a Lincoln Block post on your own block to let people know that you just publish something linked in it's. It's a tactic that I use often on maximize your social. Well, you know, a publisher block posts talking about something I published on LinkedIn. And you can also do the same thing I think did, to give people an update of something that you published on your own Blawg. And in doing so, you are not only creating unique content, which is not duplicated because the, you know, 300 plus word summary it may be a little bit duplicated, but considering that the summary, the wording should hopefully be different. So hopefully you're actually for each piece of content. You're creating two somewhat unique pieces of content and you're pushing them up to each platform and on each platform. You're pushing people back to either website and or the Lincoln profile. So I think that's really the best of both worlds. And that's in summary. I just do not think it's a good idea. Now you could, like I said, just copy and paste what's on your website and put it on your LinkedIn profile. We know that you know you'll get additional views for that content from an S e o perspective with having duplicate content, and we know that Google does not like duplicate content. We know that Google authorship the algorithm is still something that's in flux. It's sort of hard to say how they're gonna index it, but something tells me, okay, and I haven't experimented with it. It would be a good be really, really good to test. You're going to get additional views on linked him. But the problem may be that linked in as a domain is gonna have much greater authority in Google's eyes, then probably your company unless you're a Fortune 500 company. So in that case, when you publish a book platforms, where is the search engine to send people? Are they gonna set him to your company or to Lincoln Profile? Ideally, you want to search engine? I'm assuming to send people to your company, right? And that's why I think the danger of publishing everything on your blawg again on your Lincoln profiles. You could actually be losing traffic to your LinkedIn profile. We all know the conversion is gonna happen on your website. Not interlinked in profile. Lincoln Profile should be an additional and argumentative channel for your content marketing for your social media marketing. So I hope what I'm talking about makes sense. You know, when we talk about the use of content in social media, marketing, content, marketing, you know, you see people that just put block post in the slide shares and infographics and you know there's just best practices in doing this. And I don't think that content is easy. Just slicing and dicing it. You really need to customized for each platform. And there are areas in which you may need to create unique things for each platform, like creating unique power points on slide share and making them unique to the point that they're very visual. And someone can flip through them without having a lot of texts in a short amount of time. And those are the slide shares that seem to do best so with the Lincoln Pulse publishing platform. I think it is a similar approach of creating unique content for that community, which showcases the thought leadership of your company through your employees and making it very specific to the community there, while also, you know, giving a shout out on your block that one of your employees publish something. In fact, once you can start doing that, you know this podcast is not about employee advocacy, obviously, but now you have a great way of sort of promoting your employees as thought leaders through their linked in posts and promoting their Lincoln Post on your blawg. And you begin to get sort of a synergy going where you have all sorts of different content coming out, some that are geared towards linked in some for your company, blawg. But for Lincoln, there's a variety of topics on a lot of different levels you can talk about. And, you know, hopefully, the day comes soon when business leaders realized the advantage of publishing a linked in the advantage of having their employees publish, I think did and you have VPs directors have executives from every department start to Blawg unlinked in about the thought leadership of their company, of what they do in their position of how their companies helping others and in a ver ver unique in human way. And I think those companies are going to do very, very well on capturing mind share and share a voice on linked in through Lincoln Pulse. Those are my thoughts for today. I know it's not a direct answer to the question But hopefully you've been able to decide for my advice. You know, I do not think it's a good idea that you publish the same thing of both platforms. And once again, if you're already getting more than 500 views for each one of your block posts, you know, I don't think Lincoln is gonna be as important. But I think then you shift to that employ advocacy perspective. Because if you're getting that money, block hits, you're probably already, you know, pretty formidable company that has a lot of employees. And I think you can start to leverage it in a different way. So when you think of content marketing a length in think Lincoln Poles and thinking play advocacy instead of thinking, should I just copy my blood post and put them on link them? We should be approaching in a different way in asking different questions to get to the best way of leveraging linked him for your social media marketing. Gosh, I hope this makes sense. It's really clear to me I tryto really break things down in a practical, rational axum away. And hey, I hope you hope you found that out. If you didn't let me know. Always appreciate those comments. Ratings on iTunes. All the nice words you sent to me through social media. This podcast is for you. I'm off to New York next week looking forward to some great future podcasts. Until then, everybody keep those questions coming. Anybody who asked me a social media question, I'm asking to join the Social Media Centre of Excellence, the Facebook Group. This is where I'm gonna be answering social media questions. If you have any joined the group, just do a search on Facebook for Social Media Centre of Excellence and you'll find it there. That's my home until I launch the website, hopefully early next year until next time. Wherever you're on the world, stay warm and make it a great social day. Everybody, thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media. C o e dot com. Thanks again and make it a social day