LinkedIn is one of the most popular professional social networking platforms, with over 722 million users worldwide as of 2021. Many professionals use LinkedIn to network, search for jobs, showcase their skills and experience, and build their personal brands. In addition to these core functions, LinkedIn also offers users various content creation and sharing capabilities. One such feature that many users wonder about is whether LinkedIn has a built-in blogging platform.
The Short Answer
Yes, LinkedIn does have a blogging platform that allows users to publish long-form articles directly on their LinkedIn profiles. This blogging platform is called LinkedIn Publisher. With LinkedIn Publisher, users can create, edit, publish, and share blog posts without needing an external blog or website.
What is LinkedIn Publisher?
LinkedIn Publisher is LinkedIn’s built-in blogging tool that lives within the LinkedIn platform. Introduced in 2020, Publisher allows LinkedIn members to create long-form blog posts right on their LinkedIn profiles.
With Publisher, users can write articles using LinkedIn’s editing tools which include options to add multimedia, format text, insert links, and more. Once the article is ready, users can publish it to their LinkedIn profile where it will appear like a blog post.
Publisher posts on LinkedIn function similarly to blog posts on a traditional blogging site. Followers and connections can like, comment on, and share the posts. LinkedIn members can also follow particular authors to get notified when they publish new posts.
In addition to appearing on a user’s profile, Publisher posts are discoverable through LinkedIn’s search and feed algorithms just like regular posts. This gives them added visibility and distribution on LinkedIn’s large platform.
Who Can Use LinkedIn Publisher?
LinkedIn Publisher is available for all LinkedIn members globally, but only if enabled by LinkedIn. By default, most regular members do not have access to the Publisher tool.
LinkedIn selects members to get access to Publisher based on criteria like profile engagement, number of connections, and whether they regularly share high-quality content. LinkedIn states that Publisher access is currently limited to a small percentage of members.
However, there are some ways to increase the chances of getting Publisher access:
- Maintain an optimized, completed LinkedIn profile
- Engage consistently with your connections and network
- Regularly post unique content on LinkedIn
- Have a certain number of followers/connections (thresholds unknown)
LinkedIn has said they are slowly rolling out Publisher access to more members who meet these general criteria.
How to Use LinkedIn Publisher
For those who do have access, here are some tips on how to create and publish blog posts using LinkedIn Publisher:
Drafting Posts
The LinkedIn Publisher editor has a full suite of content creation tools, including:
- WYSIWYG editing interface
- Text formatting options
- Ability to insert links, images, videos, and documents
- Embed external content from sites like YouTube, Twitter, etc.
- Add mentions and hashtags
Use these tools to create a visually engaging blog post optimized for the LinkedIn audience. Draw in readers with relevant multimedia and concise paragraphs that are easy to scan.
Optimizing for LinkedIn
Keep your blog posts targeted to a professional audience by sticking to topics relevant for LinkedIn members. Some ideas include:
- Career advice and tips
- Workplace culture commentary
- Professional development insights
- Industry news and analysis
- Thought leadership content related to your expertise
Share actionable takeaways that provide value for LinkedIn connections. Also optimize posts for SEO by including target keywords and meta descriptions.
Posting and Promoting
Once your post is ready, hit “Publish” to share it to your profile. Use relevant hashtags in the post caption to extend reach.
Promote your published posts by:
- Sharing the post URL to other social media accounts
- Engaging with commenters and liking comments
- Asking colleagues/connections to share if they find it valuable
Track post analytics available in Publisher to see total views, likes, comments, clicks, and top organic followers.
Benefits of Blogging on LinkedIn
Publishing blog posts directly on LinkedIn through Publisher offers several advantages:
Increased Visibility
Posts have high visibility in LinkedIn’s content recommendation modules like feeds, search, and Groups. This means your posts can gain significant reach.
Engage Your Network
Sharing your expertise and perspective through posts gives connections and followers more insight into your knowledge. This can strengthen relationships.
Showcase Thought Leadership
Long-form blogging highlights your proficiency in a topic area and positions you as an industry expert.
Establish Your Brand
Your blog becomes a channel where you share your brand’s voice, perspective, and core messages.
SEO Benefits
Posts on LinkedIn are indexed by search engines, which can boost your content’s search visibility and SERP rankings.
Lead Generation
Topical, valuable posts attract new professional contacts who can become leads or clients.
Key Takeaways
Here are some of the main points to remember:
- Yes, LinkedIn offers an integrated blogging platform through LinkedIn Publisher.
- Publisher allows posting long-form articles directly to your LinkedIn profile.
- Currently only a small percentage of members have access, but that is expanding.
- Maintain a strong LinkedIn presence and share quality content to boost chances of getting access.
- Publisher provides robust blogging tools to create engaging, optimized posts.
- Take advantage of blogging on LinkedIn to demonstrate thought leadership, strengthen connections, and expand reach.
In summary, having a blogging presence directly on LinkedIn via Publisher can be very beneficial for enhancing your brand and reach as a professional. Focus on sharing high-value expertise that resonates with the LinkedIn audience to take advantage of this integrated blogging platform.
Frequently Asked Questions
Here are answers to some common questions about LinkedIn’s blogging platform:
Is LinkedIn Publisher free?
Yes, LinkedIn Publisher is a free tool included with standard LinkedIn memberships. There are no fees to create and publish content.
How do I get access to LinkedIn Publisher?
LinkedIn controls access to Publisher and rolls it out slowly to members who actively engage on the platform. To potentially get access faster, maintain a robust LinkedIn profile, regularly post quality content, and engage with your connections.
Can I import my blog posts from another site into LinkedIn?
No, currently there is no option to bulk import external blog content into the LinkedIn Publisher platform. Posts must be authored directly within Publisher.
Can I export my LinkedIn posts?
Yes, you can download a PDF or .docx file of any post draft from within Publisher to have a reusable copy. The downloaded post can then be reposted on other sites.
Do LinkedIn posts appear in Google search results?
Yes, blog posts made through LinkedIn Publisher are indexable by Google and other search engines. Optimize posts with SEO best practices to improve discovery.
Can I monetize my LinkedIn blog?
No, LinkedIn does not have any built-in monetization options for Publisher such as ads or sponsored content. The platform is purely for building thought leadership and engagement.
Conclusion
LinkedIn Publisher offers a valuable, integrated blogging solution for professionals seeking to establish their thought leadership and amplify their brands. By consistently publishing high-quality, engaging articles optimized for the LinkedIn audience, users can take advantage of the platform’s huge built-in audience. Maintaining an optimized profile and strong connections can potentially help you gain access faster. Consider adding long-form blogging to your LinkedIn strategy to showcase your expertise.