How to captivate readers & cultivate an audience using LinkedIn's publishing platform. Building a professional brand through writing & sharing your insights.

1. How to Write & Publish Killer Content on LinkedIn
Image viahttps://i2.wp.com/animoto.com/blog/wp-content/uploads/2014/11/Screen-Shot-
Writing on LinkedIn's long form post is similar to writing blog posts. Your
goal is to engage your readers & build an audience. Let's explore the features
of the LinkedIn publishing platform.
The Structure of the LinkedIn long form
Title
The platform provides a place for a title.
Tool Bar
Underneath the title, there is a tool bar similar to one you would see in
Microsoft word that allows writers to use headings, Bold, Italics, underline,
center, bullet points and numerical lists. Users can also use the tool bar to
insert links, images, and videos.

2. Body
Next, is the body of the platform where users can write the body of their
content and lastly there is the SEO tags.
SEO Tags/Keywords
A key difference with these tags is that LinkedIn allows users up to three tags
or keywords to index the content where traditional blogging platforms offer
more.
Pictures/Images
Users can also upload an image at the top of their post, LinkedIn recommends
pictures 700 x 400 pixels look best. LinkedIn also allows users to credit their
image source.
Writing on LinkedIn
Now that we have described the inner workings of the LinkedIn long form,
let's describe how to write compelling posts. Now you might be asking what
topics shouldwrite about?
Popular topics are as follows:
1. Your insights on trends in your industry.
2. Case Studies
3. Topics in the News
4. How to articles that teach readers how to do something.

3. 5. How you learned from failures and adversities.
If you are still unsure what to write about; LinkedIn now uses an algorithm
that analyzes previous posts you have written; offering 3 to 4 ideas based on
your industry.
The Body of your Post
Once you have chosen your topic you are ready to start writing. You must
create a thesis which is the claims that you are making. This should be
followed up with three to four paragraphs that prove yourthesis, claim and
assertion. Paragraphs shouldbe four to six sentences when possible. Within
these paragraphs, you shoulduse headings and sub headings along with bullet
points so your text is easy to read. The text shouldbe visually appealing to the
reader.
In terms, of how long your post shouldbe it is up to you. There is no set
length, rather your post shouldbe long enough to prove out your thesis,
assertion and claim.
Title
Your title shouldreflect what the topic that you are writing about while being
engaging to readers. Most people just skim the headlines as they are
bombarded with content, in other words you have just seconds to catch their
attention.
Popular titles include:
1. How to's,

4. 2. Lists ex 7 ways to _______
3 A question.
SEO tags Keywords
Make sure to pick keywords that reflect your topic as you only can use three.
Images
Make sure when you upload an image that it reflects what your post is about.
Video's/embeds
To enhance your text, you can embed videos and presentations from
Slideshare & YouTube. This can be a strategy to re-purpose existing content.
Calls to action
Make sure that your posts have a call to action at the end. In other words,
what action do you want your reader to take as a result of reading your post.
Sharing
You can share your post in the following ways:
1. On LinkedIn through a status update, your LinkedIn groups & messages.
2. Through the Social Sharing buttons that include LinkedIn, Facebook &
Twitter.
3. Through links on Google+, tumblr, Wordpress etc...

5. Also, you want to ask questions of the reader that encourage them to comment
and start a discussion.
This is how to write a LinkedIn long post that engages readers & builds an
audience.
What strategies do you use to write a LinkedIn long post that engages your
readers & builds your audience?
About the Author
Dan is passionate about using Marketing to help businesses drive sales. He
has worked on various marketing assignments that include a Start Up,
Political Campaign & a Digital Marketing Conference.
Prior to Teaching, Dan served customers as an Outside Sales & Marketing
Representative in the Dental industry. In this role, he taught and trained
Dentists on the company's products and services using a consultative selling
approach. He also supported the company's marketing efforts at industry
trade shows & in the field through lead generation of Digital Technology along
with large Dental Equipment.
Dan is seeking a full time marketing role in New York City. He is interested in
roles in Direct, Digital, Content & Social Media Marketing. If your company is
hiring for roles in these areas, contact him directly via a free LinkedIn
Message or email him at Dan@DanGalante.com to set up interviews.