Publishing to LinkedIn
If you’re a regular LinkedIn user, you’ll no doubt be aware of the facility to publish long-form posts to your profile, otherwise known as Publishing to LinkedIn.
Originally, this feature was available only to high-profile users such as Richard Branson and Bill Gates, who were granted exclusive access to publish their thought leadership. However, after recognising the impact it could have for all users, LinkedIn wisely decided to expand the opportunity, allowing everyone to take advantage of this powerful tool.
As LinkedIn’s own blog explains:
“When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network, and has the ability to reach the largest group of professionals ever assembled. Now members have the ability to follow other members that are not in their network and build their own group of followers.”
Why Publish to LinkedIn?
The Publishing to LinkedIn feature, found at the top of your profile, allows both individuals and organisations to share their professional expertise, insights and knowledge directly with their network and beyond. This is a significant shift from the traditional use of LinkedIn, where users typically shared short status updates or links to external content. Now, they can write and publish in-depth articles that form part of their professional brand.
Here at The Last Hurdle, we recently took advantage of this feature by posting an article titled “Putting a Price on Your Work,” which discussed finding the right balance between profit and service and valuing yourself as a business—particularly relevant for new companies. This post received significantly more engagement than our previous methods of sharing status updates or posting in groups, attracting 927 views, 50 likes, and 10 comments. It was even featured in LinkedIn’s Entrepreneurship & Small Business category.
This demonstrates that, on a professional platform like LinkedIn, users have a unique opportunity to expand their reach, build authority and grow their business. The question is—are you taking advantage of it?
How to Access the Publishing Feature
Initially, LinkedIn offered early access to the publishing feature through an application process. However, this opportunity has since closed and users must now wait for an email notification from LinkedIn or check their home screen to see if the feature has been enabled. You’ll know you have access when you spot a pencil icon next to the paperclip in your status update box, indicating you can start writing and publishing articles.
But what about those who don’t yet have access? Is it just a matter of sitting tight and waiting for that little symbol to appear, or is there more we can do to ensure our voices are heard?
Should Businesses Be More Forthcoming?
In the UK, we’re often brought up to be modest, to avoid “tooting our own horn.” But as small business owners, this mindset can work against us. As we often say, “You need to blow your own trumpet—metaphorically, of course! If you don’t have confidence in your products or services, why should anyone else?”
In this respect, LinkedIn’s publishing feature is a fantastic opportunity for business owners to engage with their audience more assertively. It’s a way to demonstrate expertise, build trust and, ultimately, grow your business. However, we must also recognise the importance of how these social platforms roll out features like this. A more structured and transparent release plan could ensure more businesses can make use of the feature sooner, rather than waiting indefinitely.
Making the Most of Publishing to LinkedIn
Once you have access to LinkedIn’s publishing feature, you can either write your posts directly in the ‘publish posts’ area, or draft and save them for review before hitting that all-important ‘Publish’ button. This allows you to craft and refine your content before sharing it with your network.
Publishing long-form articles on LinkedIn presents a brilliant opportunity to broaden your reach. It can drive traffic, spark engagement and increase interest in your professional expertise. In fact, many businesses have reported a noticeable boost in engagement and visibility after embracing LinkedIn’s publishing feature.
That said, it’s essential to start making use of it as soon as it becomes available to you, before the inevitable rise of spam content dilutes the impact of your well-crafted posts. We’ve seen it happen before with other platforms, and the key to standing out in the noise is maintaining the quality of your content.
What’s Your View?
Are you taking full advantage of LinkedIn’s publishing feature? Is it starting to feel like just another channel for spam, or are you, like us, finding some real gems of insight in the posts shared by your network?
If you haven’t yet embraced publishing on LinkedIn, now’s the time. It’s a prime opportunity to grow your personal or business brand, reach a wider audience and demonstrate your expertise in a way that status updates simply cannot. At The Last Hurdle, we can help you craft engaging, informative posts that resonate with your audience and build your professional reputation.
