When LinkedIn publishing arrived in February 2014 it was widely met with a nod and a ‘of course, that makes perfect sense’. The platform has over 350 million members, why not offer the chance to tap into that expertise both as a reader and an author?

As the publishing capabilities were rolled out to more and more members, the benefits became even more apparent. Building your personal brand among peers and groups by way of informed and insightful content: simultaneously reinforcing your existing network and driving people to your company website.

We get asked about LinkedIn publishing by pretty much all clients these days, some of whom have never used the platform for publishing. They’re not just asking about the benefits, but also, quite simply, how to do it.

So here’s a step-by-step guide. With pics!

Step 1: From the homepage, click ‘Publish a post’

Step 1

Step 2: Add a featured image and a headline

Step 2

LinkedIn recommends your image should be 698 pixels wide. I found that this didn’t fit for some reason so I made it 750 and it was fine. Make sure your image is copyright free. And add the attribution in the top left if necessary.

Make your headline compelling.

Step 3: Paste your text

Step 3

Depending on where you paste the text from, you may have spacing issues. Simply delete said spaces.

Step 4: Add images and subheadings

Step 4

Adding images and subheadings is insanely easy. Simply head to the taskbar of dreams at the top of the page, click on the camera icon, and upload a picture where you’d like it to be uploaded.

The same goes for subheadings. Simply highlight the text you’d like to turn into a subhead and click the H2 button on the far left of the taskbar.

Step 5: Tags

Step 5

You’ll see a greyed out box at the bottom of the page, simply add in relevant keywords to the piece.

You have to choose ones pre-selected by LinkedIn themselves so for this post we’d probably add ‘content marketing’, ‘linkedin marketing’ and ‘social media’. Try not to be too broad. ‘Sales’ for instance, is pretty useless.

Step 6: Publish

Step 6

Away you go, send it out into the wild world. Easy!

Other things

You can also add things like pullquotes and videos from the taskbar.

Pullquotes are much the same as subheads, but rather than highlighting the text and clicking the H2 icon, simply highlight the text and click on the quotation mark icon to its right.

You can import video from YouTube, Vimeo, SlideShare and TED to LinkedIn too. Video works much the same as pictures but rather than clicking on the camera icon, you need to click on the play button icon to its right.

To add a video, you will have to find the embed code. Embed codes are usually one of the Share options on a platform. For a Vimeo video for instance, it can be found here.

Step 7 Step 8
And finally, don’t forget to include a call to action at the bottom. A link to your website perhaps, or an offer to get in touch, be that on social media, email or phone.

If you want advice on the best layout for a blog, follow our guide here.

Hope that helps. Now go forth, and publish.

For social media, content marketing and strategy advice, get in touch with Future Content today.