LinkedIn has formally introduced that it has opened up publishing entry to all of its customers. The place as soon as solely “influencers” may publish content material, articles and the like, now there’ll quickly be free reign for all LinkedIn members to share their content material on the skilled website’s personal publishing platform.
This can be a nice alternative for websites seeking to develop their model and their base of execs, potential purchasers and extra. However despite the fact that entry remains to be within the technique of being rolled out to members slowly over the approaching weeks, there are already a lot of individuals talking out to spotlight their issues about this new free-for-all publishing coverage.
Who’s complaining and why precisely are they so involved? The most important celebration voicing their hesitation about this open publishing coverage are Web entrepreneurs–and search engine optimisation savvy people–who’re involved about what sorts of duplicate content material points one thing like this might trigger going ahead.
With publishing open to everybody, some concern that folks will start to repurpose content material from their websites to placed on LinkedIn and, by rehashing this content material, they’ll doubtlessly wreak havok on their websites rankings, and if executed en mass, it may trigger critical search engine optimisation points.
Companies, particularly these smaller companies which might be already struggling to make the time to create their very own content material as it’s, are going to wish to get in on the motion. Having content material revealed on LinkedIn is a good way to construct an viewers, generate some buzz, construct your model and drive visitors, but when companies are simply posting duplicate content material from their website, it may influence the best way their profile, or worse, their website ranks on Google.
So, how will you maximize this new publishing alternative with out risking your rankings? So simple as this may occasionally sound, or as tempting as it could appear, don’t submit duplicate content material.
So long as the content material you publish to LinkedIn is yours to publish, there aren’t some other actual restrictions. However while you actually give it some thought, posting duplicate content material–even whether it is yours–isn’t the neatest advertising and marketing tactic in the long term. In the event you write a killer weblog submit and need it seen on LinkedIn after it’s already been posted elsewhere, hyperlink to it, don’t simply copy and paste it. And if you wish to get an article seen and shared on LinkedIn’s skilled platform–write an article with that goal (and that platform) in thoughts.
The power to publish to LinkedIn goes to be an thrilling supply of publicity and an awesome new useful resource for companies seeking to enhance their advertising and marketing efforts, however everybody must know that to essentially get probably the most out of this new open platform, you’re going to want to create authentic content material particularly for it.
Whereas there are some nice methods for repurposing content material on the market, like taking the audio from one in every of your movies and turning it right into a sharable podcast, or turning an thought out of your book right into a candy infographic–merely re-sharing content material simply to get it revealed on LinkedIn’s platform isn’t one in every of them. Right here’s what you are able to do as a substitute:
- Once you create content material decide whether or not its higher suited to LinkedIn or on your website earlier than you decide the place to publish it
- In the event you actually can’t resist re-sharing an article each every so often, don’t simply repost it, rewrite it and don’t neglect to hyperlink again to the unique article.
- Don’t consider publishing on LinkedIn as an search engine optimisation device as a lot as a type participating, brand-building, audience-growing, authority-boosting advertising and marketing.
Websites like LinkedIn have critical authority on-line, so when you’re posting one thing you’ve already shared elsewhere, whether or not it’s a killer article, a superb weblog submit, attention-grabbing insights or an awesome infographic–when you’ve used them earlier than, they very properly might rank in your profile, and push your precise web site down within the rankings. Briefly, your republished content material may crowd your authentic content material proper out of Google’s prime outcomes. You’re not prone to outrank a powerhouse on-line presence like LinkedIn, so if you wish to drive visitors to your website AND develop your viewers and model authority on LinkedIn, put money into creating authentic content material for every platform you interact in. Belief us, it’s value it.