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Blogging on LinkedIn pros and cons

How to Blog on LinkedIn – All You Need to Know


If you’re in business, blog on LinkedIn! In other words, LinkedIn is the right place for professional bloggers, sales managers, and business development managers to build their personal blogs or demonstrate their expertise. The irrefutable fact is that the audience on LinkedIn is premium: 45% of LinkedIn article readers hold upper-level positions (managers, VPs, Directors, C-level).


One of today’s key business activities is social selling – using social channels to help your prospective clients by providing them with practical advice and resources. The aim of social selling is to share helpful content and engage with potential customers in order to build strong and prosperous relationships.


Read more about how to improve your LinkedIn profile in our article here.


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Social Selling Index on LinkedIn


In 2014, LinkedIn designed a Social Selling Index (SSI) – a solution that allows you to benchmark your score against peers and competitors, helps you gain visibility of your company’s activity and uncovers new opportunities and success for the sales staff. You can find your SSI.


This score is updated daily and is measured by 4 key factors (25 points for each score, 100 in total):


1. Establishing a personal brand (completing a profile with the customer in mind, receiving endorsements, raising the number of followers, publishing relevant posts and articles, and becoming a thought-leader in the industry).


2. Finding the right people (using efficient search and research tools, the acceptance rate of your connection requests).


3. Engaging with insights (discovering and sharing conversation-worthy updates to create and grow relationships, the number of shares, likes and comments your posts receive, the messages you send and their response rate).


4. Building relationships (strengthening a network by connecting and establishing trust with decision makers, the number of searches you have conducted, profiles you have viewed and days you have been active).


Here is an example of how the SSI may look:


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Weekly updates:


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SSI in your industry:


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Interestingly, LinkedIn research has shown that sales staff with a high SSI rank have 45% more opportunities per quarter, are 51% more likely to hit sales quotas, and may be 80% more productive in their engagement with prospective clients! That’s why it’s important to follow all the steps which impact the SSI rate (the 4 key factors mentioned above) if you want to improve your sales process through LinkedIn.


Moreover, one of these four main factors is sharing your professional knowledge and proving you are an expert. Your buyers are searching for answers to their problems, so publishing posts can be a great way of showcasing your expertise to the market.




LinkedIn Pulse


LinkedIn Pulse is LinkedIn’s publishing platform where you can write articles directly on LinkedIn. There is a specific team of editors that choose which LinkedIn articles will get featured in the news. Since the Pulse editors choose the articles that they publish on the platform based on their quality, you don’t need to be super famous: all you need to do is create excellent content that will stand out. You can publish an article on LinkedIn for the first time and succeed in getting it featured in the Pulse news!




5 PROS vs. 5 CONS about Blogging on LinkedIn


1.   Audience

PROS: LinkedIn does everything for you

When you write an article directly on LinkedIn, LinkedIn shares that article with your connections and anyone who follows you. Whenever you publish a new article, your connections receive a notification, so they never miss out on the content you post. What is more, on LinkedIn, sharing is caring: your connections will share your articles with their audience if they find them relevant and interesting, thus helping you expand your reach more.

CONS: Huge competition

When you post a #motivation article on LinkedIn, that article would be weighed against every other article about #motivation. This means that if you write an article on popular topics and use popular hashtags, it is very difficult to stand out among dozens of similar articles on LinkedIn.


2.   Sharing

PROS: Convenient sharing options

You can easily share and promote the articles you write using LinkedIn. You will also notice that the URL slug is clean and simple. That’s why you shouldn’t use a URL shortener when you share an article on other social media platforms.

CONS: Not designed for lead generation

While you can promote any other blog post within a LinkedIn article, that article is much more likely to be the end of the line for anyone who clicks on it. The LinkedIn interface is designed to keep people on LinkedIn, not to send them to your site or establish a meaningful, long-term connection with your brand that extends beyond their social network. However, there is still nothing stopping you from placing a link to your website within your LinkedIn article.


3.   Analytics

PROS: Brief and clear

If you want to know how many views an article has received or where its readers live, you can easily access this information. LinkedIn article analytics is not complicated.

CONS: Google Analytics wins

If you like digging a little deeper, LinkedIn cannot give you the same level of detail as Google Analytics. Moreover, LinkedIn will not show you cumulative statistics for all your articles: you need to look at each one separately.


4.   Your influence

PROS: Why build it when it already exists?

LinkedIn is a social network that has the kind of ready-made culture any business blogger would dream of creating on their own website. The more posts you publish, the more connection requests and followers you attract. Your influence grows in direct proportion to the size of your network.

CONS: Content ownership

Even though many people copy-paste their LinkedIn posts onto their website blogs (or vice versa), LinkedIn owns the rights to your content. Therefore, it is advisable not to forget to leave links to the source in your articles!



PROS: Excellent way to grow

When you leave comments on other LinkedIn articles, you have a chance to connect with the authors and build meaningful relationships that may lead to expanding business opportunities. Moreover, whenever someone leaves comments on your articles, these will be visible to their connections, who will also see your articles in their news feed. Therefore, comments can significantly boost your exposure and help you gain more followers and connections.

CONS: No control

You have no control over comments. It is impossible to approve them, reject them, mark them as spam, know people’s email addresses for following up, or directly connect to them.




7 LinkedIn Post Tips


1. You have the option of sharing your draft with other people before you publish. After all, a second set of eyes might pick up on something you missed!


2. You can also add hashtags to your post before you publish it, which makes it easier for LinkedIn users to search for articles on specific topics and, thus, find yours. Just note: you cannot go back and add, edit, or delete hashtags when your article is published, so choose hashtags wisely and check accurately!


3. A good recommendation is to go where your audience is rather than trying to woo them over to where you are. Build content for them and they will appreciate that!


4. Just do what you do with the written word, then extrapolate that to a video. Writers often think writing is the only medium they are good at. The truth is that 99% of videos succeed because of the message alone.


5. Your LinkedIn company page is still an important channel for sharing company news and content, but your personal LinkedIn account has a greater chance of generating a social sale. Why? Because sales is about relationships, and relationships happen between people!


6. According to LinkedIn’s international editor, Isabelle Roughol, it is vital to spend as much as 50% of your writing time crafting a great headline which will catch a reader’s attention and tempt them to open an article and read from A to Z.


7. There is one more tip – the LinkedIn automation tool that will do everything for you. One of its great features is to extend your network of contacts who (including but not limited) will read your articles and make new partnerships!


Subscribe to our blog to get even more useful information about lead generation on LinkedIn and plenty more besides. And try Dooozen – a LinkedIn automation tool that helps you avoid the daily routine while working with LinkedIn.






1.   Should I blog on LinkedIn?

Nowadays, everyone engaged in sales has certainly heard the term “social selling”, which is the process of using social media in order to find, connect with, understand, and nurture sales prospects. It’s a modern way of reaching potential customers and establishing long-term relationships with them. It’s the process of establishing trusting relationships and being in the right place at the right time.


That’s why establishing your own brand is crucial nowadays if you want to be successful in building your network, prospecting, or hiring through LinkedIn. And blogging is one of the factors that impact your own brand. In addition to the fact that posting relevant and interesting content impacts your SSI score on LinkedIn, if you regularly post content on your personal profile and your company’s page, you are proving yourself to be a professional in that field, which confirms to prospective contacts that you are the best professional to cooperate with. According to LinkedIn statistics, 78% of salespeople who engage in social selling exceed their competitors who are not involved in this process.


2.   What should I publish on LinkedIn?

Before starting to publish on LinkedIn, the crucial thing is to think over content strategy. You have to understand that the better planned and organized your content strategy is in advance, the better the results will be. Do not neglect well thought-out content marketing if you hope to be successful in lead generation on LinkedIn.


The next point is to make your content diverse – articles, text posts, photo posts, video posts, links, etc. Do not stick to only one type of content.


Think over your ideal client in order to understand what type of content they would like to read. It is good to show you are an expert in the field, and these types of articles will get more likes and comments. You can start a discussion on a professional issue and build connections with peers which will result in establishing business relationships.


3.   How often should I post articles on LinkedIn?

There is no ideal advice on how regularly to post on LinkedIn to get more views, likes, comments, etc. On average, 1–2 articles on professional topics and 1–2 LinkedIn posts a month is enough to build your own brand while not making your audience tire of you. (Remember that if you target opinion leaders, they don’t usually have the time to read a lot of posted content.)



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