Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
Publishing articles on LinkedIn is one of the new hot things in content marketing. It can certainly be beneficial for visibility, especially if you’re trying to grow your LinkedIn audience, but I’m here today to preach caution.
Own Your Content
As a content creator, there’s nothing more important to me than owning my own content. Just like you want to have full control over your brand and your business, the same should go for your content. Since your brand and your content go hand in hand, you should be just as possessive of your content as you are of your brand.
It’s why I made sure to get my own website where I can publish all my content. I love using social media for distribution, but I don’t recommend publishing directly on social media. The idea is to get them to click on the link to my website so they can spend time there and hopefully buy my services. If I publish on LinkedIn, they’re more likely to spend more time on LinkedIn when they’re done reading, which won’t necessarily benefit me if LinkedIn pushes articles on the same topic by other influencers.
LinkedIn Will Do What’s Best For LinkedIn
When you publish articles on LinkedIn, LinkedIn (not you) owns the content, which means they can do whatever they want with it. There are things you can do to promote your LinkedIn articles (for now), but LinkedIn is a business and ultimately it will do whatever is best for LinkedIn. If that happens to be what’s best for you, great. If not, you might end up with the short end of the stick (or no stick) after spending countless hours writing posts and building a following.
Learn from Facebook
Many self-published authors experienced this problem a few years ago when Facebook changed their algorithm to make sure hardly anyone saw your posts unless you paid them for it. Many authors had built their following on Facebook to the point where their business relied on that following, and then Facebook yanked it away overnight because they could. It was more lucrative for them to charge people for visibility of their posts, so they did so, even though it cost many people their business.
So while LinkedIn publishing might be tempting right now, we have no way of knowing what LinkedIn will choose to do with that content in the next few years, or even months. So beware.
Can I Publish on LinkedIn and My Website?
If you really want to have your cake and eat it, too, you do technically have the option of posting the same article on both your website and LinkedIn, but Google really doesn’t like that. It knows when the same content is being published in multiple places and it will have a negative effect on your rankings. If you do it enough times, Google will actually blacklist you and then you have to start building your audience all over again.
LinkedIn will probably punish you as well. Since Google doesn’t know who’s copying whom, it tends to yell at both distributors of identical content, so publishing twice might get LinkedIn in trouble along with your website.
Just because LinkedIn publishing is the new hot thing for now, does not mean it’s best for your business in the long run.
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