Help! Nobody reads my Articles…
Welcome to episode 168, last week’s show seemed to go down a storm……it seems everyone is checking their influence score and comparing them which can only be a good thing in my opinion.
As a followup to that and on a similar track I wanted to focus on article clicks this week, or rather the lack of article clicks many people seem to be battling with!
I’m getting a lot of comments like;
“I think I will move to posting rather than articles as they get better views”
“Why doesn’t LinkedIn alert my followers when I post a new article”?
So in this episode I’m going to try to fix that…but first
Interesting Stuff I Saw This Week
New LinkedIn Features
Here is the new ‘What people are talking about’ feature. This seems to be based on trending stories but when you click on it LinkedIn encourages you create a new post with a pre-written hashtag on that subject. Could this be LinkedIn trying to get hashtags used more?
Images are fixed! At last LinkedIn have fixed the issue regarding posting images. No longer do we need to worry about turning our phones horizontal to take a picture for LinkedIn we can now add images in portrait mode!
What To Do If Nobody Is Reading Your Articles
Years ago published posts (now renamed articles) would get thousands and at times tens of thousands of views. It seemed like LinkedIn was the perfect place to produce content…a ready made audience that would be alerted to your content.
Many people got in early and started to get amazing results, this attracted more and more new authors and in no time at all over 1 million people had written an article on LinkedIn.
This number massively increased the amount of notifications LinkedIn was sending out to people and this became a big problem….countless people objected to ‘spam’ from LinkedIn – too may notifications and too many emails.
So LinkedIn changed things and rapidly reduced the amount of notifications.
The net result was that article view number plummeted. What would have been 10,000 views 2 years ago became more like 200 views and this is where most people are with articles.
So let’s be clear…….publishing articles on LinkedIn is not what it used to be. The article feature is no longer a distribution network for your content, it is merely a library for your content….just as other blogging platforms are such as WordPress and Blogger.
That however, doesn’t mean you shouldn’t be writing articles. It simply means that you need to use posts to distribute your articles to your audience…and hopefully beyond.
Firstly I must point something out;
We do need to be careful when comparing posts to articles. They are completely different and the stats are measured in different ways (clicks vs views in the feed).
A posts ‘view in the feed’ is simply a page impression ie it appeared on someones feed – it doesn’t mean they saw it. An Article click does mean they saw it – completely different things
The best way to view them is that they work together. An article is long form content but just that – static content. If it gets into a pulse channel it might get clicks outside of your followers but the best way to achieve clicks is via posts which are short form, viral content – see posts as the ‘vehicle’ to distribute your articles. Your ability to gain high view numbers on your posts is down to a variety of factors but most important of all is to show the algorithm that you are ‘interesting’ through regular comments & likes.
So here are the 3 key areas to focus on;
- Aim to get your article published in a Pulse channel
- Make sure it is over 500 words
- Ensure you have the right keywords in your headline
- When you publish send a tweet to @LinkedInEditors
The Headline is Critical.
- Create intrigue that makes some want to click on to see more
- Test 5-7 headlines with friend or co-workers
- Try to make it personalised
- Lighter subjects work best – avoid serious/boring headlines
- If one headline is clearly not working…change it!
There is a free course on Lynda from LinkedIn editor in chief that includes many great tips from someone that should know more than most!
3. Generate your own traffic
- Create engaging posts, ask questions and encourage responses
- Post at the right time of day (commuting and lunch time)
- Extend the shelf life of your post by replying, commenting and liking over several weeks
- @mention relevant individuals asking for their feedback
- Use appropriate hashtags in your posts (and articles)
- Don’t just use LinkedIn to promote your article. Try all relevant channels
- Send a direct message with a link to the post to influential connections asking frothier input
- Consider emailing the article to your email list
- Ensure your post reaches the widest possible audience by improving your ‘Influence score’
- Engage with others frequently
- Avoid too many external links on other posts
- Text only posts work really well (see below), images are good but mix it up.
- Focus most of your posts on interesting and ‘human’ stories and anecdotes
If you want to tag and download profiles, the best tool out there is LinkedInBack. It is only for notes and tags but the download feature is the killer for me. Click on the image below for more information
I also discovered a new video tool this week. Loom is very similar to Viewedit that I mentioned in episode 162
You can get Loom for FREE here
This weeks question came from Avi and it’s all about that age old problem of multiple or dual objectives and whether you should create two profiles or not.
Having dual careers is very common these days and unfortunately, it doesn’t really neatly fit with a LinkedIn profile! The answer is not to create two profiles – this can become very confusing for others and it’s actually against LinkedIn’s user agreement.
My advice would be to decide which of your careers is most suitable to a LinedIn audience, you are best advised to pick one and put the emphasis of your profile there (headline, summary and top of experience). By all means list your other job but try to not give a mixed message.
Listen to the episode to hear more of my thoughts on that.
That’s it for this week, don’t forget to leave a voicemail or email me with any questions or suggestions, till next time.
Have a great week everyone.
PS New Service. I am now providing one to one coaching sessions. Click ‘Schedule a call’ and arrange a time to speak directly with me.
Thank you so much for listening. I value your support and interest.
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