LinkedIn Articles with John Espirian
Welcome to episode 252. I thought it was about time we revisited Articles this week. I’m not the most prolific article writer so I thought I would ask, fan of the show and business copywriting expert, John Espirian onto the show.
More of that later….
Interesting Stuff I Saw This Week
LinkedIn have redesigned their logo, announced in these new Brand Guidelines published this week
So the blue colour is a bit different and the black writing of ‘LinkedIn’ has gone……whoop de do!
LinkedIn Consultant and LinkedInformed listener Sandra Long recently delivered a TEDx talk on LinkedIn Community. Great work Sandra and an inspiration to me to try and get on the TED stage.
LinkedIn have announced new tools to help jobseekers with interviews. I don’t have this yet but I really can’t wait to see how bad their advice is!!
Feedback from Previous Episodes
Gary Moran got in touch to question the effectiveness of people re-posting viral videos such as the Corona can one that went viral this week
To be fair, the above example may have been the original and even if it’s not, it’s a highly appropriate subject given what Jeremy does.
Gary is referring more to posts like this one where beer and packaging are a completely unrelated industry to the person that posted it.
I think I saw this video once but then I have unfollowed people who practice this technique. The key question is ‘Does it work?’ and I think it probably does. Whilst the majority might not notice the person who posts it, it’s possible that Aaron may have increased his profile views and followers and he may find that subsequent posts attract more engagement. I’m not sure it’s something I would recommend doing though, my tactic would be to comment on the video to bring it to the attention of my followers…..of course only if I thought it was relevant and interesting to them. Commenting will mean that you will see more similar types of posts in your feed (and more from Aaron) – perhaps that is why Gary is seeing more of this type of content ?
I’m a big fan of Articles provided they are used in the right context.
Posts are for engagement and Articles are for credibility.
In our chat, I ask John about what to write about, how often to do it and how long an article should be. John talks about styles of writing, how to stimulate ideas and how to best repurpose blog pieces as LinkedIn articles
John referred to;
This is the first post of the week ever that includes an external link!
It just goes to show that if the subject matter is good enough and you write your commentary in the right way, you can still overcome the challenges external links provide.
A big factor in the success of this post is the first 3 lines
See how the two lines we can read encourage us to click on ‘see more’. It’s a highly topical and emotionally charged subject which is the most important thing.
Interestingly Jessie has only just over 1000 followers and this was her first post for 8 months!
Many years ago I worked out the best times to post by manually tracking my posts on a spreadsheet, it was a time consuming a tedious activity but a one-off task.
These days I find it much easier by using Shield, the analytics it gives me are far more comprehensive than just time stamping but that is definitely one of the more useful features.
How do you analyse the effectiveness of the timing of your posts?
That’s all for this week, let me know if you can think of anyone else I could have a chat with on the show who has something interesting to say about how we use LinkedIn.
Any questions, just contact me for free on LinkedIn