Definition
LinkedIn Pulse is a blogging platform integrated within LinkedIn, accessible to all users of the network. This tool allows members to write and share their own articles, thus enriching their professional profile and increasing their visibility in the community. By facilitating the creation of original content, LinkedIn Pulse becomes a valuable resource for fostering discussion and achieving visibility in the professional environment.
What are the advantages of LinkedIn Pulse
LinkedIn Pulse can act as a growth lever, both for company pages and for active users on this platform. Of course, to benefit from its advantages it is necessary to pay attention to the different possibilities it poses and take advantage of the opportunities it offers.
It must be taken into account that Google indexes the contents shared in this network; therefore, it is worth optimizing as much as possible the information shared (in the same way as an article on a web page) in order to appear in this search engine. Thus, using this blog linked to LinkedIn helps the brand or user improve its positioning in the sector from which it comes.
In a simple way, the benefits of using LinkedIn Pulse can be summarized as:
- Increased visibility: Publishing on LinkedIn Pulse helps to improve the user’s or brand’s presence on the platform.
- Engagement and community building: Encourages interaction and strengthens the relationship with the community of followers.
- Reputation enhancement: It contributes to position the professional or the company as a reference in its sector.
- Search Engine Optimization: LinkedIn Pulse content is indexed by Google, which improves SEO and visibility outside of LinkedIn.
Also, in the case of having a website with a blog, it is interesting to assess the possibility of publishing on LinkedIn Pulse certain fragments or summaries of the articles and link them to the content of the blog. This action would contribute to the increase in web traffic, since users would have to visit the blog to expand the information. This action is also applicable in the case of landing pages.
How LinkedIn Pulse works
The operation of LinkedIn Pulse is similar to any other word processor, with common features (inclusion of headlines or text option with bold or italic words, among others).
To use this tool, simply access the personal LinkedIn profile and, from the home page of the platform, click on the “Write an article” option at the top right of the box in which updates are shared. After clicking on this option, the user is redirected to the page from which he/she can write the content.
Recommendations for using LinkedIn Pulse
Although the tool can be used by both businesses and freelancers, it is essential to note that the article writing functionality on LinkedIn Pulse is only available for personal profiles, not for company pages.
To take advantage of the opportunities of this resource, brands need to designate an employee as the author of the posts. It is convenient that it is a single professional who is in charge of the dump of contents in this blog so that the audience sees in that person an authority figure in that field. It is preferable that you have some previous experience in this network; if this is not possible, you should ideally become a very active member of the community and make regular updates to the content.
Let’s remember that LinkedIn Pulse works in a similar way to a web blog: you have to work the posts in the same way as on a page. In order for the shared information to be as optimized as possible, it is important:
- Personal profile: The functionality to publish articles is only available for personal profiles, not for company pages. Therefore, companies must designate an employee to act as the author of the posts.
- Authority and consistency: It is beneficial to have a single professional manage the content to establish him/herself as an authority figure. This author should be an active member of the LinkedIn community, with regular updates.
- Content Optimization: Treat LinkedIn Pulse articles as if they were professional blog posts. This includes:
- Plan a clear and logical content structure.
- Use relevant keywords.
- Include multimedia content to enrich the text.
- Add hashtags related to the topic to increase visibility.