‘Content is king’ is an overused phrase in marketing. And this is for a reason, which is that it is true. Content (whether textual in the form of articles or visual as banners) is what helps a company take their business proposition and vision to their audience. It helps businesses promote services and products, and in the long run, become influencers for the particular niche. Before we get into LinkedIn Pulse, let’s understand the two pillars of viral content – quality content and digital promotion.
While creating quality content is one part of the journey, having your content discovered is the second important aspect. An article written by an expert, no matter how perfect, is going to garner no traction if the right audience doesn’t find it. This precisely is why businesses need to expand their reach by publishing their content on multiple channels, and leveraging popular networking platforms that their target audience frequents. Publishing quality content that is easily accessible is the path to becoming an influencer on any platform.
Eight out of every ten consumers have purchased something after having seen it as a recommendation by an influencer.
This brings us to LinkedIn Pulse.Before we tell you how to post on LinkedIn Pulse, let’s understand what LinkedIn Pulse is.
LinkedIn Pulse is LinkedIn’s news aggregator platform. In simple words, it is a news feed that shows you articles posted by other members, based on topics that are relevant to you (based on the members and channels you follow and past engagement history). When LinkedIn first launched LinkedIn Pulse, only industry influencers like David Edelman, Richard Branson, and Peter Guber could post articles while everyone could follow and read them. In 2014, LinkedIn opened up Pulse to every LinkedIn member, making it one of the most important and popular content-sharing platforms. Until 2017, LinkedIn Pulse was a separate platform, but as of 2017, LinkedIn integrated Pulse into their homepage news feed. Now, the interface you see on logging in is where all aggregated relevant articles published by members are listed. The reason for this was to simplify article promotion and access.
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Now that you know what LinkedIn Pulse is, you can learn how to post on LinkedIn Pulse (which as we explained is not a separate interface but the homepage feed).
You can post two types of content on LinkedIn, one is a quick post, and two is an article (that was formerly LinkedIn Pulse articles). Each has a different approach, reason and end result. Depending on your needs, you can choose the right medium for you. A quick post is usually a status update or a short post. LinkedIn articles are long for articles intended to provide in-depth information.
Posting a Quick Post
You can do this by clicking the ‘Start a post’ button at the top of the homepage (after logging in to LinkedIn).