Neil Patel says it best when it comes to posting on LinkedIn’s social feed: “Repost with abandon.”
If this scares you, like it did me at first, it’s because we’ve been trained via other social platforms like Facebook that this is a big no-no because marketers have had to adopt a very cautious approach to reposting content.
But that’s not the case with LinkedIn. If you want to take full advantage of the Pulse algorithm they use, repost with abandon. It’s the best way to get in front of as many eyes as possible.
Of course, you can’t just repost content – you also need a steady stream of fresh, weekly content that positions you as a thought leader in your field or industry. Your goal should be to create 4-6 “activities” per week – activities encapsulating everything from posting an article you wrote, to reposting content, making likes or comments (likes and comments are weighted similarly on LinkedIn, another deviation from other social algorithms), and maybe posting a quote here or there, and you’ve met your activity for the week.
These activities will give you a significant amount of traction – because LinkedIn’s social feed is relatively new, there are easy ways to “hack” the system.
For example, if you’re posting a link, instead of putting the link in the post, put it in the comments. You’ll gain 2X exposure from the post by doing it this way. But don’t neglect the content in the post either – include an image or some enticing teaser language that spur people to read on in your comments.
You can also gain more exposure and comments from a post by making “@” references to any person or company that’s relevant to that post’s content. You don’t even have to be following or connected to them! It’s a best practice to link to anyone you mention in a post, and mention as many people and companies as possible for more exposure. And, of course, always add hashtags related to your post. Start a hashtag, and LinkedIn will make suggestions for the most commonly used tags, which is exactly what you want.
How does that add up to 8X?
Write one piece of great content and use multiple pull quotes to post it 4 times. Don’t make the post a link, add the link in the first comment and you’ll get 2X exposure. You’ve just taken one article and made it 4 x 2 = 8X more exposure!
How do we learn this?
By following the data. The strategy stays the same, but these specific tactics changes over time, and we use the data from running hundreds of campaigns to pick up on those trends right away.
All the best,