Pulse is one of the newest and coolest features that LinkedIn has given marketers access to. In essence, it's LinkedIn's native blogging platform.
You can write a post about virtually every topic, tag them, and have them seen by all of your Linkedin connections. The posts appear on your LinkedIn profile as well as in the Pulse newsfeed under the designated tags. Depending on their quality and relevance, some may even be published in specific groups.
The tool is obviously tremendous, but what does it take to make your posts featured (and reach a much wider audience)? The quality of the article is the first and the most important factor.
Here’s what you’ll need to do:
Research the topic: See what others are writing about. Try to come up with a unique idea or a twist, something that nobody else has written about. Doing a bit of research will also give you a good idea about what the audience wants.
Have stellar copywriting: If you aren’t an experienced writer, you may consider hiring a copywriter to do the job for you. The quality of the post matters because it establishes your professionalism. You can’t afford to feature poorly written content or texts that are full of mistakes.
The title is your chance to impress: You have just a few seconds to hook your audience. If you don’t have a killer first line and opening paragraph, you’ll miss on the opportunity to get your message across.
Understand the specifics of your demographic: Are talking to a young, hip group of urban professionals? Are you addressing people having senior positions and who also happen to be older? The language and the means of expression you choose should appeal to your particular demographic.
Make your posts attractive: Images and infographics that accompany your post can be used to increase the visual appeal.
Use other social media to promote your posts: Once you write the content, do a bit of cross-promotion. Share on Facebook, Google+ and Twitter. Driving some of your audience to LinkedIn will create the initial momentum needed to increase the number of views and push your LinkedIn post to the top of Pulse.
The content above is an excerpt from our guide, A Guide to Getting Started with LinkedIn Marketing. In the full version, you'll learn what makes LinkedIn different, how to build your Company Page, establish thought leadership and use LinkedIn Groups and LinkedIn Ads, as well as the importance of publishing on LinkedIn Pulse.