5 Tips for Posting Pulse Articles on LinkedIn

LinkedIn Pulse uses an algorithm to determine how it should source your post. It matches content to an industry professional’s interests. So if you are a healthcare provider, you won’t receive posts on accounting.

There are ways to optimize LinkedIn Pulse to better reach intended audiences. Here are some suggestions based on research:

1) Social Validation Ratio

Social Ratio

The LinkedIn Pulse algorithm uses as social validation ratio to determine how often it sources a member’s Pulse post, says data scientist Andy Foote. The relative number of views doesn’t matter. Instead, the percentage of likes, reshares and comments per view is what triggers a featured article in Pulse.

Sharing your post as soon as you publish is critical. Send it on to your most engaged communities. You need people to like, share and comment to achieve the right ratio. I can already see scenarios where people are gaming initial social engagement to trigger featured Pulse articles.

2) Timing Is Important

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Because social validation drives success you want to publish on days when most people use LinkedIn. Those tend to be Monday through Friday during business hours, with an emphasis on Tuesday, Wednesday and Thursday. You can further refine time-based optimization by targeting times when people are at their desks; before work, lunch hours, or the end of the business day.

3) Format Posts for Social Validation

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Creating strong posts means requires a few things to make content more share and comment worthy. These are blogging best practices, but just for the sake of being intelligent about formatting let’s offer a few reminders:

  • Use relevant and interesting images. There’s a reason why LinkedIn suggests a strong header image. But go further. Build subheads, and use a new image every three to five paragraphs. Or you can build a BuzzFeed-esque post with subheads for every paragraph. List posts do seem to go further than the average essay, but you better be sure the content is awesome. There’s nothing worse than a lame, self-promotional BuzzFeed hack. You can also embed rich media if you have good video content or Slideshares you’d like to add.

  • Titling is important to drive interest from readers. It should also be descriptive and match back to keywords that will signal to the algorithm which audiences will prefer the post.

  • Offer links to give readers additional insights and depth. LinkedIN’s editor recommends you do this as a matter of good form.

    The social network does recommend generous linking. As far as ranking content goes, LinkedIn’s Pulse algorithm is closely guarded, but if it is anything like Google’s, it rewards posts with strong links. Generally speaking, Google likes sourcing content with frequent and credible links, as it provides an extended and good user experience. Since Google actually indexes LinkedIn posts, this a good practice regardless of how LinkedIn factors links into its algorithm. You want to rank well with your post.


  • There are those that preach long form, and others who say short form matters most. Most of the posts I see succeeding on Pulse are greater than 500 words, but not more than 1000. Brian Lang’s research confirms this observation. At the same time given how few posts actually extend beyond 1000 words, it may be the odds of success are higher with long form.

4) Write for the Audience

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It’s really important to keep content laser focused within the sector. The algorithm will source content to audiences based on keywords and phrases. And it will also exclude audiences if the content won’t appeal to them.

5) Tag Your Posts

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The 10 most overused buzzwords on LinkedIn.

LinkedIn specifically recommends tagging your posts. You can add up to 3 tags in each post, but you cannot customize the tags, instead using what LinkedIn has offered for categories. To add tags:

  • Scroll to the bottom of your post.
  • Click the Tag icon next to Add tags like consulting, sales, marketing…
  • Click into the text box and begin typing.
  • Select an available tag from the drop-down.

These five tips should help your LinkedIn Pulse Article go further than just a standard text-only piece that one might be tempted to post.

Don’t Expect Campaigns to Disappear Anytime Soon

Sometimes I wonder about supposed technology trends that are discussed. One of the latest trends I am hearing about is the death of the marketing campaign.

Marketing technologists and analysts say that new tools will put an end to the dreaded campaign. My response? Don’t bet on it.

In the mid 2000s, this meme emerged for the first time. Then, the end of the marketing campaign was a Cluetrain Manifesto-esque railing against corporate treatment of customers. Thanks to social media, corporations would be forced to talk to customers, one to one.

What ended up happening was a new way for brands to cultivate loyalists, customers used a different public channel to complain (hello, Twitter!), and an immense amount of data was created. As for the marketing campaign, it now includes social media.

This time, contextual media and broken funnels drive the meme. Automation solutions will use data created from social media, and companies will be forced to create Choose Your Own Adventure content and lead paths to better serve customers. Global campaigns will end, forcing niche campaigns.

Sound familiar? I think so, too, though a bit more realistic than the one-to-one argument from the prior decade.

Why Campaigns Won’t End

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Marketing automation will empower companies to create strong niche campaigns as opposed to deploying one-size fits all efforts. Though customized and more targeted, this will not end the campaign, rather make it more sophisticated with better tools.

The problem with ending campaigns is threefold. First, marketing campaign critics always address the matter from the perspective of the customer. They forget that campaigns are often a function of corporate budgets and anticipated profits. The same could be send for nonprofits and annual fundraising.

Budgets and revenue are time-bound, especially for public companies. This creates a compelling reason to develop specific campaigns within budget that achieve the necessary results, all to satisfy shareholders, owners, and keep companies and nonprofits alive.

Second, customers don’t react to campaigns, say the pundits. Well, actually customers just don’t like marketing period, but they do react to campaigns when they need/want a product or service. What the Internet evolutions of the recent past have shown us through tracking is a much more sophisticated non-linear sales cycle.

OK. So, that tells me that marketing campaigns will become more sophisticated, with better tools (automation, for example), more transmedia options for customers to accesss information, and more specified messaging. But like the social media era, the campaign evolves. It doesn’t disappear.

Finally, campaigns address a human need on both the customer and the company side of the equation: A desire for new. Whether it’s a mobile phone, a car, or a software solution, people have come to expect new evolutions from their current provider and competitors alike. Similarly, new products and services drive growth and competition amongst companies.

Guess how new products and services are launched? You got it, with campaigns. Customers may not like marketing, but they like the same old boring marketing campaign even less. The campaign helps fulfill the core need of new.

Until Wall Street ends quarterly expectations and companies and nonprofits stop functioning on an annual budget; the ability to adapt to customer expectations disappears; and the need for new things ends; marketing campaigns are here to stay. I’ll check back with the pundits in the 22nd century.

What do you think?

A version of this post ran originally on the Vocus blog.

Getty Images Move Too Little, Too Late

In the past two weeks Getty Images made its images available for free on a limited use basis to anyone on the Internet, and severed its relationship with Yahoo!’s Flickr. On the surface, this seems like a great thing for those of us who create content and/or spend hours navigating the web.

But the deeper I dig into the “free Getty Images” announcement, the less I like it. Some of the issues include:

  • Turning bloggers into sales reps by making a licensing disclosure a part of embeds as well as sharing buttons.
  • Providing thousands of complimentary links to Getty’s site thanks to the embeds on bloggers site.
  • Limiting image size, in turn defying the trend towards responsive design.
  • Hoping that amateur photographers will resubmit their portfolio through a weak uploading site and app.
  • Assuming that amateur and pro photogs will promote their partial limited Getty portfolio instead of their full portfolios on websites, Flickr and Instagram, all of which already have organic followings.
  • Deploying unfriendly and limited embed and sharing functionality on the photos.

As a Getty Images licensed photographer with a whopping total of 11 photos on the site, these details don’t motivate me to use their service, both as a blogger and as a photographer. It’s nice to say that I have been licensed, but that’s about the sole value of it.


Here is a sample of a Getty Image embed.

Beyond the technical details, Getty Images’ moves are too little, too late, and won’t change anything.

Getty Images’ moves may be a direct result of the social web’s demand for social photos as well as those embedded via Creative Commons, Flickr Creative Commons, and Instagram. Photos have become a primary driver of visual storytelling in social media.

As a result, Getty Images has to have suffered lost licensing fees, and has definitely experienced increased piracy. The move represents a measured gesture to capture some of that social photo and content marketplace. Why else would Getty Images suddenly severe its Flickr relationship, and tell Flickr/Getty Image portfolio members they can soon upload directly? Perhaps they will give bloggers an affiliate deal on licenses next?

While Getty Images brings quality and reputation to the table, it doesn’t offer ease of use, accessiblity, or transparency (e.g. money and licensing fees gained). These moves are not enough in the larger context of digital photography ecosystem.

Nice pictures, though.

What do you think?

Social Results Will Stay Small

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Chart Source: CMO Survey

If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes.

Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales.

The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint.

Customers don’t care about social, in-store, mobile, content marketing, white glove treatment for influencers, or any of the other strands of spaghetti you see strewn across the marketing blogosphere wall. They don’t care about integrated multi-channel approaches either.
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Actors and Directors

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If you listen to conversations about online power — at least those supported by bloggers — strength centers on the individual voice. Yet, now that big money has arrived online, the solitary influential voice represents a role player in the Internet ecosystem.

Let’s use a metaphor to illustrate this point: Hollywood and its power structure of actors, directors and producers. Individual voices represent actors. Entities like budget-rich companies investing in online media, traditional media companies, publishing houses, and already successful individuals are the directors and producers.

This is not to demean individuals that have made a name for themselves online. Consistently excelling online as an influencer takes significant effort. There’s a reason why so many social media voices are obsessed with influence.

You can debate whether people garner attention or become noteworthy for achievements, but long-term success is not an accident. It’s the result of doing something right consistently over time.

Back to the metaphor… Everybody wants to work with the most successful actors (cough, stars [ugh]). We know this. Any blogger just needs to show you their in-box and the heaps of spam pitches they receive as proof points.

BUT.
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The End of the Social PR Revolution

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Image by OakleyOriginals

In building the program for xPotomac (February 25th), I sought to address a sea change in media evolution. That change spells the end for the social PR revolution, a marketing movement embodied by brand-led conversations over the past seven years.

We are currently experiencing a throttling of branded, online grassroots power. Specifically, it’s becoming harder and harder for marketers to be seen with branded earned media and social updates.

This evolution is best evidenced by the increasing role of owned and paid content placement (as discussed, content marketing is the 21st century nice description of advertising), and social or native advertising.

Other signs evidence this change, too. Social search and stronger policing of black hat SEO by Google has put a premium on paid search again. Facebook’s use of Edgerank to force companies and individuals alike to pay for attention is another harbinger of this fate.

The rise of big data and the forthcoming wearable computing revolution — themes that run throughout xPotomac — will cause a further throttling of online grassroots pipes.

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