LinkedIn Pulse: what it is and how to use it

You know LinkedIn Pulse , right? The blogging platform inside the social network dedicated to professional relationships is revolutionizing the social web. In reality, Pulse is only an exponent of social blogging , or of those realities (such as Mention and Facebook Notes) that allow you to create content in an already formed community.

In the case of LinkedIn Pulse, the mechanism is clear: you have your LinkedIn profile , enter the section, publish an article, share it with your contacts.

Nothing hosting , no domain, but a lot of visibility due to the publication of posts in an already active community: the Pulse users.

But before I understand if this solution is right for you, I think it’s okay to give introductions. Starting with the partner platform: what is LinkedIn Pulse?

What is LinkedIn Pulse: technical definition

This is a service provided by the platform of the same name that allows you to generate a blog inside the profile.

With LinkedIn Pulse you can create simple and essential articles, but with all the features to allow the author to communicate through a studied and well-structured web page.

una schermata del blog su linkedin pulseHow to use Linkedin Pulse

I have been following several accounts, and I think there is some confusion about the actual use of this tool. At least from my point of view, of course.

Here’s, in my opinion, how to use LinkedIn Pulse .

No duplicates, thanks

The first step you need to put into practice on LinkedIn Pulse: set aside any bounce of published posts .

You get the point: you don’t have to use LinkedIn to copy your articles, you don’t have to use this tool to repurpose content posted elsewhere.

Same goes for the preview. I’ve seen several cases of articles on LinkedIn Pulse that echoed the first paragraph of a post . And then the link to the original article. This is a distorted use of Pulse, a platform that has all the credentials to become an excellent tool for publishing special content.

With LinkedIn Pulse, in fact, you can insert images, links, formatting, headings. You can work on readability and get a good result even if you don’t have all the customizations of a WordPress blog.

Don’t use this as a simple place to collect duplicate content . On the contrary, use it to create a specialized column for your content marketing activity.

Personal branding with Pulse

I think Pulse is a good solution for personal branding. Of course, independent blogging is always the main solution. But Pulse has an advantage: it brings content together around your online resume. And these contents are not limited to the LinkedIn world: they can be shared on other social networks and are indexed on Google.

This means bringing traffic, targeted traffic and potentially interested in my professional profile. With LinkedIn Pulse you can make yourself known by your niche, by the people who follow you on LinkedIn, and you can make sure that your name (ie your brand ) is associated with positive values. To do this, of course, you need to publish articles with a technical profile .

Are you a webwriter? talk about your world. You deal with SEO ? Tell your readers how you solved a problem for your client. You need to become a benchmark for your niche, and the work done with LinkedIn Pulse is important. Also because it allows you to solve another fundamental problem: finding new customers.

Finding new customers with Pulse

The logic is always that of inbound marketing: being found by the right people when they need you. With Pulse you can create useful content for your potential customers, you can be found with a good internal distribution and external activity on LinkedIn.

That’s why I started this article talking about contents: they must be perfect, they must be studied around the needs of people who need a professional figure similar to yours. You can’t use LinkedIn Pulse as the place to store your official blog scraps, it would be a misstep.

A tip? Try to transfer a topic addressed on your blog (for example the freelance or social media marketing section) in this new reality and develop in-depth articles, full of information. Or decline the articles you already tackle on your blog under another point of view . In short, you have several choices to avoid posting crap on LinkedIn Pulse.

So, is it better to post only on LinkedIn Pulse ?

Or would you prefer to consider other realities? The situation is more complex than the one I described , a lot depends on the goals you have decided in terms of digital marketing.

Blog or LinkedIn Pulse, when and how to choose

Is it better to write and publish with LinkedIn Pulse or a proprietary blog? This is the typical question of those who still have some hesitation with respect to the tool to use to write online.

In reality LinkedIn Pulse offers a number of structural advantages that allow you to create real articles that can go beyond the social platform .

You can share content on Facebook and Twitter, just like you would on any web page. So what do you have to choose?

Why open an independent blog if your idea is only to write and use content to trigger a virtuous process of inbound marketing?

Read on for the answer.

Better to publish with the proprietary blog?

This is the key question: Why forgo the comforts of LinkedIn Pulse and embrace blogging on WordPress? You must purchase hosting with its domain and set up the site with templates and related optimizations. It’s not easy but in the end you have a product with a unique value.

That is a proprietary blog . Everything you do on this platform is up to you, it brings traffic to your project and, above all, it can be modified and customized in any way.

For example, you can do a good job in terms of SEO optimization and reach out to people doing Google searches relevant to your industry. This is a good way to find new customers online, and with LinkedIn Pulse such options aren’t valued at their best.

Of course, to start writing with this social blogging platform it only takes a few steps . But is it really what you are looking for? Simplicity is not always enough to make the best choice.

Blog or LinkedIn Pulse, which you should prefer

The solution is clear. If you want to work on personal branding and you are interested in reaching only the people you find in the LinkedIn universe, you can work with Pulse. From a B2B this can be the best solution, especially if you are looking for a resource capable of using minimal resources .

In terms of maintenance and optimization, LinkedIn Pulse requires little attention. Creating content remains part of your daily commitment , but you don’t have to worry about the rest.

A remnant which however becomes essential to obtain different results. LinkedIn Pulse can be an ideal blogging platform to reach people who follow you on this social network, and in some sectors it can do well . But what if your potential customers are located elsewhere? For example?

What to do if you need to intercept them through Google? You can’t do good SEO optimization on this professional relationship service, or rather: you have no power.

No useful steps to edit the meta tags, zero influence on the structure of the site and factors that can give good results in terms of inbound marketing through Google and other search engines.

Which solution did you choose to publish?

LinkedIn Pulse is perfect for personal branding, an independent and professionally managed company blog helps you on your ongoing mission to conquer positions on the serp . But also to generate landing page effective, do lead generation and create informative content.

The ideal condition? Work well on both platforms.

Having a blog on WordPress for some purposes and one on LinkedIn to reach the people who follow you on this social . But beware of the easy temptation to recycle content from one platform to another.

It’s not the right way to work with content marketing, you know. In this case you should have an editorial calendar for each reality. Do you agree with my point of view?

Linkedin Pulse: your opinion

In this article you will find my personal experience, an experience that leads me to use LinkedIn’s Pulse as a independent blog. A blog linked to your professional sphere that is not a simple re-proposal of the main project: in this case it would be useless for those who already follow you on other channels.

And the risk of removing traffic is not to be underestimated, without forgetting the creation of duplicate content .

This, of course, is my opinion: the point of view of those used to blogging with a CMS and by publishing articles with maximum independence.

If you want to deepen my point of view you can take a look at the video blogging course organized for Samo Academy, otherwise you can leave your idea on LinkedIn Pulse in the comments.

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