LinkedIn PublishingTrust me – I’m not just saying this because I love LinkedIn.

I’m saying this because up until now, the best sources for user generated content have been Twitter, social blog aggregators like Feed.ly or Flipboard, or digital newspapers like and Scoop.it.

They’re all amazing – but for the most part, these tools are curation machines that have only a small number of users contributing original content. Thus, the main way of using these tools is to build influencer lists for your buyer personas so that you can focus in on only those few individuals that are truly contributing to your industry.

But now LinkedIn is offering a publishing platform.

This tool will allow any user to create essentially their own blog. I see the possibilities here stretching beyond just a normal blog; I see this is the ultimate digital newspaper. Sales professionals will be able to guide their prospects and clients to the landing page of their digital newspaper – see here as an example. Within that digital newspaper, will be a host of articles, videos, and infographics that truly help their buyers through complex buying journeys.

How Do You Use It?

Click on Advanced Search in LinkedIn on the top of your screen. In the drop-down bar (left side) under Search, look up Articles. This will allow you to search for any subject matter and/or any industry experts. As of today, LinkedIn Publisher is filled with well-known influencers and famous names like Bill Gates and Richard Branson.

Going forward however, I believe that the best content will come from analysts and small business owners that are making an impact in their industry. You will be able to follow any person, or subject, with any of their content and influence on a specifc industry.

Here’s a screenshot of how it looks:

LinkedIn Publishing

The Bottom Line

CONSIDER YOURSELF WARNED – THE BEST CONTENT IN THE WORLD WILL END UP HERE. 250,000,000 people can now have a simple voice without having to create a WordPress blog.

If you’re interested in learning more about how you can use LinkedIn Publishing to grow your business, book some time in my calendar and we can explore the possibilities.

Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Jan 14, 2020 8:00 am
The 2020s: The Age of The IP (Intellectual Property) Influencer

At Sales For Life over the last couple of months, we’ve been analyzing our content marketing performance, and of course our content marketing spend. Looking back historically, only a few years ago in 2017, we had a $1 million per year spend in our marketing department, and for lead generation. Our content marketing was truly … Continue reading “The 2020s: The Age of The IP (Intellectual Property) Influencer”

Dec 31, 2019 9:00 am
Welcome to 2020: Content Marketing as You Know It is Dead

When I started as partner at Sales For Life in 2012, I’ll be honest – I didn’t know much about content marketing. I came from the traditional sales world (translation: cold calling), and had just started experimenting with social selling via LinkedIn and Twitter. In short, the idea of content creation was pretty foreign to … Continue reading “Welcome to 2020: Content Marketing as You Know It is Dead”

May 16, 2019 4:57 am
70% of Your Pipeline from Social Selling? Arzoo’s Story

 I’ve just returned from a successful business trip to Dubai, and while I was there I met up with one of our customers, Arzoo Edroos. Arzoo is an account-based seller for Refinitiv and Thomson Reuters, and we’ve been working with her for the last seven years.