Si vous utilisez LinkedIn, vous avez dû voir passer des notifications d’articles publiés par les professionnels de votre réseau. Je vous propose de découvrir une émission ebezz TV à laquelle j’ai participé avec Didier Mazier pour vous expliquer comment avoir accès à cette fonctionnalité.
Comment publier des articles LinkedIn ?
Pour publier un article LinkedIn, rendez-vous sur votre Accueil. A l’emplacement où vous partagez des articles ou des images, cliquez sur « Publier un post » :
Une interface de création d’article va s’ouvrir :
Vous n’avez plus qu’à rédiger !
Où se trouvent les articles une fois publiés ?
Ils apparaissent sur votre profil :
Et vous pouvez tous les consulter ainsi que les statistiques en suivant le chemin suivant :
Ils se retrouvent également dans Pulse : cliquez sur Centres d’intérêt > Pulse.
Comment mes contacts sont-ils prévenus ?
Ils reçoivent une notification :
A noter : si vous ne voulez plus recevoir ces notifications en provenance d’un de vos contacts, vous pouvez vous désinscrire :
Comment utiliser les articles LinkedIn ?
Il y a plusieurs pistes à explorer. La première règle est de ne pas copier-coller vos articles de blog sur LinkedIn. Cela pourrait être considéré par Google comme du contenu dupliqué et vous pénaliser.
Si vous avez des articles à rédiger de manière régulière et que vous souhaitez améliorer votre référencement, je vous conseille de préférer un blog plutôt que LinkedIn. Un article de blog crée une nouvelle entrée vers votre site internet et est pris en compte pour votre référencement contrairement à un article LinkedIn.
Mais l’avantage avec les articles LinkedIn est que vous publiez directement auprès de votre réseau, dans un contexte professionnel sans être embêté par le « bruit » autour. Donc, à tester ! Vous pouvez utiliser les articles LinkedIn de 2 façons :
1. Avec du contenu unique
L’objectif est ici de vous faire connaître et de renforcer votre image d’expert.
LinkedIn peut vous contacter pour mettre en avant votre contenu s’il considère que vous publiez du contenu unique à forte valeur ajoutée.
Vous pouvez donc utiliser les articles LinkedIn pour plus de visibilité, de manière ponctuelle avec de nouveaux articles. Si vous avez des contenus à valeur ajoutée à partager, n’hésitez pas à publier de temps en temps un de ces contenus sur LinkedIn plutôt que sur votre blog. Vous aurez accès à toutes les statistiques vous permettant d’analyser les résultats et de comparer !
2. En renvoyant vers votre blog
L’objectif est ici de vous faire connaître et d’amener du trafic sur votre site internet. Si vous avez mis en place une stratégie vous permettant de collecter une base de données, cette solution peut vous correspondre.
Il s’agit ici de partager vos articles de blog :
- en ne mettant que l’introduction avec un lien vers votre articles pour lire la suite
- en faisant une synthèse de votre article avec un lien pour lire l’article complet si le lecteur souhaite approfondir
Attention, si vous choisissez cette option, ne le faites pas systématiquement avec tous vos articles de blog (voir dernier paragraphe ci-dessous).
Dernier conseil : ne spammez pas !
Depuis le lancement de cette fonctionnalité sur LinkedIn, des articles sont publiés à tort et à travers. Je vous conseille vraiment d’éviter de tout « balancer » dessus, vous allez juste agacer et nuire à votre image. Certains se plaignent déjà du manque de qualité et regrettent l’époque où Pulse (où se retrouvent les articles) n’était accessible qu’à certains référents.
Personnellement, c’est le troisième article que je partage juste avec l’introduction et j’en ferai peut-être un prochainement uniquement sur LinkedIn pour test. Cela n’engage que moi mais je pense que c’est suffisant : juste de quoi se rappeler à son réseau de temps en temps.
N’hésitez pas à partager vos retours sur cette fonctionnalité par commentaire ! Plein d’autres contenus sur la chaîne, abonnez-vous : https://www.youtube.com/channel/UCkli9PehalHOyrPUI3dlktw A vite 🙂
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