Sometimes it’s not about actually HAVING a secret weapon – it’s about grabbing low-hanging fruit when your competitor’s aren’t. (tweet this)
It may not be sexy or glamorous – but if you are integrating digital tactics into your PR, a simple solution to gain visibility for your CEO (or other leadership executive) is this: use LinkedIn’s publisher platform.
What is it? LinkedIn’s on-site blog platform allows a member to post articles on LinkedIn. Not only will it show up on the feed of those who are connected to the member’s profile but, if you’re lucky, it will show up on the new LinkedIn Pulse industry news feed.
Anyone with a pencil icon on the right side of their status box can publish a long-form post. It works like most blog platforms, so you can upload photos, highlight a quote, create hyperlinks and change basic font and size settings.
It looks like this:
Once you’ve clicked on that pencil icon, the page where you’ll actually post your article has a toolbar very similar to Word or WordPress:
If you have a CEO, CMO or other leadership executive who is willing to provide you with their log-in details (or will post what you send them), and are open to be interviewed on a consistent basis, then you can write bylines on their behalf for LinkedIn.
It’s a great opportunity to focus on industry trends, thought leadership and company culture – and let their voice be heard.
One caveat – MAKE SURE it actually is their voice. Interview them and share THEIR opinions, not yours. (tweet this)
Regular posts can build up very nice visibility for them, lending credibility and influence to the brand they represent.
FIVE WAYS TO CREATE VALUE.
1. Every time you distribute a press release, write a LinkedIn post with their perspective or additional “insider details,” then link to the full press release. Don’t just copy/paste the press release – dig deeper, humanize it, add perspective or share details not otherwise available.
2. Create a quarterly trends post showcasing their thought leadership ideas or forecasts in the post. Once it is live, share their article on the LinkedIn company page and other social media assets, as relevant.
3. Treat it as an employee retention and human resources tool, using the editorial space to “interview” valued employees and even open positions, sharing details about the company and/or culture that might not be appropriate for a job post – but that are enticing enough to make existing employees feel valued and recognized, or sharing enough of the company culture to be a draw for new talent.
4. If you don’t do an annual report, consider using the LinkedIn publisher platform to share information on the company when your calendar or fiscal year ends: projections for the next year, financials (if you don’t want to share actual numbers, consider using percentages to show growth and trends), major milestones for the year, etc.
5. Miss out on industry news where other experts were quoted, but not your CEO? Write up what they WOULD have said in the interview as an article, referencing and linking over to the original piece of content. Then, leave a comment on the original article, if you can, sharing a sentence or two then linking over to the full post on LinkedIn.
If you haven’t considered LinkedIn as a platform for company news and executive thought leadership, go check it out. It delivers a built-in audience and just might be that missing editorial platform you’ve been looking for.
And it’s a GREAT example of today’s digital PR! I <3 it.
One last thing to keep in mind is that LinkedIn is an earned media platform. It’s rented space that can disappear with no notice and is completely out of your control. Keep that in mind so it becomes a part of your overall content marketing strategy, but isn’t your ONLY strategy.
If you run with this idea, let me know how it turns out or share a link in the comments, so we can bask in your glory.