By Danny Rubin

If you’re like me, you’ve probably logged onto LinkedIn a bunch of times and never noticed one of its best features.

It’s not easy to spot but can make a big difference for your brand and business.

See the red box I created above? It surrounds a pencil icon and when you click on the pencil, you’re taken to a page to post your own content.

I know. I never saw the pencil either.

The “post” screen is pretty straightforward. You need to preview your post at the bottom before you push it live.

If you want to see an example of LinkedIn content, check out a post I published a few weeks back.

The Six Most Powerful Words in Networking

What’s the point of all this content stuff?

LinkedIn is more than a place to store your online resume. When you publish your own content, it often shows up in LinkedIn emails that go out to your network. Then people see you writing great stuff about your industry and think of you as the all-important SME (subject matter expert).

That’s public relations on a LinkedIn level.

And if your writing is REALLY good, LinkedIn might even show it to a wider audience than your immediate network.

If you have a company or personal blog, copy and paste your posts and add them on LinkedIn. Additional exposure for free with minimal effort.

Or take an hour and craft an original post. Either way, it’s time well spent.

A few LinkedIn posting tips

– Use bold on occasion to highlight certain words and phrases.

– Keep paragraphs short (1-3 lines) so you don’t create large blocks of text that are tiring to read.

– Provide useful information based on your business or industry. As yourself : what would your extended LinkedIn network find helpful?

Any LinkedIn posting questions? 

Ask in the comments or email me (danny@rubincommunications.com)