Earlier this year, LinkedIn announced LinkedIn Publishing for all users. LinkedIn users are now allowed to publish articles directly to the LinkedIn platform to be found via the Pulse app.

Successful marketers understand the impact social media has on the amplification of content. While sending a tweet or status update will help you reach your social following, LinkedIn has created a platform that will allow you to reach a much larger audience outside of your immediate following. I have read articles that debate the importance of owned articles on your personal or business website versus articles published on the LinkedIn platform.

Most marketers believe you must publish on your personal website. Therefore, you have full control of the content and platform, and if a social network such as LinkedIn makes substantial changes, your content will not be affected. You are also able to track metrics beyond basic reach and social shares.

Others make the argument that for small business owners, their owned website does not provide a large enough audience to provide value. Therefore, publishing on LinkedIn exclusively will increase the reach of your content and improve your brand visibility.

Which platform will produce the best results?

The Problem

As a social marketer in the staffing industry, I had difficulty reaching a much larger audience. While Haley Marketing Group is the largest provider of marketing services to the staffing industry, not all staffing and recruiting professionals subscribe to the company blog. Thousands of recruiting professionals use LinkedIn daily to fill job orders.

The Solution

Use the LinkedIn publishing platform to publish the 25 Social Media Posts Every Staffing Firm Should Share in the Recruiting category of Pulse

Summary

I originally published 25 Social Media Posts Every Staffing Firm Should Share to the Ask Haley Blog on the Haley Marketing Group website.

Ask Haley Blog

The published blog to the Ask Haley blog received the following results from March 26, 2014 to June 10, 2014:

  • 181 pageviews
  • 170 social shares
  • 73 Conversions on the website

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LinkedIn Publishing

The published blog to LinkedIn publishing platform received the following results from March 26, 2014 to June 10, 2014:

  • 572 pageviews
  • 72 social shares
  • 11 LinkedIn likes

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Which platform provides the most value to me? The owned platform of Ask Haley, that produced more social shares and conversions, or LinkedIn Publishing that produced more visibility for the post?

Conclusion

Using both owned and social platforms, marketers are able to reach a maximum audience. By using LinkedIn’s publishing platform, my content was able to reach a much larger audience as well as receive more social shares. Also, both platforms provide access to a different audience. The readership on the Ask Haley blog is mostly search visitors interested in marketing strategy for the staffing industry. LinkedIn however, provides readership from all recruiting professionals using LinkedIn as a recruiting tool, not necessarily looking for marketing services.

In the end using both owned and social platforms provided a combination of results that helped my article reach a larger audience.

  • 753 views
  • 242 social shares