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Why you should use LinkedIn Pulse to self-publish

Matt Kapko | March 23, 2015
Online self-publishing isn't the bore and chore it used to be. Today almost everything is automated, and the most important choice for individuals and brands is picking the right platform, based on the goals they're trying to achieve.

Anna Julow Roolf, senior active executive at BLASTmedia, a digital marketing agency, says LinkedIn stands out as a self-publishing platform because of its capability to help users showcase expertise to relevant and interested audiences.

LinkedIn is a viable and less rigid alternative to more traditional blogging platforms, such as WordPress, according to Roolf. "The biggest benefit [is] that you don't have to do as much of the promotion legwork required with something that's independent from your existing social network profiles," she says.

LinkedIn Pulse is a blog and a social network

LinkedIn's self-publishing platform "lies somewhere between blog and social network," Roolf says. "How and when to use it, depends on your business objectives."

Kathy Caprino, a career coach and leadership trainer, wrote the second-most-viewed LinkedIn post of all time (including Influencer posts), which has nearly three million views to date. After that June 2014 post went viral, Caprino told LinkedIn that it "opened doors for new projects, consulting gigs, speaking engagements, and radio and TV interviews."

Simple, insightful ideas from experienced individuals are indispensable in any professional, according Kothari. "People have all these learnings but it's really hard for them to communicate that or get to the right audience," he says. "This is where LinkedIn really shines because we know a lot of interesting data points and we can connect those dots and get the right content to the right people.

"We believe that for all the professional content there is no other place that can get you to the right audience better than LinkedIn," Kothari says.


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