Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

65Writing for LinkedInAlways Be Helping

It thrills me to see LinkedIn gaining ground as an interesting place to hang out. I've long held that LinkedIn is the dark horse of the social media platforms—or, at least, it's the workhorse of the bunch. If Twitter is where you go to meet people you don't know and Facebook is where you go to talk with people you do know, then LinkedIn is where all of you can meet up to get stuff done together.

LinkedIn's effort to become a daily content destination is transforming it from merely a digital Rolodex to something inherently more valuable and more interesting. In addition to the site's individual profiles, businesses can also maintain Company pages, follow influencers, access news and updates via the mobile app Pulse, and create Showcase pages to highlight company brands, products, and services.

It's a busy place. So how can marketers best take advantage of LinkedIn's expanded offerings? I asked Jason Miller, LinkedIn's senior director of content marketing, how marketers can best create content there.

1. Ann Handley: Everyone on LinkedIn should have…what?
2. Jason Miller: Three things:
   1. An optimized profile. Keyword-rich descriptions, standout headline, link-backs to blogs, Twitter handle, and (most importantly), a profile that is actively sharing relevant content on a consistent basis. It's not only great for building a personal brand, it's a fantastic way to increase organic reach for a company's most important content.
   2. A robust company page. ...