Australian agency influencer of the year program. Find your voice. How to write for LinkedIn

1. THRE
E Technical :
Find Your Voice
Daniel Hochuli
APAC Head of Content
LinkedIn
#agencyinfluencer2017

3. CONTENTS
What to create
The best practices
How to become an influencer
What are your next steps
#agencyinfluencer2017

4. Ran for 5 months and attracted over 370 participants
across nearly 30 media & marketing agencies in
Australia.

5. PUBLISH
Why write and share, and how to find
ideas for your posts in your professional
life and in the news cycle.
SHARE
Building your writing muscle, getting
comfortable with imperfection,
knowing your audience and hitting
that “Publish” button.
CONNECT
It’s not over when you’ve published!
Building your audience, continuing
the debate and responding to
feedback.And then starting over…
P U B L I S H I N G A C T I V I T Y
Publishing frequency (15%)
Page views of articles (20%)
Engagement of articles (25%)
PA S S I V E ’ A C T I V I T Y
Profile views (10%)
Connections (5%)
Skills endorsements (5%)
S O C I A L A C T I V I T Y
Share frequency (5%)
Engagement of shares (15%)
#agencyinfluencer2017

6. PUBLISHING
1 POST A WEEK
#agencyinfluencer2017

7. PUBLISHING
OBSERVE THE NEWS CYCLE AND
JOIN AN EXISTING CONVERSATION
#agencyinfluencer2017

8. CONNECT
The average number of connections
in the top ten 2016 was 1,600.
#agencyinfluencer2017

9. S ha r e s
• Share your experiences
• Share your career milestones
• Share your thoughts and opinions
• Share your events
• Share your Publishing posts
• Share industry news
• Share your company’s news
• Share market trends
• Share your colleagues content
• Share content from thought leaders
Internal External
#agencyinfluencer2017

10. S ha r e s
ABOUT 2 SHARES
A DAY

11. #agencyinfluencer2017

12. How to Publish a post

13. Cover Image
Thumb stopping headline
Your content
body
Rich media

14. 80% OF YOUR VISITORS WILL READ YOUR HEADLINE – BUT
ONLY 20% WILL GO ON TO FINISH THE ARTICLE.
Headlines
#agencyinfluencer2017

15. Headlines
http://buzzsumo.com/blog/key-trends-in-linkedin-publishing/
Unique
URGENT TRUE
USEFUL
#agencyinfluencer2017

16. Headlines
http://buzzsumo.com/blog/key-trends-in-linkedin-publishing/
#agencyinfluencer2017

17. Don’t fear ‘click bait’ as long as the content
lives up to the promise.

18. The 5 P’s of PUBLISHING
Personal Practical Professional
Predictions & Progress Point of view

19. Your Knowledge /
Passion Space
YOUR NICHE LIVES HERE
What Your
Audience Needs
To Know
http://contentmarketinginstitute.com/content-inc/framework-sweet-spot/

20. O U R M I S S I O N
Connect the world’s professionals to
make
them more productive and successful
#agencyinfluencer2017

21. http://buzzsumo.com/
Word Count & Length

22. Images #agencyinfluencer2017
Personal Brand Desire Text/tips
Meme Emotion Graphic

23. Image Best Practices
Is the image relevant to the topic?
Is the image the proper resolution?
(700 x 400 pixels)
Will the image attract your target audience?
Have you given credit to the image creator?
#agencyinfluencer2017

24. Editing
Chunking
Keep paragraphs short. Follow the rule of
• Three sentences in a paragraph.
• Three paragraphs under one heading.
Bullets and numbered
lists
When people want to consume information
quickly, lists and bullets are helpful.
Check it with a partner
Have someone to bounce your Publishing post off
as a sanity check.
Add ‘break outs’ to guide
readers through your content
Presenting hunks of seemingly endless text turns
readers away, but bold text helps guide the eye
and break up long content passages into more
digestible bites.
#agencyinfluencer2017

25. Amplify
Drive traffic from other social media
channels
Syndicate content you’ve published
elsewhere on LinkedIn Publishing
Ask you employees / work colleagues to
elevate your posts by sharing it
SAVE TIME!!!
SCHEDULE!!
“I would re-share content on
LinkedIn at least twice and
then again on Twitter at least
another three times.”

26. 26
#agencyinfluencer2017

27. Publishing - Long-Form BloggingShares - Ad-Tech Share of the Day

28. Recognisable
Branding
Clear Audience in
Mind

29. Personal
Opportunity
“I've been luckily enough to be put on
the edge of theAdNews Power 50 list.”
Content
Opportunity
“We have launched a quarterly
debating series.The LinkedIn
platform was used to promote the
event, organize the tickets and even
explain the rules.”
Business
Opportunity
“Since beginning the program there
has been dozens of new new Ad-Tech
companies, that I'd never heard of,
which have reached out to me.”
A Support
Network
“Not a day has passed in the last 6 months
without some type of friendly rivalry
between some of competitors at Group
M.”
New Passion
“At the beginning of the LinkedIn program I was dreading the process
but towards the end I was really looking forwards to it. I needed my
'weekly writing fix.”
https://www.linkedin.com/pulse/experiences-from-linkedin-influencer-program-timothy-

30. Meritocracy
LinkedIn Publishing is not monetized.
Opportunities like this don’t exist on other platforms
Success depends on your efforts and tactics
#agencyinfluencer2017
“Youdon’thaveto beofficiallydesignatedas an influencerto succeedonLinkedIn.”
- Buzzsumo

31. #agencyinfluencer2017

32. Partner Up
Pick a partner who will challenge you, motivate you
and champion you.

33. Ladies, Where you at?
2/10
“One of my goals as an agency
influencer in 2017 will be to actively
promote & encourage more women
taking part in the program and in
turn more of a voice & presence on
LinkedIn.”

34. Young’ns, Get involved
AUSTRALI
AN
N E W C O M E R
Agency Influencer
of the year

35. A Recipe for Success
1 blog post a week 3 x amplify your content each week
(LinkedIn,Twitter and Facebook)
4 requests for endorsement a week
(Send an in-mail to four colleagues)
5 new connections a week
2 pieces of content shared a
day
(1 Internal; 1 External)

36. Get out there and make yourself a
LinkedIn Agency Influencer!
#AGENCYINFLUENCER2017

37. /danhochuli