Nigel and Bruce Johnston Virtual Coffee, LinkedIn Publishing I recently had the pleasure of catching up fellow LinkedIn coach and trainer Bruce Johnston, who is based in Ontario, Canada, catching up on all things LinkedIn! We had this catch up (pictured right) using Zoom Video Conferencing, which is a wonderful tool that makes those long-distance relationships just that little bit closer. Zoom, like LinkedIn, makes the world a much smaller place and help facilitate the ‘virtual coffee’ like the one I had with Bruce.

Bruce recently shared his Case For Publishing Content on LinkedIn article, in which he revealed the impressive engagement (likes, comments, and shares) figures his recent LinkedIn articles had garnered.

Bruce listed the following benefits that publishing on LinkedIn brings:

It’s worth noting, however, that some would argue that merely achieving engagement from LinkedIn articles that you’ve channelled time, energy and effort into creating isn’t enough if they don’t convert readers into profitable paying clients/customers.

For me, I find the key to success on LinkedIn is not mass marketing and building ever growing networks but delivering value to a smaller number of people who are, or might be, interested in what I have to offer and building a trusted relationship with that small number of people as a reliable thought-leader. This is also the underpinning of the LinkedIn Training and Consultancy services that I offer.

What are your thoughts when it comes to publishing content on LinkedIn? Let me know on LinkedIn and Twitter!

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