In this article, you will learn about LinkedIn Pulse, its history, purpose, and role in the LinkedIn ecosystem. You will also discover what replaced LinkedIn Pulse, and how to utilize the LinkedIn platform to your advantage.
The article will guide you through the process of optimizing articles for reach and visibility. Also, you’ll learn how to utilize best practices for personal branding. Furthermore, you will understand the benefits of LinkedIn Articles for professionals, such as establishing thought leadership, increasing networking opportunities, and sharing industry knowledge.
LinkedIn Pulse no longer exists as a standalone platform. Pulse was integrated into LinkedIn and it is now known as “Articles” which you can find in your regular feed. In other words, articles replaced pulse.
What Was LinkedIn Pulse?
LinkedIn Pulse was a content publishing platform that offered LinkedIn users an opportunity to share their knowledge and insights through articles and posts with their professional network.
The primary purpose of Pulse was to help individuals and organizations showcase their expertise in specific industries. Also, to establish themselves as thought leaders, and engage with professionals who share similar interests.
It was since replaced with LinkedIn Articles and integrated as the core part of LinkedIn. You no longer have to log in to the Pulse platform to access articles, instead, they are in your feed.
Users can now create, publish, and edit articles, with a range of formatting options, such as incorporating images, videos, and hyperlinks. The articles are designed to enhance the professional content on LinkedIn, thus encouraging discussions and engagement amongst users.
The purpose of LinkedIn Pulse was multifold. Firstly, it served as an outlet for professionals to share their experiences, insights, and advice with their peers, helping them develop their personal brand and thought leadership.
Secondly, it provided an opportunity for organizations to showcase their expertise, engage with relevant audiences, and attract potential customers, partners, or investors.
Thirdly, Pulse offered learning opportunities for readers looking to expand their knowledge and acquire new skills. They could access valuable industry insights, follow thought leaders, and participate in relevant discussions.
Everything that was once available on the Pulse platform is now available through LinkedIn articles.
History and Evolution
LinkedIn Pulse was introduced in 2012 as an exclusive content platform for selected, hand-picked influencers who were experts in their respective fields.
Initially, the platform was designed for publishing thought leadership pieces and industry insights from LinkedIn Influencers program members only, which consisted of prominent figures such as Richard Branson, Hillary Clinton, and Bill Gates.
In 2013, LinkedIn acquired the news reader application called Pulse, developed by Alphonso Labs. This app, bearing the same name, was initially designed to curate news based on users’ interests from a wide range of sources.
The acquisition of Pulse contributed to the expansion and evolution of LinkedIn’s content platform, ultimately creating the integrated product we know as LinkedIn Pulse today.
LinkedIn has continuously improved the platform since its inception. The invitation-only restriction for content publishing was lifted in 2014, opening the platform to all LinkedIn users.
This change democratized content creation on Pulse, allowing a greater variety of voices and perspectives to be shared across the professional network.
In 2015, LinkedIn introduced the Pulse app on both iOS and Android platforms to make it easier for users to access and engage with content on the go.
After integrating the acquired Pulse newsreader app with the LinkedIn platform, the company eventually retired the standalone Pulse app in 2017 and merged its functionality back into the main LinkedIn app.
Nowadays, when you visit linkedin.com/pulse/, you will be greeted with this message:
Role in LinkedIn Ecosystem
LinkedIn Pulse used to play a crucial role in the LinkedIn ecosystem, contributing to the overall value LinkedIn brings to its users. LinkedIn has grown beyond being a simple online resume and networking platform.
It now houses an entire content universe, powered by the wealth of professional insights shared as Articles.
Pulse differentiated LinkedIn from other social media platforms, as it focuses exclusively on professional content relevant to users’ interests and professional industries.
By fostering thought leadership within the platform, both individuals and organizations can derive immense value from engaging with high-quality content.
The algorithm ensures that the content shown is based on users’ interests, professional networks, and the industries they follow.
Furthermore, Pulse supported the LinkedIn user growth strategy by attracting new users to the platform to search for and consume the content they find valuable. It enabled professionals to learn from the collective knowledge of a diverse and extensive expert community.
You might notice how some articles will still have /pulse/ in the URL. That doesn’t mean you are taken to another platform, it’s just the way LinkedIn decided to keep it.
Setting Up LinkedIn Pulse
LinkedIn Pulse used to be a separate personalized news feed platform that curates content from various sources, including articles shared by your network of professionals and influencers. The content on LinkedIn Pulse is related to your industry, skills, and interests, making it a valuable resource to keep up with the latest industry trends and insights. Nowadays, it is referred to as articles and no longer pulse.
To effectively write LinkedIn Articles, you must first optimize your profile, connect with your network, and follow industry influencers.
Building connections is crucial to establish your presence on LinkedIn. A solid professional network will help you discover new opportunities, get referrals, and tap into the collective knowledge of your industry.
You can also import your contacts from your email account, Outlook, or other sources. LinkedIn will provide you with a list of people you may know and send them connection invitations on your behalf. Search for people by name, title, or company using LinkedIn’s search feature.
You can also use the ‘People you may know’ section on the homepage to find potential connections.
Also, make sure to follow LinkedIn Influencers. They are successful and authoritative professionals, ranging from CEOs and business leaders to industry experts and thought leaders.
Following influencers allows you to stay updated on their insights, experiences, and predictions about your industry.
LinkedIn Pulse is a content distribution platform within LinkedIn that allows users to stay up-to-date with the latest news, insights, and updates from their network, industry, and interests.
It allows users to create, share, and engage with content to build and nurture a professional brand.
This article will explore the best ways to use LinkedIn Pulse effectively, by curating a personalized news feed, sharing and engaging with content, and utilizing notifications and data.
Sharing and engaging with content is an essential part of using LinkedIn Pulse effectively. It helps to build your professional brand and foster meaningful connections, allowing you to establish your expertise and grow your network.
- Share Relevant Content: Share articles, updates, and insights that you find valuable, from both your network and external sources. Make sure the content is relevant to your professional goals, industry, or interests.
- Add Your Commentary: When sharing content, don’t just hit the share button. Add your commentary, personal insights, or opinions on the topic. This makes the post more valuable to your network and encourages engagement.
- Engage with Others’ Content: Don’t just focus on sharing content, engage with others’ posts as well. Like, comment, or share posts from your network, influencers, or channels you follow. This will not only boost your visibility but also foster relationships with like-minded professionals.
- Create Your Own Content: LinkedIn Pulse (articles) isn’t just about curating and sharing content, it’s also a space to showcase your expertise. Share your own insights and updates to establish your thought leadership within your industry.
Publishing on LinkedIn Pulse
LinkedIn Pulse was a powerful publishing platform that allowed users to create, publish, and share articles with their professional network. This platform was an excellent tool for establishing your thought leadership, building your personal brand, and engaging with your audience.
Nowadays, you can enjoy all those benefits but instead of going to a separate platform, they are directly embedded in the main LinkedIn platform.
To make the most out of LinkedIn Pulse, it’s essential to understand how to create and format articles, use multimedia and visual content, and optimize articles for reach and visibility.
Creating and Formatting Articles
To create an article, click on the “Write an article” option on your LinkedIn home page. This will take you to the article editor, where you can start drafting your content.
Create an attention-grabbing headline that clearly communicates the topic of your article. Your headline should not be too long, ideally between 6-8 words. Use keywords that are relevant to your subject matter and target audience. Your headline is crucial in attracting readers, so take the time to craft a compelling one.
Choose a cover image. The cover image will highlight your article and attract more readers.
Start with a strong and engaging introduction that hooks your readers and piques their interest. Aim to present a clear and concise overview of the topic you will be discussing in the article.
Break down your content into sections, using subheadings to guide readers through the article. Subheadings not only make your content more visually appealing but also improve readability. They make it easier for readers to skim through the content and find the information they are looking for.
Use short paragraphs, bullet points, and numbered lists to make your content easier to read. This will help improve the readability of your article and keep readers engaged with your content.
Before publishing your article, take the time to review and edit your content for clarity, grammar, and spelling mistakes. A well-edited and polished article demonstrates credibility and authority on your subject matter.
Using Multimedia and Visual Content
Including multimedia and visual content in your articles can make your content more engaging for your readers. Here are some tips on how to effectively use multimedia and visual content:
- Cover image: Choose a high-quality, relevant image as your cover photo that represents the theme or topic of your article. The cover image is the first thing readers see when they come across your articles.
- Images and videos: Incorporate images, videos, or slides within your article to support your content, substantiate your points, and break up large blocks of text. Make sure to use original or royalty-free images and videos to avoid copyright infringements.
- Infographics and charts: Visualize data and present complex information in an easy-to-understand format with the use of infographics and charts. These can help convey your message more effectively and engage visual learners.
- Embedding multimedia: LinkedIn Articles allow you to embed multimedia content from other platforms, such as YouTube videos, SlideShare presentations, and Spotify podcasts. Use these external sources to enrich your article and provide additional context or insights.
You can also add LinkedIn Emojis to highlight something 😎.
Optimizing Articles for Reach and Visibility
To ensure your articles reach the widest possible audience and generate engagement, follow these optimization tips:
- Keywords and topic focus: Incorporate relevant keywords and phrases in your article that users are likely to search for when looking for information on your topic. This will help your article appear in search results both on LinkedIn and external search engines. Make sure you use relevant LinkedIn hashtags as well.
- CTAs (Call-to-Action): Encourage engagement and interaction by including CTAs in your articles. Invite readers to share their thoughts in the comments, share the article with their network, or follow your profile for more content.
- Sharing articles: Share your articles on your LinkedIn profile, in LinkedIn groups, and on other platforms such as Facebook, Twitter, and your professional website or blog. By sharing your articles, you increase the visibility of your content and have a higher chance of getting your articles noticed by a wider range of readers.
- Engage with your readers: Respond to comments on your articles, and engage with readers who share or comment on your content. This interaction humanizes your brand and creates a lasting impression for your readers.
By following these guidelines for creating, formatting, and optimizing your articles, you can make the most out of LinkedIn Articles to showcase your expertise and thought leadership and engage meaningfully with your professional network.
Defining Your Personal Brand and Voice
Before you start publishing articles on LinkedIn, it is essential to define your personal brand and voice. This will ensure that your content resonates with your target audience and ties back to your professional goals. To build an effective personal brand, consider the following steps:
- Identify your expertise and niche: Identify the specific industry or niche where you have expertise and can provide valuable insights.
- Understand your audience: Analyze the needs and preferences of your target audience to ensure that your content addresses their concerns and interests.
- Develop a consistent voice and tone: In order to make your content stand out, develop a unique voice and tone that reflects your personality and expertise. This will also make your content more engaging and relatable.
- Curate a professional image: Ensure that your LinkedIn profile and other online presences reflect your personal brand and showcase your expertise. This includes having a professional profile photo, a catchy headline, and a well-thought-out summary.
- Don’t be afraid to share your opinions and perspectives: Share your unique perspectives and opinions on industry trends, news, and developments. This will help establish your credibility as a thought leader and showcase your expertise.
Consistency in Publishing and Sharing Content
Consistently publishing and sharing content is key to building a loyal following and establishing yourself as a reliable source of information. Here are some best practices for maintaining consistency on LinkedIn Pulse:
- Create a content calendar: Plan and schedule your content to maintain a regular posting cadence. This will help you organize your efforts and ensure that you consistently provide value to your audience.
- Share a mix of content types: Publish a diverse mix of content types, such as long-form blog posts, industry news roundups, interviews, and case studies. This will keep your content fresh and engaging for your audience.
- Curate content from other sources: Share relevant and informative content from other industry experts and publications. This will not only help you maintain a consistent presence on the platform but also position you as a well-informed industry insider.
- Repurpose and update existing content: Make the most of your content by repurposing and updating it to stay relevant and timely.
- Monitor industry trends: Stay up-to-date with industry trends and news to ensure that your content is relevant and timely.
Increasing Reach and Networking Opportunities
LinkedIn Pulse was an excellent way to extend your reach, connect with new people, and grow your professional network. The algorithm still works the same, but Pulse is no longer a standalone platform. Each article you publish is automatically shared with your connections, gaining visibility among their networks as well.
This extended reach helps drive engagement and reach a larger audience than you might have otherwise.
As professionals engage with your content, they may choose to follow you, send connection requests, or comment and share your posts. Hence, LinkedIn Pulse provided a natural, organic way to grow your network.
By sharing valuable information and engaging with readers, you can forge new connections, discover new opportunities, and expand your professional reach.
Moreover, since LinkedIn is primarily a platform designed for professionals, the networking opportunities it provides are mostly in a professional context. Having an active presence by writing articles can help you attract potential clients, collaborators, business partners, or employers.
Frequently Asked Questions (FAQ)
1. What is LinkedIn Pulse and how can it benefit professionals?
LinkedIn Pulse was a content platform within LinkedIn, that offered users the opportunity to create, publish, and share articles with their connections. By utilizing Pulse, professionals could showcase expertise, gain visibility, and expand their networks. Ultimately it would enhance their career opportunities and personal branding.
Nowadays, Pulse is integrated with LinkedIn’s main platform through articles.
2. How can users create and publish articles on LinkedIn Pulse?
There is no longer a separate LinkedIn Pulse platform. To create and publish an article, click on “Write an article” located at the top of your LinkedIn homepage. Follow the prompted steps, including adding a headline, images, and text. Once the article is complete, click “Publish” and share the content with your network.
3. Are there specific topics or guidelines for articles written on LinkedIn Pulse?
LinkedIn encourages users to write about professional topics relevant to their industry, experiences, and insights. While there are no strict guidelines, it is recommended that articles be insightful and engaging. Also, make sure you focus on delivering value to readers.
4. How can users increase the visibility and reach of their LinkedIn articles?
To increase the visibility and reach of LinkedIn articles, users should incorporate relevant keywords, tag connections or influencers, and share content across various social media platforms. Additionally, engaging with readers by responding to comments and joining relevant group discussions can significantly boost article reach.
5. Can businesses and organizations utilize LinkedIn Pulse to promote content?
Yes, businesses and organizations can leverage LinkedIn Pulse through articles to share content related to their industry, products, or services. This enables companies to position themselves as thought leaders, increase brand awareness, and foster meaningful connections within their target audience.
