Tag : publishing

What's Your Big Idea Publishing Image

What’s Your BIG [Publishing] Idea?

Each of us has a “big idea” for a book and/or consulting program that would be incredibly valuable to others.

Each of us has specialized knowledge, expertise and a story that we can use to create a unique educational product or consulting service – that we can use to monetize our life experience.

We have all seen ebooks, audio books, video courses, webinars, interview programs, and many other formats being sold online. These are all examples of what are called “digital information products.”

A $48 Billion industry…

Yes, you read that correctly, a $48 Billion industry. AND it’s expected to go up to nearly double within the next few years.

The best part is that this type of platform is virtually untouched by the population!

You have been watching as teaching and training businesses are exploding online. What do the famous teachers and big launches have in common? Almost all of them are offering digital information for sale.

If you look around today, you’ll notice three things:

1)  People are reading, watching videos, and listening to information they search for and find online.

2)  The amount of time they invest doing it is growing.

3)  The amount of money they invest doing it is growing.

Over a billion iPads and iPhones have been sold already. And what are these devices used for? More and more, they’re used for reading books, listening to audio programs, watching videos, and attending online courses.

And who is creating the most successful ebooks, video courses, and other digital information products? Regular people, who have learned how to do it, from scratch.

We believe that everyone should have a digital product. Everyone should have a way to share their knowledge with others, and do it in a way that is valuable, so they can market & sell it.

What do you need in order to get started? You need a BIG IDEA.

You need an idea for your product. An idea that is the seed of a product that will share the most important and valuable part of your business and/or life experience and story.

When most people decide to create a digital information product, they begin by imagining the “widest audience” possible, and then creating a product that tries to “appeal to everyone.” It’s counter-intuitive to narrow your niche, and target a smaller group of people. BUT, when you “narrow your niche” you actually target a group that is more motivated, and more likely to buy your product.

Consider the following questions:

Question #1: Is your target customer motivated to solve a problem?

Question #2: Are they searching for a solution to that problem?

Question #3: Are they having a hard time finding the right answer?

By asking yourself these 3 (Imperative) questions, you’re going to be able to qualify not only your idea, but your audience as well! This link will take you to another post that we wrote in order to help prospective authors START writing their outline immediately! For that reason, we reccomend giving it a quick read and start piecing some things together.

If you’re ready to get your book started, but don’t have a lot of time or know where to start the writing process, we can get you started instantly! AND help you speed up the process to be published in as little as 90 days! And NO, not with just an eBook or a less than stellar version of what you’d want to see in a store. It’ll be the Gold Standard!

5 Marketing Hacks to Shake Things Up

It’s funny, as long as I’ve been building this company, there are always a few questions that people notoriously as me. Which is REALLY good for you because there’s a good chance that you have the same or a similar question.

Therefore, I figured, why leave you in the dark any longer. Below are 5 solutions to the top 5 Digital Marketing inquiries:

1.) How to Setup a Podcast

Podcasts are easy to use and fairly easy to set up! They are great to spread your message to over 1.3 billion registered podcasts members at any given time. Whether your audience is driving to work or taking their morning shower, they are more likely to listen to your message when you have an official podcast channel! Give it a shot, what do you have to lose?


2.) Publish a Book

DigiPUB Solutions Image1













Writing your own book IMMEDIATELY gives you authority in your market and, more importantly, over you competitors! Today, eMarketing publishers can assist you to not only FAST TRACK your project’s publishing track, but they can also help you WRITE the entire book in several weeks as opposed to YEARS. Not to mention the Best Seller or #1 Best Seller status!


3.) Add a Lead Capture Component to your Product Pages

Statistically, if your website is not properly structured, over 90% over visitors WILL NOT RETURN! As harsh as that sounds, it’s the truth! A Lead Capture component is a PERFECT credibility builder and here’s why! When you place an “LC” structure on your website, your visitors will see that you want to engage with them further, whether it be sharing info or selling a great low cost offer. Most would say, “People don’t want to give me their email…” If they didn’t want to, they wouldn’t have searched for your services in the first place. You can have this “LC” structure redirected to your email list for FREE marketing from now until the end of time! Keep your customers close and updated! If you’re not sure how to get it structured and coded to your website, send us a message or give us a call (412) 374-1558!


4.) Don’t Be Afraid to Help Out & Make It Count












Giving back is an important part of business. Many misinterpret the saying, “I’ll scratch your back, if you scratch mine,” to be simply for greed. Well, when you look at it from a community giving platform, you’re much more likely to gain interested and motivated prospects because they respect that you are an ethical company and care about the very customers that you service. Remember, it doesn’t take much to give back…try having your company volunteer their time for a good cause. It feels good to lend a hand.


5.)  Don’t Overlook a 44 – 1 ROI…eMail Marketing 

Email Marketing Image












If you were able to have a marketing piece that produced 44 interest or motivated purchasers for every 1 time that you broadcasted your message, would you hop on that medium immediately? Well YEAH! Who wouldn’t? Email marketing produces an amazing response when done properly, these are some tips to keep your lists fresh and responsive!


Well, these are the answers to the top 5 questions that you ask about Digital Marketing and your business. Digital Marketing isn’t going anywhere soon so you might want to brush up on the language with the links/images/videos above 😉


Happy Marketing!

Alex, CMO & Co-Founder

MatchPLUS eMarketing Group, LLC


(412) 374-1558

[SECRET] We answer our own phones, don’t hesitate to call!

7 Ways To Get The Most From Your Book Publishing

How to Get More From Your Book OutlinesMention the word outline in a room full of writers, and you’re sure to ignite a firestorm of passionate debate. Writers either love outlines, or they hate them. We either find them liberating, or we can’t stand how confining they are.

My experience has been that more often than not, those who swear they dislike outlines are thinking of them in the wrong ways. Outlines are not meant to trap you into preset ideas or sap your creativity before you start the first draft. Outlines are also definitely not meant to be lifeless Roman-numeral lists.
To imbue your writing with the full power of outlining, you need to approach the process from a mindset of flexibility and discovery. You’ll end up with a road map to storytelling success when you do this. Road maps are there to show you the fastest and surest way to reach your destination, but they certainly don’t prevent you from finding exciting off-road adventures and scenic drives along the way.

At their best, outlines can help you flesh out your most promising story ideas, avoid dead-end plot twists and pursue proper structure. And the greatest part? They save you time and prevent frustration. Sketching out your plot and characters in your first draft can take months of trial and error. Figuring out those same elements in an outline requires a fraction of the time– and then allows you to let loose and have fun in your first draft.

1. Craft your premise.

Your premise is the basic idea for your story. It’s not enough to just have an idea. “Guy saves girl in an intergalactic setting” is a premise, but it’s also far too vague to offer much solid story guidance.

This is why your outline needs to begin with a tightly crafted premise sentence that can answer the following questions:.

– Who is the protagonist?

– What is the situation? What is the hero’s personal condition at the beginning? How will that condition be changed, for better or worse, by the hero himself or by the antagonistic force?

– What is the protagonist’s objective? At the beginning, what does the hero want? What moral (or immoral) choices will she have to make in her attempt to gain that objective?

– Who is the opponent? Who or what stands in the way of the hero achieving his objective?

– What will be the disaster? What misfortune will befall the hero as the result of her attempts to achieve her objective?

– What’s the conflict? What conflict will result from the hero’s reaction to the disaster? And what is the logical flow of cause and effect that will allow this conflict to continue throughout the story?

Once you’ve answered these questions, combine them into one or two sentences:.

Restless farm boy (situation) Luke Skywalker (protagonist) wants nothing more than to leave home and become a starfighter pilot, so he can live up to his mysterious father (objective). When his aunt and uncle are murdered (disaster) after purchasing renegade droids, Luke must free the droids’ beautiful owner and discover a way to stop (conflict) the evil Empire (opponent) and its apocalyptic Death Star.

2. Roughly sketch scene ideas.

Armed with a solid premise, you can now begin sketching your ideas for this story. Write a list of everything you already know sketch scene ideasabout your story. You’ll probably come to this step with a handful of scenes already in mind. Even if you have no idea how these scenes will play out in the story, go ahead and add them to the list. At this point, your primary goal is to remember and record every idea you’ve had in relation to this story.

Take a moment to review your list once you’ve finished. Whenever you encounter an idea that raises questions, highlight it. Highlight it if you don’t know why your character is fighting a duel in one scene. Highlight them if you don’t know how two scenes will connect. If you can’t picture the setting for one of the scenes, highlight that, too. By pausing to identify possible plot holes now, you’ll be able to save yourself a ton of rewriting later on.

Write out your ideas and let your thoughts flow without censoring yourself. Because this is the most unstructured step of your outline, this will be your best opportunity to unleash your creativity and plumb the depths of your story’s potential.

Every time you think you’ve come up with a good idea, take a moment to ask yourself, “Will the reader expect this?” If the answer is yes, write a list of alternatives your readers won’t expect.
3. Interview your characters.

In order to craft a cast of characters that can help your plot reach its utmost potential, you’ll need to discover crucial details about them, not necessarily at the beginning of their lives but at the beginning of the story.

To do this for your protagonist, work backward from the moment in which he will become engaged in your plot (the “disaster” in your premise sentence). What events in your protagonist’s life have led him to this moment? Did something in his past cause the disaster? What events have shaped him to make him respond to the disaster in the way he does? What unresolved issues from his past can further complicate the plot’s spiral of events?

You can start unearthing the nitty-gritty details of his life with a character interview once you have a basic idea of how your character will be invested in the main story. You may choose to follow a preset list of questions (you can find a list of more than 100 such questions in my book Outlining Your Novel: Map Your Way to Success), or you may have better luck with a “freehand interview” in which you ask your protagonist a series of questions and allow him to answer in his own words.
4. Explore your settings.

Whether your setting is your childhood neighborhood or the seventh moon of Barsoom, you’ll want to enter your first draft with a firm idea of where your prominent scenes will be taking place.

Can you change your story’s primary locale without any significant alterations to the plot? If so, dig a little deeper to find a setting better suited to your plot, theme and characters.

Based on the scenes you’re already aware of, list the settings you think you’ll need. Can you reduce this list by combining or eliminating settings? Nothing wrong with a sprawling story locale, but extraneous settings should be eliminated just as assiduously as unnecessary characters.

5. Write your complete outline.

Book outline ImagesYou’re finally ready to outline your story in full. Now, you will work through your story linearly, scene by scene, numbering each one as you go.

How comprehensive you want to be is up to you. You may choose to write a single sentence for each scene (“Dana meets Joe at the café to discuss their impending nuptials”), or you may choose to flesh out more details (“Joe is sitting by himself in a booth when Dana arrives; Dana orders coffee and a muffin; they fight about the invitation list”). Either way, focus on identifying and strengthening the key components of each scene’s structure. Who will be your narrating character? What is his goal? What obstacle will arise to create and obstruct that goal conflict? What will be the outcome, and how will your character react to the resulting dilemma? What decision will he reach that will fuel the next scene’s goal?

Work to create a linear, well-structured plot with no gaps in the story (see the checklist on the opposite page). If you can get this foundation right in your outline, you’ll later be free to apply all your focus and imagination to the first draft and bring your story to life.

As you mentally work through each scene, watch for possible lapses of logic or blank areas in how one event builds to another. Take the time to think through these potential problems so they won’t trip you up later. If you get stuck, try jumping ahead to the next scene you know, and then working backward. If you know where you want your characters to end up, but not how they’ll get there, start at the ending point and then see if you can figure out what has to happen in the preceding events to make it plausible.

6. Condense your outline.

Once you’ve finished your extended outline, you may want to condense the most pertinent points into an abbreviated version. Doing so allows you to weed out extraneous thoughts and summarize the entire outline into a scannable list for easier reference. Because your full outline may contain a fair amount of rambling and thinking out loud on the page, you’re likely to end up with a lot of notes to review (I often have nearly three notebooks of material). Rather than having to wade through the bulk of your notes every time you sit down to work on your first draft, you can save yourself time in the long run by doing a little organizing now.

You may choose to create your abbreviated outline in a Word document, write out your scenes on index cards, or use a software program such as the free Scrivener alternative writer.

7. Put your outline into action.

By now, you’ll be feeling eager and prepared to get going on your first draft. Each time you sit down to work on your manuscript, begin by reviewing your outline. Read the notes for your current scene and the scene to follow. Before you start writing, work through any remaining potential problems in your head or on paper. If the time comes (and it will come) when you’re struck with a better idea than what you had planned in your outline, don’t hesitate to go off-road. These ventures into unknown territory can result in some of the most surprising and intriguing parts of your story.

An outline will offer you invaluable structure and guidance as you write your first draft, but never be afraid to explore new ideas as they occur.Putting your book into action Remember, your outline is a map showing you the route to your destination, but that doesn’t mean it is the only route.

At their best, outlines can help you flesh out your most promising story ideas, avoid dead-end plot twists and pursue proper structure. Let’s take a look at how to get the most out of the outlining process, beginning with the shaping of your premise and working all the way through to a complete list of scenes. (Note: Although this outlining method is one I use myself and highly recommend, keep in mind that there is no right or wrong way to outline a story. If you start outlining and begin to feel the technique isn’t working for you, rather than denouncing outlines entirely, consider how you might adjust the process to better suit your personality and creative style.).
Because this is the most unstructured step of your outline, this will be your best opportunity to unleash your creativity and plumb the depths of your story’s potential.


Here’s To Your Book,

Alex, MPeMG


(412) 374-1558

(We actually answer our own phones!)

Barnes & Noble is Dead

Barnes and Noble I s DeadThe year was 2010. Stephen Riggio, then CEO of Barnes & Noble, heralded the company’s entry into the epublishing world. In a breathless announcement, Riggio euphorically proclaimed that Barnes & Noble would top the 18 % mark in e-books “overnight.” Not to be outdone by his own enthusiasm, Riggio predicted that Barnes & Noble would earn better margins from e-books than print books. Its booksellers would become, in his words, “e-bookevangelists.”.
Beware of enterprises that require new jargon.
Today, even as I write, Barnes & Noble is burning and crashing. According to CNET, the company’s earnings slumped an astonishing 63 percent, from $150 million last year to $55.5 million this year.
Over the last quarter, Barnes & Noble watched in horror as Nook sales, their e-book division, plummeted 26 %, with losses of over $190 million. It was like watching Icarus fall out of the sky. Stephen Riggio’s dream of “overnight” success was so far off the mark, one had to wonder if he was high when he made his announcement two years ago.
Riggio wasn’t high. Nook is a great e-book reader. Anyone who has worked with Nook’s. epub files can tell you they are infinitely better than the cumbersome.mobi files used by Amazon’s Kindle. Epub files produce a nice, cleanly formatted page that looks just like a book. Mobi files look just like a mess. But, as every entrepreneur knows, better products do not necessarily lead to better sales. Where did Barnes & Noble go wrong?
Where B&N went wrong.
Barnes & Noble had a better product, a better reputation, and a farther reach than anyone else in the book selling business. The problem was that Riggio misjudged– very badly– how to handle the burgeoning business of self-publishing.

With the advent of epublishing, writers who could never hope to see their books in print could get their work to readers without the time-consuming, and usually fruitless, task of trying to snare an agent, followed by the even more frustrating job of trying to hook a publisher. With the elimination of pesky editors who demanded “show don’t tell” and required the proper use of apostrophes, everything that went on or between an e-book’s cybercovers was entirely up to the writer. To add icing to the cake, writers who epublished got to keep 70-80 % of their royalties.
This surge in self-publishing, owing in large part to e-books, represents not just people “living the dream,” but an enormous business opportunity for anyone with the ability to turn other people’s dreams into their hard cash. Barnes & Noble, with its gentlemanly rules of conduct and brick-and-mortar mentality, simply had no concept of how to corner the market.
The coup de grâce– Amazon’s KDP Select.KDP Select
Writers could put their e-books up for sale much as they did their used print books. Barnes & Noble did the same thing, but the difference– and this is crucial– was that if you enrolled in Amazon’s KDP (Kindle Direct Publishing) Select program, you got to give your book away.
Writers quickly discovered that giving an e-book away for free was the fastest, cheapest, and easiest way to build a readership. Books in popular genres could rack up 20,000 to 30,000 downloads in a single weekend.
Cottage industries have sprung up around the KDP Select phenomenon. Numerous websites will not only post which Kindle books are free on any given day, but will review them, and even send daily free titles to your inbox. There is no denying the appeal of getting something for nothing.
For writers, and for Amazon, it is a win-win situation, because free days are fantastic promotional tools. Invariably, free days lead to increased sales. And for those writers who simply must hold their precious darlings in their hands, Amazon also provides print-on-demand. Amazon’s CreateSpace took first place in the self-publishing world last year with 57,602 new titles. Amazon is happy. Writers are happy. Customers are happy. Everybody is happy.
Except Barnes & Noble. Which is dead.

Stephen Riggio, then CEO of Barnes & Noble, heralded the company’s entry into the epublishing world. Not to be outdone by his own enthusiasm, Riggio predicted that Barnes & Noble would earn better margins from e-books than print books. Over the last quarter, Barnes & Noble watched in horror as Nook sales, their e-book division, plummeted 26 %, with losses of over $190 million. Barnes & Noble, with its gentlemanly rules of conduct and brick-and-mortar mentality, simply had no concept of how to corner the market. Barnes & Noble did the same thing, but the difference– and this is crucial– was that if you enrolled in Amazon’s KDP (Kindle Direct Publishing) Select program, you got to give your book away.


To Higher Profits in the New Year,

Alexander J. Kubicek


(412) 374-1558

(We ACTUALLY answer our own phones!)


Debbie Downer vs. Positive Paul – Don’t Be That Guy

Your Own Book CriticThe mind can be a writer’s harshest critic, and it never seems to shut up. You don’t need to pay attention to everything it says. In this post, we introduce three techniques to help you cope with self-criticism.
Best-selling thriller writer Ian Rankin writes a book a year. At a certain point, usually at the end of the first month, he is struck by “the fear.” He becomes convinced that all the work he’s done so far has been a waste of time, that this new book won’t be any good.

When he mentions this to his wife, she usually asks, “Are you on page 65?” He then realizes that he goes through this phase with every novel, always at the same point. Always around page 65.

Many writers, if not all, experience this kind of doubt about their work at some stage. And, as writing is such a lonely profession, they don’t all have someone with whom they can share their frustrations.

As an editor, some authors even come to me at these times. They’re looking for someone who can give them feedback, someone with experience who can reassure them that their work is worth pursuing after all and they’re not wasting their time.

To be honest, there’s not much I can do for them, but over the years I’ve come across some techniques that can help authors deal with that inner critic and get back to writing.

1. Choose which thoughts you listen to

It’s your mind’s job to keep questioning your actions. That worked well when we lived in caves. “Don’t go around that corner,” the mind would say, “you’ll get your head chewed off by a saber-toothed tiger.”.

Even now, when we no longer have saber-toothed tigers to worry about, the mind continues to look out for us. “Hmm,” it might ask, “are you sure you really want write this story?

In short, you can not control your thoughts, you can not stop them from entering your mind. You can decide which thoughts deserve your attention.

When your mind raises these doubts– your writing is terrible, no one will be interested in this story, or you should give up and find a job where you don’t even have to write your name– try to recognize this thought as nothing more than that: a thought. It’s just words. It’s just your mind doing its job.

Ask yourself, “Is this is a helpful thought?” If it’s not helpful, you can decide not to take this thought seriously and move on to the next one. Don’t worry, another one will be along again soon enough. Your mind likes to keep busy.

Novelist Dani Shapiro put it like this in an interview with Salon.com: “It helps to think of that inner censor as an annoying but beloved friend who has moved in for the duration. That friend is never going away. So you make peace with your inner censor. You say some version of, thanks very much for sharing, and then move on, past that censoring voice, and into your work.”.

2. Give your critical thoughts a name.

When your mind takes its job a little too seriously, there are times. It won’t shut up, and those thoughts become difficult to ignore. When that happens, it helps to take a little distance from them, and one way to do that is to give these unhelpful thoughts a name.

When Ian Rankin gets to the stage where he starts to doubt his story, he could say, “Oh, there are those Page 65 Thoughts again. Hi, Page 65 Thoughts, I’m only on page 62, you’ve arrived early this year.”.

You could also treat these thoughts like a character, and give it a voice. The Whiny Inner Critic, for example, who always shows up at the most inappropriate moment. Try to hear those thoughts in the voice of the character. A little too high-pitched perhaps, a bit nasal maybe, annoying.debbiedowner

Or you could imagine these thoughts as a story. The Tale of Self Doubt, where the basic premise appears engaging but becomes repetitive and tiresome after a while. It’s the kind of daytime movie that might first attract your attention as you flick through the TV channels, but only ends up a disappointment. Try another channel.

Giving these thoughts a name helps you to become aware of how often they occur and how much they distract you from your writing. Just recognizing your self-doubt will help you regain your focus.
Feel free to pick your own name for your critical thoughts, you’re a writer after all (regardless of what your mind says).

3. Realize how important writing is to you.

Sometimes, just sometimes, your mind is right. Your writing is bad. There will be days when you will write badly, very badly. You might even write a whole book that’s terrible.

But that shouldn’t stop you from writing.

Think about why you write, why it’s important to you, and try to remember these reasons when your mind is being overly critical, telling you that you’ll fail, that you’ll be rejected.

Love to writeDon’t let those thoughts of failure stop you. Because you might get hurt some time, you don’t give up on love just. And you shouldn’t give up on something you love. Keep writing. It takes a lot of work, and some of it might be terrible, but if you stop, no one will ever get a chance to see the good stuff.

In short, you can not control your thoughts, you can not stop them from entering your mind. When your mind raises these doubts– your writing is terrible, no one will be interested in this story, or you should give up and find a job where you don’t even have to write your name– try to recognize this thought as nothing more than that: a thought. If it’s not helpful, you can decide not to take this thought seriously and move on to the next one. When that happens, it helps to take a little distance from them, and one way to do that is to give these unhelpful thoughts a name.

You could also treat these thoughts like a character, and give it a voice. 🙂



Here’s to Your Book!

Alex, MPeMG

(412) 374-1558

[We answer our own phones!]

Wait What…Best Seller?

I am so excited!

I am much more into sharing content for educational purposes, so you can imagine, I rarely like to speak about my company’s (MatchPLUS eMarketing Group, LLC) accomplishments unless it can help others…

…well, today is that day!

Since 2004, we have been helping aspiring authors accomplish a dream they never thought possible…publishing their very own book! We have created a formidable process that allows authors to not only publish their gem, but, in some cases, publish in 90 days!

Now, you’re probably thinking that this is just some small eBook that anyone can curate a piece of content and slap into Pages or Word in an ePub format, but NOT THIS! Once you’ve gone through the process with us, you will have a full fledged book or novel that can be sold, borrowed, used for teaching, educating, or even signing for fans!

Watch this video to see what I mean…

It is and has been our passion to help anyone and everyone achieve their goals. Plain and simple. Everyone has a message and everyone has a unique story that deserves to be share to help others and so on!

With this in mind, we are truly able to achieve a world-wide educational platform on any device anywhere! [Explained more in the video above]

However, we don’t just stop at publishing your book and/or novel…

We also create a CUSTOM “Digital Book Tour!” The Digital Book Tour provides an author the ability to reach their audience world-wide with one screen! Why only go to a few book stores within your means when you could reach every single fan of your message??

[Did you catch the video above?]

This book tour deals with marketing, promotion, AND celebrity endorsements! 

Who wouldn’t want their favorite celeb to endorse their life’s work…it’s literally realizing two dreams in one!!

We’d absolutely LOVE to help you realize your dream & help share your valuable passion with the masses! Do not be afraid to get ahold of us! Seriously! Realizing your dream is our passion – You can reach us at:


(412) 215-3650

[email protected]

We look forward to your next Best Seller!

Alex, MPeMG

LinkedIn Has A Publishing Platform???

strategyLinkedIn Has A Publishing Platform???

I’ve always said you don’t have to be anointed as an influencer to build online influence! It’s up to you to contribute to your audience, share valuable experiences, and create solid content that shows your thought leadership.

The LinkedIn publishing platform gives you the opportunity to expand your reach in a major way. Since all LinkedIn members have access to the platform, it’s critical for you to create high-quality content that differentiates you.

Your published posts show up at the top of your LinkedIn profile.

With the LinkedIn publishing platform, you can follow other publishers and build your own followers in the process. While your LinkedIn followers have the potential to see your LinkedIn posts, they aren’t official network connections. (It’s similar to LinkedIn’s current model for following LinkedIn-appointed influencers.)

Any posts you publish on LinkedIn are tied to your professional profile and show up near the top of your profile. This means your thought leadership insights are showcased when someone views your LinkedIn profile.

The first post we published to LinkedIn helped me attract over 200 new followers, and my profile views were up 38% week over week! These stats tell me that the LinkedIn publishing platform is going to be a great place to share longer-form, thought leadership content.

#1: Create Valuable, Attractive Content

Before you start posting, have a plan in place. What content is most useful for your audience? Is your post too salesy? Although there’s no formal editorial process, LinkedIn makes it clear that sales-oriented content won’t be tolerated (after all, that’s what the advertising platform is for).

LinkedIn has some helpful guidelines in their Help Center about what to publish. This is a good reference for understanding how to frame your content so it resonates with and adds value to both your established audience and your potential audience (which will now be even greater than your existing LinkedIn network).

Make sure your posts are scannable.

The general guidelines we’ve seen (including LinkedIn’s) recommend keeping posts between 400 and 600 words and publish weekly. However, you could certainly experiment with these parameters and determine what works best for you.

Like other social networks, people want to consume information quickly. Make it easy for them by creating scannable, attractive content. A few best practices are using a compelling headline, placing an eye-catching image at the top of your posts, bolding important text and breaking up longer paragraphs.

Feel free to enhance your articles with YouTube videos or content from SlideShare to make them as interesting and useful as possible.

When you’re ready to write an article on the LinkedIn publishing platform, it’s pretty easy. Go to your LinkedIn home page and look for the pencil icon in the box at the top where you would typically share an update.

When you click the pencil icon, you’ll see the publishing editor. This is where you create your post.

LinkedIn’s publishing editor is very simple to use. It’s similar to the WordPress editor or Microsoft Word. You can type or paste your text into the editor and format it right there.

Does your LinkedIn post have a bio section? You’ll need to create a bio at the end of each post. Your bio should include a sentence or two about who you are, what you do and who you help, a link to your website or blog or even a specific call to action.

It’s a good idea to make the most of all of your resources. In my bio below, I’ve linked my name to my Google+ profile, and on my Google+ profile I added LinkedIn to the list of sites I contribute to. This ensures that Google picks up my authorship profile for my LinkedIn posts.

Be sure to create a bio section at the end of every post you publish!

Before you hit Publish, please be sure to review your post and check it for grammar and spelling (the Preview option is helpful here). But if you don’t catch everything, you can go back and edit your post any time.

#2: Share Your Post Everywhere

To maximize your reach and engagement inside and outside of LinkedIn, share your post on LinkedIn, Twitter, Facebook and Google+. If you have a LinkedIn company page, share it there as well (assuming your post is relevant to your company page’s followers).

This kind of aggregate social networking adds credibility and encourages more shares and engagement across the social web. In turn, all of that engagement sends social signals to Google’s search algorithm and can help increase your visibility in online searches!


#3: Manage Your Post Comments

You’ve written a useful post, you’ve promoted it far and wide and people are reading it. After all that effort and exposure, don’t forget to check your comments!

In the Comments section of your post, you can respond to and interact with members who are leaving feedback or starting a discussion.

Don’t forget to respond to comments on your posts!

In most cases, those who commented on my posts were people I’m not currently connected to. That means the post is getting visibility beyond my first-degree network, and yours probably will too. Unfortunately I did see one or two spam comments when I posted, but you have the ability to hide and/or flag these.

#4: Evaluate Content Performance

LinkedIn immediately starts to show you the number of views, social media shares and comments your post generates. I admit that it’s exciting to see those metrics changing right before your eyes in real time!

Use your LinkedIn post metrics to determine how well your content is resonating with your audience. As you build your professional content library, compare your posts to see which ones outperformed others.

When you have a feel for what’s working for you, take some time to review the posts of your favorite official LinkedIn influencers and your competitors. Evaluate their posting schedule and which posts got the most views and engagement. Consider how you can use similar tactics for your own success.

Evaluate what your favorite influencers are writing about.

Seeing what’s working gives you an idea of what people are responding to and you may want to consider using similar topics or how-to’s that appeal to your own audience.

Learning from the LinkedIn influencers who have gone before you can help you craft a more successful content strategy of your own!

Keep Your Existing Blog!

It’s critical to remember that LinkedIn’s publishing platform shouldn’t serve as your content publishing hub. It’s a place to syndicate and further showcase your existing professional content from your blog.

Remember, you don’t own your LinkedIn presence or the content associated with it.

I recommend publishing the original post to your own blog first, then publishing it to your LinkedIn profile in its entirety.

You may want to vary the two posts a bit, however. Perhaps write your blog post to your specific audience or niche, and when you publish it to LinkedIn, change it to appeal to a broader audience.

The LinkedIn publishing platform is an important part of any marketer’s content strategy. I think it will be interesting to watch the network grow as an online content destination for professionals.