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Can’t Win ‘Em All: Lessons Learned from 100 Posts

What do Kows, virtual reality, FinTech, and customer experience have in common?

They are all topics we’ve covered over the last year…Topics that are relevant to help marketers innovate and drive transformation in their companies and industries.

Today I hit the ‘Publish’ button on my 100th blog post on LinkedIn. I thought it would be interesting to look back and do a brief analysis of some of our posts. I decided to review not only our most successful articles but also those that didn’t have a lot of traction.

Since I began regularly publishing on LinkedIn (a little over a year ago), LinkedIn has changed its algorithm, the way Pulse works, the entire publishing interface, and gotten rid of a good bit of bot traffic. We even helped them identify a bug in the notification system for published posts! With social media platforms frequently shifting algorithms, adaptability is an essential part of TopRight’s LinkedIn, and overall, content strategy.

Let’s take a look at the top five best performing posts based on traffic and engagement.
1. Why Chick-fil-A Canned the Kows
 aaeaaqaaaaaaaak7aaaajdjintiymgyxltc0mtutngi0mc1hytc0ltuyzdnizgiyodc1oa The marketing world was shocked when Chick-fil-A severed ties with the Richards Group, masterminds behind the iconic “Eat Mor Chikin” campaign. Thanks to timely coverage of the brand/agency break-up paired with a catchy title and engaging image, this post performed superbly.
 2. Infamous Celeb-Athlete Scandals Usher in the New Era of Sports Sponsorships
Examples of Cereal Box designs, including Wheaties, Frosted Flakes and Corn Flakes  Tapping into well-publicized celebrity scandals to explore the new era of sports sponsorships, the success of this post can be attributed to it being featured in the Entertainment and Marketing & Advertising LinkedIn Pulse channels.
 3. Atlanta: The Silicon Valley of Financial Transactions
 aaeaaqaaaaaaaaxhaaaajdq4zjljzgiylwfkmmytndhkzs1hywe1ltrimjewnjmymzdinq Don’t underestimate the power of local industry events. By covering the annual Venture Atlanta Conference, we tapped into the massive FinTech market and sealed the deal with a strong headline.
 4. Why Customer Satisfaction Surveys Are Useless
 Example of ABC Printing Customer Satisfaction Survey  The efficacy of customer surveys is a hot topic among marketers. This subject paired with a bold headline drove excellent engagement. Additionally, studies have shown titles with 40-49 characters perform best on LinkedIn.
 5. 4 marketing mistakes you can’t afford to make
 aaeaaqaaaaaaaafdaaaajge5mzyymwi5lwm3mgytngm3oc05mdzhlwe5yza5njbmyju4mg Featured in the Marketing & Advertising Pulse channel, this article originally appeared on CNBC. When published, LinkedIn notified every connection of new posts. The platform has since removed this unpopular notification feature.

Now, let’s take a look at the five worst-performing posts based on lowest traffic and engagement.


1. The Killer Platform that Transformed the Value Chain
 aaeaaqaaaaaaaabtaaaajde0yzqxnzkxltq5zgitnda4ys1imzc2lwnjnzmynwu4mjbmmg This article was part 5 in a series that reviewed predictions made in my 2010 book iPad – Birth of a Killer Platform?. Lack of interest, topic fatigue, and a long, boring title likely contributed to the tepid response to this post.
   2. Sweet Brand of Liberty
 aaeaaqaaaaaaaacsaaaajgy3mdfiyzi1lwu2ntytndq3ys1iy2y0ltu3n2zlnjnhzwm2yq  Brands changing their packaging to celebrate the American spirit seemed like the perfect post for Independence Day. The timing couldn’t have been worse. The day prior to publication, graphic videos of police violence made national headlines.
   3. 5 Ways the iPad [Did or Didn’t] Transform Marketing, Part 2 – Complex Sales
   The second installment of our iPad retrospective performed slightly better than part 5, our worst-performing post to date. The 75-character title, lack of topical interest, and boring photograph likely caused this post to flop.
 4. When Story Meets Strategy: The Customer BuyWay
 aaeaaqaaaaaaaaf1aaaajgfintnhzjfmlwm0mjytndazos1hmjdhlti2nzu4nguwnjq2ma  Historically, our brand strategy posts perform well. However, the title and image killed engagement. Engaging photographs are a better choice than a flat graphic, and the lengthy title doesn’t make a strong statement.
 5. 6 Inbound Marketing Tips for Non-Profits
 aaeaaqaaaaaaaagpaaaajgi2yja2ymfkltm0nzqtndg3ms04zdc0lta3mdnizjqxzdg4ng  Admittedly, I was surprised to see this in the bottom five, especially since this is our most viewed Slideshare to date. The poor performance can be attributed to the use of a graphic rather than a dynamic photograph.

While there isn’t an exact formula for success on LinkedIn’s publishing platform, short, catchy titles, engaging images, and timely topics will increase your chance of going viral. It’s also worth noting that two of our top five articles are featured in LinkedIn Pulse channels. Avoid using long titles, flat graphics, and pay attention to how national headlines may affect your choice of subject. What other advice would you give to help boost the performance of LinkedIn published posts? If you enjoyed this article, please subscribe to our blog, follow us on Twitter, and download our latest ebook (FREE!), Transformational Marketing: Moving to the TopRight.


Photo credit: Flickr

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