How to share your digital magazine on LinkedIn without it looking like spam
3 min read
A link and "Our latest issue is out!" is the post everyone scrolls past. People engage with posts that give them something.
Post an article, not an issue
Pick the most useful piece in the issue and write about that.
Weak:
The Autumn issue of [Magazine] is now available. Read it here.
Better:
Three things the new reporting rule changes for small practices, and one thing it doesn't. [Name] explains in the Autumn issue of [Magazine]. [link]
The second tells people what they get.
Lead with the reader
Open with the problem, the question or the number. Skip the greeting and the announcement.
Keep it short
Under 60 words works well. People read the first couple of lines before the "see more". Put your best line there.
Use a human
Posts from a named editor, a committee member or the featured person tend to get more engagement than a company logo. Ask the people involved to share it, and give them a sentence they can paste.
Tag with permission
If you mention a member or an advertiser, ask first. A tag brings their network, and they'll often add a comment.
Add a question
End with something people can answer: "What's the first thing you changed?" Replies increase reach, and they give you ideas for the next issue.
Template ideas
Practical:
[Number] things to check before [deadline]. A short list from the latest [Magazine]. [link]
Member story:
[Name] cut [task] from [time] to [time] by changing [thing]. Here's how, in their words. [link]
Behind the scenes:
We asked members what they wanted to read this quarter. The most common answer is on page [number]. [link]
Question:
What's the hardest part of [task] for your team? We asked [number] members. The answers are in [Magazine]. [link]
Things to avoid
- Posting the same text on every channel.
- Using lots of hashtags. One or two at most.
- Asking people to "like and share" without a reason.
- Tagging many people who weren't involved.
- Posting at the same time every day with no variation.
Where to put the link
LinkedIn tends to favour posts that keep people on the platform. Some people put the link in the first comment, others in the post itself. Test both for a few issues and see.
Review
After a few posts, look at impressions and clicks. Which opening lines, which articles, which times? Keep the ones that worked.
Frequently asked questions
Should I post the whole issue or one article?
One article at a time usually works better. It gives people a specific reason to click.
Should I post from the company page or a personal profile?
Both. Personal posts from staff and committee members often reach more people than a company page alone.
How often should I post?
A few posts around each issue, spread over two to three weeks, is enough.
Do I need to pay for it?
Not to begin. Organic posts work if the content is useful and you ask people to share it.
