When you pick up a newspaper or browse online, what is the first thing that grabs you? Probably a headline or image. As a writer, you could craft the most elegant prose ever - but most people have short attention spans, and they are inundated with communications vying for their precious time. Why should they read what you write?
LinkedIn has changed a lot since its conception in 2002. From a site predominantly focused on recruitment, it has evolved radically - sharing articles, groups, publishing, advanced recruitment tools - the list of functions goes on. But perhaps no change has been quite so stark as the look, feel and functionality overhaul rolled out at the beginning of the year.
Writing quality content is a lot like wearing old trousers; you’d better make sure you have great briefs otherwise you can get into all sorts of trouble.