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The Ultimate Guide to Writing LinkedIn Articles

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With over 660 million users across 200 countries, LinkedIn is one of the most revolutionary social media platforms ever created for professionals. Unlike the truncated headlines of Twitter, LinkedIn offers a very different focus. It also provides a distinct approach that separates it from Facebook’s personalized statuses or Instagram’s photo experience.

LinkedIn is not just the platform where job-seekers and professionals can find jobs at their dream companies but it is also the go-to place to learn more about their niche from other experts. This is one reason why, as a LinkedIn user, you’ll need to be regularly writing LinkedIn articles to gain credibility within your industry.

What Makes LinkedIn Unique?

As a LinkedIn user, you have the opportunity to share your knowledge and expertise with your connections as well as followers. By writing LinkedIn articles and posts, you can grow your credibility and outreach. Not only that, but you can strategically post well-written and thought-provoking comments on the posts and articles of industry leaders to ensure your voice is being heard.

Renowned author and entrepreneur, Neil Patel, claims that content is excellent for boosting brand awareness or lead generation . This means that writing LinkedIn articles brings people closer to the types of solutions you’re offering.

It is important to understand that people base their opinion on what a person portrays. So, instead of spouting off facts, focus on what you’re bringing to the table. How are you providing your followers with solutions? Are your solutions based on dedicated research and experience? By connecting with your audience through thought-out and helpful content, you will be viewed as an expert in your niche .

As a LinkedIn user, you are aiming to become is a “thought leader” – a term which, according to Business News Daily, is only achieved with enough expertise, insight, and valuable perspective in a given area. These are three aspects that allow hard workers to build experience and cultivate credibility over the long term. By developing thought leadership, you’re aiming to become someone who others – even veterans – look up to for answers.

Someone holding up a sign with the text 'Do not wait for leaders, become them'

So, what is really behind the act of becoming an industry thought leader on LinkedIn? What method will get you from where you are now to having a few thousand connections and followers who care about what you say? What steps do you take?

If you want to make the most of your LinkedIn content and become an industry thought leader, you’re in the right place. This is precisely what you’re going to learn in this ultimate guide to writing LinkedIn articles.

To start off, we’re first going to clarify the difference between writing LinkedIn articles and posts. Next, we’ll dive into the details of a content strategy geared toward growing thought leadership. This strategy will include ways to connect with your audience, how to schedule content publishing, and how to structure your writing style.

Writing LinkedIn Articles vs. LinkedIn Posts

LinkedIn articles are different from the standard posts that appear in your feed. Writing LinkedIn articles was added as a way for users to create and promote their own blog-like content. This allows LinkedIn users more freedom to express their thoughts on a particular subject.

For example, articles can contain up to 125,000 characters in length, whereas posts are maxed out at 1,300 characters.

On your profile, articles get greater visibility from the “Articles and activity” box. They remain timeless. This is different from posts which are quickly replaced by your latest comments and status updates.

The layout of articles is also much more engaging for the reader compared to the simplified layout of posts. When you are writing LinkedIn articles, you can use multiple images, headlines, videos, and slides.

If you want to quickly share something short on a given subject, create a post. But if you want to provide detailed information on any given subject, publish articles.

Sound good? Let’s begin.

Building a Strategy for Your Content

When it comes to growing as a leader, you need to plan your strategy. But don’t expect to nail it from the beginning. Becoming a thought leader requires a lot of patience and even more trial and error.

What’s important is you follow a certain strategy to succeed. The goal of your content is not to appeal to a variety of people and preferences. Rather, your goal should be to grow an audience who have similar qualities and preferences. You don’t just want to reach people – you want to reach the right people in the right way.

Brafton does a great job of showing us six awesome LinkedIn content strategy examples , in which we learn how Hays, Adobe, MailChimp, and several other companies leveraged their profiles to generate leads and expand their brand awareness exponentially. All of the large companies profiled are writing LinkedIn articles to educate their audiences and provide value for them.

1. What’s Your Goal?

Clarity is essential. Make sure your goal is defined before you start. This is something you’ll evaluate monthly, quarterly or annually to assess their reach and level of engagement. Also, don’t just write because you need to. Patel advises: “To avoid having your content lost in that pack, create content that stands out, is unique, has a distinct voice, and, most important, offers genuine value to readers.” In other words, give value to your audience!

A typewriter with a piece of paper saying 'Goals', something that needs defining when writing LinkedIn articles

2. Watch Your Metrics

A content strategy must involve a level of market research that is based on your ground zero – the metrics of your own posts. These metrics will evolve as you publish more content. By analyzing your post metrics, you can stay in touch with how your audience interacts with your articles.

3. Share Your Links in the Comments to Boost the CTR

When sharing your LinkedIn article with your connections, the strategy that works for further reach and engagement is, “Link in the first comment.” Sharing your link in the comments has demonstrated equal success, sometimes even more, in terms of reach and click-through rates (CTR) compared to when shared in an article.

So, share all your links in the first comment after the article and make sure to tell your readers that they’re there. You can also use a catchy call-to-action at the end of the article as a reminder.

Connecting with Your Audience

Many businesses that are marketing online don’t connect with their audience . If it’s a small business, then it’s easy to get tied-up in your day-to-day business activities. This might be okay in the short-term, but in the long-term, you’ll need to be aware of your audience’s pain points.

Being aware of what your audience likes and doesn’t like is the first step to solving their problems and giving them the information they want. You don’t need to be your own marketer to handle this. You can easily begin to gauge an audience by measuring reactions to articles.

The following is a small list of ways to get reactions from your readers. By doing any of the following, you’ll be more in tune with how your audience is engaging emotionally with your content without directly asking them:

Add a Call-to-Action

Make the most of your copywriting talent and add a call-to-action (CTA) at the bottom of every article! It doesn’t matter if you have covered everything in the article and contributions are unnecessary. Always ask readers to follow, like, comment or share what you’ve created for them. Ask them a related question or to share their own insight. Ultimately, though, you want to lead them to your website. In a Forbes article, contributor Bruce Kasanoff talks about how engagement is what matters, not just views . Keep viewers more engaged with what they read by asking for interaction.

Talk to Them Personally

Replace impersonal words with personal ones. It’s much more reassuring when a reader feels like you’re talking with them rather than at them. Your audience will feel more relaxed when you provide clear examples and more personalized language. This can be especially potent since LinkedIn is very business-oriented. Practicing the Seven C’s is a first step to communicating effectively – be concrete, coherent, clear, committed, consistent, complete, and courteous.

Don’t Be Afraid to Interact with Commenters

Don’t share the article and be gone. Let them know that you’re there. Read their replies and respond. This is not only an effective CTA, but also a great way to enhance the quality of interactions and bond with your LinkedIn connections.

Pro Tip: Thanks to LinkedIn’s algorithm, an article becomes more popular as it receives more comments . So, don’t be a lone wolf on this highly-populated social media platform.

A green and yellow paper speech bubble to remind that commenting is part of writing LinkedIn articles

Get Comfortable Using Information from Other Articles

However, there should be a healthy balance between external information and original content. Remember that you want to project your own voice, and this can only be done by performing your own research, speaking of your experiences and outlining your personal results and accomplishments.

Don’t Go Overboard When Talking About Yourself

It can feel right to beat your own drum since it’s your profile. But when you talk about yourself too much, you can become an unlikable figure to a large proportion of your readers. In an insightful short article in The CEO Magazine, writer Genevieve Muwana explains that there are better ways to show confidence in a subject than by bragging – such as “…a conversational speaking style, a splash of unique personality and a touch of enthusiasm.”

There’s a Right Way to Post Your Content

If writing LinkedIn articles was just a matter of setting up the copy, clicking “publish” or “post” and waiting for the likes, comments, and messages to flood in, this guide (and every single one similar to it) would be unnecessary. But it’s not that simple, of course.

In the real world, every single parameter involved in the submission of a social media post can cause significant effects on its overall performance. Added to the fact that there are hidden algorithms in place to ensure that you get just enough reactions to not call it a failure, but not enough to name it a success either.

In truth, even the simple and straightforward act of putting content on your profile requires a level of expertise that you need to develop over time.

There are certain factors to consider when maximizing how you post your LinkedIn articles:

Set a Schedule for Your Articles

Every audience is different and has its own behavioral patterns. You should have an idea of when your readers are most likely to be online after posting a few articles and viewing the activity. Post your content when your readers are mostly online. Make sure to set reminders or find a post scheduling tool to help you do this.

A coffee cup standing on a monthly diary

Distribute Your Content Efficiently

Share your LinkedIn article on other social media platforms. Think of it as diversifying your portfolio. Post the article on your Twitter, Facebook, personal blog or Medium account if you have one. By doing this, you can expand your reach so those who don’t use LinkedIn can stay connected to you – or find you!

Use the Right Hashtags

This is important if you want your visibility to be at its highest when posting. While many people will come across you having searched for your title or name, others will find your content by following a hashtag. Hootsuite offers plenty of insight on how to correctly use hashtags on LinkedIn. For example, it explains that #you #don’t #need #to #hashtag #like #this. Make sure to use hashtags that are big in your niche and not just popular on the platform. Location hashtags can also be efficient if you’re aiming at a limited geographical area.

Take Advantage of an Expert with Many Followers

The experts in your niche are a channel for you to distribute your content and improve your reach, even though they might not know it. Pick an expert who has a lot of followers and comment on their posts often to push high-quality comments to as many people as possible. Don’t make any grammatical mistakes and try not to be controversial, but not boring or neutral either – just be authentic. You may even get a reply from the expert, which will pique the interest of other commenters.

Watch the Engagement on Each Article

Having the power to look back and see what errors were made in your initial stages will guarantee you a higher percentage of success later on in the game. Ryan Stott also talks about how his study that analyzed followers versus view rate demonstrated that, on average, 21 percent of a user’s followers will actually click through to an article posted on the user’s profile. He also goes on to reveal that his study helped him conclude that the engagement rate of an article (i.e. likes, comments, and shares) is also around 21-22 percent of the number of followers and that the lowest engagement rate is typically around 18 percent when users are active.

Reference Your Article

Finally, during social conversations related to your article, don’t miss the chance to reference it. Like a compass, guide your audience to read it. This way, you will get more views for your content and raise awareness about what you’re doing in your industry.

A couple of people looking at a map with a compass

Writing LinkedIn Articles as a Leader

All the tips above are useful if you’ve already got content. But what if you aren’t necessarily ready to execute your marketing strategy and the writing isn’t ready?

No article produced by a thought leader in any industry can be good enough if it isn’t well-researched and written to a level that a professional expects to see on their LinkedIn feed. This is especially true if you’re in a more technical-leaning industry.

But fear not: you don’t have to possess the writing skills of Edgar Allen Poe or the technical vocabulary of Stephen Hawking to write well. Writing LinkedIn articles like a thought leader is about knowing the best ways to communicate your message. You’ll also want to provide your readers with a solution to their problems. After all, what you want to create is content that helps and enriches those who read it.

If you want the best results from your articles, it’s time to start considering these five points:

1. Capture Attention Quickly with a Great Headline

This is what every article on the internet counts on – turning the head of the reader towards its content. How do you accomplish this, though? Pretty simple. Have a clear, concise, and informative headline. No splashy headlines or clickbait.

Once the reader gets past the headline, make sure the article is actually informative and not a repetition of what they already know. Most importantly, link the article to your profile. This is especially important if it can answer the questions posed by future clients. It’s also a great way of leveraging your content for the best growth as a thought leader .

2. Balance Your Article with Images

There are few things more boring than reading a wall of text without any eye candy. If your article doesn’t have images, graphs, tables or infographics, then it might not be read. The average person just doesn’t want to read through blocks of text to understand what you’re talking about. It’s in your best interest to provide them with pictures that describe what is being said. You could also use a good header image to open up the article, and any graphs or tables necessary to demonstrate any results or data.

3. Split Your Article up by Using Subheadings

Don’t hesitate to give detailed information in your article. But avoid extremely long blocks of text. Apart from balancing articles with images, use subheadings to avoid inciting boredom in your readers. Split up your article into sections that highlight important terms and suggestions .

4. Bullet Points and List-Type Articles Are Lifesavers

It doesn’t matter how old and how cliché they may seem – articles based on “5 Things That…”, “3 Ideas for…”, “Top 10 Ways to…” and “9 Mistakes Made by…” are still the most effective way to get views and engagement. People like numbers: it’s just the way they find writing easier to digest. A list article, no matter the number of points it offers (or if they’re an even or odd number), is always a great source of traffic for your profile.

5. Long, but Simple to Read

It may seem counterintuitive but apparently, these are three excellent tips to ensure you receive more views: write long articles, fire up your connections and followers with your articles but avoid using complicated lingo.

Writer Paul Shapiro assessed 3,000 LinkedIn blog articles and found that articles around 1,500 to 2,000 words and beyond were those getting the best results in terms of LinkedIn views. He also discovered that the articles with a score on the Flesch-Kincaid Reading Ease Test of 80 to 89 (AKA, easy to read for an 11-year-old child) were the ones that got the most engagement. Plus, readers were happier when the writer kept it simple.

In conclusion, effective writing can be hard. Gather your resources. Do adequate research. Then, start by creating an attention-grabbing headline, have a well-written and informative article, balance with pictures, and keep your choice of words simple.

Getting Started on Writing LinkedIn Articles

If your intention is to become a thought leader, first work on having an all-star LinkedIn profile. Then, consider and plan your content strategy based on this ultimate guide. On what subject do you want to be seen as a thought leader? When will posting bring the most value to your audience’s feed?

It might seem daunting, but do not fear. The most important step isn’t any of the previous tips. Instead, it’s simply getting down to writing LinkedIn articles. It’ll seem difficult to start, but the most important thing is to just do it, get your first one published, and it gets easier from there.

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Best Practices and Examples For Writing The Best LinkedIn Articles

May 29, 2023

Best Practices and Examples For Writing The Best LinkedIn Articles

LinkedIn is a powerful tool for professionals to connect, share ideas, and establish themselves as thought leaders in their industry. One way to do this is by writing LinkedIn articles. In this blog post, we will explore the best practices for writing LinkedIn articles, provide examples of successful articles, discuss how to promote your blogs , and offer advanced strategies to help you build your brand as a thought leader.

Why Write LinkedIn Articles?

Writing LinkedIn articles is a powerful way to establish yourself as a thought leader and share your expertise with others. By publishing high-quality articles on LinkedIn, you can:

  • Showcase your knowledge and skills
  • Build your personal brand
  • Increase your visibility and reach
  • Engage with your network and beyond
  • Establish credibility and trust

Best Practices for Writing LinkedIn Articles

Now that we understand the benefits of writing LinkedIn articles, let's explore some best practices to help you create engaging and effective content.

Choosing a Topic

The first step in writing a successful LinkedIn article is choosing the right topic. Your topic should be relevant to your industry, timely, and interesting to your target audience. Consider what challenges or opportunities your audience is facing and how you can provide value through your content.

Crafting a Compelling Headline

Your headline is the first thing people will see when they come across your article, so it's important to make it attention-grabbing and compelling. Use action-oriented language, numbers, and specific details to make your headline catchy .

Writing for Your Audience

When writing your LinkedIn article, keep your target audience in mind. Write in a conversational tone and use simple, easy-to-understand language. Use anecdotes, examples, and stories to illustrate your points and make your content more engaging .

Formatting Your Article

Formatting your article can help make it more readable and engaging. Use subheadings, bullet points, and short paragraphs to break up your content. Use bold and italicized text to highlight important points.

Adding Visuals

Visuals can help break up your content and make it more engaging. Consider adding images, videos, infographics, or other visuals to your article to illustrate your points and make your content more visually appealing.

Using Keywords and Hashtags

Using keywords and hashtags can help make your article more discoverable on LinkedIn. Do some research to identify relevant keywords and hashtags for your industry and incorporate them into your article.

Including Calls to Action

Include a call to action at the end of your article to encourage your readers to take action. This could be asking them to share your article, leave a comment, or connect with you on LinkedIn.

Examples of Successful LinkedIn Articles

Now that we have covered some best practices for writing LinkedIn articles, let's look at some examples of successful articles and what we can learn from them.

Analyzing Top-Performing Articles

One way to identify successful LinkedIn articles is to analyze top-performing articles in your industry. Look for articles that have a high number of views, likes, comments, and shares. Pay attention to the topics, headlines, formatting, and visuals used in these articles.

Identifying Key Elements of Success

Based on your analysis, identify the key elements of success for LinkedIn articles in your industry. This could include using attention-grrabbing headlines, writing in a conversational tone, or incorporating visuals. Use these insights to inform your own article-writing process.

Learning from Thought Leaders in Your Industry

Follow thought leaders in your industry on LinkedIn and read their articles to gain insights into what works well for them. Take note of their writing style, the topics they cover, and how they engage with their audience. You can use these insights to help inform your own article-writing process and build your brand as a thought leader.

Promoting Your LinkedIn Articles

Once you've written an engaging and high-quality LinkedIn article, it's important to promote it to increase its visibility and reach. Here are some strategies to consider:

Sharing on Your Personal Profile

Share your LinkedIn article on your personal profile to increase its visibility among your connections. Encourage your connections to like, comment, and share your article to further increase its reach.

Utilizing LinkedIn Groups

Share your article in relevant LinkedIn Groups to reach a wider audience outside of your immediate network. Be sure to follow each group's guidelines for posting and engage with other members' content as well.

Leveraging Other Social Media Platforms

Share your LinkedIn article on other social media platforms, such as Twitter, Facebook, and Instagram, to increase its reach and visibility. Be sure to use relevant hashtags and tailor your post for each platform to maximize engagement.

Collaborating with Other Thought Leaders

Collaborate with other thought leaders in your industry to co-author articles or share each other's content. This can help expand your reach and credibility as a thought leader.

Measuring Success

To improve your LinkedIn article-writing process and better understand what resonates with your audience, it's important to measure the success of your articles. Here are some metrics to track:

Tracking Views and Engagement

Monitor the number of views, likes, comments, and shares your articles receive. This can give you insight into the topics and content that resonate most with your audience.

Analyzing Metrics for Improvement

Use the engagement metrics from your LinkedIn articles to identify areas for improvement. For example, if you notice that articles with visuals receive more engagement, consider incorporating more visuals in your future articles. If your articles with shorter paragraphs perform better, experiment with breaking up your content into smaller sections.

Setting Goals for Your LinkedIn Articles

Set goals for your LinkedIn articles to help you stay focused and measure your success. These goals could include increasing your number of views or engagement, attracting new connections, or expanding your reach within your industry. Regularly review your progress and adjust your strategy as needed.

Advanced Strategies for LinkedIn Articles

As you become more comfortable with writing LinkedIn articles and start to see success, consider experimenting with advanced strategies to further enhance your content and build your brand as a thought leader.

Incorporating Video Content

Video content is highly engaging and can help you stand out on LinkedIn. Consider incorporating video clips, interviews, or live streams into your articles to provide a multimedia experience for your audience.

Experimenting with Different Formats

Don't be afraid to experiment with different formats for your LinkedIn articles. This could include creating listicles , how-to guides, case studies, or opinion pieces. Try different formats and see what resonates most with your audience.

Building Your Brand as a Thought Leader

As you continue to write high-quality LinkedIn articles and engage with your audience, focus on building your personal brand as a thought leader. This includes consistently sharing unique content , engaging with others in your industry, and staying up-to-date on industry trends and news.

Writing LinkedIn articles is an effective way to establish yourself as a thought leader in your industry, increase your visibility, and attract new business opportunities. By following best practices, analyzing successful examples, promoting your content, and experimenting with advanced strategies, you can create engaging and impactful articles that resonate with your target audience. Remember to track your progress and adjust your strategy as needed to continue building your brand as a thought leader on LinkedIn.

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Write and post articles on LinkedIn: All-in-One guide (2024)

LinkedIn is the go-to platform for business professionals looking to enhance their reach. With over 810 million members , this social network is a goldmine for maximizing your exposure.

LinkedIn statistics

You’re not sure how? Simple! Just write and post LinkedIn articles. You’ll get to show off your writing skills, establish yourself as a thought leader and reap the benefits of using LinkedIn to its full potential.

Still not sold yet? Okay, here me out on this: 45% percent of LinkedIn article readers are in high-level positions . Impressive, right? Writing a LinkedIn article is definitely something you should consider.

You may be worried that your LinkedIn articles will get lost in the feed. But you don’t need to worry about that at all! Only 1 million users published an article on LinkedIn. Your articles won’t be clogged up by other articles and you’ll benefit greatly from the first-mover advantage.

Publishing a LinkedIn article is very simple and free. That is not to say that you could do without a little help from excellent social media management tools like Circleboom Publish.

Circleboom Publish lets you schedule your LinkedIn posts to bring attention to your articles at the best time. It even finds the most relevant articles based on your interests when you just can’t find the right words to say what you have to say (Don’t worry, it happens to the best of us).

writing articles in linkedin

So what are you waiting for? Get writing ASAP!

What exactly is a LinkedIn article? How is it different from a LinkedIn post?

A LinkedIn article is very much like a blog article. While a LinkedIn post can only go up to 700 words for company profiles and 1,200 words for individual accounts, a LinkedIn article can go up to 120,000 words. With a LinkedIn article, you’ll have more than enough room to showcase your thought leadership skills. You can also add images, rich media, and hyperlinks to your article.

Another great advantage of a LinkedIn article is that it’s searchable on Google, while a LinkedIn post isn’t.

LinkedIn articles appear in the Activity section of your profile. If you’ve not published any articles, this section will only show your recent activity.

LinkedIn articles

Your connections and followers will see your articles on their feed and sometimes receive notifications when you publish an article. If you make your article public, its reach will go beyond your connections and followers. LinkedIn will make sure that your article will show up on other users with similar interests. You can also share your articles on LinkedIn, Facebook, or Twitter.

You can learn more about LinkedIn articles here.  Also, you can check our detailed guide on how to find unique articles to share on LinkedIn here:

writing articles in linkedin

Topic ideas for a LinkedIn article

Coming up with the best topic ideas for a LinkedIn article can be tricky. Here are some suggestions that might help you with choosing a topic:

  • Latest developments in your industry and your opinions
  • Your anecdotes about your professional experience
  • An answer to a question you often get from your clients
  • Case studies
  • Engagement-inviting articles

The last suggestion applies to all topic ideas. You should make sure to ask questions to your audience and invite them to share their thoughts about your article. You can enable or disable comments on your LinkedIn articles whenever you want.

Need more inspiration?

If you need more inspiration for writing a LinkedIn article, you can check out LinkedIn’s predictions about 29 Big Ideas that will change our world in 2022 . These big ideas will be relevant for this year and beyond. Coming up with an article topic inspired by these big ideas is likely to attract the attention of a large audience.

Do you need to see some examples first? That’s perfectly fine. Here you can find a list of the most shared articles on LinkedIn in 2021. You can check these articles out to get inspired for a topic or gain insight into structuring your article.

Not in the mood for writing? There’s nothing wrong with that! You can always get a little outside help when it comes to diversifying your LinkedIn content.

writing articles in linkedin

How to write a good LinkedIn article

Writing a LinkedIn article is your chance to shine with your thought leadership and writing skills. A good LinkedIn article will show your audience that you have in-depth knowledge about your topic and that you have what it takes to share your knowledge in a coherent way. Let’s look at some tips and suggestions that will help you find your voice.

#1: Do research. Find out what others have been writing about your topic. Focus on the aspects that set your ideas apart from the others. Emphasize the uniqueness of your ideas. You can bring a new perspective to a previously talked about topic.

#2: Add personal elements. If you have personal experience with your topic or interesting anecdotes, you should definitely include them in your LinkedIn article. Adding a personal touch to your writing will make your audience relate to you more easily.

#3: Choose a headline. First impressions matter. Your headline will be the first impression that your audience will get of your LinkedIn article. You should make it as interesting as possible. Headlines like “How to Write a Good LinkedIn Article” or “7 Ways to Write a LinkedIn Article” work best.

Writing LinkedIn articles

#4: Make your article reader-friendly. No one’s going to read a big ol’ chunk of text that’s not separated into paragraphs. Format your article to make it readable. Subheadings, links, or bullet points are always a good idea.

LinkedIn article guideline

#5: Add visuals. Choose images that suit your topic the best. Images are great for readers to visualize your article. And written content with images has 650% more engagement rates!

writing articles in linkedin

How long should LinkedIn articles be?

LinkedIn allows its users to write up to a whopping 120,000 words for an article. To put it in perspective, J.R.R. Tolkien’s The Fellowship of the Ring has 187,790 words . So it’s a good idea not to aim for the maximum word limit on a LinkedIn article.

Tom Popomaronis has found that articles of 1500-2000 words perform the best. That length should give you ample room to make all the points you want to make. Make sure to include relevant keywords in there!

How to use a LinkedIn article for your business

In other words, what are the benefits of a LinkedIn article? Why should you invest time and energy in writing a LinkedIn article? There are multiple advantages of LinkedIn articles that will help your business. Let's take a look at them.

#1: Build connections. LinkedIn is the biggest online professional network. Publishing a good article on LinkedIn will earn you engagement and interaction which can turn into valuable connections.

#2: Tell your story. A LinkedIn article is an excellent way of sharing your ideas and telling your story. You can expand your LinkedIn presence beyond your profile and your resumé.

LinkedIn article example

#3: Get noticed. Engagement means visibility. With a LinkedIn article, you can enhance your exposure.

How to publish articles on LinkedIn

Publishing your article on LinkedIn is super easy in just a few steps. The only caveat is that you can’t do this on mobile, so make sure you’re on the desktop before you begin.

Step #1: Near the top of your home page, you’ll find the Write article option. Click on it to get publishing.

Write article on LinkedIn

Step #2: Choose an attention-grabbing headline . Don’t go overboard and make sure to be to-the-point. Save your words for the article itself. Headlines like “7 Ways to…” or “How to…” are generally preferred and well-liked. In fact, these kinds of articles are twice as likely to get views.

Put your headlines wisely on your LinkedIn articles

Step #3: The next step is formatting. This step is crucial for making sure that your article is readable. You can include subheadings, bullet points, and numbered lists. You can also make your text bold, italicized, or underlined. If you want to add a hyperlink, just click on the Link icon on the toolbar.

Use links on LinkedIn articles

Content that is divided into 5, 7 or 9 subsections performs the best. Keep that in mind while formatting your article.  

LinkedIn articles

Step #4: Visual content is the icing on the cake. Adding images, videos, or rich media to your article is essential.

First, you’ll need a cover image. Your cover image will appear along with your article headline, so make sure to choose an interesting one. The best cover image size for a LinkedIn article is 744 x 400.

Headlines are important for LinkedIn articles

Next, you can embed visual content into your article. Just click on the icon on the left of the article section.

You can embed other content into LinkedIn articles

A new video will pop up. You can select what form of visual content you’d like to add to your article. You can use Unsplash , Giphy , or Canva to find and create the best visuals for your article.

LinkedIn favors articles with exactly 8 images. No one knows why for sure, but it’s a great tip nonetheless. The optimum image size for your article is 1200 x 644.  

Step #5: When you’re all set, all you have to do is publish your article!

You can save LinkedIn articles as drafts.

If you don’t publish it, LinkedIn will automatically save it as a draft. You can always come back to your article to edit it after you publish it, or delete it altogether.

writing articles in linkedin

Can you publish a LinkedIn article on a LinkedIn company page?

The answer is yes, you definitely can! The process is identical to publishing a LinkedIn article to your personal LinkedIn account. The only thing you need is to have admin privileges on the LinkedIn company page.

You’ll need to click Write article and follow the same steps to publish articles to a personal account.

Write articles on LinkedIn Company pages

If you want to learn more about publishing LinkedIn articles on a LinkedIn company page, you should check out our guide here .

writing articles in linkedin

So what’s the next step after you publish your article? Now it’s time to share it with the rest of the world!

Let's cut it short to present to you the easiest way. If you’re feeling stuck or don’t feel like writing an article, you can always use the Article Curation feature by Circleboom Publish .

writing articles in linkedin

How to share a LinkedIn article

Don’t just rely on the LinkedIn algorithm to do its magic for you, share your article with the rest of the world to see! Just click on the Share option at the bottom of your article.

You can share your article on LinkedIn in a post or in a message. You can also share it directly on Facebook and Twitter, or copy and paste the link to your article wherever you wish.

Share articles on LinkedIn.

One great tip while sharing your article in a LinkedIn post is to use hashtags. Hashtags will enhance the visibility of your article.

You can use hashtags on LinkedIn articles.

LinkedIn will come up with hashtag suggestions while you’re typing your hashtags in your post to share your article.

Now that you’ve shared your article once, why stop there? Why not share it again later? LinkedIn articles have a greater lifespan than LinkedIn posts, so it’s best to use this to your advantage. You can share your old articles again in LinkedIn posts to get them back in circulation and get even more views. The sky's the limit!

While you’re resharing, make sure to underline a different feature of the article each time. This way, you can make the old look new.

Is it okay to repost on LinkedIn?

This is a little bit tricky. There are some do's and don'ts to reposting on LinkedIn.

Firstly, you should make sure that the article you want to repost has a topic within the interest areas of your audience.

If you've found an article written by someone else that you're sure your audience will appreciate, then go ahead and share it on LinkedIn. Make sure to include your thoughts on the article while you're sharing it. Check out this article here to learn more about "repost etiquette".

While it might be tempting to repost every article on your blog, try to be a little pickier. Consider the success potential of each article on LinkedIn. Let's say you're thinking about reposting an article on your blog, ask yourself the following questions:

Would this article do well on LinkedIn?

Would my audience on LinkedIn find this article interesting?

Does this article fit the criteria of a good LinkedIn article?

How to find quality articles for LinkedIn

Circleboom Publish offers the best tools for LinkedIn on a single dashboard. Here’s how to use the Article Curation feature when you’re having writer’s block.

Step #1:   Log in to Circleboom Publish . If you don't have an account, you can easily create one here.

Write and post articles on LinkedIn with Circleboom Publish

Step #2: Click on the LinkedIn option on the Circleboom Publish dashboard. You can manage all of your social media accounts on this single dashboard.

Manage multiple LinkedIn Profiles and LinkedIn Business Pages with Circleboom.

Step #3: On the left-hand menu, you’ll see the Discover Articles option.

Curate great articles for social media on Circleboom Publish

Step #4: You can select your interests to find the best articles you need. Once you’ve selected your interests, relevant articles will appear on the page.

You can find many articles on many different languages.

Next, all you need to do is pick the articles that you’d like to post to your LinkedIn account.

You can publish, schedule, or add to queue your selected articles for your multiple LinkedIn accounts.

How to share RSS feeds on LinkedIn

If you're looking for a way to diversify your LinkedIn content, you should consider integrating your RSS feeds with LinkedIn. This way, you'll get to establish yourself as a reliable source of information and your articles will get more views and engagement.

Circleboom Publish has the RSS to LinkedIn feature which will make it super easy for you to connect your RSS feeds on its intuitive dashboard.

You can auto-post your RSS feed on LinkedIn with Circleboom Publish

Check out our guide RSS to LinkedIn: Connect any RSS Feed to LinkedIn in seconds! to learn more about this useful feature.

writing articles in linkedin

What's the best time to publish LinkedIn articles?

If you’re wondering about what the best time is for publishing or sharing your article in a LinkedIn post, we got the answer for you.

The best days to post content on LinkedIn are:

  • Between Tuesday and Thursday
  • Early in the morning, lunchtime or early evening work best for posting during this time period
  • You can also post between 10 am and 11 am on Tuesdays

The worst time to post? Sleeping hours (10 pm - 6 am), and immediately before Monday and after Friday night is a big no-no.

writing articles in linkedin

Can you schedule articles on LinkedIn?

The bad news is that you can’t schedule your LinkedIn articles to be published at the optimal time as of now. Third-party tools can’t help you with that either.

But if you’re looking for a way to schedule your LinkedIn posts, you can find everything you need in the Linkedin Post Scheduler tool of Circleboom Publish.

Circleboom's Linkedin Post Scheduler lets you schedule your posts in advance so you can update your audience about your latest articles!

Circleboom Publish offers a user-friendly LinkedIn post scheduling service that’s guaranteed to help you navigate LinkedIn much more comfortably. You can schedule posts to be published right before you publish your LinkedIn article to announce and draw attention to it. Likewise, you can also schedule your posts to be published after your LinkedIn article sees the light of day to call attention to it.

Review your LinkedIn Analytics

It’s always a great idea to analyze your performance on LinkedIn. This way, you can see if you’re meeting your goals based on the metrics that LinkedIn’s native Page Analytics offers for free. You’ll need to be a page admin to access this feature.

LinkedIn Page Analytics includes:

#1: Update (for desktop) or Content (for mobile) Analytics

Update Analytics helps you keep track of the effectiveness of your LinkedIn updates, including posted videos.

#2: Follower Analytics

Follower Analytics is the place for learning all about your audience. These metrics show the demographics of who is interacting with your content.

#3: Visitor Analytics

Visitor Analytics shows you the demographics of visitors to your profile who haven’t followed you on LinkedIn. Analyzing these metrics can offer you invaluable insight into encouraging these visitors to become followers.

#4: Employee Advocacy Analytics

These metrics let you evaluate the quality of and engagement with employee recommended content.

#5: Talent Brand Analytics

Talent Brand Analytics shows you the engagement with your Career Pages so that you can pump new blood into your brand.

LinkedIn allows you to view the analytics of individual posts and articles too.

View your Post Analytics

You can track the performance of your LinkedIn articles with LinkedIn’s Post Analytics . You can see the following metrics about your LinkedIn articles:

  • Engagements
  • Impression demographics
  • Article performance
  • Article viewer demographics

These metrics are crucial for analyzing the performance of your LinkedIn articles. For example, if your engagement rates are low, you can always diversify your content to attract more attention or include engagement-inviting questions in your articles.

Wrapping up

It's all about networking on LinkedIn. Finding quality articles to publish on LinkedIn and becoming a thought leader is a proven approach to extending your professional circle.

You should definitely consider publishing articles on LinkedIn if you’re looking for more exposure in the online world of business. LinkedIn articles are great for boosting your visibility and improving your thought leadership skills.

In only a few clicks, Circleboom Publish will help you uncover trending articles in your field. You don't have to spend hours searching the internet for great content when you use Circleboom Publish.

writing articles in linkedin

Content creator interested in social media with a penchant for writing.

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Prolifiko

How to write highly effective LinkedIn articles

by Chris Smith | May 24, 2017

How to write highly effective LinkedIn articles

Related Posts

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With over half a billion users across the world, we should take LinkedIn pretty seriously when the company says it’s aiming to be the biggest publisher of any type in the world (if it isn’t already).

But with more people than ever posting not just updates but full-blown articles and think pieces, how should you engage with the platform and join the publishing revolution yourself? We asked LinkedIn trainer and founder of the Value Exchange , Nigel Cliffe to share his top posting insights with us.

Why should anyone write ‘articles’ on LinkedIn?

Quite simply, writing articles on LinkedIn is a powerful way to help you differentiate your personal brand from other people – and to stand out from the crowd. Writing also helps you demonstrate your opinions and expertise so you become front-of-mind when your contacts might need your skills or services.

Also, if you want to get noticed and picked up by LinkedIn or Google algorithms, their search engines are far more attuned to picking up articles rather than facts and figures – so being able to tell a good story and engage people is an increasingly important skill to have.

I’ve just joined LinkedIn – what’s the first thing I should know?

A lot of people still think of LinkedIn being an online CV. And that’s fine if it works for them but in my experience, LinkedIn works the best when you enter into a conversation with your contacts – so, first thing to know is to see LinkedIn as an active community not just a noticeboard for your CV.

You can engage with people in a number of different ways. You can search for topics and articles that interest you and ‘like’ them – and if you think they’d be of interest to your community you can ‘share’ them with your network.

Once you feel confident enough in your own abilities – then you can start to write articles of your own. This is a really useful way to start defining your brand and your offer – and start to build people’s trust and confidence in what you do.

What’s the biggest mistake that people make when posting on LinkedIn?

Lewis Carol said ‘if you don’t know where you are going, any road will get you there’ and that’s true in life and especially true on LinkedIn. I’d say the number one mistake that people make is not having a strategy – and by that I mean not really knowing why they’re on the platform and why they’re engaging with people.

LinkedIn is all about building your profile and building other people’s trust and confidence in you and what you have to offer the world. But in order to do that you need to know why you’re posting and what you want to become known for – and if you don’t establish this you can start off in the wrong direction.

>> Read more: The complete guide to writing accountability – hold yourself to account and use others to help you achieve your writing goals

Having a strategy sounds pretty complicated – is it?

No, it really doesn’t need to be complicated at all. At it’s most basic level it just means knowing why you’re on the platform and what you want to get out of using it.

One tip is to choose two or three topics that you want to become known for and then use these themes to guide everything you post, share and like.

Picking a few ‘pillars’ to hang your content around gives your profile consistency and it sends a clear message to your readers and network about what you stand for and what you’re interested in.

So, what’s your LinkedIn strategy?

My ‘pillars’ – the themes I connect with my audience around – are LinkedIn, marketing, marketing technology and digital. Everything I write about, like and share are broadly based around these pillars. It means I get known for those themes and topics and my readers know what to expect.

My objective is to build up an interested network of contacts around those themes and to offer them interesting content – in the hope that one day we might be of mutual benefit.

What shouldn’t people do or publish on LinkedIn?

Direct selling is a big no, no on LinkedIn. You’d never start offering your two for one deal to someone you’d just met in real life so why do it in the virtual world?

LinkedIn isn’t for selling – unless you’ve specifically been asked to of course. It’s a place to build trust and credibility in you and what you offer – so that when a contact is ready to buy whatever you are selling they’ll visit your profile and hopefully, get in touch.

Also, never be disrespectful to anyone – even if they are to you. Always remember that any reply that you give will be public so you always need to be mindful of that.

Is there anything you shouldn’t write about?

What you publish really depends on you and whatever engagement strategy you have. However, I’d always be cautious of sharing highly sensitive topics and themes that might lead you into online arguments.

Just consider how you want to come across to your audience. The last thing you want to do is to get into a political slanging match with someone. That’s unhelpful for you and it’s a real switch off for your readers too.

How much should you publish?

There’s no set amount but I publish or share an article every day – based around my core interests. At the upper end I get a few thousand views on the content that I share and at the lower end, a few hundred.

The key is to be consistent about what you share and what you write about so people know what to expect. If I was all over the place and shared anything – then my readers wouldn’t stick around for long. Again – it comes back to having a strategy.

>> Read more: Trying hard to be a writer won’t make you one, being prolific will

What if you’ve just joined LinkedIn straight from college – what can I write about then?

Even if you don’t have a lot of work experience – everyone has a story. There are experiences you can share, incidents that have happened during the day that you can write stories about – if they’re relevant to your audience. But again, you have to first understand what you want to achieve by being on LinkedIn.

A good tip if you’re stuck for ideas on what to post about is to set up a Google alerts around your content pillars so you can share interesting articles with your network.

But remember, the real benefit comes when you put your personal spin on the article. Perhaps you agree with it – or disagree. Tell us why – have an opinion. It’s always good to put the cat amongst the pigeons sometimes!

Nigel Cliffe’s 7 top tips on how to write LinkedIn articles

  • Make sure your post isn’t too long and isn’t too short. Whilst longer articles can get read, I find it’s best to keep pieces between 300-500 words.
  • Don’t make you reader read giant slabs of text. Make it easy for them to read by breaking the text up, adding in some sub-headers and where appropriate, using italics.
  • Add visual interest. Make sure you have a strong image or graphic as your title picture. Also, don’t forget to dot images throughout the story to break the piece up a little and make it more readable.
  • Get yourself a catchy title. This is super-important as boring titles are real turn off. Try posting your proposed headline in an analyzer to give it a ‘sharability’ score.
  • Make sure there’s a good call to action. Don’t make it difficult for people to find you! Make sure your contact details or website URL is included at the end.
  • Make sure you know the order of events. If you have your own blog post it there first then wait around a week to post the same piece up on LinkedIn.
  • If you’re re-posting from your blog, change the content and the header a little to reflect (and respect) your LinkedIn audience.
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LinkedIn Articles: Pros and Cons + 4 Tips for Success [Infographic]

If you’re somewhat skeptical about LinkedIn’s publishing platform, I can’t really blame you.

Depending on what you do professionally, LinkedIn will fall somewhere on the spectrum between “slightly boring social media platform you only check when you need a job” and “ incredibly valuable prospecting tool you use every hour of every day.”

I’ve survived both extremes. And yet, if you’re a B2B marketer, I still think it’s worth considering the benefits of creating LinkedIn articles and working this platform into your content marketing strategy.

What is a LinkedIn article?

A LinkedIn article is a piece of long-form content, similar to a blog post, that you can create through LinkedIn’s integrated publishing platform.

It’s an opportunity to share:

  • Thought leadership.
  • Professional experiences and anecdotes.
  • Industry insights and expertise.
  • Advice for other professionals.
  • Opinions on developments in your field.
  • Content marketing messages in support of your brand.

Infographic: 4 tips for successful LinkedIn articles

Wait … is this the same thing as LinkedIn Pulse?

Previously, only several hundred high-powered businesspeople vetted as LinkedIn Influencers had the tools to share their opinions and advice in long-form posts. But in early 2014, LinkedIn made its Pulse Publishing platform available to all users .

For a while, the organization maintained a separate site and app under the LinkedIn Pulse brand. In 2017, these features — including the ability to read or create a Pulse article — were rolled into the standard LinkedIn user experience .

So, how do LinkedIn articles show up now?

These days, you can create a LinkedIn article straight from your personalized home page.

Linkedin profile example

You’ll also see various articles appear in your news feed, among other LinkedIn updates like posts and work anniversaries.

The URL of any piece of LinkedIn content created through the platform’s publishing tool will start with https://www.linkedin.com/pulse/ … but that page alone doesn’t turn up any results. And there’s not currently a way to filter LinkedIn articles using the platform’s search bar.

linkedin screenshot

Does this make sense? No, not really.

But, if you’re a B2B marketer looking to make your voice heard, the potential advantages of posting articles on LinkedIn could very well outweigh the platform’s idiosyncrasies.

Pros of publishing LinkedIn articles

Here are some of the most compelling reasons to start publishing on LinkedIn.

LinkedIn is a great place to reach decision-makers

In the world of social selling, LinkedIn is perhaps the best place to reach decision-makers .

As of May 2019, there were reportedly 90 million senior-level executives using the platform, and another 63 million professionals in decision-making positions. And that’s just a slice of the 706 million users the organization counted in 2020.

If you create content these influential users find interesting and engaging, you’ll boost your reputation as a trusted authority — and maybe even someone worth partnering with.

You can publish LinkedIn articles for free

It costs money to keep a company blog up and running. It also costs money to run ads and sponsored content through LinkedIn.

But it’s completely free to publish LinkedIn articles under your own account. B2B marketers on a budget can’t deny the appeal of what’s essentially a free LinkedIn marketing tool.

(Just remember that, per the platform’s publishing guidelines , blatant ads and overly promotional content shouldn’t be included in articles.)

It’s the best (and only) way to share long-form content on LinkedIn

It’s possible to share LinkedIn content in two formats: posts and articles. Posts are intended to be short and sweet, so they’re capped at 1,300 characters.

But, if you want to share more than five lines of text, LinkedIn articles are the answer. Each article can be up to 125,000 characters long. Let’s hope you’re not trying to write more than that.

Your message will be presented to a relevant audience

When you hit “publish,” LinkedIn will drop your article into the stream of content served up to other users by way of notifications and news feeds.

The algorithm will decide which LinkedIn members in your network will be shown your content. Plus, if the article is public, it will go beyond your followers to other users who have expressed an interest in the topic you wrote about. Essentially, LinkedIn will find your target audience for you.

You can also add hashtags when publishing your article. These make it even easier for users to find your content if it matches what they’re searching for.

LinkedIn makes sharing articles easy

When another LinkedIn user comes across your article, they can easily share your article in several ways:

  • In a LinkedIn message.
  • In a LinkedIn post.
  • Directly to Twitter.
  • Directly to Facebook.
  • By copying and pasting the link.

linkedin screenshot

The organization strives to foster engagement, and highly shareable content performs especially well. Keep in mind that you may need to update your visibility settings to make your articles public.

LinkedIn articles are searchable in Google (whereas posts aren’t)

If you’re not sure whether it makes more sense to create a post or an article, it’s helpful to consider that LinkedIn posts won’t come up in a Google search. Those updates can only be accessed by users logged in to the platform.

But, as with content published on Medium, LinkedIn articles can be discovered directly from the platform as well as through a search engine. This improves your chances of reaching new readers beyond your network.

You can piggy-back off of the platform’s Domain Authority

According to Moz, LinkedIn.com has a Domain Authority of 98 out of 100. Chances are, this is a lot higher than your own company website’s rating — especially if it’s relatively new.

The advantage here is that your piece of original content has a high likelihood of snagging a higher position on the search engine results pages (SERPs). Whereas a blog post on your site may end up buried on page 7, an article you publish on LinkedIn could very well snag one of the first several spots.

Essentially the same insights can take up two spots on SERPs

One way to make the most out of existing content you’ve created is to publish the same article — or a similar but modified version of it — on your branded blog as well as LinkedIn. As with other platforms like Medium, Reddit and Quora, LinkedIn is a common forum for syndication. However, this tactic can complicate SEO . But the fact is, getting far more eyes on your content might make up for any drawbacks.

Google’s advice is to “ syndicate carefully .” Here’s what happens when the algorithm meets your original blog post and your LinkedIn article:

“If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer. However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article. You can also ask those who use your syndicated material to use the noindex meta tag to prevent search engines from indexing their version of the content.”

Depending on what search query a user submits, Google might end up presenting your insights twice.

google search example

This additional spot on the SERP means you might even manage to capture a user who bounced off your own site. Once they land on your LinkedIn article, they may be more comfortable sticking around, given LinkedIn’s familiar look and feel, and its reputation as an authoritative and trustworthy site.

Cons of publishing LinkedIn articles

Certainly, a lot of good can come from sharing your thought leadership through LinkedIn articles. But some of the most promising advantages come with caveats, and there are several notable drawbacks to this publishing platform.

Here are some factors to be mindful of before you publish:

You might end up blaming the algorithm

With LinkedIn’s publishing tools, you’re theoretically sending out your ideas to a large audience. However, not every member of your target audience will see your latest, greatest article. The LinkedIn content you created might only appear before a small percentage of your 500+ connections.

But if you’re promoting blog content through an RSS feed or email newsletter, you can be confident your message will reach every person on your list. Whether or not they read it is another matter, but at least you can control who gets alerted and when it happens.

LinkedIn’s brand is more prominent than yours

The LinkedIn publishing platform has limited features, and any articles you create will be simple in appearance. This creates a consistent look and feel across all LinkedIn articles from all authors, but it doesn’t do you any favors from a branding standpoint.

linkedin screenshot

You can include images to break up the text, but it’s not possible to align the typography, color palette or any other features with your visual brand through the LinkedIn editor.

Additionally, your name and your company name won’t appear in the search results. Viewers will just see the article title and “LinkedIn” as the source.

google search example covid-19 and women's job linkedin

Within the article itself, it’s a bit too easy for a reader to gloss over your business name since it appears in a small, light gray font.

google search example covid-19 and women's job linkedin

By the time a reader finishes your article, the hope is that it made a memorable impression. Ideally, your content will have urged them to take another step toward getting to know you and what you do. But the risk is that they forget your name and company as soon as they leave the page.

You can’t capture leads with LinkedIn articles

You can sprinkle as many opt-ins, newsletter sign-up forms and other calls to action on your company blog as you’d like. But LinkedIn naturally wants users to stay within the platform. Therefore, it’s not possible to nudge your reader with a pop-up newsletter sign-up form or any form of rich media that ends in a meaningful interaction.

Of course, you’ll see who’s engaging with your LinkedIn articles through likes, reactions, shares and comments. This activity might lead you to strike up a conversation with another user, but it’s not exactly permission marketing.

If you want to drive traffic or awareness back to your own site, you’ll have to do it in a somewhat clunky way with simple links rather than fancy buttons or banners.

LinkedIn provides limited analytics

When it comes to tracking the performance of your LinkedIn articles, the good news is that the platform does offer some analytics capabilities. The less-good news is that LinkedIn analytics are quite limited.

Performance data is only stored for 2 years from the publication date. And you’re only able to view analytics for articles one by one; there’s no way to see your content’s overall performance.

You can see details like post views and article views, where your readers work and what their job titles are and where they’re based. But any additional detail you might want won’t be captured.

writing articles in linkedin

Tips for writing, publishing and promoting LinkedIn articles

The best types of content to post on LinkedIn will be created with the platform’s priorities in mind. Here are a few ways to improve your chances at success:

Make the algorithm’s goals your goals

Like any other social media platform or search engine, LinkedIn uses an algorithm to decide how and when to distribute each new piece of content, and how to populate each user’s LinkedIn feed.

Although its inner workings are complex, it’s designed around a fairly simple mantra. The company promises to fill your feed with “ people you know, talking about things you care about .”

Accordingly, the LinkedIn algorithm prioritizes content that’s relevant to your network (“people you know”) and interests (“thinks you care about”). It also favors content that’s creating conversations and experiencing higher levels of engagement (“talking about”).

While writing articles, focus on producing content that ticks those boxes. For example, if you are interested in real estate marketing on LinkedIn make sure your feed has valuable information for your target audience.

Be mindful about how you syndicate content through LinkedIn

As we’ve seen, syndicating an original article from your company blog on LinkedIn can have its own advantages and disadvantages.

If you do follow this strategy, change the article title and meta description, as well as the introduction and feature image, so that the piece of content is more targeted to your LinkedIn audience.

Remember to include a link back to the original published article as well. This provides the necessary transparency but also shows readers where to go for more content like the piece they just enjoyed.

Write in a separate word processor, then paste the text into LinkedIn

The LinkedIn editor does allow you to save draft articles, but it really doesn’t provide much word processing support. There’s no built-in spell checker, for one thing. And drafts created from your LinkedIn profile can’t be easily circulated among colleagues or peers.

To ensure you publish the highest quality content the first time around, draft it up in an application like Microsoft Word or Google Docs. Take all the time you need to polish it up and add the finishing touches.

At the top of your LinkedIn homepage, you’ll see a little prompt inviting you to write an article. Once it’s ready, simply copy and paste the text into LinkedIn’s publishing platform.

linkedin screenshot

Promote published articles across the platform and beyond

After sending your article out into the LinkedIn universe, don’t just expect the platform to circulate it for you.

Promote it across your LinkedIn profile, any LinkedIn groups you’re a part of, your Facebook and Twitter accounts as well as email or InMail . If you use automation tools, just be sure to follow proper LinkedIn etiquette .

High-performing LinkedIn articles start with high-quality content

With a robust LinkedIn content marketing strategy in place and a skilled content writer at the ready, your business can capitalize on all that the platform has to offer — from access to decision-makers to the community of like-minded professionals eager to engage.

writing articles in linkedin

By Jessica Barker

writing articles in linkedin

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Best Practices for Writing Articles on LinkedIn

  • Shama Hyder
  • Content Strategy
  • May 7, 2019

the ultimate guide to linkedin articles best practices

Publishing on LinkedIn has become one of the best methods for entrepreneurs, executives, and business leaders to establish their thought leadership.

Why? Because when it comes to your professional writing, people trust LinkedIn more than  any other social platform. According to a survey by LinkedIn, 73 percent of people said they were more confident in the professional information presented on LinkedIn than on Twitter, Facebook, or Yahoo! Groups.

So how do you make sure your LinkedIn articles perform well? Here are 5 best practices to follow.

Five LinkedIn Articles Best Practices

1. publish long-form content, and save your shorter posts for other platforms..

Users on LinkedIn prefer content between 1,900 and 2,000 words , according to an OkDork analysis of LinkedIn post performance.

One reason is because LinkedIn users expect much more thorough, researched content than users on Facebook, for example, do. It’s difficult to present a valuable idea, discuss it, and draw a reasoned conclusion in, say, 500 words.

That’s not to say you should pad your LinkedIn articles with extra words, sentences, and paragraphs just to reach that length. Quality content will always win out over quantity. However, if you’re finding that your posts are consistently coming in under 1,500 words, you might want to reconsider how you structure them, or dig into your concepts a bit deeper.

2. Share your stories—not just your brand’s.

As connected consumers become ever more savvy to the tricks and marketing tactics brands use to sell to them, it’s becoming more important than ever to employ effective brand storytelling.

While this definitely involves sharing your brand’s story, it also means you have to open up and share your own stories, too.

That certainly doesn’t mean you have to talk about what you tell your therapist—but it does mean you should be open to sharing challenging moments in your professional life, times you questioned yourself, and especially rewarding moments in your career.

This is because people are no longer buying from companies. They’re buying from people. They trust people, not brands. And when it comes to a site like LinkedIn, which is all about building professional connections, that personal element is key.

3. Include images.

Just as readers do on any other publishing site, LinkedIn users prefer posts with images. In fact, the OkDork analysis found that posts with 8 images perform much better than posts without images—in fact, they received an average of more than 50k views, as opposed to around 6k for posts with no images.

Select your images carefully. Avoid images that appear too “stock-y” or have nothing to do with your topic. That sounds obvious, but it’s amazing how many people will include images of a rock climber in posts about upping your sales numbers. You can draw a vague connection, but mostly it just makes your post look generic.

A few good sites to browse for images are Pexels, Unsplash , and Pixabay, all of which offer free stock images.

4. Post LinkedIn articles consistently, and on a regular schedule.

Consistency is vital no matter where you’re posting, whether that’s on Instagram, Facebook, Medium , or, of course, LinkedIn.

The reason behind this is that users will be more likely to follow you and share your articles if they know there’s more to come.

If you post once, and don’t post again for a couple of months, the people who originally read your article and were interested in what you had to say will have moved on. After all, it’s not as if there’s a shortage of content for people to read.

On the other hand, if people know that you post every week on Wednesdays, they’ll be much more likely to view, comment, and share. They’ll get used to seeing your LinkedIn articles pop up on their news feeds every week—and as every marketer knows, you’ve got to keep your brand top of mind with customers if you want to build a following. The same is true with B2B thought leadership : if you want to build your brand as a thought leader, you have to keep yourself top of mind for people who are interested in the topics you write about.

When it comes to the frequency of posting, LinkedIn’s managing editor Chip Cutter recommends posting at least a few times per week . LinkedIn differs from other platforms to a degree in that the people using it are on the platform to make connections, learn from each other, and advance their careers. There’s a much greater chance that they’ll start tuning you out if they hear from you too frequently.

5. Expand your topic areas.

Something else that Cutter recommends LinkedIn users do with their articles is vary their topic choices a bit.

Topics like productivity, efficiency, leadership—these are all popular things for LinkedIn users to write about, but that also means that it’s especially challenging for yet another article on how to be more productive to stand out.

What’s more, there’s so much B2B content on these topics already that saying something truly brand-new is going to be tough. These LinkedIn articles can therefore sound bland and generic—two impressions you don’t want to leave people with when they think of your thought leadership.

Instead, try writing about things like:

  • Trending topics in your industry
  • Personal stories that are related to popular workplace topics like leadership, career development, etc.
  • Major trending questions and topics like the future of work, how AI is changing the workforce, and immigration reform.

6. Use appropriate hashtags.

Hashtags are important on LinkedIn just like they are on other platforms, but you’ll need to make sure the ones you use are appropriate for the business-oriented audience. That means no #blessed or #FridayFeels—instead, use your company hashtag, or employ the ones that LinkedIn will suggest when you create your post.

Related read: How To Hashtag Like A Pro

Try to strike a balance between niche hashtags that will help your audience find you, and more general hashtags that will give readers a broad overview of your article’s topic area—#Inspiration, #WomenInLeadership, etc.

Hootsuite recommends using no more than five hashtags per LinkedIn article, as using more can look spammy.

For entrepreneurs and leaders who are building their thought leadership, posting articles on LinkedIn is a must.

For one thing, you’ll immediately increase your visibility on the platform, making it more likely that you’ll connect with other leaders in your industry, generate leads, and gain more customers. For another, by posting your articles on LinkedIn, you’re creating an extensive library of content that will serve you for years to come, as users can come across your writing at any time—not just n the three or four days after you posted it.

Want to learn more about LinkedIn articles best practices? Read our post “ The Marketer’s Guide to Using  LinkedIn’s Native Video .”

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The Ultimate Guide to Writing LinkedIn Articles That Go Viral

Influencers on LinkedIn Pulse like my man Richard Branson , have over 13 million followers .

But you’re not Richard so how do you make your content go further and get people reading?

According to LinkedIn’s latest available figures,  more than a million people  have published posts on LinkedIn ‘s platform.

More than 130,000 posts are published every week; and the average post reaches LinkedIn members in 21 industries and nine countries.

After all, there are now over 710M members on LinkedIn .

So how do you stack the deck in your favour when it comes to publishing LinkedIn articles.

Here are 4 ways to hack the algorithm when writing LinkedIn articles.

1. Optimise your Profile

Whether you’re just getting started on LinkedIn or have already used it as a marketer or salesperson for a while, optimizing your profile is essential to your success.

With a complete profile, valuable and varied content, and a broad network, you’ll stand out from the crowd, attract more attention, and ultimately get better results in business.

Watch the short video below for some of the most important areas of your profile to get right.

To dive into Profile Optimisation in more detail check out How to Optimize Your LinkedIn Profile for Maximum Visibility on the Social Media Examiner blog.

It’s one of the best articles out there.

2. Grow Your LinkedIn Connections

Every time you publish a post on LinkedIn, your connections will see an alert in their notifications.

But to really make ripples, you need a large audience of first-level connections.

For any of the stuff we’re talking about throughout this post to really work, you’ll need to make as many connections as you possibly can that may be interested in your content.

To help get your connections ramped up, you may want to download the LinkedIn Messaging Templates 2021 which give you scripts you can use to invite people to join your network.

3. Get Featured on Channels

LinkedIn Pulse has more than 100 individual channels .

Some of the most popular channels are for Leadership & Management, Big Ideas & Innovation, Technology, Entrepreneurship, and Social Media.

Check out trending topics and share your insights backed up with research and anecdotes to be featured in these channels.

Want to get a story featured on LinkedIn Pulse?

Then you’ll have to tweet LinkedIn editos and ask them to check out your work.

Ask a Pulse editor to share your story on the channel on Twitter with “Tip @LinkedInEditors #LinkedInPulse ” at the end of your tweet.

Yes, seriously, use Twitter to get featured on Linked. 

That’s how it’s done for now!

4. Good ol’ SEO

To categorise your content, LinkedIn Pulse does an analysis of the text of your article.

This is like SEO tactics of the dark ages, when all you had to do was include your keyword in the title and use the right words a few times throughout the post.

LinkedIn is still a relatively easy search engine to manipulate.

But a word of caution.

This will evolve just like Google did, so my advice is always act with integrity online.

Let me be clear, keyword stuffing is a bad idea (even though right now, it will probably get you a lot of exposure).

Always align your objectives with the platform and you can’t go wrong.

Bonus Tip – Don’t use boring images!

Definitely  avoid using boring images in your content , such as:

  • Generic headshots.
  • Company logos.
  • Blurry photos, small pics, anything that will make you squint

How you chose images will come down to your brand.

But get creative and save the images using keywords – that will help with your SEO.

Here is a great example of an article with non-boring images – Why You Surround Yourself With is Who You Become

Now that we’ve covered some LinkedIn article hacks, you’re ready to write your masterpiece.

In this next section I’ll walk you through step-by-step preparing and posting your LinkedIn article.

Step-by-Step Guide to Writing a LinkedIn Article

If you are going to write something, you want your content to be discovered and read by as many people as possible. Right?

There are many benefits to publishing Linkedin articles and not limiting yourself to just publishing short posts.

The main benefit of writing articles on Linkedin is that it establishes you as a thought leader.

By publishing articles on Linkedin with your own content, relevant to your business and industry, you automatically position yourself as an expert.

How to Choose a Topic for Your Article

When you write articles on LinkedIn, you want to demonstrate your thought leadership, expertise, and industry knowledge.

Here are some ideas on how you can choose your topic:

  • News and updates from your industry
  • You could also answer a question your audience has.
  • What are the frequently asked questions you get when you meet someone from your network?
  • If you’re a member of a Facebook group that contains your ideal clients, keep an eye out for questions that get asked over and over again.
  • I keep a list on the notes app on my computer with ideas for blog posts and articles.
  • If one of your LinkedIn posts is getting a lot of engagement from your network, that might be a good topic for a long-form article.

Once you know what you want to write about, you are ready to get started….

Write a New LinkedIn Article

Start by going to the LinkedIn Home tab and clicking the Write an Article link at the top of the page.

After you click this link, the LinkedIn Publishing tool opens.

This is where you create your article.

Choose Your Headline

To add a headline to your article, click the Headline field and type in a headline.

Choose a headline that will grab users’ attention in the feed and make them want to click through to read the article.

List-based articles work well, as do mistake-based titles.

Check out these examples:

  • 7 Steps for Busy Professionals to Create Better Content in Less Time
  • 5 Messages You Should Never Send on LinkedIn

Format Your Article for Mobile

The next step is to format your article in a way that makes the information easy to consume.

Because we’re bombarded with information and text online, it’s best to use shorter text paragraphs interspersed with images.

This approach makes your article easier to read, which is particularly important when people are consuming the content via the LinkedIn mobile app.

Adding subheadings, bullet points, and bold type also improves readability, as you can see in the example below.

Always include a call to action in your article.

To illustrate, ask people for their comments (a great way to spark conversation) or to get in touch with you. Links to your website, podcast, or social media will work here too.

When someone leaves a comment, you can reply to them and keep increasing engagement.

Examples of questions you can ask at the end of your article:

  • What Do you Think?
  • How Do you Feel?
  • What Will You Do?
  • What is Your Opinion?
  • What is Your Story?
  • What is Your Experience or Example?
  • What Have you Been Working On?

Include Images, Video, or Rich Media in Your LinkedIn Article

At the top of the article, you can add a cover image. To do this, click in the area above the headline and upload an image from your computer.

LinkedIn recommends using a 744 x 400 pixel image for best results.

After you add a cover image, two positioning options and a Delete button appear on the screen.

Cover Image

Choose an image that will capture your readers’ attention in the LinkedIn feed and make them want to click on the article to read it.

In addition to the cover image, you’ll also want to embed relevant images and video in the body of your article. To add an image or video, click the icon to the left of the article body.

Publish and Share Your LinkedIn Article

Once you’ve written your article and added images and links, what’s next? Note that as you create your article, LinkedIn automatically saves it as a draft.

When you’re ready to publish it, simply click Publish at the top right of the page.

Share Your Article

Once you’ve published your article, you’ll want to share it. Click the Share button at the bottom of your article to see the sharing options.

Be sure to share to these places on LinkedIn:

• Your personal LinkedIn feed • A LinkedIn message (if relevant) • LinkedIn groups • Email list

When sharing articles to your personal LinkedIn feed use hashtags to get more views on the link.

LinkedIn encourages the use of hashtags when you create posts and will suggest hashtags to use.

Why You Should Reshare Your LinkedIn Article

Articles have a much longer lifespan than posts on LinkedIn.

And while you can view the analytics for your posts for only 60 days, analytics for articles are available for 2 years. You can give an article new life by resharing it via a LinkedIn post that directs users to that article.

I have several LinkedIn articles that still get comments a year or 18 months after they were published.

To visualize this, if your article is about 10 reasons why someone should attend your live event, list one or two of those reasons the first time you reshare the article.

When you reshare it a few days or even a week later, discuss some of the other reasons.

Before publishing make sure you go through the follow check-list:

  •  All names of people and companies link to their profiles
  •  Article should contain 5-10 graphics (images/charts/quotes)
  •  Attention grabbing article headline and banner (www.canva.com)
  •  Write a short 2-3 sentence caption to drive click-throughs
  •  H1 tag for title, H2 for headings, H3 for sub-headings
  •  1-3 sentences per paragraph, short sentences mobile friendly
  •  Add alt-tags to images explaining what they are
  •  10-20 people to send the article to immediately after posting
  •  Ask people involved in the article to share the content
  •  Set aside time throughout the day to respond to comments,
  •  Highlight article in Featured section of your LinkedIn profile
  •  Share in relevant groups, send to email list

Article Structure

Here’s a suggested structure for Pillar Content in the form of a LinkedIn article.

  • Introduce topic (X) in first person
  • Explain what to expect in article
  • The outcome from reading
  • Why does my company need X?
  • Why is X important to your business?
  • How X drives business results
  • Different types of X
  • How can your company leverage X?
  • 5-8 Insights or mistakes to avoid
  • How do you know if it’s working?
  • How to set goals, measure success, benchmarking
  • Sum up key message
  • What to do next action steps
  • Call-to-comment (examples above)

About Author

  • 2-3 sentences

Media and links to include where appropriate…

  • Cover banner
  • Expert Quote
  • Case Study / Statistic
  • Example / chart
  • Link to another article
  • Link to resource on website
  • Name & pic link to profile
  • Website link

That’s it!

The key to getting ahead, is getting started.

Go get ’em!

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Six reasons why you should use LinkedIn Articles for business

six reasons your business should be using LinkedIn articles

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HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter. That number increases for B2B marketers, who report that 80% of their social media leads come from LinkedIn.

While LinkedIn sessions continue to enjoy staggering increases year-on-year, only three million users (out of over 740 million) actually create and share original content on a weekly basis, a statistic that LinkedIn hasn’t failed to notice.

For B2B marketers, this reluctance of the majority to use the most widely used social platform for business users to share original content should be leveraged to their advantage.

While it may be quick and easy to create short posts to attract attention and drive traffic to your blogs, e-books and other content, many marketers are not yet taking advantage of one of LinkedIn’s most powerful features, LinkedIn Articles.

Since September 2021, the ability to publish long-form articles (up to 100,000 characters as opposed to 700 on a post) on LinkedIn has been rolled out to all company pages, but many people are still not aware of the feature or its benefits.

Why publish a LinkedIn Article?

1. increase your visibility.

LinkedIn Articles appear in searches within LinkedIn but more importantly, they also show up on Google organic searches. You may choose to publish identical content on LinkedIn as you do in your blog but, chances are, having the word LinkedIn appear in the URL will see the LinkedIn article ranking higher on Google.

2. Increase dwell time

The LinkedIn algorithm considers dwell time as one of its top indicators of engagement. Longer content takes longer to read, therefore the dwell time followers spend on your company page will increase.

3. Become a thought leader

Seven hundred characters in a regular post doesn’t allow much room to publish in-depth and thoughtful content. Articles are an opportunity to do just that. The longer content allows you to showcase your expertise and authority on a particular subject to your regular followers and those who may be scoping you out.

The more quality in-depth content you post using the articles format the more your network will begin to see you as a go-to place for authoritative opinion.

4. Repurpose content and give it a new lease of life

Post old blog content that is still relevant or evergreen in the LinkedIn publishing platform. The fact it should show up on Google searches may result in more exposure, and potentially some new leads, from a piece of work that was near its sell by date!

5. Reach a new audience

The name of the game when it comes to winning on any social media platform is to create quality content than your intended audience engages with. The LinkedIn Articles platform lets you create longer form, in-depth content right there on the site. It’s easy to share from there, so it’s reasonable to assume that if people like it, they may well share it.

6. Reach a larger audience

Posting the same content on your website may reach a few thousand visitors per month but by publishing on LinkedIn Articles you could potentially reach millions.

Are there are any cons to using LinkedIn Articles?

It’s still in its infancy, so not all LinkedIn followers are aware of it and are looking for Articles. As a result, you’ll still need to create a post to alert people that you have written one. Think of it as a trailer to the main event.

How to publish an Article

  • Visit your company page as an admin
  • Click the ‘Write Article’ button underneath ‘Start Post’
  • Add a headline
  • Add a cover image
  • Start writing
  • Drop in images or visuals to add interest
  • Press Publish

Read more: Eight ways to use LinkedIn polls for business 

The importance of video for B2B

HubsSpot's 2022 Marketing Trends, a Channel-specific review

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Google quietly launches internal AI model named 'Goose' to help employees write code faster, leaked documents show

This story is available exclusively to business insider subscribers. become an insider and start reading now..

  • Google has an internal large language model named Goose, designed to make employees more productive.
  • Goose is trained on "25 years of engineering expertise at Google."
  • The company is leveraging AI as part of a bigger efficiency push.

As Google injects artificial intelligence into every product it possibly can, it’s also turning to AI to make its business more efficient.

The company has launched a large language model named Goose that's just for employees. It is designed to assist with building new products, according to internal documents reviewed by Business Insider.

The documents describe Goose as a “descendant of Gemini,” its big new large language model . Goose is “trained on the sum total of 25 years of engineering expertise at Google,” one of the documents states.

“It can answer questions around Google-specific technologies, write code using internal tech stacks and supports novel capabilities such as editing code based on natural language prompts,” an internal summary of Goose reads.

Leveraging AI internally could be a key factor in Google’s new efficiency drive, which has resulted in leadership cutting thousands of jobs over the past 13 months and a number of team re-orgs. Google finance chief Ruth Porat hinted at initiatives like this during the company’s recent earnings call , telling analysts that Google was working to “slow expense growth” through a variety of tactics including “streamlining operations across Alphabet through the use of AI.” 

One internal document notes that Goose is part of a plan to “bring AI to every stage of the product development process.” 

A Google spokesperson didn't respond to a request for comment.

Goose appears to be available for at least some employees to use right now, however, it’s not clear if it’s fully functional in terms of its abilities. One document notes that Goose “is also planned to be the first general-purpose LLM approved for internal coding use at Google.”

“Goose has a 28k token context window, which makes it particularly valuable for development tasks,” it adds. Token context windows refer to the amount of text, numbers, and other information a language model can take into account when processing a query. That's especially important for coding, which can include hundreds of thousands of lines of code.

The documents note that the creation of Goose was a collaborative effort between Google Brain, DeepMind, and Google's internal infrastructure teams. The company merged Brain and DeepMind last year to build Gemini, which was in turn named after the twin teams that created it.

Duck, Duck, Goose

Google isn't the only tech company using its own AI models and products to boost productivity. Microsoft recently rolled out its Copilot tool to internal teams , Business Insider reported.

And Goose isn't the only example of Google using AI to be more efficient.

The company uses AI to try to reduce the amount of energy required to cool its data centers, for example. It is also increasingly pushing advertisers to use AI automated products for deciding where their money should be spent across Google's products.

For now at least, Google insists that AI is not taking away employees’ jobs.

“We’re not restructuring because AI is taking away any jobs,” said Google’s chief business officer Philipp Schindler, after Business Insider’s reported layoffs in Google’s ad sales team as part of a re-org .

Goose could become increasingly useful for employees. The tool was designed with a "focus on new engineering-related capabilities," one of the documents reads, suggesting it could go well beyond the existing development tools offered to staff.

And if Googlers have specific development questions while using Goose, they're encouraged to turn to the company's internal chatbot, named Duckie.

Are you a current or former Google employee? Got something to share??

You can reach reporter Hugh Langley via encrypted messaging app Signal (+1 628-228-1836) or email ( [email protected] )

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