When LinkedIn first rolled out, it was a useful place for people to network, search for jobs, and share updates — and look up whatever happened to that coworker from 10 years ago. However, these days, the benefits go beyond building interpersonal connections. With more than one billion members, LinkedIn can be a key platform for promoting and building a business’s brand. In fact, according to LinkedIn:
- 40% of B2B marketers surveyed say LinkedIn is the most effective channel for driving high-quality leads.
- Marketers see up to 2x higher conversion rates on LinkedIn.
- Audiences exposed to brand and acquisition messages on LinkedIn are 6x more likely to convert.
So, when you’re putting together your marketing strategy, don’t sleep on LinkedIn articles. They can help B2B companies looking to establish credibility, smaller companies and startups who want to make their mark as an authority in their field, or large companies looking to build their brand.
Benefits of LinkedIn articles
There are many benefits to using LinkedIn articles as a part of your overall strategy. For one, LinkedIn articles make it super easy for you to engage with your audience. Users can easily comment on articles and share them within their networks without leaving the platform.
When it comes to creating LinkedIn articles vs. using LinkedIn posts, articles last longer and are seen by more people. That’s partly due to the fact that these articles can be indexed by Google and other search engines, making your content easier to find.
With enough articles, your page can become a knowledge hub for industry professionals. They can help you establish your brand or business as a thought leader in its field. Take, for example, TD Bank. Its LinkedIn articles position it as a leader in the banking field by using articles to make announcements, highlight its commitment to diversity, offer behind-the-scenes content from leadership and educate readers on important issues.
Writing compelling LinkedIn articles for your company page
Writing quality LinkedIn content doesn’t have to be that different from writing any other content for your brand. In fact, knowing what content to post on LinkedIn company pages starts with developing a strategy just like you would for any other content medium.Here are a few guidelines to get you started.
1. Know your audience
Break down exactly who your company is creating these articles for, and make a plan to provide what they’re looking for — whether it’s topics they would be interested in or issues they might need help with. Consider whether there are multiple audiences you want to reach on LinkedIn and craft content to reach the different groups.
Consider Mailchimp. Its articles are chock full of stories crafted to resonate with marketers, providing a dynamic example of what content to post on a LinkedIn company page. From addressing industry hot topics (will AI replace marketers?) to marketing tips from key in-house experts to collaborative posts that highlight the brand’s features, Mailchimp has done a fantastic job tailoring its content to its audience’s interests and needs, generating conversations and value.
2. Write stuff people actually want to read
It seems so obvious when you spell it out, but much like when creating content for a blog or website, you need to make sure what you’re putting out is engaging and interesting to your readers.
Here are a few quick tips on how to create an article on LinkedIn:
- Write a compelling headline. Because no one is going to click on a forgettable link. Try out a headline analyzer tool to see how your headline stacks up.
- Make the introduction interesting. We’re all busy professionals, so try to draw readers in and get to the point within the first few sentences.
- Make sure content is relevant and useful. Focus on solving problems, sharing insights, or offering industry commentary. Here are some LinkedIn content ideas for businesses to get you started.
- Use visuals: Break up large chunks of text with images, graphs, videos, or infographics to increase engagement.
3. Figure out your optimal article length and frequency
Now that you know how to post an article on LinkedIn, it’s time to learn how long that article should be. Generally speaking, the ideal length for linkedln articles is between 1,000-3,000 words for in-depth content.
When it comes to pacing, you want to ensure you post regularly. You want to strike a balance between remaining relevant without overwhelming the audience. Use that aforementioned analytics tool to determine if you should tweak your posting schedule or the length of your content.
Maximize the impact of your LinkedIn articles
While consistently producing relevant LinkedIn company page content that your audience wants to read is the key formula for success, there are a few things you can do to ramp up your article’s impact.
- Cross-promote your content. Make sure you are sharing your articles on other platforms – whether through LinkedIn posts, newsletters, or other social media channels that direct back to LinkedIn.
- Monitor the analytics. Use LinkedIn’s analytics tools to track the performance of articles. Identify which topics resonate with the audience and adjust your strategy accordingly.
- Engage with readers. Encourage interaction by responding to comments and questions. And take note of what people are saying: it could spark ideas for follow-up articles based on feedback or trending industry discussions.
- Don’t forget the CTA! Direct your audience to the next steps, whether it’s downloading a white paper, following your page, or contacting your team.
LinkedIn articles can be a powerful tool for marketers looking to strengthen their business’s online presence, build credibility, and engage directly with their audience. With a perfect cocktail of valuable, relevant content tailored to your target audience, you can position your company as a thought leader in your industry. Once you have the ball rolling, regularly publishing insightful articles, cross-promoting your content, and engaging with readers can significantly amp up your reach. Now it’s time to start brainstorming! For inspiration, check out Contently’s LinkedIn page.
Are LinkedIn articles suitable for all industries, or do some perform better than others?
LinkedIn articles can be effective for any industry, though B2B sectors tend to see the most success. Tailoring content to industry-specific trends and challenges can help maximize the impact regardless of the field.
Can LinkedIn articles be repurposed for other platforms?
Yes, thought leadership on LinkedIn articles can be repurposed into blog posts, email newsletters, or even broken down into smaller social media posts. You can also share excerpts or highlights from the article on other platforms and include a link back to the full piece on LinkedIn. This cross-promotion can drive traffic and increase visibility across multiple channels.
Is there a best time to publish LinkedIn articles for maximum reach?
While there isn’t a one-size-fits-all answer, studies show that publishing LinkedIn content during weekdays, particularly mid-morning to early afternoon, tends to get the most engagement. However, the best time for your audience may vary, so it’s important to monitor analytics and experiment with different posting times to see what works best for your company.
credit: Karen Stevens