As the world’s largest business network, LinkedIn offers numerous methods for companies and individuals to make contacts, network and position themselves as experts in their own industry. One of those ways is LinkedIn Publishing. Here you’ll learn what LinkedIn Publishing is all about, how to write articles on LinkedIn, and the benefits you can reap as a business.
Definition – What is LinkedIn Publishing?
LinkedIn Publishing, formerly known as LinkedIn Pulse, allows users to publish their own articles or blog posts directly on the platform. These are then displayed in the newsfeed of your contacts and followers, as well as in search results on the platform.
This allows users to present their content to a broad target group and prove themselves as experts in their field. It doesn’t matter what industry you’re in, LinkedIn Publishing provides opportunities for everyone to share valuable content and interact with other people.
What’s the difference between a LinkedIn post and an article?
LinkedIn Publishing is not to be confused with the normal posts you can post on your LinkedIn profile. While posts tend to be more concise and usually contain only a few sentences or lines, articles are much more extensive.
LinkedIn publishing is ideal for covering in-depth topics, sharing expertise, or providing insights into your business. With LinkedIn articles, you create added value to further educate or inspire your readers.
Should I publish an article or post on LinkedIn?
Whether you should publish a LinkedIn article or a post depends on your goal. Do you want to quickly and easily share your thoughts or ideas or give a brief insight into your company? Then a post is suitable. Is it your goal to share in-depth knowledge and experiences or to present your company in detail? In this case, an article is the better choice.
Use LinkedIn publishing for B2B marketing
LinkedIn publishing is a valuable way for B2B companies to strengthen their marketing on the platform. Through high-quality content, companies showcase their expertise and problem-solving ability to gain the trust of their target audience as well as increase their coverage.
Through LinkedIn publishing, companies also strengthen their relationship with their customers and prospects by providing insights into how they work and their industry knowledge. This can lead to higher engagement and more interactions on the platform, which in turn positively impacts leads and business opportunities.
In addition, with LinkedIn Publishing, companies are also using their employees as ambassadors to promote their brand and content. Employees can use their own profiles to write LinkedIn articles and share them on the company page to increase both their own visibility and that of the company.
Is LinkedIn publishing only relevant for B2B?
Quite clearly, no! LinkedIn articles can be created by any LinkedIn user. Whether you are self-employed, freelancer, employee or entrepreneur – LinkedIn offers the opportunity to share your expertise and knowledge with others. Even though LinkedIn is especially popular in the B2B space, that doesn’t mean you can’t take advantage of LinkedIn Publishing as a B2C business or individual. On the contrary, LinkedIn is a great platform to position yourself as an expert in your field and thus attract new customers or business partners.
How do I publish a LinkedIn article?
Publishing an article on LinkedIn Publishing is done in a few steps:
1. click on “Write an Article” on the LinkedIn home page or company page.
2. Write a meaningful headline for the article. It succinctly summarizes what the reader can expect.
3. Choose a cover image for the article – 1280 x 720 pixels is recommended. It should fit the topic and arouse the reader’s curiosity.
4. The most elaborate step: write your article in the designated area.
5. You can save the draft of your article and share it with others by sending them the URL.
6. Go to “Publish” in the upper right corner and write a short description for the article. This description will appear in the feed along with the title image and the title of the article.
7. When you are satisfied with your article, click “Publish” to publish your article.
LinkedIn publishing: Writing articles – tips and tricks
Want to write a LinkedIn article directly, but don’t know how? No problem! Here are a few tips to help you get started:
Define your goals precisely: Before you start writing, you should think about the goals of the article. Do you want to increase your reach, position yourself as an expert or generate more traffic to your business page? Define your goal and tailor the content accordingly. Write an appealing title: The title is the first thing users see. Therefore, it should be meaningful to attract readers and arouse their curiosity. The title should directly tell the reader what to expect in the article. Give the article structure: Structure your text with headings, paragraphs and underline important statements with bold or italics. Avoid long nested sentences and use simple language. A clear structure helps readers to better understand and follow the article. Write for your target audience: Make sure the article is relevant to your target audience and has the right tone. Use language that is understandable to your readers – avoid writing too technical or colloquial. Topic selection: Choose a topic that is relevant and interesting to your target audience. Make sure that the topic is not too broad and that you can structure it well. Use meaningful images: Images increase attention and visually enhance the article. Use a suitable cover image and add further images or graphics. This way you make the article more appealing and can better explain complicated issues. Explain the images with captions and add alt text to make content more inclusive. Grab attention: write a short summary of the article in the introduction to pique readers’ curiosity. Find the appropriate hashtags: Hashtags expand the visibility of the LinkedIn article to a larger audience. Therefore, search for relevant hashtags for your topic to increase the visibility of the article and make it easier to find. Work with SEO keyword research: In addition to hashtags, it is important to conduct keyword research that matches the topic. After all, an SEO-optimized LinkedIn publishing post can rank equally well in search engine results.
Writing LinkedIn articles as a business
For companies, LinkedIn Publishing is useful to position themselves as an expert in their industry and to generate more reach. For this, the following aspects are particularly relevant, in addition to those already mentioned:
Define the target audience and base the design of your article on their needs and interests. Choose a topic that interests your target group and to which you can apply your expertise. Show the expertise of your employees to write interesting articles. In this way, you increase the credibility and transparency of the company while showing the expertise in your team. Provide real value to readers with the article. Make sure that the content contains relevant and useful information that your readers won’t find anywhere else. Technical articles should cover the topic in its entirety or lead to solutions so that users don’t have to search further for information. With a call to action at the end of your articles, you ask the reader to take a certain action. This could be registering for a webinar, signing up for the newsletter or visiting the company’s website. An explicit invitation has a positive effect on the interaction rate.
In addition to quality, quantity is also important. Post articles regularly to keep your readers happy and increase your visibility on LinkedIn. Because posting irregularly has a negative effect in the algorithm and leads to fewer users seeing your posts.
LinkedIn Publishing: Do you prefer LinkedIn articles or a corporate blog?
There is no blanket answer to this question, as it depends on the goal and strategy. A corporate blog allows you to share posts on your own website and thus keep control over your content. LinkedIn publishing, however, offers the opportunity to expand your network and reach to gain new contacts. So weigh which platform makes more sense for you and your business. You can also use both channels to combine the best of both worlds.
Publish and promote your LinkedIn article
The LinkedIn article is written and published? Then it’s time to promote it accordingly. This is how you ensure that your target audience sees and interacts with the publishing article. Here are some tips for publishing and promoting your LinkedIn article:
Publish your article on your company page to tie in with your social media presence Share your article in relevant LinkedIn groups to expose it to a wider audience. Share your article on additional social media channels such as Facebook, Instagram, Twitter or TikTok to gain more reach. Promote interactions with your article by encouraging yourreaders to comment or share. Use LinkedIn Analytics to track the success of your article and understand what content resonates best with your audience.
Examples of LinkedIn publishing articles
Furthermore, on LinkedIn, posts from people usually perform better than those from companies. The human element remains the focus of the platform, which is also reflected in higher interaction rates.
The post by Britta Behrens shows that LinkedIn publishing is also suitable for people for topics that are emotionally charged and personal in nature. Here, users leave comments particularly frequently. In a similar way, companies can focus on their own image in addition to purely professional expertise.
The company profile harmonizes with the profiles of its employees. In this example, Deutsche Bahn’s profile shares Martin Seiler’s contribution, positioning itself for integration. The post generates interactions and exemplifies that companies can achieve success with more than just technical articles.
The company itself can also create a post directly. In the example, software developer Pointly shared an update on new features via LinkedIn publishing. This is especially advisable if there are no established corporate influencers yet.
Advantages of LinkedIn Publishing
LinkedIn Publishing offers numerous benefits to businesses and individual users. With a developed strategy, you’ll benefit in the following ways, among others:
With LinkedIn Publishing, you increase your coverage and reach a larger audience. Your article appears in the newsfeed of followers, who share it further if they are interested – which makes potential customers aware of the company.
Published articles on LinkedIn are not only displayed in the newsfeed, but also in search results. This increases the visibility of your company and your content.
LinkedIn publishing gives you the opportunity to engage with your audience and respond to their comments and questions. This increases interactions with your audience and builds relationships with potential customers.
Generate additional traffic
If you include a call-to-action in articles, you can generate more traffic to your business page or blog. Use the call-to-action to encourage your readers to visit your site.
Position yourself as an expert
You will gain the trust of your target group if you post high-quality articles. In this way, you position yourself as a competent expert in your industry.
An engaging article can help attract potential customers to your business, which can ultimately lead to lead generation.
Increase employee engagement
LinkedIn publishing gives your employees the opportunity to publish content and share their expertise. This can help them be perceived as experts in the industry while improving your company’s image.
Table 1: LinkedIn Publishing Benefits
Checklist: Tips for successful LinkedIn publishing
Quality over quantity: Publish high quality articles that add value to your target audience rather than many superficial articles. Visuals: Use images, videos, and infographics to make your articles more visually appealing and engage your readers. Clear headlines: Use clear and concise headlines to draw your readers’ attention to the content of your article. Short and Clear: Write short sentences and paragraphs to make your article easier to read and understand. Use emojis sparingly: Use emojis sparingly and only when they support your article and make it more engaging. Interact with your audience: respond to readers’ comments and questions to build interaction and increase engagement. Publish regularly: Publish articles regularly to keep your readers engaged and increase your visibility on LinkedIn.
FAQs about LinkedIn Publishing
1. Do I need to be a premium member to use LinkedIn Publishing? No, LinkedIn Publishing is available to all LinkedIn users regardless of their membership status.
2. How long should a LinkedIn article be? There is no optimal length for a LinkedIn article. It is important that your article is long enough to convey relevant information. At the same time, you should write it as concisely as possible so as not to lose the reader’s attention.
3. Can employees of a company write LinkedIn articles? Yes, employees of a company can write LinkedIn articles and publish them on the company page.
4. Can I share my LinkedIn article on other platforms? Yes, it is a good idea to share the LinkedIn article on other social media platforms and your own website to increase the reach and reach more people.
LinkedIn Publishing provides a valuable opportunity for businesses and users to position themselves as experts in their industry, share high-quality content, and increase their visibility on the platform. Through high-quality content, visuals, and audience interactions, businesses can increase their reach on LinkedIn and strengthen their marketing strategy. Use the power of LinkedIn Publishing to promote your content and engagement on the platform and reach your target audience.
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