Unlike other social networks like Twitter and Instagram, Linkedin gives its users the ability to publish two types of posts: a short post or an article, which is the equivalent of a long form post.
There are many benefits to publishing Linkedin articles and not limiting yourself to just publishing short posts.
The first 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.
The second benefit of writing articles on Linkedin is that the feature is free to all Linkedin users. Unlike publishing your own blog posts where you have to use paid platforms such as Wordpress and pay for hosting and a domain name, when publishing articles on Linkedin, the service is free.
The third benefit of Linkedin publishing is that it helps you grow your reach. Instead of your content being seen only by your existing Linkedin audience, anyone on Linkedin can type in a keyword in Linkedin’s search box and when they click on “content”, all the articles ranking for that keyword will appear.
In order to publish an article on Linkedin, simply login to your Linkedin account, and click on “write an article”. You’ll notice that there are 3 sections. A banner, a headline and the body of the article.
When using Linkedin for business, write articles that spur dialogue, nurture relationships and create interest for your business by following the steps outlined below.
First, to post an article on Linkedin, perform keyword research to see what keywords or keyword phrases your audience looks for. Ideally, these keywords should have low competition and high volume searches. Ideally, for a 1,000 word article, include 5 keywords throughout your article, three times each but make sure it doesn’t sound or look obvious that you’re keyword optimizing. Your article should flow nicely.
To post an article on Linkedin, the second step is writing your title. Your title should include your most important keyword and should be attention-grabbing.
Once you’ve decided on your title, make sure you create a banner for it. Your banner should be 600 x 322 pixels.
The third step is writing your article. Your article should include a paragraph per idea. For example, if your article is about 5 steps, you should have a paragraph per step. If your article underlines mistakes to avoid, have a paragraph for each mistake. To make your article more enjoyable to read, include stories or examples for each idea you develop in your article.
The fourth step after you’ve completed your article, is to add calls to action throughout your content. If your article is 1,000 word long, include your call to action three times throughout.
The final step when using Linkedin for business, is simply publishing your article. Click on the ‘publish’ tab on the top right hand side a check one more you are happy with the layout and the content. If you’re not, you can always edit your article.