How to Post an Article on LinkedIn: The Definitive Guide

Posting articles on LinkedIn is a powerful strategy for establishing thought leadership, expanding your network, and driving business opportunities. It’s more than just sharing content; it’s about building your professional brand and engaging in meaningful conversations within your industry.

So, how do you actually post an article on LinkedIn? Here’s the breakdown, seasoned expert style:

1. Access the Article Publishing Feature: On your LinkedIn homepage, look for the “Start a post” box at the top of your feed. Instead of typing a status update, click on “Write article” (it might also appear as “Write an article on LinkedIn”). This action will redirect you to the LinkedIn Publishing platform, also known as LinkedIn Article editor.

2. Craft Your Headline: Your headline is your bait! Make it compelling, clear, and keyword-rich. Think SEO. A strong headline grabs attention and clearly indicates the article’s topic. Use headline analyzer tools to optimize your title for maximum impact.

3. Write Your Masterpiece: The LinkedIn article editor offers a straightforward writing experience. It’s similar to a basic word processor. Focus on providing valuable, insightful, and engaging content. Break up large blocks of text with headings, subheadings, bullet points, and visuals.

4. Incorporate Visuals: Images and videos are critical. A visually appealing article keeps readers engaged and helps illustrate your points. Use high-quality images that are relevant to your content. LinkedIn allows you to add images throughout your article.

5. Format for Readability: No one wants to read a wall of text. Use short paragraphs, clear headings, and bullet points to make your article easy to scan and digest. Proper formatting dramatically improves the user experience.

6. Add Links Strategically: Include relevant links to your website, blog, or other resources. Linking to reputable sources also enhances your credibility. Don’t overdo it; focus on providing value.

7. Optimize for SEO: Think about the keywords your target audience might use to search for your article. Include these keywords naturally throughout your content, including in your headline, introduction, and body.

8. Review and Edit: Before hitting “Publish,” thoroughly review your article for any errors in grammar, spelling, or punctuation. A polished article reflects your professionalism. Proofread meticulously!

9. Choose Your Audience: While publishing an article makes it accessible to your entire network and beyond, consider if you want to share it to specific groups or individuals after posting.

10. Publish and Promote: Once you’re satisfied, click the “Publish” button. LinkedIn will then share your article with your network. Don’t just stop there. Actively promote your article by sharing it on other social media platforms, sending it to relevant contacts, and engaging in discussions in the comments section.

Understanding the LinkedIn Article Editor

The LinkedIn Article editor is your canvas. Master it. It’s designed for ease of use, but understanding its capabilities will significantly improve your article’s impact.

Leveraging Visuals within the Editor

Images aren’t just decoration; they’re integral to storytelling. Use the editor to seamlessly embed images and videos that complement your text. Consider using screenshots, infographics, or even short videos to illustrate complex concepts.

Formatting Options for Enhanced Readability

The editor offers basic formatting options such as headings, bullet points, and numbered lists. Use these to structure your content logically and make it easy to scan. A well-formatted article encourages readers to stay engaged.

Maximizing Your Article’s Reach

Publishing is just the beginning. To truly leverage LinkedIn articles, you need a strategic approach to promotion and engagement.

Engaging with Your Audience in the Comments Section

The comments section is where the magic happens. Actively respond to comments, answer questions, and foster discussions. This demonstrates your expertise and builds relationships with your audience.

Sharing Your Article Across Multiple Platforms

Don’t limit your reach to LinkedIn. Share your article on Twitter, Facebook, and other relevant platforms. This will drive more traffic to your LinkedIn article and expose your content to a wider audience.

Frequently Asked Questions (FAQs) about Posting Articles on LinkedIn

Here are 12 commonly asked questions about posting articles on LinkedIn to further boost your understanding:

1. What’s the difference between a LinkedIn post and a LinkedIn article?

   A LinkedIn post is a short-form update that appears in your feed. It’s ideal for sharing quick thoughts, updates, and links. A LinkedIn article is a long-form piece of content, similar to a blog post, that allows you to delve deeper into a topic and showcase your expertise. Articles are housed on your profile and have a longer shelf life than posts.

2. How long should my LinkedIn article be?

   There’s no magic number, but aim for quality over quantity. Generally, articles between 700 and 1500 words tend to perform well. However, the ideal length depends on the complexity of the topic and the depth of your insights.

3. What types of topics should I write about on LinkedIn?

   Focus on topics that are relevant to your industry, expertise, and target audience. Consider sharing insights, best practices, case studies, and thought-provoking perspectives. The goal is to provide value and establish yourself as a thought leader.

4. Can I edit my LinkedIn article after it’s been published?

   Yes, you can edit your LinkedIn article after it’s been published. Simply go to your profile, find the article, and click the “Edit” button. However, be mindful of making significant changes, as this could disrupt the flow of discussion in the comments section.

5. How do I add images to my LinkedIn article?

   Within the LinkedIn Article editor, you’ll find an option to insert images. You can upload images directly from your computer or use a stock photo library. Ensure the images are high-quality and relevant to your content.

6. How do I track the performance of my LinkedIn article?

   LinkedIn provides analytics for your articles, including views, likes, comments, and shares. You can access these metrics by going to your profile and clicking on the “Articles” section. Analyzing these metrics will help you understand what resonates with your audience.

7. Should I include a call to action in my LinkedIn article?

   Yes! A clear call to action encourages readers to take the next step, whether it’s visiting your website, contacting you, or downloading a resource. Make it relevant to your article’s content and easy to follow.

8. How often should I publish articles on LinkedIn?

   Consistency is key. Aim to publish articles regularly, whether it’s once a week, once a month, or on a schedule that works for you. The more consistently you publish valuable content, the more likely you are to build a loyal audience.

9. Can I repost an existing blog post as a LinkedIn article?

   Yes, but proceed with caution. Avoid simply copy-pasting your blog post. Instead, adapt it for the LinkedIn audience by tailoring the language, formatting, and call to action. Consider adding new insights or updating the content to make it fresh and relevant.

10. What are some common mistakes to avoid when posting articles on LinkedIn?

    Some common mistakes include: neglecting to proofread, writing about irrelevant topics, failing to promote your article, ignoring the comments section, and using overly promotional language. Focus on providing value and engaging in meaningful conversations.

11. How can I use LinkedIn articles to generate leads?

    By providing valuable content that addresses your target audience’s pain points, you can attract qualified leads. Include a clear call to action that encourages readers to contact you or visit your website for more information. Consider offering a free resource, such as an ebook or white paper, in exchange for their contact information.

12. Are LinkedIn articles indexed by search engines like Google?

    Yes, LinkedIn articles are indexed by search engines. This means that your articles can appear in search results, driving more traffic to your LinkedIn profile and expanding your reach. Optimize your articles for SEO by using relevant keywords and writing high-quality content.

By following these guidelines and frequently asked questions, you’ll be well on your way to creating and sharing compelling articles that establish you as a thought leader, expand your network, and drive business opportunities on LinkedIn. Remember, it’s about providing value, engaging in conversations, and building relationships. Now go forth and publish!