Why and How to Use LinkedIn Articles for Content Marketing

More than 30 million companies have an official LinkedIn page and 92% of marketers include LinkedIn in their mix of digital channels. However, many marketers miss a great opportunity for content on LinkedIn: long articles.

LinkedIn introduced the feature of posting long forms to hundreds of targeted influencers in 2012. These advanced LinkedIn users can write thousands of text articles, with additional features like uploading photos, formatting options and the ability to interact with commentators.

A few years later, LinkedIn made these editorial resources available to the entire user community.

Benefits of posting on LinkedIn

Company Pages cannot post long articles on their pages, but rather articles written and posted on employees’ personal pages, which provide excellent branding, recognition and conversation opportunities for employees and their organizations.

Benefits include…

Reach a new audience. Employee networks increase the reach of content.

  • Promote authentic conversations. Your employees are a reliable source of information for your networks because they have a personal connection. They have a unique name, face and reputation, without the usual touch of a brand. Getting employees to write and share on LinkedIn leads to deeper discussions and authentic conversations.
  • Internal view on projects, corporate culture and problem solving. Most channels have a specific audience, a limited purpose, and generally a point of sale. But what about the wonderful stories of corporate culture that drive recruitment efforts? Or the excellent technical solution that shows customers how smart their solutions are, in addition to the checklist of traditional products?

Ultimately, companies are made up of people and the ideas and jobs they provide. Allowing your employees to write on LinkedIn allows them to share all the smart ideas behind products or services, the exceptional moments that make a great team and the pros and cons of a smart solution.

Your three-step content strategy on LinkedIn

  1. Reuse content from another channel

LinkedIn can be used as a secondary platform for content posted elsewhere, to increase reach and increase referral traffic to original content. Here are some ways to post content on LinkedIn:

Publish the full content. Copy and paste the entire piece on LinkedIn. Add a note at the beginning or end of the song with a link to the original.

If you are reusing third party content in its entirety, make sure you understand your republication rights. Some media may publish only part of the text, while others may have to wait a while before reposting it on a different channel, so you must approve the text before republishing it. Make sure to define the canonical link when you originally published it.

Summarize the content with a link to the original. Use the original introduction and summarize the main conclusions of the original content.

For example, if you have a three-point article, you can write a one-sentence representation for each point on LinkedIn, instead of a paragraph for each point in the original article. You can also ask questions that people should ask themselves when evaluating a problem, with a link to the original piece that contains answers or more questions.

While the goal is to drive referral traffic for the entire story to another site, make sure the article is available on LinkedIn and that it will add value to readers, even if they don’t click. It should not be addressed for your chapter. View and link to the full content.

  1. Promotional or commercial content

Promoting a product, service, or information with a business focus can be tricky on a LinkedIn article, which should not be used as a sales agent/product source page. While you can share information about what our company does/sells, you should focus on educating the reader differently.

For example, what did you learn when you built the product? What process did you use to complete the project on time and within budget? What solutions/tools/hacks did you use to create the product? The piece must be autonomous and add value, whether the reader clicks to take a tour of the product or to start a test.

If you just want to announce a new feature, this information should be added to your LinkedIn feed as a status update. The republication of press releases about sources or partnerships should be shared as links in a state, rather than posting on LinkedIn as someone’s profile article.

Check out real examples of product announcements: online learning solution, one e-course at a time, and the most overlooked way to make ideas go viral.

  1. Cross-linked content or back linked content

Post your problem or the ‘why it matters’ statement on LinkedIn and connect to the solution posted on the company’s property. Sharing a detailed article to help your audience understand a problem or why a problem is important is a great way to appreciate it, but also to be curious about the solutions to the problem.

The alternative is to post the details of a solution on LinkedIn and link it to a “why it matters” link on a company’s website. In this case, the value for the reader is the unique perception of a creative solution.

Here is an example from the real world: How to make your suitability for work clearer.

Post a summary of the problem and solution; cross-linking of case studies or research showing that it works. Many companies sponsor or research to substantiate their claims that a problem is important or that a solution works. Often, “discarding the report” is the most important measure of success.

In addition to sharing the download link as a status update, consider publishing a summary of the problem and solution, with some insights from the report that support conclusions about why this challenge is worth solving and why the solution is useful. Then link to download the full report for more information.

Take a look at a real-world example: New data shows where we really stand with diversity in the technology industry.

Listen and show

For the LinkedIn audience, you should get in touch with the “lessons learned” with each experience, story, or exercise presented in the article. Some differences in the posts you can publish on Medium or a personal blog:

  • Personal messages are more narrative (hero, obstacle or challenge, special skill or lesson, passed or completed) vs. linear “arguments” (the theorem or traditional hypothesis, supporting points 1-5, and conclusion at the end)
  • Are the main conclusions clear to readers or should they draw their own conclusions? LinkedIn readers want to take action, so posts should aim to make conclusions clear to the reader, rather than personal posts that open up for interpretation.
  • Is it just to “resonate” with the reader or to give practical or practical advice? Most LinkedIn posts try to offer tactical suggestions, so what’s the “and what” of your post?

Check out real-life examples that provide the reader with practical ideas or tactics:

  • A product marketer joins an analytical team … (creates interfaces, offers practical advice)
  • You are what you eat and how you are (principles + behavior that you must carry out)
  • Ode of a true believer to overpay (steps to repeat the author’s experience)

Including LinkedIn articles in your content strategy has great benefits for both the employee and the company. So, call a manager, an influencer, or a great storyteller and give it a try – you will be pleasantly surprised by the results!