In the last ten years, online networking has changed significantly, but LinkedIn is still one of the most important platforms for professional success.
With over 875 million users, LinkedIn has a huge potential audience to access for business leads or collaborations. It’s clear that not using this to your company’s advantage is a mistake. LinkedIn is the most successful platform for acquiring leads for more than 40% of B2B marketers.
If you’re new to the platform, where do you even begin?
One beneficial aspect of this professional platform is the ability to write viral LinkedIn articles.
Writing a successful LinkedIn article may seem daunting at first, but it doesn’t have to be! With this step-by-step guide, you’ll know exactly how to write a LinkedIn article that will get readers talking.
We’ll provide practical tips so you know exactly what steps to take when writing your LinkedIn article for your organization or business.
LinkedIn Articles Vs. Posts
LinkedIn Articles and LinkedIn Posts are two types of content that can be shared on the LinkedIn platform.
LinkedIn posts:
- Shorter updates.
- Can include text, images, and videos.
- Share news, updates, or thoughts.
- They’re typically less formal than articles.
- Posts have between 300 and 400 words.
LinkedIn Articles:
- Longer content.
- Share in-depth information and insights.
- Include images, videos, and other media.
- Up to 150,000 characters long.
The goal of LinkedIn articles is to give more information, which is a great way to show that you are a thought leader in your field. When deciding between a LinkedIn article vs. post, think about the effect you want to have on your readers.
Benefits Of Writing LinkedIn Articles
Key benefits of writing LinkedIn articles on the platform:
- Establish yourself as an expert: Show off your knowledge and expertise on a subject.
- Build relationships: Build connections with other professionals in your industry, as well as with potential employers or clients.
- Grow your network: Writing articles can help you grow your network by connecting you with like-minded individuals with similar interests.
- Drive traffic to your website: Add clickable links to your articles to drive traffic to your website.
- Improving SEO: Publishing LinkedIn articles can help your SEO by giving Google more content to index.
How To Write A Great LinkedIn Article Step-By-Step
Here are fail-proof steps to follow to write a great LinkedIn article.
Step 1: Topic Choice
The most crucial component of creating LinkedIn articles is deciding what to write about. This is because three important aspects must be balanced at this stage of the process:
- To begin, ensure that you are writing about something you are familiar with. This will make writing the post easier because you’ll be more comfortable discussing it. Plus, you’ll perform much less research ahead of time.
- You should also make certain that you are writing about something that others in your sector would be interested in reading. Consider your target audience. For example, if you’re writing for software engineers, what topics would they be interested in hearing about? What is pertinent to their field?
- Finally, consider something unique to discuss. This includes putting a new perspective on a topic, coming up with counter-arguments for current concepts in your field, etc.
These three elements frequently contradict each other. There are many ways to find a balance between them, but the best way is to do a lot of research. Examine what people are talking about and look for interesting issues that aren’t being covered in your field.
Step 2: Article Heading
The importance of a good headline cannot be overstated.
It’s the first thing that readers will see, and it should make them want to read more. Make it concise, descriptive, and intriguing. The heading should be keyword-rich to help it appear in search engine results. Also, a CTA in the headline can get more clicks on the article.
Step 3: LinkedIn Cover Image
A cover image is an important part of any LinkedIn article post. It serves as a visual representation of the article and can help draw readers in. Additionally, it can add branding to your post and make it more recognizable.
There are a few things to consider when choosing a cover image for your LinkedIn article.
1. Make sure that the image is relevant to the post’s topic; this will help readers understand what the article is about before they even read it.
2. Ensure that the image is high-quality and visually appealing; this will draw readers in and keep them engaged with your content.
3. Consider adding text or a logo to the image if appropriate; this can help further emphasize your brand and give readers a better understanding of what the article is about.
Step 4: Body of the Article
The body of the article is where you will provide the bulk of your content. This is where you will explain the topic in detail and provide evidence to support your claims.
Like any piece of writing content you put out into the world, it is important to keep these few things in mind:
- Make sure that the information you are providing is accurate and up-to-date; this will help ensure that readers can trust what they are reading.
- Use clear language and avoid jargon; this will make it easier for readers to understand what you are saying.
- Break up long paragraphs into shorter ones; this makes it easier for readers to digest the information and stay engaged with your content.
- Use relevant keywords throughout the article; this will help your article appear in search engine results.
Specifically, to write great LinkedIn articles, you should take note of these:
Use Whitespaces
Whitespaces are empty spaces between paragraphs/sections that break up the content and make it easier to read. They help readers quickly scan through your article and find the right information.
Use Images
Adding pictures to your LinkedIn article can make the content more appealing. Images draw attention to certain points or give more information. Make sure images are high quality.
Hyperlinks
Hyperlinks are an important part of any LinkedIn article. They can link to other articles, statistics, and your own website. Hyperlinks give readers access to more information about a topic, and they can be used as a form of promotion. By linking to other articles or your website, you spread the word about your content and increase its reach.
Learn more about LinkedIn for business in this article on lead generation strategies for LinkedIn next.
Publishing The LinkedIn Article
Here are the steps for how to post an article on LinkedIn:
- Go to linkedin.com and, if necessary, log in to your account.
- Select “Write an article” from the post creation box in the center of your homepage. If you have access to the LinkedIn article publishing tool, you will see the opportunity to write an article here.
- Type or paste in your post, add a headline, image, and formatting as needed, and then click the blue “Publish” button in the top right corner of the screen. Add graphics and a heading after you’ve written or pasted your article text.
- Confirm your selection by clicking “Publish” in the pop-up window.
LinkedIn publishing places your article in your profile’s Articles section. It will be shared in the newsfeed with your contacts and followers, and those who do not follow you can do so from the published article.
You can also go back in and update your article if you find a typo or want to change something, or you can share it to your other social media accounts once it’s published by clicking the share symbol at the bottom of your article or next to your author’s byline.
LinkedIn Article Examples
LinkedIn Pulse is a publishing platform created by LinkedIn. Pulse was first restricted to well-known influencers.
LinkedIn opted in 2014 to make the platform available to all of its members. LinkedIn Pulse gets blog posts, news articles, and insights from LinkedIn members in relevant networks.
Here are three of the most viral LinkedIn Pulse articles:
- 6 Toxic Behaviors That Push People Away: How to Recognize Them in Yourself and Change Them – Kathy Caprino
- 10 Things to Do Every Workday – J.T. O’Donnell
- 11 Simple Concepts to Become a Better Leader – Dave Kerpen
From these viral LinkedIn articles, it’s clear that following LinkedIn’s best practices have been heavily influential on the success of these posts.
How To Write A LinkedIn Article: FAQs
What is a LinkedIn article?
A LinkedIn article is a post that allows users to share their thoughts, opinions, and insights on a particular topic. You can use it to promote your business or brand, give readers useful information, or just say what you want.
What is the difference between a LinkedIn article and a post?
A LinkedIn article is a longer form of content. Posts are usually shorter and more to the point, while articles go into more detail and give readers more information about the subject.
Where can I find LinkedIn articles?
You can find articles on LinkedIn by searching for them on the platform or by visiting the Articles tab on your profile. Also, use the search bar to look for specific topics or keywords related to what you’re looking for.
How do I get my article to go viral on LinkedIn?
Having a viral LinkedIn article can be a challenge, but it’s possible. Share your article on other sites like Twitter, Facebook, and Instagram, respond to comments and interact with readers, use ads, and don’t forget hashtags.
What is the size of a LinkedIn article image size?
The size for LinkedIn article images is 1200 x 627 pixels. This size ensures that your image will be displayed properly on the platform properly.
The Bottom Line: Write Great LinkedIn Articles
Writing the best LinkedIn article doesn’t have to be complicated. With the right structure and expert research, you can create an interesting, informative piece that will help your profile stand out.
If you follow these LinkedIn article best practices, you’ll be on your way to landing collaborations and roles that you’re looking for.
Scaling with Systems is here to help you find new customers or members for your business or organization. We make systems for getting new clients that are profitable and don’t give you more work. If you’re serious about finding a winning solution for your company, book a free consultation call, and one of our advisors will get back to you.
