Looking to become a thought-leader? Here's a plan...

Hello!

LinkedIn offers two primary ways to share content: posts and articles.

While posts are shorter updates limited to 3,000 characters, articles allow for more in-depth exploration of topics with up to 110,000 characters. This expanded format opens up a world of opportunities for professionals and businesses alike.

10 Benefits of Writing LinkedIn Articles

1. Increased visibility: LinkedIn articles appear in both LinkedIn and Google searches, potentially reaching a wider audience. HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter, with 80% of B2B social media leads coming from LinkedIn.

2. Thought leadership: Longer content allows you to showcase your expertise and establish yourself as an authority in your field. Only 1% of LinkedIn's billion or so users create and share original content weekly, providing a unique opportunity to stand out.

3. Improved engagement: Articles typically have higher dwell times, (people stay longer on them to read the content) which the LinkedIn algorithm favours, which can lead to increased visibility and engagement. Longer content takes longer to read, thereby increasing the time followers spend on your page.

4. SEO advantages: LinkedIn articles often rank higher in Google search results compared with similar content on personal websites, due to LinkedIn's strong domain authority.

5. Content repurposing: You can breathe new life into existing blog posts or other content by republishing them as LinkedIn articles, reaching a new audience and extending the content's lifespan.

6. Deeper analysis: The extended format allows for more comprehensive exploration of complex topics, providing more value to your audience.

7. Enhanced professional profile: Regular article publishing can strengthen your professional image and attract potential clients or employers.

8. Networking opportunities: Articles can spark discussions and connections with like-minded professionals in your industry, expanding your network.

9. Lead generation: High-quality articles can drive traffic to your website or other lead capture mechanisms, supporting your business goals.

10. Personal branding: Consistent article publishing helps build a recognisable personal or company brand on the platform, positioning you as a thought leader.

Anatomy of a Perfect LinkedIn Article

To maximize the impact of your LinkedIn articles, consider the following best practices:

Length: Aim for 1,500-2,000 words. This length allows for in-depth exploration while remaining digestible for readers.

Images: Include 3-5 high-quality, relevant images throughout your article. Start with an eye-catching header image to grab attention. The recommended image size is 1280×720 pixels.

Structure: Use clear headings and subheadings to organise your content. Break up text with bullet points or numbered lists for easy scanning.

Links: Include 2-3 relevant external links to authoritative sources to support your points. You can also link to your own website or previous articles, but use these sparingly.

Call-to-action: End your article with a clear call-to-action, encouraging readers to comment, share, or follow you for more content.

🚀 Are you ready to win more business from LinkedIn?

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Best wishes

Esther