LinkedIn has the most organic reach. So many changes! Not only as a personal branding tool but also as a corporate marketing tool. A new thing to learn every day on LinkedIn. Here is a list of articles I wrote about LinkedIn, with useful tips and ideas.
Finally, you can now blog on your LinkedIn company page! When writing a message, you can now choose ‘article’. Of course, this isn’t required for ‘blogs’. It’s a blank canvas. Article writing opens doors.
What is a LinkedIn article and how does it help?
Aside from photo, video, and survey, you can now choose to write an article when posting to your LinkedIn company page. This option has been around for a long time.
An article is a blog: a web page with longer text, photos, and other visual options. An article, unlike a message, has its own URL. Articles, unlike LinkedIn messages, are searchable.
But an article gives you much more space and options than a normal message. Unlike a normal LinkedIn message on your company page, articles have no character limit. 120,000 characters, according to lore (I’m not sure anyone did it).
Unlike in messages, you can:
Use photos in any size and in any way you want.
Podcasts and videos can be embedded.
Text links (that is)
Format your text with headings, bullet lists, quotes, etc.
Tagging LinkedIn profiles and pages is possible in posts but not in articles. You can get around this by adding a link, but the recipient will not be notified. You overcome this by tagging him or her (or them) in the post. Also, hashtags only work in posts, not articles.
How and where do you publish an article?
An article can be published in two ways. When you click ‘Write article’ from your personal profile, you can choose between your profile and the business pages you manage:
- example of starting an article from your personal profile and choosing between your profile and your company page
- The ‘Write article’ button is now on the company page:
- This image has no alternative text.
- Most Page admins will do this via the Company Page, but it isn’t required.
So, what can you publish?
With articles, anything is possible. Ask coworkers to write articles for your company blog. Announcements, news, interviews, reports of events and important moments are some examples.
It will be most successful if it truly matches the interests and expectations of your target audience. Promotional content does poorly. But it’s useful data.
Use LinkedIn articles to start blogging.
The real power of articles is in the ‘blog’ function: letting your company’s experts speak. That’s where the real power is, whether they blog about their work or share knowledge, or you interview them and let them speak.
- LinkedIn is a business network. You reach your target group by letting experts inside and outside your company speak.
- Ingredients for maximum article reach
- photo of an iphone with the LinkedIn app open and showing recent LinkedIn stories
- Do you want your ‘blog’ or ‘article’ to be as effective as possible? So pay attention to these points:
- Have a great cover photo. LinkedIn recommends a cover photo size of 744 by 400 pixels.
- What a title! If you’re posting your article, the title is one of the most important elements. Make it elicit, explain, or stand out.
Think of your reader! Long paragraphs aren’t ideal for articles read on the LinkedIn mobile app. Provide short text blocks, bullet points (like this! ), subheadings, and variety. This way you meet and keep the mobile reader.
Your message to publish your article is as vital as the article itself. After clicking ‘Publish,’ you are compelled to write the message immediately. So make sure you’ve thought about it or at least given it enough time.
screenshot of the ‘publish’ screen
All of these elements are vital to your message’s success. Then you must click the link and do your best. Even after that, you must keep the reader’s attention. You want them to read the last paragraph so you can finish your story and get a response.
Risque and unanswered
A few cautions and unanswered questions Naturally.
What does this have to do with my site?
Many companies use LinkedIn to drive traffic to their website. If that’s your goal, an article like this competes with it. Articles are even on LinkedIn. If you post a blog here first, then on your website, Google will favor the LinkedIn version. So think it through before you start.
Because publishing articles as a company page is new, we’ll have to see how they perform in LinkedIn’s algorithm. Your (forced) article’s message often gets less reach than other messages with external links, if you’ve ever published an article from your personal profile. It remains to be seen how important this content is to LinkedIn.
Do longer articles match what LinkedIn users want to see?
Social media users have a short attention span. The LinkedIn app isn’t for everyone, especially long pieces. However, certain target groups clearly enjoy reading on LinkdIn, provided the content is relevant to their field and interests.
The solution is to choose carefully what to publish as an article. Organize your article so that it grabs your attention and avoid long blocks of text to encourage readers to keep reading.
How do you properly credit authors?
IDENTIFY THE AUTHOR OF YOUR LINKEDIN BLOG
The human element of a blog on your LinkedIn company page is powerful. Making the author of your article clear is vital for its impact.
Colleagues cannot be tagged as authors. The idea is to publish these as a company page. That means you need to make the author of your article stand out. Encourage your coworkers to blog via your company page by mentioning them explicitly in the text. To do so, you must:
Mention them as authors with a link to their LinkedIn profiles (cannot be tagged in articles). Include a photo.
You can end your article with a bio that includes a photo of the author, a paragraph about them, a link to their LinkedIn profile or your corporate website, and any other articles they’ve written. Here’s an example.
Where can you find them?
Unlike a personal profile, you cannot currently search for articles. Articles have their own category under ‘activity’:
That means people will only find your articles if their colleagues share the link. Or – who knows – Google.
A book cover with a laptop and a window in the background
A company blog is one of the most interesting things you can do with the ‘articles’ option on your company page. A company blog humanizes your firm. It boosts your reputation and authority because it strengthens the image of a group of experts.
It also increases internal and external stakeholder engagement and provides endless social media content. Author of Blogging Like a Pro, I still love corporate blogging! The workshop Blogging for Companies will be happy to assist you and your colleagues if you are considering using this new option as a (real) blog. We discuss not only how you come up with ideas, but also the nuances.
PS I first published this on my LinkedIn company page to see how Google reacts. The original can be found at Elja Daae Marketingadvies.